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Facebook users' experience and attit...

Zhang, Xueying.

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Facebook users' experience and attitude toward Facebook ads.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Facebook users' experience and attitude toward Facebook ads./
作者:	Zhang, Xueying.
面頁冊數:	102 p.
附註:	Source: Masters Abstracts International, Volume: 52-01.
Contained By:	Masters Abstracts International52-01(E).
標題:	Mass Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1542251
ISBN:	9781303266492

Facebook users' experience and attitude toward Facebook ads.
Zhang, Xueying.

Facebook users' experience and attitude toward Facebook ads. - 102 p.

Source: Masters Abstracts International, Volume: 52-01.

Thesis (M.S.)--Oklahoma State University, 2013.

As Facebook is gaining power as an advertising vehicle, it is crucial for both Facebook and advertisers to understand users' Facebook experience. Based on media context effect studies and media uses and gratification theory, this research proposes and empirically tests the relationship between users' Facebook experience and their attitude toward ads (Aad). Three Facebook experience factors and five Aad factors are generated. Most of the experience factors are highly and significantly correlated with users' Aad factors, however, the empowerment experience is shown to have a stronger association with Aad than the other two experience factors. The individual factors of gender and online shopping time's effect on Aad are also tested but only minor associations are found. Implications for Facebook and advertisers are then posited and discussed.

ISBN: 9781303266492Subjects--Topical Terms:

1017395
Mass Communications.

Facebook users' experience and attitude toward Facebook ads.
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