Dr. Logan is a former advertising and marketing executive who’s now working with the next generation of creative professionals as a professor at University of Colorado Boulder .
As social media use continues to climb, consumers are beginning to experience social media fatigu... more As social media use continues to climb, consumers are beginning to experience social media fatigue leading to concern among marketers about the efficacy of the channel. This research examines social media fatigue through the lens of the Theory of Rational Choice to better understand how consumers cope with this phenomenon and how it impacts brands. Our findings suggest that growing privacy concerns lead to social media fatigue among U.S. consumers. However, consumers’ conscious decision to remain involved in social media reflects their belief that continued use provides outcomes that are more positive than discontinuance of use.
Purpose:
Social media usage has become ubiquitous in our society – consumers are spending upwards... more Purpose: Social media usage has become ubiquitous in our society – consumers are spending upwards of 20 percent of their media time on social sites interacting with friends, family and brands (Adler, 2016) and all of this usage is driving fatigue. The purpose of this paper is to examine how advertising factors such as attitude and intrusiveness impact social media fatigue as well as two consumer behavior factors, fear of missing out (FOMO) and privacy.
Design/methodology/approach: A 190-item questionnaire was developed and administered to an opt-in subject pool recruited for web-based research (i.e. online panel). A representative sample of 750 US social media users was recruited for the survey of which 518 respondents were valid and usable.
Findings: Results indicate that FOMO has the greatest impact on social media fatigue, not advertising factors as predicted. In addition, privacy concerns continue to plague consumers and should be monitored by advertisers.
Research limitations/implications: With regard to limitation, the survey contained a variety of self-reported measures that can tend to be under-reported, especially when it comes to social media usage as evidenced in a recent study (Adler, 2016).
Originality/value: This research undertook an investigation of consumer perceptions of social media advertising and how those relate to social media fatigue and psychological factors such as privacy and FOMO. In looking at these constructs, a clearer picture of how consumer perceptions of advertising impact levels of social media fatigue has emerged. In addition, the results provide a better understanding of FOMO, a psychological factor that significantly contributes to social media fatigue.
Privacy concerns and social media usage continue to increase in parallel for many online consumer... more Privacy concerns and social media usage continue to increase in parallel for many online consumers. While researchers have suggested the negative impact of privacy concerns on social media engagement, it is also observable that privacy concerns do not prevent users from disclosing their personal information online while using social media, in other words a privacy paradox exists. Noting this interesting discrepancy, our research investigates various factors influencing the relationship between privacy concerns and social media engagement. Privacy related factors are examined along with social media constructs as potential moderators that would explain why privacy concerns do/do not affect social media engagement. To explore these relationships, an online survey was conducted with a total of 760 US social media consumers. Results determined that privacy concerns negatively influenced social media engagement to the extent that users have privacy protection behaviors, social media trust, and social media fatigue. Interestingly, when users have high trust on social media platforms, social media engagement is more likely to increase despite privacy concerns. To increase engagement from consumers on these platforms, brands should look to establish transparent interactions with consumers that ensure data privacy and limit data surveillance.
Realizing that voluntary compliance with online privacy disclosure increases access to consumer d... more Realizing that voluntary compliance with online privacy disclosure increases access to consumer data, there is a need for marketers to better understand the key factors that contribute to the social media user’s tipping point – the point where a consumer would voluntarily adopt more stringent online privacy protocols or reduce engagement in social media. Adopting the theoretical framework of the protection motivation theory, this research tested existing cognitive measures (internet self-efficacy, content credibility, impression management, and satisfaction with life) to determine if the measures mitigated or exacerbated social media users’ privacy concerns. The notion that personality correspondingly contributed to the personal assessment of privacy concerns was also tested. An online survey was fielded among 433 U.S. participants. Observed variable multiple regressions were utilized to analyze the net effects of each variable upon privacy concerns. The results of this study strongly suggest that there are user characteristics that align with the inclination to be concerned about privacy issues. Specifically, social media users who are skeptical regarding social media content and confident in their own abilities to protect their online data are likely to be more concerned about data privacy. The current research suggests that privacy concerns are attributable to rational concerns, which could include factors such as compensatory exchanges with advertisers and the amount of value placed on convenience and access over security. Implications for practitioners are provided.
