| dc.contributor.author | Zhang, Xueying | |
| dc.date.accessioned | 2014-09-24T14:18:22Z | |
| dc.date.available | 2014-09-24T14:18:22Z | |
| dc.date.issued | 2013-05-01 | |
| dc.identifier.uri | https://hdl.handle.net/11244/11136 | |
| dc.description.abstract | As Facebook is gaining power as an advertising vehicle, it is crucial for both Facebook and advertisers to understand users' Facebook experience. Based on media context effect studies and media uses and gratification theory, this research proposes and empirically tests the relationship between users' Facebook experience and their attitude toward ads (Aad). Three Facebook experience factors and five Aad factors are generated. Most of the experience factors are highly and significantly correlated with users' Aad factors, however, the empowerment experience is shown to have a stronger association with Aad than the other two experience factors. The individual factors of gender and online shopping time's effect on Aad are also tested but only minor associations are found. Implications for Facebook and advertisers are then posited and discussed. | |
| dc.format | application/pdf | |
| dc.language | en_US | |
| dc.publisher | Oklahoma State University | |
| dc.rights | Copyright is held by the author who has granted the Oklahoma State University Library the non-exclusive right to share this material in its institutional repository. Contact Digital Library Services at lib-dls@okstate.edu or 405-744-9161 for the permission policy on the use, reproduction or distribution of this material. | |
| dc.title | Facebook Users' Experience and Attitude Toward Facebook Ads | |
| dc.type | text | |
| osu.filename | Zhang_okstate_0664M_12756.pdf | |
| osu.accesstype | Open Access | |
| dc.description.department | Mass Communications | |
| dc.type.genre | Thesis | |
