Investigating users’ experience on social media ads: perceptions of young users

• Published in: Heliyon Vol. 6; no. 7; p. e04378
• Main Authors: Al Qudah, Dana A., Al-Shboul, Bashar, Al-Zoubi, Ala’, Al-Sayyed, Rizik, Cristea, Alexandra I.
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.07.2020; Elsevier
• Subjects: Clustering; Perceived usefulness; Personalization; Social media ads; Social science; User experience; Perceived usefulness; User experience; Personalization; Clustering; Social science; Social media ads
• ISSN: 2405-8440; 2405-8440
• DOI: 10.1016/j.heliyon.2020.e04378

Social media platforms changed from being socialization platforms to serve businesses through advertisements. This research aims at investigating active young users' experience with social media ads by studying the personalization and the usefulness of the ads, and the role of the host architecture of the used platform. The results prove that users' experience was affected by the designated variables: personalization, perceived usefulness, and the host architecture. Specifically, It was found that social media users find social media ads useful, and personalized, and that the perceived usefulness and personalization significantly affect the usage of host architecture which significantly affects users’ experience. Additionally, a significant difference is found between clusters of student answers in terms of personalization and perceived usefulness effect on user experience. Social science; User experience, Personalization, Clustering, Social media ads, Perceived usefulness.