Attitude of Vietnamese young generation toward advertising on facebook

Abstract

Background: The development of online advertising especially Facebook advertising become more and more wide and popular because of the significant increase of Facebook users every year. This background encourages marketers to think and test the attitudes as well as opinions of consumers about these adverting, whether they are really effective or not to avoid the misleading between trend and favorite. Moreover, previous researches for testing attitudes were limited and some has different results following the change of time Purpose: The purposes of this research are to find out the main factors influence to attitudes toward Facebook advertising and determine whether attitudes of Vietnamese young generation nowadays toward advertisement on Facebook are positive or negative Method: In order to fulfill the purpose and uncover the main factors that influence the attitudes toward Facebook advertising, a quantitative method has been conducted. The sample size was 230 respondents and using cross sectional data during the survey. Conclusion: The authors found that users hold positive attitude toward Facebook advertising. There have been identified three main factors influencing Vietnamese users‟ attitude and these are entertainment, interactivity and credibility. Moreover, the entertainment factor was found to have the greatest influence after regression analysis. Key word: online advertising, Facebook, attitudes toward advertising, entertainment, credibility, interactivity