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