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Perception of Facebook Advertising & Attitudes Towards Brands

Perception of Facebook Advertising & Attitudes Towards Brands. Abbey Miner, Jay Springfield & Alexandra Holzworth. Rationale . Why is this important?

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Perception of Facebook Advertising & Attitudes Towards Brands

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  1. Perception of Facebook Advertising & Attitudes Towards Brands Abbey Miner, Jay Springfield & Alexandra Holzworth

  2. Rationale • Why is this important? • Hsu-Hsien Chi (2011) states that “The growing popularity of social media leads advertisers to invest more effort into communicating with consumers through online social networking” in an exploratory study of user motivation and social media marketing (p. 44). • What have other people found?

  3. Literature Review • Independent Variable- Perception of Facebook Advertisements • Relevance • Trustworthiness • Entertainment Value • Informativeness • Dependent Variable- Attitude Towards Advertised Brand • Action Tendency • Personal Evaluation • Emotional Feeling • Sources • We pulled from most all of our sources

  4. Hypotheses • Covariation • As one’s perception of a Facebook advertisement increases, one’s attitude towards the advertised brand will increase. • Difference • Individuals with a negative perception of a Facebook ad will have a more negative attitude towards the advertised brand than will individuals with a positive perception of a Facebook ad.

  5. Method • How did we obtain our results? • Snowball Sampling • Demographics • Average Age = 21.64 • Number of Males = 20 • Number of Females = 64 • TOTAL respondents = 84 • How did we measure our variables? • 5-point Likert-type scale • 1 = Strongly Disagree, 5 = Strongly Agree • Averaged the scores

  6. Method Independent Variable: n = 23 • Relevance: n = 11 • Trustworthiness: n = 3 • Entertainment Value: n = 6 • Informativeness: n = 3 Dependent Variable: n = 18 • Action tendency: n = 5 • Personal Evaluation: n = 7 • Emotional Feeling: n = 6 **Two introductory items were included, making the total number of items 43**

  7. Results (Reliability) • Attitude alpha = .914 • Action Tendency alpha = .915 • Personal Evaluation alpha = .700 • Emotional Feeling alpha = .756 • Attitude alpha = .914 • What this means • Perception alpha = .942 • Relevance alpha = .802 • Trust alpha = .802 • Entertainment Value alpha = .895 • Informativeness alpha = .918 • What this means

  8. Results (Hypotheses Tests) • One-way ANOVA • Compared means of the high and low groups. • Groups determined by finding the median of perception (independent variable), which was 2.32. • Tested by placing median in the high and low groups. The distribution was most even with median in the low group. • We ran a one-way ANOVA test and found that the Pearson Correlation was .858. • We ran a two-tailed significance test to show that p < .001.

  9. Discussion (Limitations) • Non-probability, Snowball sampling method • Uneven gender ratio • Possible pop-up blockers • No previous studies • Many more measures of attitude/perception • No access to analytics

  10. Discussion (Future Research) • Advertising on different social media sites (Twitter, Instagram) • Different age groups (baby boomers, Gen X, millennials) • Different types of advertising (organic, paid) • Effects of personalization algorithms

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