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.
