NWU Institutional Repository

Generation Y students’ attitudes towards facebook advertising: pilot study results

Loading...
Thumbnail Image

Date

Authors

Mahlangu, Hilda Bongazana
Bevan-Dye, Ayesha Lian

Journal Title

Journal ISSN

Volume Title

Publisher

The Global Business and Technology Association

Abstract

The purpose of this paper is to report on the results of a pilot study conducted on the determinants and inhibitors of Generation Y students’ attitudes towards Facebook advertising. The findings suggest that Generation Y students have a positive attitude towards the information value, entertainment value, credibility, self-brand congruity of advertising on Facebook and attitude towards the social interaction value of Facebook. Their attitudes towards trust in the site and trust in the members while positive, was not significant. Results suggests that Generation Y students have negative attitude towards the invasiveness of advertisements placed on Facebook and a negative, but not significant, attitude to the time cost involved in participating on Facebook.

Description

Global Business and Technology Association Fifteenth Annual International Conference (GBATA), Helsinki, Finland, 2-6 July 2013

Keywords

Citation

Mahlangu, H.B. & Bevan-Dye, A.L. 2013. Generation Y students’ attitudes towards facebook advertising: pilot study results. In: Global Business and Technology Association Fifteenth Annual International Conference (GBATA), Helsinki, Finland, 2-6 July 2013

Endorsement

Review

Supplemented By

Referenced By