Research reveals how customer perception factors influence attitudes towards Facebook ads, highlighting privacy concerns and perceived interactivity.
Key Points
Credibility is a key moderating factor affecting attitudes toward Facebook ads, influencing customer perception and response.
Positive effects were identified for Perceived Interactivity, Advertising Avoidance, and Privacy on attitudes toward advertisements, with significant metrics.
Data analysis used Structural Equation Modelling based on responses from 277 students in Amman, Jordan, enrolled in digital marketing studies.
Findings suggest that advertising agencies should focus on enhancing credibility to improve effectiveness in online advertising strategies.