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

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	The Relationship between Social Media Advertising Engagement and Attitudes toward Advertising on Social Media :/
其他題名:	Focusing on Facebook Users.
作者:	Chung, Seungho.
面頁冊數:	1 online resource (73 pages)
附註:	Source: Masters Abstracts International, Volume: 57-02.
Contained By:	Masters Abstracts International57-02(E).
標題:	Mass communication. -
電子資源:	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.
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