Perceived Advertising Values and Attitudes and, Purchase Intention towards Facebook advertisements: An Integrated Model

Narayan, Jashwini J. and Naidu, Samantha (2024) Perceived Advertising Values and Attitudes and, Purchase Intention towards Facebook advertisements: An Integrated Model. [Conference Proceedings]

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Abstract

This study aims to provide insights into consumers’ Perceived Advertising Values and Attitudes (PAVA) and, Purchase Intention (PI) towards Facebook advertisements. A comprehensive framework was developed by integrating two theories of Uses and Gratification and, Stimulus-Organism-Response theories and empirically tested. The study adopted a quantitative method, collecting feedback from 319 Facebook users. Data was analysed using co-variance based structural equation modelling. Findings reveal positive relationships between online interactivity, credibility, social influence and consumers’ PAVA while irritation reported negative effects. Unlike prior studies, system quality reported negative effects while infortainment reported insignificant results. PAVA in turn, reported positive impact on PI.

Item Type:	Conference Proceedings
Uncontrolled Keywords:	Facebook, Developing Country, Fiji, PAVA, U&G, S-O-R
Subjects:	H Social Sciences > HF Commerce
Divisions:	School of Business and Management (SBM)
Depositing User:	Jashwini Narayan
Date Deposited:	21 Jan 2025 04:00
Last Modified:	21 Jan 2025 04:00
URI:	https://repository.usp.ac.fj/id/eprint/14626

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