Despite the increasing popularity of online streaming television (OTV), there is little informati... more Despite the increasing popularity of online streaming television (OTV), there is little information regarding how perceptions of the new medium differ from traditional television (TV) viewership. The research employed online interviews among young adult viewers of OTV and traditional TV to determine whether young adult consumers (aged 18–34) regard advertising viewed within online TV programming differently than they regard advertising viewed within traditional TV programming. While advertising has long been accepted by American consumers as a necessary element of most mass communication, this research suggests that viewers of OTV programming do not regard advertising as a means to subsidize the cost of online content. Rather, young adults appear to regard advertising as an intruder in the OTV environment. Furthermore, the results indicate that Ducoffe's Advertising Value model (1995) does not predict attentiveness to advertising viewed within the OTV context. Therefore, while OTV advertising may be held to a higher creative standard than traditional TV advertising, there is no indication that entertainment value contributes to an improved attitude toward advertising in the OTV environment.
This research compares the antecedents to young adults’ intentions to follow brands on Twitter an... more This research compares the antecedents to young adults’ intentions to follow brands on Twitter and Facebook. The three conclusions that emerge from this study are not entirely consistent with planned behavior or technology acceptance models. First, perceived ease of use directly affects users’ intentions to follow brands on Facebook and Twitter. Second, peer pressure is an important factor in the decision to follow brands on Facebook and Twitter. Third, consumers’ attitudes toward following brands on Facebook and Twitter do not directly affect their intentions to follow brands. In addition, following brands on Facebook and Twitter appears to satisfy different user gratifications.
International Journal of Internet Marketing and Advertising, 2014
Daily-deal websites, such as Groupon and LivingSocial, have
become increasingly popular in the U... more Daily-deal websites, such as Groupon and LivingSocial, have
become increasingly popular in the USA. This research applies a theoretical model, the Theory of Planned Behaviour, to consumer use of daily-deal websites. An online survey was fielded among 502 US social media users. Structural equation modelling was used to test the proposed model. Consumers’
attitudes towards the use of daily-deal sites, their perceptions regarding referent approval, and their self-confidence regarding their ability to use social media effectively all positively affect their intentions to use daily-deal sites. Neither
brand consciousness nor advertising scepticism significantly affected attitude toward the use of daily deal sites, however information seeking behaviour did positively and significantly impact attitude. This suggests that consumers are open to trying new brands while at the same time wanting clear and concise information about the daily deal offer before making a purchase.
Social media are transforming the way information travels within and between networks of individu... more Social media are transforming the way information travels within and between networks of individuals. Many pundits claim that individuals no longer seek news but instead news finds individuals, particularly on social media websites. The current study is an exploratory look at how one specific group of individuals—Gen Y—gathers news. Data was collected from an online survey and results indicate that Gen Y is increasingly relying on social media for information and news. Interestingly,
despite their preference of social media for news gathering,
young adults still perceive traditional media sources as more credible than social media sources. Other findings are presented, and both theoretical and practical implications are drawn.
International Journal of Integrated Marketing Communications, 2013
An Advertising Exchange Value (AEX) scale was developed to measure consumers’ assessments regardi... more An Advertising Exchange Value (AEX) scale was developed to measure consumers’ assessments regarding the fairness of exchange between advertisers and consumers in a specific medium. As part of the validation process, the scale was used to compare perceived AEX for television (TV) and online streaming television (OTV). The proposed AEX scale was found to be internally consistent and related to other, established constructs in meaningful ways. Results indicate that OTV is perceived to provide greater AEX than TV, AEX is positively related to advertising tolerance, and AEX reflects consumers’ perceptions of content value.
