Consumers’ attitudes towards advertising on Facebook in vietnam
Le Minh Tai/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
Consumers’ Attitudes towards Advertising on Facebook in
Vietnam
Le Minh Taia*
aSai Gon Technology University, 180 Cao Lo, Ho Chi Minh City, Vietnam
A B S T R A C T
This paper aims to analyze factors affecting consumers’ attitudes towards advertising on Facebook in
Vietnam. Base on the literature review and previous research, we suggest a model which have five factors
affecting consumers’ attitude. First, a qualitative research is examined with 10 people to adjust scales to match
the Vietnam context. Second, a quantitative study is examined with the sample size n = 241. The study’s
results provide evidences to confirm the factors: Perceived Interactivity; Advertising Avoidance; Privacy and
Information that impact on Consumers’ attitudes toward advertising on Facebook, but Credibility factor does
not impact on Consumers’ attitudes. The results of this study show that ads on modern channels such as
Facebook are not highly rated by users. Therefore, managers need to adopt appropriate advertising strategies,
create competitive advantage in attracting the consumers’ attention to the product/service.
Keywords: Facebook; consumers’ attitude; advertising.
1. Introduction
Facebook is a social networking site, it is defined as an application that allows users to connect by creating
profiles of personal information, inviting friends and colleagues to access that profiles, send messages and
connect instantly with others (Kaplan & Haenlein, 2010) [8].
Facebook's the most popular social networking site in the world, with more 2,000 million users*. Facebook is
also the most popular social networking site in Vietnam with over 64.5 million participants†. Along with
Facebook as the most popular social networking site, advertising on Facebook is interested and developed with
many brands.
Online advertising on social networking sites is a popular advertising tool for many enterprises. The purpose
of using ads on social networking sites that provides information or update information about a company's
products, shares pictures, and creates brand awareness for customers (Nekatibebe, 2012) [13]. There have been
many studies of consumer’s attitudes toward advertising. However, studies about consumers’ attitudes toward
online advertising are limited, and almost no study about consumers’ attitudes toward advertising on social
networking site such as Facebook in Vietnam. So a study about consumers’ attitudes toward advertising on a
particular social networking site as Facebook should be done.
* Corresponding author. E-mail address: tai.leminh@stu.edu.vn
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Le Minh Tai/ MICA 2018 Proceedings
2. Literature review and suggested research model
2.1. Avertising on Social networking site
Advertising on social networking sites is the usual form of online advertising on Facebook, Twitter, Yahoo,
YouTube, etc., to achieve the goals of product and service communication. One of the main benefits of this type
of advertising is that businesses can take advantage of the consumers’ personal information to reach their target
market effectively (Roberts, 2010) [14].
Individuals have been using social networking sites often provide information about themselves, including:
name, age, gender, interests, and work place. These personal information allow businesses to create specific
target groups and personalize their ads, access to consumers who may actually be interested in the advertised
products or services by better way. Using social networking sites as an advertising tool reduces the cost of
advertising and helps spread the advertising to more customers. Thereby making it easy to reach a large group of
potential customers for advertised product or service (Todi, 2008) [18].
Today, Facebook is a popular social networking site and it has the largest number of users. It is also a popular
advertising tool that advertisers and businesses use for their advertising purposes. The advantage of Facebook is
the ability to engage users with written content, images, videos and interactive content to follow and share new
products and services information with consumers (Yaakop et al, 2012) [20].
2.2. The relationship between Perceived Interactivity and consumers’ attitude toward advertising on
Facebook
Perceived Interactivity is an effective way to communicate between individuals, regardless of geographical
distance or time (Hadija, 2008) [6]. Technically, Perceived Interactivity occurs when there is human
communication action and computer software or any other communication device. Since Facebook is also a
social networking site, Perceived Interactivity on Facebook will also affect consumers’ attitudes toward
advertising on this site. Because Perceived Interactivity on Facebook is good, consumers can actively discuss
with businesses about the advertising they post on Facebook.
Perceived interactivity and consumers’ attitudes towards advertising on Facebook have a positive relationship
(Azeem & Haq, 2012) [1]. It plays an important role that influence positively to attitudes (Yuanxin & Pittana,
2011) [21]. Schlosser, Shavitt & Kanfer (1999) [15] suggest that Perceived Interactivity of consumers to
advertising brings valuable information to consumers and reinforce their purchasing decisions.
Hypothesis H1: Perceived Interactivity impacts on consumers’ attitudes toward advertising on Facebook
positively.
2.3. The relationship between Advertising Avoidance and consumers’ attitudes towards advertising on
Facebook
Advertising avoidance includes all consumers’ actions who using media devices to reduce exposure of
advertising content (Speck & Elliott, 1997) [16].
Cho & Cheon (2004) [2] argue that the barriers in accessing the web display, the confusion of advertising
templates, and the negative experience of consumers about online advertising on the Internet creating
psychology that avoids advertising. According to Hadija et al (2012) [7], consumers who use social networking
sites simply do not want to see ads on their sites. Kelly et al (2010) [10] suggest that Facebook users can avoid
advertising who based on previous negative experiences by clicking on an advertising link. This action can lead
to the appearance of websites with unintended content or will create computer viruses.
Hypothesis H2: Advertising avoidance impacts on consumers' attitudes towards advertising on Facebook
negatively.
2.4. The relationship between Credibility and consumers’ attitudes towards advertising on Facebook
Credibility is defined by Yaakop et al (2012) [20] as the level of consumers’ trust for advertising on social
networking sites.
