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Facebook users' experience and attit...

Zhang, Xueying.

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Facebook users' experience and attitude toward Facebook ads.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Facebook users' experience and attitude toward Facebook ads./
Author:	Zhang, Xueying.
Description:	102 p.
Notes:	Source: Masters Abstracts International, Volume: 52-01.
Contained By:	Masters Abstracts International52-01(E).
Subject:	Mass Communications. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1542251
ISBN:	9781303266492

Facebook users' experience and attitude toward Facebook ads.
Zhang, Xueying.

Facebook users' experience and attitude toward Facebook ads. - 102 p.

Source: Masters Abstracts International, Volume: 52-01.

Thesis (M.S.)--Oklahoma State University, 2013.

As Facebook is gaining power as an advertising vehicle, it is crucial for both Facebook and advertisers to understand users' Facebook experience. Based on media context effect studies and media uses and gratification theory, this research proposes and empirically tests the relationship between users' Facebook experience and their attitude toward ads (Aad). Three Facebook experience factors and five Aad factors are generated. Most of the experience factors are highly and significantly correlated with users' Aad factors, however, the empowerment experience is shown to have a stronger association with Aad than the other two experience factors. The individual factors of gender and online shopping time's effect on Aad are also tested but only minor associations are found. Implications for Facebook and advertisers are then posited and discussed.

ISBN: 9781303266492Subjects--Topical Terms:

1017395
Mass Communications.

Facebook users' experience and attitude toward Facebook ads.
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005 20141015113809.5
008 150210s2013 ||||||||||||||||| ||eng d
020 $a 9781303266492
035 $a (MiAaPQ)AAI1542251
035 $a AAI1542251
040 $a MiAaPQ $c MiAaPQ
100 1 $a Zhang, Xueying. $3 2100603
245 1 0 $a Facebook users' experience and attitude toward Facebook ads.
300 $a 102 p.
500 $a Source: Masters Abstracts International, Volume: 52-01.
500 $a Adviser: Derina Holtzhausen.
502 $a Thesis (M.S.)--Oklahoma State University, 2013.
520 $a As Facebook is gaining power as an advertising vehicle, it is crucial for both Facebook and advertisers to understand users' Facebook experience. Based on media context effect studies and media uses and gratification theory, this research proposes and empirically tests the relationship between users' Facebook experience and their attitude toward ads (Aad). Three Facebook experience factors and five Aad factors are generated. Most of the experience factors are highly and significantly correlated with users' Aad factors, however, the empowerment experience is shown to have a stronger association with Aad than the other two experience factors. The individual factors of gender and online shopping time's effect on Aad are also tested but only minor associations are found. Implications for Facebook and advertisers are then posited and discussed.
590 $a School code: 0664.
650 4 $a Mass Communications. $3 1017395
650 4 $a Web Studies. $3 1026830
690 $a 0708
690 $a 0646
710 2 $a Oklahoma State University. $b Mass Communications. $3 1058111
773 0 $t Masters Abstracts International $g 52-01(E).
790 $a 0664
791 $a M.S.
792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1542251