As social media use continues to climb, consumers are beginning to experience social media fatigu... more As social media use continues to climb, consumers are beginning to experience social media fatigue leading to concern among marketers about the efficacy of the channel. This research examines social media fatigue through the lens of the Theory of Rational Choice to better understand how consumers cope with this phenomenon and how it impacts brands. Our findings suggest that growing privacy concerns lead to social media fatigue among U.S. consumers. However, consumers’ conscious decision to remain involved in social media reflects their belief that continued use provides outcomes that are more positive than discontinuance of use.
Purpose:
Social media usage has become ubiquitous in our society – consumers are spending upwards... more Purpose: Social media usage has become ubiquitous in our society – consumers are spending upwards of 20 percent of their media time on social sites interacting with friends, family and brands (Adler, 2016) and all of this usage is driving fatigue. The purpose of this paper is to examine how advertising factors such as attitude and intrusiveness impact social media fatigue as well as two consumer behavior factors, fear of missing out (FOMO) and privacy.
Design/methodology/approach: A 190-item questionnaire was developed and administered to an opt-in subject pool recruited for web-based research (i.e. online panel). A representative sample of 750 US social media users was recruited for the survey of which 518 respondents were valid and usable.
Findings: Results indicate that FOMO has the greatest impact on social media fatigue, not advertising factors as predicted. In addition, privacy concerns continue to plague consumers and should be monitored by advertisers.
Research limitations/implications: With regard to limitation, the survey contained a variety of self-reported measures that can tend to be under-reported, especially when it comes to social media usage as evidenced in a recent study (Adler, 2016).
Originality/value: This research undertook an investigation of consumer perceptions of social media advertising and how those relate to social media fatigue and psychological factors such as privacy and FOMO. In looking at these constructs, a clearer picture of how consumer perceptions of advertising impact levels of social media fatigue has emerged. In addition, the results provide a better understanding of FOMO, a psychological factor that significantly contributes to social media fatigue.
Privacy concerns and social media usage continue to increase in parallel for many online consumer... more Privacy concerns and social media usage continue to increase in parallel for many online consumers. While researchers have suggested the negative impact of privacy concerns on social media engagement, it is also observable that privacy concerns do not prevent users from disclosing their personal information online while using social media, in other words a privacy paradox exists. Noting this interesting discrepancy, our research investigates various factors influencing the relationship between privacy concerns and social media engagement. Privacy related factors are examined along with social media constructs as potential moderators that would explain why privacy concerns do/do not affect social media engagement. To explore these relationships, an online survey was conducted with a total of 760 US social media consumers. Results determined that privacy concerns negatively influenced social media engagement to the extent that users have privacy protection behaviors, social media trust, and social media fatigue. Interestingly, when users have high trust on social media platforms, social media engagement is more likely to increase despite privacy concerns. To increase engagement from consumers on these platforms, brands should look to establish transparent interactions with consumers that ensure data privacy and limit data surveillance.
Realizing that voluntary compliance with online privacy disclosure increases access to consumer d... more Realizing that voluntary compliance with online privacy disclosure increases access to consumer data, there is a need for marketers to better understand the key factors that contribute to the social media user’s tipping point – the point where a consumer would voluntarily adopt more stringent online privacy protocols or reduce engagement in social media. Adopting the theoretical framework of the protection motivation theory, this research tested existing cognitive measures (internet self-efficacy, content credibility, impression management, and satisfaction with life) to determine if the measures mitigated or exacerbated social media users’ privacy concerns. The notion that personality correspondingly contributed to the personal assessment of privacy concerns was also tested. An online survey was fielded among 433 U.S. participants. Observed variable multiple regressions were utilized to analyze the net effects of each variable upon privacy concerns. The results of this study strongly suggest that there are user characteristics that align with the inclination to be concerned about privacy issues. Specifically, social media users who are skeptical regarding social media content and confident in their own abilities to protect their online data are likely to be more concerned about data privacy. The current research suggests that privacy concerns are attributable to rational concerns, which could include factors such as compensatory exchanges with advertisers and the amount of value placed on convenience and access over security. Implications for practitioners are provided.
