PERCEPTION AND ATTITUDES OF CONSUMER TOWARDS ADVERTISINGAbstract
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.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
PERCEPTION AND ATTITUDES OF CONSUMER TOWARDS ADVERTISING
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