https://www.um.edu.mt/library/oar/handle/123456789/3266 2026-04-27T13:20:36Z 2026-04-27T13:20:36Z Schembri, Jamil De Battista, Ivan https://www.um.edu.mt/library/oar/handle/123456789/140646 2025-10-28T09:17:35Z 2025-01-01T00:00:00Z

Title: Craving value : factors shaping perceived advertising value and attitudes towards fast-food native advertisements Authors: Schembri, Jamil; De Battista, Ivan Abstract: Native advertisements, a relatively new form of advertising, have gained significant interest f rom organisations and marketing practitioners due to their ability to seamlessly blend with the non-paid content of media platforms, potentially reducing interference and disruption. Motivated by this rapid growth, this paper explores the factors influencing the perceived advertising value of fast-food native advertisements and examines how advertising value impacts customers’ attitudes.

2025-01-01T00:00:00Z De Battista, Ivan Curmi, Franco Konietzny, Jirka https://www.um.edu.mt/library/oar/handle/123456789/140642 2025-10-28T08:41:13Z 2023-01-01T00:00:00Z

Title: FoMO in a digital revolution Authors: De Battista, Ivan; Curmi, Franco; Konietzny, Jirka Abstract: This study explores the fear of missing out (FoMO) phenomenon in retargeted advertisements: four constructs may help us understand the impact FoMO may have on young people. The four constructs are urgency, scarcity, social proof, and loss aversion. This study will provide insight into how FOMO in retargeted advertisements affects the attitudes, subjective norms, intents, and behaviour of young people.

2023-01-01T00:00:00Z De Battista, Ivan Curmi, Franco Konietzny, Jirka https://www.um.edu.mt/library/oar/handle/123456789/140474 2025-10-22T13:10:44Z 2025-01-01T00:00:00Z

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 Schembri, Jamil De Battista, Ivan https://www.um.edu.mt/library/oar/handle/123456789/140473 2025-10-22T13:01:37Z 2025-01-01T00:00:00Z

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