publication . Article . 2017

Negative factors of beliefs toward advertising on Facebook and their effect on attitudes

Hilda Bongazana Dondolo;
Open Access English
  • Published: 01 Sep 2017 Journal: Problems and Perspectives in Management (issn: 1727-7051, eissn: 1810-5467, Copyright policy)
  • Publisher: LLC "CPC "Business Perspectives"
Previous research has studied the effects of materialism, value corruption and falsity, which were identified by Pollay and Mittal (1993) as negatively impacting the beliefs about advertising. Few, if any, assessed negative beliefs about Facebook advertising. This paper assesses such beliefs and how these beliefs influence attitudes toward advertising on Facebook. To meet the objectives of the study, 269 undergraduate students completed the questionnaire. Regression analysis was used to examine a relationship between the beliefs about Facebook advertising and attitudes. In line with hypotheses developed for this study, results showed that respondents of this stu...
free text keywords: advertising, beliefs, Facebook, materialism, value corruption, Business, HF5001-6182
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