Dissertation/Thesis Abstract

Motivations Predicting Facebook Users' Engagement with Advertising: A Uses and Gratifications Approach
by Estrada, Priscilla C., M.S., University of Louisiana at Lafayette, 2018, 79; 10978175
Abstract (Summary)

Social media allows people to communicate and interact with friends and acquaintances around the world. This innovative avenue of advertisement is now helping companies create content and turn information into profit. This study seeks to understand the effects of social network advertisement (focusing on Facebook) on the biggest population of Facebook users. This population between 30–36 years old is highly engaged in Facebook; spending a critical part of their time on social media channels for several reasons such as: increasing their social life, networking, locating old friends, etc. Through the uses and gratifications theory, this research was able to examine the motivations behind users social media usage and how their levels of engagement in social networking sites can influence their purchase behaviors. The purpose of this study was to show the relationship between motivations for using Facebook in the age group previously mentioned and engagement/interaction with Facebook Advertising. Statistical tests were conducted to determine the relationship between elements of uses and gratifications theory and engagement with Facebook ads.

Indexing (document details)
Advisor: Madison, Thomas P.
Commitee: Ferguson, Alice C., Givens-Carroll, Dedria
School: University of Louisiana at Lafayette
Department: Communication
School Location: United States -- Louisiana
Source: MAI 58/05M(E), Masters Abstracts International
Subjects: Marketing, Communication, Web Studies, Mass communications
Publication Number: 10978175
ISBN: 978-1-392-04199-4
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