Consumers’ Perceptions and Attitudes Towards Advertising on Facebook in Malaysia

World Business and Economics Research Conference, Auckland New Zealand, December 2012

9 Pages Posted: 4 Dec 2012  

Azizul Yaakop

UMT

Marhana Mohamed Anuar

Universiti Malaysia Terengganu (UMT)

Khatijah Omar

Universiti Malaysia Terengganu (UMT)

Alphonsus Liaw

UMT

Date Written: December 1, 2012

Abstract

The usage of social networking sites (SNS’s) by advertisers is paramount and the trend is on the rise. The approach of adopting SNS’s suits marketers’ objectives to reach and communicate their users and potential customers with relevant ads and personalized messages. This approach is expected to increase the value of advertising for both users and marketers in terms of profit and return on investment. However, research studies on SNS’s and how they are perceived by its users are relatively limited, especially how online factors influence users’ perceptions and attitudes towards advertising on SNS’s. This paper aims to examine the online factors that influence consumers’ perceptions and attitudes towards advertising on Facebook. A total of 350 respondents participated in the study. The results suggest that there are three online factors that significantly influence consumers’ attitudes towards advertising on Facebook. The factors are perceived interactivity, advertising avoidance and privacy. Surprisingly, credibility was not a significant factor predicting consumer’ attitudes towards advertising on Facebook. This paper provides some insights to advertisers into dimensions that may draw consumers’ favorable attitudes towards advertising on SNS’s, especially Facebook.

Keywords: attitudes towards advertising, social networking sites (SNS’s), Facebook, Malaysia

JEL Classification: M37

Suggested Citation

Yaakop, Azizul and Mohamed Anuar, Marhana and Omar, Khatijah and Liaw, Alphonsus, Consumers’ Perceptions and Attitudes Towards Advertising on Facebook in Malaysia (December 1, 2012). World Business and Economics Research Conference, Auckland New Zealand, December 2012. Available at SSRN: https://ssrn.com/abstract=2183787 or http://dx.doi.org/10.2139/ssrn.2183787

Azizul Yaakop (Contact Author)

UMT ( email )

Kuala Terengganu, Terengganu 21030
Malaysia
0060192949064 (Phone)

HOME PAGE: http://www.umt.edu.my

Marhana Mohamed Anuar

Universiti Malaysia Terengganu (UMT) ( email )

Kuala Terengganu, Terengganu 21030
Malaysia

Khatijah Omar

Universiti Malaysia Terengganu (UMT) ( email )

Kuala Terengganu, Terengganu 21030
Malaysia

Alphonsus Liaw

UMT ( email )

Kuala Terengganu, Terengganu 21030
Malaysia

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