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Uses and Gratification of Online Advertising, Lecture notes of Mass Communication

Ohio State University (OSU) - Newark Mass Communication

Uses and gratification theory in history, purpose, assumption and model of uses and gratification theory and explain the interaetive nature of CMC and online advertising.

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Fakultät für Mathematik und Naturwissenschaften

Institute für Medien und Kommunikationswissenschaft

Fachgebiet Kommunikationswissenschaft

USES AND GRATIFICATIONS OF ONLINE

ADVERTISING

A COMPARATIVE STUDY BETWEEN GERMANY AND EGYPT

A dissertation submitted to the technical university of Ilmenau (Germany) for the

degree of Doctor of philosophy (PhD) in mass communication

Presented by

Abd El-Basit Ahmed Hashem Mahmoud Abdullah Shaheen (M.A.)

The examination committee members

Prof. Dr. Paul Klimsa (Technical University Ilmenau, Germany)

Prof. Dr. Philip Auter (University of Louisiana, USA)

Jun. Prof. Dr. Jeffery Wimmer (Technical University Ilmenau, Germany)

Submitted May 18, 2010

urn:nbn:de:gbv:ilm1-2010000327

Partial preview of the text

Download Uses and Gratification of Online Advertising and more Lecture notes Mass Communication in PDF only on Docsity!

Fakultät für Mathematik und Naturwissenschaften

Institute für Medien und Kommunikationswissenschaft

Fachgebiet Kommunikationswissenschaft

USES AND GRATIFICATIONS OF ONLINE

ADVERTISING

A COMPARATIVE STUDY BETWEEN GERMANY AND EGYPT

A dissertation submitted to the technical university of Ilmenau (Germany) for the

degree of Doctor of philosophy (PhD) in mass communication

Presented by

Abd El-Basit Ahmed Hashem Mahmoud Abdullah Shaheen (M.A.)

The examination committee members

Prof. Dr. Paul Klimsa (Technical University Ilmenau, Germany)

Prof. Dr. Philip Auter (University of Louisiana, USA)

Jun. Prof. Dr. Jeffery Wimmer (Technical University Ilmenau, Germany)

Submitted May 18, 2010

urn:nbn:de:gbv:ilm1-

V

Dedication

To my daughter/ Fatema Al – Zahraa Shaheen.

To my father/Sheikh Ahmed Hashem Mahmoud Abdullah Shaheen who passed away during my work in this dissertation, may Allah bless him and forgive all his sins.

To my friend/ Sheikh Montaser Mahmoud Alrabab who passed away during my work in this dissertation, may Allah bless him and forgive all his sins.

To my uncles who passed away during my work in this dissertation:

Mr. Abd Elkareem Saadeek Shaheen
Mr. Adel Elwardani Shaheen
Mr. Ahmed Elwardani Shaheen
Mr. Kamal Eldeen Hamdoon Kenawi
Mr. Nashat Kenawi

May Allah bless all of them and forgive all their sins.

To the soul of my mother and the soul of my grandmother, may

Allah bless them and forgive all their sins.

VII

Acknowledgement

My greatest debt of gratitude goes to my supervisor, Prof. Paul Klimsa, whose

insightful comments, scholarly guidance and cooperation encouraged and saw me through this

project. He was always patient and read every draft of the project.

Greatest thanks go to all my respondents for sparing their precious time, for being

cooperative and giving appropriate responses.

Special thanks go to my colleagues; Gunther Kreuzberger, Anja Beyer and Marion

Irmer, whose assistance made my academic life comfortable during my studies at technical

university of Ilmenau.

While it is not possible to give acknowledgements to all those who assisted me, I have

to give special thanks to my family and my friends whose prayers and moral support enabled

me to successfully pursue my study.

However, all errors and omissions, views and interpretations remain mine and should

not be attributed to any one of the above mentioned persons.

spent on these sites, and finally there is a significant difference between Egyptian and German

consumer’s attitudes toward using commercial websites.

