Attitude towards Facebook advertising

Name: Lukka, Ville

LCSH: Consumers -- Attitudes -- Research

LCSH: Internet advertising -- Research

LCSH: Internet marketing -- Research

LCSH: Facebook (Electronic resource) -- Research

LCSH: Advertising -- Facebook (Electronic resource) -- Research

LCSH: Advertising -- Online social networks -- Research

LCSH: Advertising -- Social media -- Research

Abstract: The purpose of this thesis was to provide insight on attitudes towards facebook advertising. In order to figure out the attitudes towards facebook advertising, a snowball survey was executed among facebook users by spreading a link to the survey which was further forwarded by the participants themselves. This study was a quantitative study but the results of the study were interpreted in qualitative way. This thesis was executed with the help of factor analysis and cluster analysis, after which Chi-square test was used. This research expected that the results of the survey would lead in to two different groups with negative and positive attitudes. Factor analysis was executed to find relations between variables generated by the survey data. The factor analysis resulted in 12 factors that were put in a cluster analysis to find different kinds of groups. Surprisingly the cluster analysis enabled the finding of three groups with different interests and different attitudes towards facebook advertising. These clusters were then analyzed and compared. One group was clearly negative, tending to block and avoid advertisements. Second group was with more neutral attitude towards advertising, and more carefree internet using. They did not have advertising blocking software in use and they liked to participate in activities more often. The third group had positive attitude towards advertising in facebook and they seemed to enjoy advertising in facebook to some extent. The results of this study can be used as guidelines for companies that wish to further improve their facebook advertising. This thesis is also a reminder about the complexity of people and their attitudes.

Bangkok University. Library and Learning Center

Address: BANGKOK

Email: library@bu.ac.th

Name: James, Paul TJ

Role: Advisor of thesis

Name: Lwin, Tun

Role: Advisor of thesis

Created: 2013

Modified: 2565-10-01

Issued: 2014-05-07

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: Thesis L844A 2013 BU

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Bangkok University

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	ville.lukk.pdf	4.71 MB	2	2024-03-08 14:09:01

ใช้เวลา

0.02551 วินาที