A Study of Advertising Value and University Students’ attitude towards Facebook Advertisements
DOI:
https://doi.org/10.63290/jhmsr.v2.i1.17Keywords:
Facebook advertising value, Pakistani university students, attitude towards Facebook advertisingAbstract
In this modern era, like many other people, person is a user of the internet, social media, and Facebook, making it indispensable to critique his attitude and behavior. There earlier studies done on the evaluation of the advertising merit and the impact on the attitude of people towards some known and emerging types of advertisements. As little is known and studied about the effectiveness and the general attitude towards Facebook advertisements especially in relation to Pakistani students, there exists a gap which need investigation in order to determine what factors influence consumer attitudes towards Facebook advertisements and Facebook advertising value. This article takes a closer look at how various advertising value factors—like informativeness, entertainment, irritation, and interactivity—impact the perceived value of Facebook ads and how university students feel about them. The study involved 261 students from Sindh University Mirpurkhas Campus in Pakistan. The findings reveal that informativeness has a strong connection with most of the factors, except for irritation and attitudes toward Facebook ads. Meanwhile, entertainment is linked to interactivity, perceived value, and overall attitudes, while interactivity and irritation have a rather weak relationship. Ultimately, the value of advertising does have a positive influence on how students view Facebook ads.
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