What is it about?
Facebook advertising was found to have a favorable effect on the cognitive attitudes (awareness and knowledge among young adults (Generation Y or Millennials) in South Africa. A number of usage (access, log on duration and profile update incidence) and demographic (ethnic orientation) characteristics were also found to have an influence young adults perceptions of Facebook advertising.
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Why is it important?
This paper also makes an important contribution to Facebook research in developing nations where there is a deficiency of inquiry on social media advertising among Millennials.
Perspectives
A number of organisations believe that they can establish advertise on Facebook page and interact with young consumers on an ad hoc basis, which increase in sales. However, this study found that Facebook advertising has a positive influence on cognitive attitudes among Generation Y, which would not necessarily equate to an increase in turnover. Nevertheless, the research is beneficial to marketers who intend to make use of this powerful conduit (Facebook) to target young adults.
Dr Rodney Graeme Duffett
Cape Peninsula University of Technology
Read the Original
This page is a summary of: The influence of Facebook advertising on cognitive attitudes amid Generation Y, Electronic Commerce Research, January 2015, Springer Science + Business Media,
DOI: 10.1007/s10660-015-9177-4.
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