The theory of planned behaviour and user engagement applied to Facebook advertising
Background: Facebook has become one of the most popular advertising platforms on social media. It is therefore important for social media marketers and researchers to have an understanding of the predictors of Facebook users’ engagement with Facebook advertising across all brands and Facebook advert...
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doaj-b530c94aac2a41808db1ebcafbe15ca92020-11-24T20:57:16ZengAOSISSouth African Journal of Information Management2078-18651560-683X2018-06-01201e1e1010.4102/sajim.v20i1.915585The theory of planned behaviour and user engagement applied to Facebook advertisingPetra N.C. Sanne0Melanie Wiese1Department of Marketing Management, University of PretoriaDepartment of Marketing Management, University of PretoriaBackground: Facebook has become one of the most popular advertising platforms on social media. It is therefore important for social media marketers and researchers to have an understanding of the predictors of Facebook users’ engagement with Facebook advertising across all brands and Facebook advertising types. Objectives: This study aimed to determine whether the theory of planned behaviour could be applied to understand and predict engagement with Facebook advertising. Method: Non-probability convenience sampling resulted in a sample size of 656 Facebook users above the age of 18 who resided in South Africa. The data collected by means of an online survey were analysed using regression analyses. Results: The findings indicated that attitude was the strongest predictor of behavioural intention to engage with Facebook advertising, followed by subjective norms. However, perceived behavioural control was found not to be a significant predictor of behavioural intention to engage with Facebook advertising. Furthermore, behavioural intention to engage with Facebook advertising was found to predict actual engagement. Conclusion: Social media marketers need to focus on influencing attitudes and subjective norms to increase engagement with their Facebook advertisements. Furthermore, the theory of reasoned action was found to be more appropriate to predict engagement with Facebook advertising, as it excludes perceived behavioural control.https://sajim.co.za/index.php/sajim/article/view/915theory of planned behaviourattitudesubjective normsperceived behavioural controlbehavioural intentionFacebook advertising |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Petra N.C. Sanne Melanie Wiese |
spellingShingle |
Petra N.C. Sanne Melanie Wiese The theory of planned behaviour and user engagement applied to Facebook advertising South African Journal of Information Management theory of planned behaviour attitude subjective norms perceived behavioural control behavioural intention Facebook advertising |
author_facet |
Petra N.C. Sanne Melanie Wiese |
author_sort |
Petra N.C. Sanne |
title |
The theory of planned behaviour and user engagement applied to Facebook advertising |
title_short |
The theory of planned behaviour and user engagement applied to Facebook advertising |
title_full |
The theory of planned behaviour and user engagement applied to Facebook advertising |
title_fullStr |
The theory of planned behaviour and user engagement applied to Facebook advertising |
title_full_unstemmed |
The theory of planned behaviour and user engagement applied to Facebook advertising |
title_sort |
theory of planned behaviour and user engagement applied to facebook advertising |
publisher |
AOSIS |
series |
South African Journal of Information Management |
issn |
2078-1865 1560-683X |
publishDate |
2018-06-01 |
description |
Background: Facebook has become one of the most popular advertising platforms on social media. It is therefore important for social media marketers and researchers to have an understanding of the predictors of Facebook users’ engagement with Facebook advertising across all brands and Facebook advertising types.
Objectives: This study aimed to determine whether the theory of planned behaviour could be applied to understand and predict engagement with Facebook advertising.
Method: Non-probability convenience sampling resulted in a sample size of 656 Facebook users above the age of 18 who resided in South Africa. The data collected by means of an online survey were analysed using regression analyses.
Results: The findings indicated that attitude was the strongest predictor of behavioural intention to engage with Facebook advertising, followed by subjective norms. However, perceived behavioural control was found not to be a significant predictor of behavioural intention to engage with Facebook advertising. Furthermore, behavioural intention to engage with Facebook advertising was found to predict actual engagement.
Conclusion: Social media marketers need to focus on influencing attitudes and subjective norms to increase engagement with their Facebook advertisements. Furthermore, the theory of reasoned action was found to be more appropriate to predict engagement with Facebook advertising, as it excludes perceived behavioural control. |
topic |
theory of planned behaviour attitude subjective norms perceived behavioural control behavioural intention Facebook advertising |
url |
https://sajim.co.za/index.php/sajim/article/view/915 |
work_keys_str_mv |
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