Consumers' attitude toward Facebook advertising

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2017-04-12 DOI:10.1504/IJEMR.2017.10004294

Fabrício Ferreira, Belém Barbosa

引用次数: 13

Abstract

This paper aims to provide a closer look at consumers' attitude toward Facebook advertising by providing a comparison between attitude toward brand posts and ads, a topic that has been disregarded in the extant literature. It also considers the relationship with the users' ad avoidance and electronic word-of-mouth communication. An exploratory quantitative analysis was performed by means of a structured self-administered questionnaire. 385 individuals aged between 18 and 44 participated in the study. The results include evidence on respondents' more favourable attitude toward brand posts than toward Facebook ads. Moreover, ads are considered more annoying by those who spend more time on Facebook. These results help shed the light on how Facebook users handle ads and brand posts, offering some clues for a more effective social media marketing strategy.

查看原文本刊更多论文

消费者对Facebook广告的态度

本文旨在通过对品牌帖子和广告的态度进行比较，更深入地了解消费者对Facebook广告的态度，这是一个在现有文献中被忽视的话题。同时也考虑了用户的广告规避和电子口碑传播之间的关系。探索性定量分析是通过一个结构化的自我管理问卷进行的。385名年龄在18岁到44岁之间的人参与了这项研究。调查结果表明，受访者对品牌帖子的态度比对Facebook广告的态度更积极。此外，在Facebook上花费更多时间的人认为广告更令人讨厌。这些结果有助于揭示Facebook用户如何处理广告和品牌帖子，为更有效的社交媒体营销策略提供一些线索。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.