Date of Award
2-13-2018
Document Type
Thesis
Degree Name
Journalism, MSMC
First Advisor
Mary Pitts
Committee Members
Holly Hall; Manu Bhandari
Call Number
LD 251 .A566t 2017 C48
Abstract
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.
Rights Management
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Chung, Seungho, "The Relationship Between Social Media Advertising Engagement and Attitudes Toward Advertising on Social Media: Focusing on Facebook Users" (2018). Student Theses and Dissertations. 506.
https://arch.astate.edu/all-etd/506
