Facebook Users' Experience and Attitude Toward Facebook Ads

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Title : Facebook Users' Experience and Attitude Toward Facebook Ads
link : Facebook Users' Experience and Attitude Toward Facebook Ads

Facebook Users' Experience and Attitude Toward Facebook Ads

Facebook Users' Experience and Attitude Toward Facebook Ads
By:"Xueying Zhang"
Published on 2013 by

As Facebook is gaining power as an advertising vehicle, it is crucial for both Facebook and advertisers to understand users' Facebook experience. Based on media context effect studies and media uses and gratification theory, this research proposes and empirically tests the relationship between users' Facebook experience and their attitude toward ads (Aad). Three Facebook experience factors and five Aad factors are generated. Most of the experience factors are highly and significantly correlated with users' Aad factors, however, the empowerment experience is shown to have a stronger association with Aad than the other two experience factors. The individual factors of gender and online shopping time's effect on Aad are also tested but only minor associations are found. Implications for Facebook and advertisers are then posited and discussed.

This Book was ranked 22 by Google Books for keyword facebook ads.