Findings of content analysis study found that the websites that were visited by German

users used the basic and contact information more than did the sites that were visited by

Egyptian users. The study found that the websites that were visited by German users used

interactive features and offered ads more than did the sites that were visited by Egyptian

users.

XI

Zusammenfassung

Diese Studie versucht die Motive, Haltungen und erhaltenen Gratifikationen aus

kommerziellen Webseiten als wichtigstes Format der Online-Werbung darzustellen und die

Beziehungen zwischen diesen Elementen zu untersuchen. Es wurde eine Online-Umfrage mit

deutschen und ägyptischen Nutzern durchgeführt, die kommerziellen Webseiten besucht

haben. Insgesamt haben 648 Personen an der Befragung teilgenommen. Davon nahmen 352

an der deutschsprachigen und 296 an der arabischen Umfrage teil, um die Gründe für die

Nutzung kommerzieller Webseiten sowie die Gratifikationen, die sie aus dieser Nutzung

erhalten, zu erfahren. Es wurde vorab eine Content-Analyse der Webseiten durchgeführt, um

ein besseres Verständnis für die Natur des Inhalts zu gewinnen. Insgesamt wurden 248

kommerzielle Webseiten besucht, die von deutschen und ägyptischen Nutzern inhaltlich

analysiert wurden. Der Forscher betrachtete die Menge und Art der Werbung, die angezeigt

wurden, sowie Formate und Eigenschaften der Online Anzeigen als auch die Eigenschaften

der kommerziellen Webseiten als Ganzes.

Die Ergebnisse der Studie ergaben, dass die Befragten im Allgemeinen positive Erfahrungen

mit kommerziellen Webseiten gemacht haben. Die deutschen Befragten waren etwas positiver

gegenüber die Verwendung von Einkaufs-Dienstprogrammen der kommerziellen Webseiten

eingestellt als ägyptischen Nutzer. Zudem wird in dieser Studie ein theoretisches Modell zur

Beschreibung der Beziehungen zwischen den Elementen Uses und Gratifikationen (Motive,

Haltungen, Gewohnheiten und Gratifikationen) im Rahmen der Online-Werbung hinsichtlich

kommerzieller Webseiten präsentiert. Alle Hypothesen dieser Studie wurden bis auf die Erste

vollständig bestätigt, die nur teilweise bestätigt werden konnte. Die Inhaltanalyse ergab, dass

die grundlegenden Informationen und Kontaktinformationen der Webseiten von deutschen

Nutzern mehr verwendet werden als von ägyptischen Nutzern. Des Weiteren ergab die Studie,

dass die deutschen Nutzer mehr Webseiten mit interaktiven Features und angebotenen

Anzeigen besuchten als die ägyptischen Nutzer.

