Avoiding ads on Facebook brand pages: an empirical study into brand page content and homophily

Melissa Airs, Lawrence Ang

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

This paper investigates whether Informative, Entertaining and Interactive (i.e. IEI) content on a Facebook brand page or seeing people of similar age on the same page (i.e. homophily) will cause a person to click on the sponsoring ad. Other dependent variables evaluated were brand page attitudes, brand attitudes and purchase intentions. This experiment tests these effects using live Facebook brand pages of fictitious brands. We found that people avoid Facebook ads due to expected negative experiences (ENEs). Only IEI content significantly affected brand page attitudes, brand attitudes and purchase intentions positively. Brand page attitude was a perfect mediator between IEI content and brand attitude.
Original languageEnglish
Title of host publicationANZMAC 2012
Subtitle of host publicationconference proceedings : Sharing the cup of knowledge
Place of PublicationAdelaide
PublisherANZMAC2012 Conference
Pages1-7
Number of pages7
Publication statusPublished - 2012
EventAustralian and New Zealand Marketing Academy Conference (2012) - Adelaide
Duration: 3 Dec 20125 Dec 2012

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2012)
CityAdelaide
Period3/12/125/12/12

Keywords

  • Facebook
  • ad avoidance
  • homophily
  • interactive
  • brand page attitude

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