The recent boom of social media has given marketers new opportunities to advertise to a targeted demographic -- specifically, tech-savvy young adults and students. This study examines the perceptions of and attitudes toward advertisements on one of the most popular social networking sites today, Facebook©. Results of an exploratory study show that while most college students are active Facebook© users, they are unlikely to click on Facebook© advertising or engage in purchase behaviors.
No takes yet. Share an insight, caveat, or question.
Bannister et al. (2013) studied this question.
Synapse has enriched 5 related papers. Consider them for comparative context:
More from Catalyst