Facebook Community: Social Factors In Users’ Perceptions And Response Advertising
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Become a Fan: Social Factors in Users perceptions and Responses Advertising in Facebook Community By Donlapak E.
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With the rapid growth of the number of Facebook users worldwide, one of the most outstanding social networking communities, marketers and advertisers hope to explore the new way to reach these communities for their advertising purposes. However, little academic research addresses how to convince users to be more receptive to advertising in this online social communities. The purpose of the study is to extend the Zeng et al.’s (2009) research in a different set of result measures, namely, how community members perceive and react to advertising in their network communities. To gain more insight into the study, the researcher apply the group intention perception to identify a route by which community members may react to the advertising in online communities. In addition, the researcher will replicate the study of social factors in user perceptions and responses to adverting in online social networking communities, using the research of Zeng et al. (2009) as a model. The scope of the study focuses specifically on investigating the link between sociological factors: group norms and group intention in Facebook communities, whether in groups or fan pages and advertising responses. This study also includes the Facebook communities’ perceived ad relevance and the behavioral intention to accept advertising in the communities.
Transcript of Facebook Community: Social Factors In Users’ Perceptions And Response Advertising
Become a Fan:Social Factors in Users perceptions and Responses
Advertising in Facebook Community
By Donlapak E.
Overview Purpose Hypothesis Methodology Results Findings Conclusions - Theoretical Implications - Managerial Implications - Limitations/Future research
Purpose Sociological factors and advertising literature
Group norm
Group (behavior) intention to accept the advertising
Response toward community ads
Perceived ads relevance
Perceived ads value
Hypothesis
Group norm
Perceived ads relevance
Perceived ads value
Response toward community ads
H1
H2 H3 H4
H5 H6
Group (behavior) intention to accept the advertising
Methodology Quantitative Study Online survey
-> Snowball sample + Questionnaire in class Demographic
- Age 18 -34 - Diverse nationalities Facebook Community usage
- become a member at least one Facebook community
171 Participants
Results
Group norm
Perceived ads relevance
Perceived ads value
Response toward community ads
H1
H2 H3 H4
H5 H6
* 0.455
* 0.152 *.436 *0.47
* 0.511 *0.544
Group (behavior) intention to accept the advertising
(5.193) (3.4157)
(0.462) (1.39)
(0.0175)
Findings (Correlation)
Chinese Facebook
Group norm - perceived ad relevance = Negative
Group norm - perceived ad relevance = Positive
Push Pull
Findings (Mean Value) Members are…
-> supportive to the community -> open to the idea of advertising in their
community ->perceived advertising to be relevant and
valuable
-> less reaction?
Excessive advertising Unattractive commercial messages
Theoretical Implication
group norm group intention
perceived ads relevancy perceived ads value
Response toward advertising
Managerial Implication “Prioritize and strive to
create strong group benefit norms and group intention among members as well as provide the relevant, important and meaningful information for the users”
Community Engagement
Understand how to design the advertising and commercial messages
Limitation/Future research
Survey + Interview
Look more on other social networking community websites!