XIII

XVI

XVII

(1) INTRODUCTION Table of contents
1.1 Statement of the problem..............................................................................................................
1.2 Objectives of the study
1.3 Prior studies on commercial websites
1.4 Choice of Germany and Egypt
1.5 Hypotheses and questions of the study
1.6 Method
1.7 Significance of the study
1.8 The importance of content analysis for current study
1.9 Thesis content
(2) THEORETICAL BACKGROUND
2.1 Uses and gratifications theory
- 2.1.1 Historical background
- 2.1.2 Purposes of the theory
- 2.1.3 Assumptions of theory...................................................................................................................
- 2.1.4 Models of uses and gratifications theory
- 2.1.5 Cultural differences in uses and gratifications...............................................................................
- 2.1.6 The basic elements of uses and gratifications theory
- 2.1.7 The perspective of uses and gratifications in Internet use
- 2.1.8 Criticism of uses and gratifications theory
2.2 Interactive nature of CMC
- 2.2.1 The concept of interactivity
- 2.2.2 Dimensions of interactivity
- 2.2.3 Types of interactivity
- 2.2.4 CMC as interactive communication
2.3 Online advertising
- 2.3.1 Concept of online advertising
- 2.3.2 Birth and Development
- 2.3.3 The differences between online advertising and other forms of advertising
- 2.3.4 Functions of online ads..................................................................................................................
- 2.3.5 Types of online advertisements
- 2.3.6 Online advertising formats
- 2.3.7 Features of online advertising
2.4 Commercial websites XIV
- 2.4.1 Concept of commercial websites
- 2.4.2 Commercial websites as online advertising...................................................................................
- 2.4.3 Birth and development
- 2.4.4 Importance of commercial websites
- 2.4.5 Types of commercial websites.......................................................................................................
- 2.4.6 Constructions of commercial websites
- 2.4.7 Problems of commercial websites
- 2.4.8 The fact of online advertising and commercial sites in Germany and Egypt
(3) RESEARCH QUESTIONS AND HYPOTHESES
3.1 Models of online advertising
- 3.1.1 Davis’ model
- 3.1.2 Pavlou & Stewart model................................................................................................................
- 3.1.3 The interactive advertising model (IAM)
3.2 The suggested uses and gratifications model of online advertising
- 3.2.1 Motivations of commercial websites
- 3.2.2 Attitudes toward commercial websites
- 3.2.3 Obtained gratifications form using commercial websites..............................................................
- 3.2.4 Time spent on using commercial websites
- 3.2.5 Demographic and cultural characteristics of commercial websites users
3.3 Research Questions and Hypotheses of current study
- 3.3.1 Questions and hypotheses of survey study
- I. The questions of survey study
- II. Hypotheses of the survey study
- 3.3.2 Questions of content analysis study
(4) METHODOLOGY
4.1 Sample of study............................................................................................................................
4.2 Procedures for collecting and analyzing data
4.3 Measurements of uses and gratifications................................................................................... - Motives and gratifications measurement - Attitudes measurement - Usage measurement
4.4 Data collection - Online Questionnaire - Content analysis
4.5 Reliability of questionnaire measurements and content analysis
6.2 Conclusion
6.3 Recommendations
6.4 Suggestions for further research
REFERENCES
APPENDIX
Appendix 1 (Online survey)
Appendix 2 (Content analysis)............................................................................................................ ...
Figure 5-11. Comparisons between visited German and Egyptian websites in using interactive features List of figures
Figure 2-1. The relationship among the sections of the present study’s theoretical background
Figure 2-2. The elements of the uses and gratifications basic model (McQuail & Windahl, 1997, p.134)
Figure 2-3. Rosengren’s paradigm for uses and gratifications (Rosengren, 1974, p.271)
Figure 2-4. Expectancy-value model of GS and GO (Rayburn & Palmgreen 1984, p.540)
Figure 2-5. A model of ‘cultural’ media use (McQuail & Windahl, 1997, p. 139)
Figure 2-6. The typology of audience activity (Levy& Windahl, 1984, p.54)
Rayburn, 1980, p. 165) Figure 2-7. The relation between gratifications sought and gratification obtained (Palmgreen, Wenner &
continuum” (1986: p.34) Figure 2-8. Rogers’ 1-dimensional Scale of “selected communication technologies on interactivity
Figure 2-9. Rafaeli’s 1-dimensional concept of interactivity (Rafaeli, 1988, p.120)
Figure 2-10. Interactive multimedia information flows (Szuprowicz, 1995, p.15)
Figure 2-11. Operationalization of interactivity (Kiousis, 2002, p 378).....................................................
Figure 2-12. Interactivity of interpersonal communication
Figure 2-13. Interactivity of mass communication (Hoffman, Novak & Chatterjee, 1995)
Figure 2-14. Interactivity of CMC (Hoffman, Novak & Chatterjee, 1995)
Figure 2-15. Four models of user-to-user interactivity (McMillan, 2002. p. 276)
Jee, 2003, p.118)......................................................................................................................................... Figure 2-16. Types of interactivity according to periods of communication process (Sohn, Leckenby &
Figure 2-17. Relationship between CMC and online communication
Figure 2-18. Online advertising revenue (2003-2008) From IAB,
Figure 2-19. Categorization of advertising (Janoschka, 2004, p.16)
Figure 2-20. Classification of web ads (Janoschka, 2004, p.49)
Figure 2-21. Static web ads
Figure 2-22. Animated advertisement
Figure 2-23. Interactive advertisement
Figure 2-24. The sizes of banner and button
Figure 2-25. Sponsorship...........................................................................................................................
Figure 2-26. Interstitial
Figure 2-27. Pop up
Figure 2-28. Rich media ads
Figure 2-29. Keyword search
Figure 2-30. Classifieds
Figure 2-31. Two samples of online advergames
Figure 2-32. Number of German and Egyptian users (Internet World States, 2009)
Figure 3-1. Elements essential to effective online advertising (Davis, 1999, p. 82)...................................
Figure 3-2. The interactive advertising model (IAM) (Rodgers & Thorson, 2000)
Figure 3-3. Suggested uses and gratifications model of online advertising and commercial websites
commercial websites Figure 5-1. The comparison between German and Egyptian users’ interaction with individual ads on
websites Figure 5-2. The comparison between German and Egyptian users’ purchasing online from commercial
Figure 5-3. Uses and gratifications model of commercial websites
Figure 5-4. The sample of the commercial websites based on the users (Egyptian or German)
Figure 5-5. The languages that are presented on German and Egyptian commercial websites
Figure 5-6. The types of commercial websites that were visited by German and Egyptian users
Figure 5-7. Individual ads on commercial websites that were visited by German and Egyptian users
Figure 5-8. Basic and contact information of visited commercial websites
and contact information Figure 5-9. Comparison between German and Egyptian visited commercial sites in presenting the basic
Figure 5-10. Interactive features of visited commercial websites
Figure 5-12. Formats of visited commercial websites
Figure 5-13. Features of visited commercial websites