Despite the increasing popularity of online streaming television (OTV), there is little informati... more Despite the increasing popularity of online streaming television (OTV), there is little information regarding how perceptions of the new medium differ from traditional television (TV) viewership. The research employed online interviews among young adult viewers of OTV and traditional TV to determine whether young adult consumers (aged 18–34) regard advertising viewed within online TV programming differently than they regard advertising viewed within traditional TV programming. While advertising has long been accepted by American consumers as a necessary element of most mass communication, this research suggests that viewers of OTV programming do not regard advertising as a means to subsidize the cost of online content. Rather, young adults appear to regard advertising as an intruder in the OTV environment. Furthermore, the results indicate that Ducoffe's Advertising Value model (1995) does not predict attentiveness to advertising viewed within the OTV context. Therefore, while OTV advertising may be held to a higher creative standard than traditional TV advertising, there is no indication that entertainment value contributes to an improved attitude toward advertising in the OTV environment.
This research compares the antecedents to young adults’ intentions to follow brands on Twitter an... more This research compares the antecedents to young adults’ intentions to follow brands on Twitter and Facebook. The three conclusions that emerge from this study are not entirely consistent with planned behavior or technology acceptance models. First, perceived ease of use directly affects users’ intentions to follow brands on Facebook and Twitter. Second, peer pressure is an important factor in the decision to follow brands on Facebook and Twitter. Third, consumers’ attitudes toward following brands on Facebook and Twitter do not directly affect their intentions to follow brands. In addition, following brands on Facebook and Twitter appears to satisfy different user gratifications.
International Journal of Internet Marketing and Advertising, 2014
Daily-deal websites, such as Groupon and LivingSocial, have
become increasingly popular in the U... more Daily-deal websites, such as Groupon and LivingSocial, have
become increasingly popular in the USA. This research applies a theoretical model, the Theory of Planned Behaviour, to consumer use of daily-deal websites. An online survey was fielded among 502 US social media users. Structural equation modelling was used to test the proposed model. Consumers’
attitudes towards the use of daily-deal sites, their perceptions regarding referent approval, and their self-confidence regarding their ability to use social media effectively all positively affect their intentions to use daily-deal sites. Neither
brand consciousness nor advertising scepticism significantly affected attitude toward the use of daily deal sites, however information seeking behaviour did positively and significantly impact attitude. This suggests that consumers are open to trying new brands while at the same time wanting clear and concise information about the daily deal offer before making a purchase.
Social media are transforming the way information travels within and between networks of individu... more Social media are transforming the way information travels within and between networks of individuals. Many pundits claim that individuals no longer seek news but instead news finds individuals, particularly on social media websites. The current study is an exploratory look at how one specific group of individuals—Gen Y—gathers news. Data was collected from an online survey and results indicate that Gen Y is increasingly relying on social media for information and news. Interestingly,
despite their preference of social media for news gathering,
young adults still perceive traditional media sources as more credible than social media sources. Other findings are presented, and both theoretical and practical implications are drawn.
International Journal of Integrated Marketing Communications, 2013
An Advertising Exchange Value (AEX) scale was developed to measure consumers’ assessments regardi... more An Advertising Exchange Value (AEX) scale was developed to measure consumers’ assessments regarding the fairness of exchange between advertisers and consumers in a specific medium. As part of the validation process, the scale was used to compare perceived AEX for television (TV) and online streaming television (OTV). The proposed AEX scale was found to be internally consistent and related to other, established constructs in meaningful ways. Results indicate that OTV is perceived to provide greater AEX than TV, AEX is positively related to advertising tolerance, and AEX reflects consumers’ perceptions of content value.
Uploads
Social media usage has become ubiquitous in our society – consumers are spending upwards of 20 percent of their media time on social sites interacting with friends, family and brands (Adler, 2016) and all of this usage is driving fatigue. The purpose of this paper is to examine how advertising factors such as attitude and intrusiveness impact social media fatigue as well as two consumer behavior factors, fear of missing out (FOMO) and privacy.
