Purpose This study aims to deepen the current understanding of social media advertising by
using the Ducoffe's advertising value model. The purpose of this paper is to examine the …

Purpose The purpose of this study is to examine the relationship between consumers'
attitude toward social media advertising and their behavioural response and the moderating …

With the current debate on the effect of WhatsApp on academic performance, there is little
rigorous econometric research backing each side of the argument. Applying a seemingly …

As an instant messaging application accessed through smartphones, WhatsApp is currently
used by millions of people across the world to share information in various formats such as …

Despite the increasing amount of research on social media, there are few studies on the use
of WhatsApp to assess academic performance. Surprisingly, students use social media …

Social media has become a necessity in nearly everyone's life today as it offers them the
opportunity to keep in touch with family and friends. Social media is also acting as a medium …

This paper investigated the effectiveness of social media advertising on consumer decision-
making and the mediating role of consumer engagement. Three constructs including …

This chapter aims at analysing the effects of social media on African society by focusing on
WhatsApp usage. The chapter will; one, show how usage of WhatsApp is affecting …

Many students feel overwhelmed by the learning environment at tertiary institutions. They
are always in a reactive mode to finish what they have started. Time management plays an …

Purpose Social media usage has become popular among the youth. The popularity and
acceptance of this tool by the youth in large numbers make it necessary to find out more …