Facebook Addiction and the effect of attitude towards facebook advertising of young people in Ho Chi Minh city

Abstract

Recent economic, It can be said that Facebook is one of the Social Network Site which attractive a huge amount people using. People tend to addiction into Facebook than participate in other activities, it is an opportunity for the advertising company in Viet Nam to identify Facebook addiction and effect of attitude towards Facebook advertising. After reviewing the wide range of literature, this thesis adopted the model of Lü tfi ye Can and Nihat Kaya / Procedia ( 2016). This model has combined 4 factors including ( Habit, Perceived ease of use, Psychological Dependence and Attitude toward the advertising). The research used quantitative methods by conducting a survey of 249 respondents who are youth people in Ho Chi Minh city and analyzing data on the SPSS software. Finally, the habit impacts directly to Psychological dependence However the Perceived ease of use variable impacts indirect to Facebook addiction. Moreover, The study also finds that Psychological dependence has the highest sustainability to Attitude. Then the researcher discussed finding and their practical implication that people concern the easiness of their devices. Another implication, the advertising company can use this result to identify the habit of Facebook user toward advertising in order to have a perfect strategy to get the attention of people. The last part provided with some recommendations for future research such as making conclusion of larger sample size to make results of research more convincing with the various target segment