國立虎尾科技大學 |

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

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	The Relationship between Social Media Advertising Engagement and Attitudes toward Advertising on Social Media :/
Reminder of title:	Focusing on Facebook Users.
Author:	Chung, Seungho.
Description:	1 online resource (73 pages)
Notes:	Source: Masters Abstracts International, Volume: 57-02.
Contained By:	Masters Abstracts International57-02(E).
Subject:	Mass communication. -
Online resource:	click for full text (PQDT)
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. - 1 online resource (73 pages)

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

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

Includes bibliographical references

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.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355574067Subjects--Topical Terms:

1179310
Mass communication.
Index Terms--Genre/Form:

554714
Electronic books.

The Relationship between Social Media Advertising Engagement and Attitudes toward Advertising on Social Media : = Focusing on Facebook Users.
LDR:02309ntm a2200361Ki 4500 001 917070
005 20181005115847.5
006 m o u
007 cr mn||||a|a||
008 190606s2017 xx obm 000 0 eng d
020 $a 9780355574067
035 $a (MiAaPQ)AAI10640319
035 $a (MiAaPQ)astate:10546
035 $a AAI10640319
040 $a MiAaPQ $b eng $c MiAaPQ $d NTU
100 1 $a Chung, Seungho. $3 1190994
245 1 4 $a The Relationship between Social Media Advertising Engagement and Attitudes toward Advertising on Social Media : $b Focusing on Facebook Users.
264 0 $c 2017
300 $a 1 online resource (73 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Masters Abstracts International, Volume: 57-02.
500 $a Adviser: Mary Jackson Pitts.
502 $a Thesis (M.S.M.C.)--Arkansas State University, 2017.
504 $a Includes bibliographical references
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.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Mass communication. $3 1179310
650 4 $a Communication. $3 556422
650 4 $a Marketing. $3 557931
650 4 $a Web studies. $3 1148502
655 7 $a Electronic books. $2 local $3 554714
690 $a 0708
690 $a 0459
690 $a 0338
690 $a 0646
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Arkansas State University. $b Journalism. $3 1179563
773 0 $t Masters Abstracts International $g 57-02(E).
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10640319 $z click for full text (PQDT)