The theory of planned behaviour and user engagement applied to Facebook advertising
作者: Petra N.C. SanneMelanie Wiese
作者单位: 1Department of Marketing Management, University of Pretoria
刊名: SA Journal of Information Management, 2018, Vol.20 (1), pp.e1-e10
来源数据库: African Online Scientific Information System PTY Ltd
DOI: 10.4102/sajim.v20i1.915
关键词: Theory of planned behaviourAttitudeSubjective normsPerceived behavioural controlBehavioural intentionFacebook advertising
原始语种摘要: 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...
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关键词翻译
关键词翻译
  • advertising 广告
  • engagement 啮合
  • planned 计划的
  • behaviour 性质
  • intention 意图
  • convenience 便利
  • theory 理论
  • control 控制
  • norms 规范
  • subjective 舟的