Perception of Facebook Advertising & Attitude

Towards Brand Abbey Miner, Jay Springfield & Alexandra Holzworth

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

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?

Hypotheses

●  Co-variation ●  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.

Method

●  How did we obtain our results?

●  How did we measure our variables? ●  5 Point Likert scale

●  Sample Questions from

each dimension

Method

●  What was the overall make-up of our survey?

●  Demographics ●  Gender

●  Number of Males = 20

●  Number of Females = 64 ●  Age

●  Mean= 21.64 ●  Standard deviation= 7.66

●  Range=18-66

●  Number of questions ●  Number of participants

●  84

Results-Reliability

●  Perception alpha = .942 ●  Relevance alpha = .802 ●  Trust alpha = .802 ●  Entertainment Value alpha

= .895 ●  Informativeness alpha = .

918

●  What this means

●  Attitude alpha = .914 ●  Action Tendency alpha = .

915 ●  Personal Evaluation alpha

= .700 ●  Emotional Feeling alpha = .

756 ●  Attitude alpha = .914

●  What this means

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.

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

●  Future Research ●  Advertising on different social media sites

(Twitter, Instagram) ●  Different age groups (baby boomers,

millennials, Gen X) ●  Different types of advertising (organic, paid) ●  Effects of personalization algorithms