TITLE:
Consumption Value of Digital Devices: An Investigation through Facebook Advertisement
AUTHORS:
Abhishek Mishra
KEYWORDS:
Smartphone, Digital Device, Facebook Advertisement, Consumption Value, Usability, Social Value, Pleasure in Use
JOURNAL NAME:
Social Networking,
Vol.4 No.3,
July
2,
2015
ABSTRACT: Data collection represents the most effort-intensive stage of any marketing research exercise, especially
in cases sampling frame is unavailable. Sub-optimal bypasses in form of student surveys
or surveys employing convenience sampling have become common. In modern era, where laptops
and smartphones enable easy accessibility of respondents online, this study utilizes Facebook advertisement
as a source of data collection to measure the construct of user experience for interactive
products. Modern digital devices, like smartphones, are a source of a variety of experiences
for the user. Design teams at various smartphone manufacturers are struggling every day to
create products which provide complete consumer experiences. This work not only proposes a
framework for describing the same with usability, social value and pleasure in use, but also tests
the scales for each by empirical validation. Data collection process through Facebook, as a sample
frame, is something yet to be seen in marketing literature. This work goes the distance in not only
demonstrating the efficacy of using Facebook advertisement as a viable data collection tool but
also developing a framework to measure consumption value. Outcomes of the study, should promote
further research using this sampling frame for future research, especially in the area of marketing.