/library/oar/handle/123456789/3266 2025-10-26T18:59:06Z /library/oar/handle/123456789/140474 Title: The value of retargeted advertisements : an empirical study on young people Authors: De Battista, Ivan; Curmi, Franco; Konietzny, Jirka Abstract: Young people are growing up in a digital era where the Internet permeates all aspects of daily life, making online advertising increasingly pervasive. Advertising has become more targeted, automated, and personalised due to advancements in AI technology. Retargeted advertisements are a key example of this evolution, as they specifically target individuals who have visited a retailer’s website but left without completing a purchase. This study uses the Advertising Value Model to investigate the relationship between six advertising factors, the perceived value of retargeted advertisements, and young people’s attitudes towards them. Despite extensive studies on online advertising, limited attention has been given to factors influencing young people’s attitudes towards retargeted advertisements. A self-administered online survey was conducted with 480 respondents, and data were analysed using PLS-SEM. The findings indicate that interactivity and entertainment positively influence both perceived value and attitude towards retargeted advertisements. Informativeness, credibility, and personalisation were only positively associated with advertising value, while irritation showed negative relationships with attitude. Interestingly, irritation had a more pronounced adverse effect on men compared with women. The findings contribute to the literature on retargeted advertisements, perceived value, and young people’s attitudes, offering practical and social implications for young people, advertisers, policymakers, and parents/guardians. 2025-01-01T00:00:00Z /library/oar/handle/123456789/140473 Title: Examining the determinants of perceived advertising value and attitudes toward fast-food native advertisements Authors: Schembri, Jamil; De Battista, Ivan Abstract: Purpose – Despite the growing popularity of native advertisements among organizations and marketers, there remains limited research on the factors influencing customers’ perceived value of native advertisements, particularly in the fast-food industry. Consequently, this study aims to identify the factors influencing the perceived advertising value of fast-food native advertisements and explore the relationship between advertising value and customer attitudes.; Design/methodology/approach – To address the identified research gap, a closed-ended questionnaire was employed and administered across social networking sites, and the results were analyzed using SPSS and SmartPLS.; Findings – This study revealed that informative, entertaining, personalized, interactive, credible and nonirritating fast-food native advertisements positively impact customers’ perceived advertising value. Additionally, higher levels of value generated by these advertisements result in a more positive customer attitude toward them.; Originality/value – By addressing the current research gap, this study provides new theoretical insights into the literature on native advertisements, as no previous studies have collectively tested these six factors within the context of native advertisements in the fast-food industry. 2025-01-01T00:00:00Z /library/oar/handle/123456789/138830 Title: Understanding our political history : an analysis of the 2013 Maltese general election campaign mounted by the ‘Partit Laburista’ under the name “Malta Tgħana Lkoll” Abstract: “Partit Laburista’s” 2013 general election campaign marked a significant change in Malta’s political marketing setting. This study investigates the key strategic decisions that paved the way for “Partit Laburista’s” unprecedented victory following 25 years in opposition. Through an analysis of the use of digital and traditional media, this study identifies key strategies utilised on social media platforms that extended the party’s reach with Malta’s younger and undecided voters, whilst retaining core support through the utilisation of traditional media. These observations emerge from a qualitative study involving interviews with key individuals involved in the administration of the 2013 electoral campaign. Findings suggest that “Partit Laburista’s” rebranding reinforced a new political message, hinging on a positive and modern image, that featured patriotic imagery. The party also relied on real-time feedback helping the party to enhance its messages and be better aligned with voter sentiment. This case study highlights how adaptive, locally attuned digital strategies manifest in a controlled narrative can better win the minds and hearts of party audiences. This study, therefore, provides a model on how political marketers can optimise their campaign in order engage with their audiences utilising real-time feedback and strategic messages, that should be optimised to their local context. Description: M.Sc.(Melit.) 2025-01-01T00:00:00Z /library/oar/handle/123456789/138829 Title: Quantifying customer engagement : a biometric and visual analysis of responses to generated digital adverts Abstract: The rapid evolution of artificial intelligence (AI) has revolutionised digital advertising, driving the adoption of AI-generated content to capture customer attention and enhance engagement. This study explores the effectiveness of AI-generated, traditional, and mixed advertisements in fostering customer engagement, with a focus on cognitive and emotional responses. While previous research highlights the growing use of generative AI in advertising, limited evidence exists regarding its impact compared to traditional or hybrid approaches. Grounded in the Stimulus-Organism-Response (SOR) framework, the study employs biometric tools such as Galvanic Skin Response, eye-tracking, Heart Rate Monitoring and Self Report, along with a questionnaire Dial to measure customer engagement. A controlled blind experimental design was conducted with 52 participants exposed to three advertisement types: AI-generated, traditional, and mixed. Regression modelling analysed hypothesised relationships, incorporating insights from a self-administered questionnaire. Findings reveal that AI-generated advertisements excel in attention capture and physiological arousal but lack the perceived authenticity and emotional resonance achieved by traditional advertisements. Mixed advertisements demonstrate moderate but inconsistent effectiveness, highlighting the importance of thoughtful integration between AI and human creativity. Perceived authenticity and emotional resonance emerged as critical predictors of customer engagement, emphasising the need for balanced design strategies. The study underscores the potential for biometric and subjective measures to optimise advertising strategies, offering actionable insights for marketers aiming to leverage AI tools while preserving the human touch. Recommendations for future research include the exploration of dynamic content, such as video-based advertisements, and the use of neuroscientific tools like EEG and fMRI for deeper insights into consumer decision-making. Description: M.Sc.(Melit.) 2025-01-01T00:00:00Z