Consumers' perceptions of social media advertising
Conference Publication ResearchOnline@JCUAbstract
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.
Journal
N/A
Publication Name
ANZMAC 2019: Australian & New Zealand Marketing Academy Conference: winds of change
Volume
N/A
ISBN/ISSN
1447-3275
Edition
N/A
Issue
N/A
Pages Count
5
Location
Wellington, New Zealand
Publisher
Australia & New Zealand Academy of Marketing
Publisher Url
N/A
Publisher Location
Wellington, New Zealand
Publish Date
N/A
Url
N/A
Date
N/A
EISSN
N/A
DOI
N/A