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

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.