Design/methodology/approach:
A 190-item questionnaire was developed and administered to an opt-in subject pool recruited for web-based research (i.e. online panel). A representative sample of 750 US social media users was recruited for the survey of which 518 respondents were valid and usable.
Findings:
Results indicate that FOMO has the greatest impact on social media fatigue, not advertising factors as predicted. In addition, privacy concerns continue to plague consumers and should be monitored by advertisers.
Research limitations/implications:
With regard to limitation, the survey contained a variety of self-reported measures that can tend to be under-reported, especially when it comes to social media usage as evidenced in a recent study (Adler, 2016).
Originality/value:
This research undertook an investigation of consumer perceptions of social media advertising and how those relate to social media fatigue and psychological factors such as privacy and FOMO. In looking at these constructs, a clearer picture of how consumer perceptions of advertising impact levels of social media fatigue has emerged. In addition, the results provide a better understanding of FOMO, a psychological factor that significantly contributes to social media fatigue.
become increasingly popular in the USA. This research applies a theoretical model, the Theory of Planned Behaviour, to consumer use of daily-deal websites. An online survey was fielded among 502 US social media users. Structural equation modelling was used to test the proposed model. Consumers’
attitudes towards the use of daily-deal sites, their perceptions regarding referent approval, and their self-confidence regarding their ability to use social media effectively all positively affect their intentions to use daily-deal sites. Neither
brand consciousness nor advertising scepticism significantly affected attitude toward the use of daily deal sites, however information seeking behaviour did positively and significantly impact attitude. This suggests that consumers are open to trying new brands while at the same time wanting clear and concise information about the daily deal offer before making a purchase.
despite their preference of social media for news gathering,
young adults still perceive traditional media sources as more credible than social media sources. Other findings are presented, and both theoretical and practical implications are drawn.
Social media usage has become ubiquitous in our society – consumers are spending upwards of 20 percent of their media time on social sites interacting with friends, family and brands (Adler, 2016) and all of this usage is driving fatigue. The purpose of this paper is to examine how advertising factors such as attitude and intrusiveness impact social media fatigue as well as two consumer behavior factors, fear of missing out (FOMO) and privacy.
Design/methodology/approach:
A 190-item questionnaire was developed and administered to an opt-in subject pool recruited for web-based research (i.e. online panel). A representative sample of 750 US social media users was recruited for the survey of which 518 respondents were valid and usable.
Findings:
Results indicate that FOMO has the greatest impact on social media fatigue, not advertising factors as predicted. In addition, privacy concerns continue to plague consumers and should be monitored by advertisers.
Research limitations/implications:
With regard to limitation, the survey contained a variety of self-reported measures that can tend to be under-reported, especially when it comes to social media usage as evidenced in a recent study (Adler, 2016).
Originality/value:
This research undertook an investigation of consumer perceptions of social media advertising and how those relate to social media fatigue and psychological factors such as privacy and FOMO. In looking at these constructs, a clearer picture of how consumer perceptions of advertising impact levels of social media fatigue has emerged. In addition, the results provide a better understanding of FOMO, a psychological factor that significantly contributes to social media fatigue.
become increasingly popular in the USA. This research applies a theoretical model, the Theory of Planned Behaviour, to consumer use of daily-deal websites. An online survey was fielded among 502 US social media users. Structural equation modelling was used to test the proposed model. Consumers’
attitudes towards the use of daily-deal sites, their perceptions regarding referent approval, and their self-confidence regarding their ability to use social media effectively all positively affect their intentions to use daily-deal sites. Neither
brand consciousness nor advertising scepticism significantly affected attitude toward the use of daily deal sites, however information seeking behaviour did positively and significantly impact attitude. This suggests that consumers are open to trying new brands while at the same time wanting clear and concise information about the daily deal offer before making a purchase.
despite their preference of social media for news gathering,
young adults still perceive traditional media sources as more credible than social media sources. Other findings are presented, and both theoretical and practical implications are drawn.