FACTORS AFFECTING FACEBOOK ADVERTISEMENTS: EMPIRICAL STUDY

Stephen L. Baglione
Katen Amin
Antron McCullough
Saint Leo University

Louis Tucci
The College of New Jersey

ABSTRACT

The purpose of this study was to investigate the influence of personality, the importance
of Facebook, reference groups, and perception about the ethics of targeted advertising upon
users’ attitudes toward advertising shown on Facebook. Using a sample of college students from
the northeast and southeast, the results indicate that reference groups and personality are
significant and positively related to feelings about advertisements on Facebook. Users who believe
targeted ads are ethical had a higher perceived value for Facebook ads. The importance users
placed on Facebook is not significant.

Keywords: Facebook, reference group, personality, ethics of targeted advertising, importance of Facebook
advertising