Antecedents of Attitude Toward Facebook Advertising: A study of Users in India and Tanzania

Abstract

Purpose: Consumers’ attention to Facebook Ads has been steadily dwindling over time. Therefore, this study addresses the issue by examining the antecedents of Attitude towards Facebook Advertising (AFA), aiming to boost consumer attention and, subsequently, improve the effectiveness of Facebook Advertising. Design/methodology/approach: Based on the Technological Acceptance Model and empirical studies, the study developed a framework to examine the antecedents of AFA. The model and hypotheses employed a Structural Equation Modelling Technique to analyse the antecedents of AFA. A cross-sectional survey strategy was used to purposively collect data from 700 University students who are Facebook users. This was undertaken through both face-to-face interviews and an online Google survey conducted in India and Tanzania. Findings: First, this study revealed that perceived usefulness, perceived entertainment, self identity expressiveness, and consumer innovativeness have a directly positive and significant influence on AFA. Second, this research confirmed that perceived intrusiveness has directly negative and significant effects on AFA. Third, this study found that privacy concerns do not have a significant negative influence on AFA. Originality: The study identified important predictors of AFA. The study is valuable for social media businesses and advertising agents.