Consumers' attitude toward Facebook advertising

Detalhes bibliográficos
Autor(a) principal: Ferreira, Fátima
Data de Publicação: 2017
Outros Autores: Barbosa, Belém
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10773/23998
Resumo: 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.
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spelling Consumers' attitude toward Facebook advertisingAttitude toward advertisingSNS advertisingFacebook advertisingAd avoidanceElectronic word-of-mouth communicationThis 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.Inderscience2018-12-01T00:00:00Z2017-01-01T00:00:00Z2017info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10773/23998eng1741-102510.1504/IJEMR.2017.083552Ferreira, FátimaBarbosa, Beléminfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-22T11:47:12Zoai:ria.ua.pt:10773/23998Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:57:49.599958Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Consumers' attitude toward Facebook advertising
title Consumers' attitude toward Facebook advertising
spellingShingle Consumers' attitude toward Facebook advertising
Ferreira, Fátima
Attitude toward advertising
SNS advertising
Facebook advertising
Ad avoidance
Electronic word-of-mouth communication
title_short Consumers' attitude toward Facebook advertising
title_full Consumers' attitude toward Facebook advertising
title_fullStr Consumers' attitude toward Facebook advertising
title_full_unstemmed Consumers' attitude toward Facebook advertising
title_sort Consumers' attitude toward Facebook advertising
author Ferreira, Fátima
author_facet Ferreira, Fátima
Barbosa, Belém
author_role author
author2 Barbosa, Belém
author2_role author
dc.contributor.author.fl_str_mv Ferreira, Fátima
Barbosa, Belém
dc.subject.por.fl_str_mv Attitude toward advertising
SNS advertising
Facebook advertising
Ad avoidance
Electronic word-of-mouth communication
topic Attitude toward advertising
SNS advertising
Facebook advertising
Ad avoidance
Electronic word-of-mouth communication
description 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.
publishDate 2017
dc.date.none.fl_str_mv 2017-01-01T00:00:00Z
2017
2018-12-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10773/23998
url http://hdl.handle.net/10773/23998
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1741-1025
10.1504/IJEMR.2017.083552
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eu_rights_str_mv openAccess
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dc.publisher.none.fl_str_mv Inderscience
publisher.none.fl_str_mv Inderscience
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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