Facebook Users’ Experience and Reaction Towards Facebook ads

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

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 experience and media context effect studies, this research proposed and empirically tested the relationship between users’ Facebook experience and their reactions toward Facebook ads. Three Facebook experience factors were generated. The empowerment experience factor was observed to be significantly correlated with users’ reaction to ads variables while the other two experience factors were not. The individual factors of gender and online shopping time’s effect on reaction toward ads were also tested but only minor associations were found. Implications for Facebook and advertisers were then posited and discussed.

Authors

• Xueying Zhang, The University of Alabama

• Shuhua Zhou, U of Alabama