| dc.description.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 | en_US |
