The Influence of Targeted Facebook Advertising Through Mobile Devices on South African Consumers’ Advertisement Perceptions

Abstract The study investigated the role of Facebook advertising via mobile devices on South African consumers’ advertising perceptions by combining multiple perception models. The study was executed through exploratory research and content analysis of in-depth interviews. The findings suggest both negative and positive responses by South African consumers toward interruptive advertising on social media with evidence of emotional and social influence. The emotional and active responses to the communication, and the perspectives toward the social media platform, the sender of the communication, and the message itself are provided. The findings offer managers further understanding of consumer perceptions of advertising delivered via social media with suggestions to consider during strategy formations. Future researchers can use the framework to further analyse the effectiveness of the model and expand on the influential variables to increase understanding of the advertising outcomes. Organisations can use the findings to assist in their knowledge of this market and in their marketing strategies.