XIX

Table 5-31. T-test significant comparisons between visited German and Egyptian websites in using interactive features ................................................................................................................................... 145 Table 5-32. ANOVA significant comparisons between commercial websites' use of basic and contact information based on the language of the site .......................................................................................... 147 Table 5-33. Bonferroni Post Hoc analysis of commercial websites' use of interactive features based on the language of the sites ................................................................................................................................. 148 Table 5-34. ANOVA significant comparisons between commercial websites' uses of interactive features based on the language of the site .............................................................................................................. 149 Table 5-35. Bonferroni Post Hoc analysis of commercial websites' use of interactive features based on the types of the sites ....................................................................................................................................... 150 Table 5-36. Bonferroni Post Hoc analysis of sponsorships ads on visited commercial websites based on the types of the sites ................................................................................................................................. 152 Table 5-37. T-test significant comparisons of the ads features used on commercial websites based on the type of advertisers of these ads ................................................................................................................. 153 Table 5-38. Bonferroni Post Hoc analysis of animations ads on visited commercial websites based on the types of the sites ....................................................................................................................................... 154

XX

Abbreviations and Acronyms

Uses and Gratification of Online Advertising, Lecture notes of Mass Communication

Related documents

Partial preview of the text

Download Uses and Gratification of Online Advertising and more Lecture notes Mass Communication in PDF only on Docsity!

Fakultät für Mathematik und Naturwissenschaften

Institute für Medien und Kommunikationswissenschaft

Fachgebiet Kommunikationswissenschaft

USES AND GRATIFICATIONS OF ONLINE

ADVERTISING

A COMPARATIVE STUDY BETWEEN GERMANY AND EGYPT

A dissertation submitted to the technical university of Ilmenau (Germany) for the

degree of Doctor of philosophy (PhD) in mass communication

Presented by

Abd El-Basit Ahmed Hashem Mahmoud Abdullah Shaheen (M.A.)

