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The Relationship between Social Medi...

Chung, Seungho.

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The Relationship between Social Media Advertising Engagement and Attitudes toward Advertising on Social Media: Focusing on Facebook Users.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Relationship between Social Media Advertising Engagement and Attitudes toward Advertising on Social Media: Focusing on Facebook Users./
Author:	Chung, Seungho.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
Description:	73 p.
Notes:	Source: Masters Abstracts International, Volume: 57-02.
Contained By:	Masters Abstracts International57-02(E).
Subject:	Mass communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10640319
ISBN:	9780355574067

The Relationship between Social Media Advertising Engagement and Attitudes toward Advertising on Social Media: Focusing on Facebook Users.
Chung, Seungho.

The Relationship between Social Media Advertising Engagement and Attitudes toward Advertising on Social Media: Focusing on Facebook Users. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 73 p.

Source: Masters Abstracts International, Volume: 57-02.

Thesis (M.S.M.C.)--Arkansas State University, 2017.

People often engage with social media ads - such as ads on their Facebook news feed---by liking, commenting, or sharing the advertisements they see. This study seeks to investigate the relationship between such social media ad engagement and the effectiveness of social media ad messages using the context of Facebook, the dominant social media platform. More specifically, the study investigates the relationship between Facebook users' ad engagement and attitudes toward Facebook ads. The study also investigates the potential moderating influence of immersion, motivation, and gender. Results from a survey of Facebook users (N = 218) showed Facebook ad engagement had a small but significant positive relationship with Facebook ad attitude. Immersion on Facebook also has a significant positive influence on Facebook ad attitude. Motivation and gender of Facebook users did not affect Facebook ad attitude significantly. The results' theoretical and practical implications are discussed.

ISBN: 9780355574067Subjects--Topical Terms:

2144804
Mass communication.

The Relationship between Social Media Advertising Engagement and Attitudes toward Advertising on Social Media: Focusing on Facebook Users.
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520 $a People often engage with social media ads - such as ads on their Facebook news feed---by liking, commenting, or sharing the advertisements they see. This study seeks to investigate the relationship between such social media ad engagement and the effectiveness of social media ad messages using the context of Facebook, the dominant social media platform. More specifically, the study investigates the relationship between Facebook users' ad engagement and attitudes toward Facebook ads. The study also investigates the potential moderating influence of immersion, motivation, and gender. Results from a survey of Facebook users (N = 218) showed Facebook ad engagement had a small but significant positive relationship with Facebook ad attitude. Immersion on Facebook also has a significant positive influence on Facebook ad attitude. Motivation and gender of Facebook users did not affect Facebook ad attitude significantly. The results' theoretical and practical implications are discussed.
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