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

Al Qudah, Dana A. and Al-Shboul, Bashar and Al-Zoubi, Ala’ and Al-Sayyed, Rizik and Cristea, Alexandra I. (2020) 'Investigating users’ experience on social media ads : perceptions of young users.', Heliyon., 6 (7). 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.

Item Type:Article
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Available under License - Creative Commons Attribution Non-commercial No Derivatives.
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Publisher statement:© 2020 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (
Date accepted:29 June 2020
Date deposited:17 July 2020
Date of first online publication:12 July 2020
Date first made open access:17 July 2020

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