Facebook: User Attitudes Towards Targeted

Advertising

By: Kathy Garfield, Renata Costa-Pinto, Ashley Fons, Nikki Wickham, and Debra Sulewski

Significance of the Study

May lead to better implementation of ad programs on social networking websites

Fills a void in current research

Gain insight into Facebook user behavior How they feel about targeted advertising on Facebook Users passive about online advertising, but prefer targeted

advertising

Sense of Urgency

Total Unique Visitors Per Month in 2007

Problem Statement

“We want to know how users on social networking web sites such as Facebook.com feel about targeted advertising in order to provide insight for advertisers on how to reach their target audience more accurately and efficiently. We would administer a focus group and survey in order to gather this data.”

Research Question

What are users’ attitudes toward targeted advertising on social networking web sites such as Facebook.com?

Targeted Advertising

Engagement Ads

Engagement Ads

Social Ads

General Ads

Create Your Own Facebook Ad

Beacon Backlash

Privacy Concerns

Previous Knowledge of the Topic

Prior Studies on Privacy Issues Occur when users volunteer their

personal information 59.8% of users filled out the “About Me” field Over 70% of users willingly disclosed

information about their personal interests on their profiles

Marketers sift through profiles to personalize ads

Data Collection Method

Focus Group Will help indicate the most relevant aspects of targeted

advertising. Can apply this information to help create questions and

scales for the questionnaire. Helps construct a questionnaire using the language that

social network users are familiar with.

Survey Questionnaire Provided to participants online at www.facebook.com

Focus Group

Sampling

Population: Facebook users

Sample Size: 20 Facebook users within MSU

Selection Method: A convenience sample of the first 20 MSU students who agree to sign up for the study. Optional incentives offered such as extra credit for their courses.

Survey

Sampling

Population: All Facebook users

Sample Size: 300 Facebook user within MSU

Selection Method: Random selection of Facebook users automatically generated using the web site’s search tool

Potential Problems

Focus Group

Groupthink

Unequal contribution by participants

Reactive effects

Survey

Not filling it out completely.

Not filling it out accurately.

Dishonest answers: Social-desirability bias

Inattention

Sampling error

Focus GroupPreliminary Screening Questions

How old are you?

What is your occupation?

Do you own a computer?

How often do you go online?

Focus Group Questions

1. Which social networking web sites are you familiar with?

2. Which web sites are you a member of?

3. Why do you use social networking web sites?

4. Are you aware of the ads on these web sites?

5. Have you ever clicked on any? (Probe: If yes, what prompted you to click?)

6. Was the outcome successful? (Probe: Did you find what you were looking for? Did it lead you to a purchase?)

7. What types of online ads appeal to you?

8. How do you feel about the ads?

9. Are you aware of the targeted ad programs such as Beacon or Social Ads?

10. Do you realize how they generate the ads shown to you? (Probe: Knowing that , how do you feel towards the ads now?)

11. Do you think these ads are invasive? (Probe: Are you concerned with privacy issues?)

12. Do you find this program relevant or useful?

Timetable

Week 1

Develop focus group questionnaire

Draw a sample of the correct size

Week 2

Pretest

Week 3

Administer study and gather data

Week 4

Record answers and perform a content analysis

Week 5

Develop survey questionnaire and indexes/scales

Week 6

Administer study and gather data

Week 7

Code and enter the data

Weeks 8-9

Analyze the data

Write report and apply the results

Expected Result

Advertisers Can decide whether an online ad platform is worth the

investment

Web Developers Able to keep up their website according to user trends Can gain competitive advantage over other social networking

websites

Users Will have their voices heard, will see ads relevant to their

interests and preferences

The End