Consumers' perceptions of social media advertising

MacArthur, Andrew, McCarthy, Breda, and Eagle, Lynne (2019) Consumers' perceptions of social media advertising. In: Proceedings of the Australian & New Zealand Marketing Academy Conference. pp. 612-616. From: ANZMAC 2019: Australian & New Zealand Marketing Academy Conference: winds of change, 2-4 December 2019, Wellington, New Zealand.

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Abstract

This study contributes to the scarce literature on compulsory-view, in-stream video advertising by examining consumers' perceptions of a new form of advertising on Facebook and its impact on purchasing behaviour. An online survey of 245 consumers was undertaken to examine social media users' attitudes and behavioural responses towards this form of advertising. The research methods consisted of descriptive and regression analyses. The findings reveal an overwhelmingly negative view of this form of advertising, with 96% of consumers reporting a dislike for video advertising, 81% stating they actively avoid watching such ads and 87% disagreeing that it is informative in nature. However, there is an apparent disconnect between attitudes and behaviour, and video advertising is ranked as one factor that influences purchase decisions, along with prior experience with the product, quality of the advertisement, use of product review sites, education and employment status.

Item ID: 62661
Item Type: Conference Item (Research - E1)
ISSN: 1447-3275
Keywords: Social Media Advertising, Facebook
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Date Deposited: 01 Apr 2020 00:19
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970116 Expanding Knowledge through Studies of Human Society @ 100%
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