Determinants of Advertising Effectiveness on Facebook:A Conceptual Framework

ABSTRACT

Being one of the most popular social networking sites with the largest user base,facebookis an influential advertising platform for businesses. With facebook offering user-friendly applications and optimization features for ad creation, facebook ads have become an imperative marketing strategy of most companies,in order to target the huge base of potential customers. Despite the massive effort and resources spent by businesses, past research indicates that facebook users generally have a negative attitude towards facebook advertising. This study aims to qualitatively explore the determinants of advertising effectiveness on facebook as perceived by Indian facebook users.For this, semi-structured interviews with frequent facebook users were conducted to collect data. The qualitative data analysis yielded six determinants of advertising effectiveness,namely;informativeness, entertainment, credibility, emotional appeal, creativity and perceived ad relevance.

FULL TEXT