The examination committee members

Prof. Dr. Paul Klimsa (Technical University Ilmenau, Germany)

Prof. Dr. Philip Auter (University of Louisiana, USA)

Jun. Prof. Dr. Jeffery Wimmer (Technical University Ilmenau, Germany)

Submitted May 18, 2010

urn:nbn:de:gbv:ilm1-

V

VII

My greatest debt of gratitude goes to my supervisor, Prof. Paul Klimsa, whose

insightful comments, scholarly guidance and cooperation encouraged and saw me through this

project. He was always patient and read every draft of the project.

Greatest thanks go to all my respondents for sparing their precious time, for being

cooperative and giving appropriate responses.

Special thanks go to my colleagues; Gunther Kreuzberger, Anja Beyer and Marion

Irmer, whose assistance made my academic life comfortable during my studies at technical

university of Ilmenau.

While it is not possible to give acknowledgements to all those who assisted me, I have

to give special thanks to my family and my friends whose prayers and moral support enabled

me to successfully pursue my study.

However, all errors and omissions, views and interpretations remain mine and should

not be attributed to any one of the above mentioned persons.

spent on these sites, and finally there is a significant difference between Egyptian and German

consumer’s attitudes toward using commercial websites.

Findings of content analysis study found that the websites that were visited by German

users used the basic and contact information more than did the sites that were visited by

Egyptian users. The study found that the websites that were visited by German users used

interactive features and offered ads more than did the sites that were visited by Egyptian

users.

XI

Diese Studie versucht die Motive, Haltungen und erhaltenen Gratifikationen aus

kommerziellen Webseiten als wichtigstes Format der Online-Werbung darzustellen und die

Beziehungen zwischen diesen Elementen zu untersuchen. Es wurde eine Online-Umfrage mit

deutschen und ägyptischen Nutzern durchgeführt, die kommerziellen Webseiten besucht

haben. Insgesamt haben 648 Personen an der Befragung teilgenommen. Davon nahmen 352

an der deutschsprachigen und 296 an der arabischen Umfrage teil, um die Gründe für die

Nutzung kommerzieller Webseiten sowie die Gratifikationen, die sie aus dieser Nutzung

erhalten, zu erfahren. Es wurde vorab eine Content-Analyse der Webseiten durchgeführt, um

ein besseres Verständnis für die Natur des Inhalts zu gewinnen. Insgesamt wurden 248

kommerzielle Webseiten besucht, die von deutschen und ägyptischen Nutzern inhaltlich

analysiert wurden. Der Forscher betrachtete die Menge und Art der Werbung, die angezeigt

wurden, sowie Formate und Eigenschaften der Online Anzeigen als auch die Eigenschaften

der kommerziellen Webseiten als Ganzes.

Die Ergebnisse der Studie ergaben, dass die Befragten im Allgemeinen positive Erfahrungen

mit kommerziellen Webseiten gemacht haben. Die deutschen Befragten waren etwas positiver

gegenüber die Verwendung von Einkaufs-Dienstprogrammen der kommerziellen Webseiten

eingestellt als ägyptischen Nutzer. Zudem wird in dieser Studie ein theoretisches Modell zur

Beschreibung der Beziehungen zwischen den Elementen Uses und Gratifikationen (Motive,

Haltungen, Gewohnheiten und Gratifikationen) im Rahmen der Online-Werbung hinsichtlich

kommerzieller Webseiten präsentiert. Alle Hypothesen dieser Studie wurden bis auf die Erste

vollständig bestätigt, die nur teilweise bestätigt werden konnte. Die Inhaltanalyse ergab, dass

die grundlegenden Informationen und Kontaktinformationen der Webseiten von deutschen

Nutzern mehr verwendet werden als von ägyptischen Nutzern. Des Weiteren ergab die Studie,

dass die deutschen Nutzer mehr Webseiten mit interaktiven Features und angebotenen

Anzeigen besuchten als die ägyptischen Nutzer.

XIII

XVI

XVII

XIX

XX

CCTLD: The country code top level domain

CMC: Computer-Mediated Communication

E-Mail : Electronic Mail

FAQs Frequently asked questions

FTF: Face to Face Communication

FTP: File Transfer Protocol

GO: Gratifications Obtained