According to Goldsmith et al (2000) [5], Credibility affects consumers’ attitudes toward advertising,
consumers’ attitudes towards the brand and consumers’ intentions directly and positively. Yuanxin & Pittana
(2011) [21] argue that Credibility of Facebook advertising has a positive influence on the attitude of Facebook
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users. Consumers keep a more positive attitude towards online advertising as they believe online advertising is
reliable.
Hypothesis H3: Credibility impacts on the consumers’ attitudes toward advertising on Facebook positively.
2.5. The relationship between Privacy and consumers’ attitudes towards advertising on Facebook
Consumers think that a social networking site is a personal website (Kelly, 2008) [9]. So advertising appear
on a social networks site without the consumers' consent that are a form of privacy infringement. Privacy is a
factor of social networking site awareness. Privacy reflects the extent which a person feels and thinks about
advertising posted on their own personal website, such as Facebook.
If consumers concern that their personal information is being exploited in a way they do not know or do not
want, they will restrict their personal information. As a result of this restriction, the accuracy of the advertising
which target to each specific consumer will be decrease (Krasnova et al, 2009) [11]. Turow et al (2009) [19]
suggest that a consumer do not want advertising to appear as if they were reserved for only her and her
information is being stored online and is being used by others.
Hypothesis H4: Privacy impacts on consumers’ attitudes towards advertising on Facebook positively.
2.6. The relationship between Information and consumers’ attitudes toward advertising on Facebook
Ducoffe (1996) [3, 4] conclude that there is a strong positive relationship between the level of information
and consumers’ attitudes toward advertising. Taylor, Lewin & Strutton (2011) [17] also conclude that
information factor impacts on consumers’ attitudes toward advertising on social networking site.
Facebook is a part of the Internet and it has full of information from users. However, the quality of the
information on Facebook can impact on the perception of businesses for their products or services in advertising
which target to a specific consumer. Therefore, the information will be correlated with the attitude of consumers
(Yuanxin & Pittana, 2011) [21]. Consumers keep a more positive attitude towards advertising as they believe
that the advertising has more information.
Hypothesis H5: Information impacts on consumers’ attitudes toward advertising on Facebook positively.
2.7. The relationship between Information and consumers’ attitudes toward advertising on Facebook
The term "attitudes" is described as the way we think and feel about advertising on Facebook. Follow
previous studies, two conclusions are made: positive and negative towards online advertising (Kelly et al, 2008;
Hadija, 2008) [9, 6]. A positive feeling or a positive way of thinking will create positive attitudes; a negative
feeling or a negative way of thinking will create a negative attitude towards advertising on Facebook.
Base on the literature review of the factors affecting consumers’ attitudes towards advertising on social
networking site by Yaakop et al (2012) [20], Kelly et al (2010) [10], Azeem & Haq (2012) [1], suggested
research model is shown in Figure 1.
Fig. 1. Suggested research model
Perceived Interactivity
Advertising Avoidance
H3 (+)
Consumers’ Attitudes
Credibility
Privacy
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Information
Le Minh Tai/ MICA 2018 Proceedings
3. Methodology and research data
The research process focuses on two main steps: (1) A qualitative research to adjust scales that match with
Vietnam context, (2) A quantitative research to test the scales and the hypothesises.
Base on the literature review of the factors affecting consumers’ attitudes towards advertising on Facebook by
Yaakop et al (2012) [20], Kelly et al (2010) [10], Azeem & Haq (2012) [1], observed variables are designed.
However, these observed variables need to be adjusted to the new context in Vietnam. So a group discussion was
held. The group consist of 10 people, 5 women and 5 men among the ages of 18 to 45. Attendees are asked to
comment on the meanings of each variable and make suggestions for improvements if needed. After the
discussion, twenty-seven observed variables measure the factors affecting consumers’ attitudes towards
advertising on Facebook are identified. 6 observed variables for Perceived Interactivity, 6 observed variables for
Advertising Avoidance, 6 observed variables for Credibility, 5 observed variables for Privacy, 4 observed
variables for Information and 4 observed variables for Consumers’ Attitude.
Next, the quantitative research is using. The scale of independent variables and dependent variable was
designed under Likert 5 (1 - Completely disagree and 5 - Completely agree). Respondents are consumers who
are over 18-year-old in Vietnam. Total surveys returned is 300. After filtering and disqualifying that has 59
invalid questionnaires because of answering the same level for all questions or missing information. Since, there
are 241 valid questionnaires used as data for this study. For further, descriptive statistics, testing the reliability of
the scales (Cronbach’s alpha), exploratory factor analysis (EFA), multivariate regression are used to test the
scales and the hypothesises.
4. Research results
4.1. Descriptive Statistics by Characteristics
In study sample, there are 81 males and 160 females, accounted for 33.6% and 66.4%, respectively. People
with age under 22 years old accounted for the highest proportion 46.1%, of 22-35 years old accounted for 43.6%,
over 35 years old accounted for the lowest proportion 10.4%. This also shows that the proportion of respondents
participating in this survey with an average age under 35 years old is quite high. 162 respondents had access
Facebook more than 10 times a week, accounted for 67%. Respondents access Facebook up to 3 hours / time that
accounted for more than 87%. Young people (students or staff officers) often have high levels of Facebook using
and exposure to Facebook advertising. People with education level at primary schools accounted for 8%, at
junior schools accounted for 6%, at high schools accounted for 5.6%, at college accounted for 71.5% and at post
– graduate accounted for 8%. For monthly income, 34.4% at level under 5 million VND (equivalent to 250
USD), from 5 to 10 million VND accounted for 41.1%, from 10 to 20 million VND accounted for 18.9%, from
20 to 30 million VND accounted for 2.7% and above 30 million VND accounted for 2.9%.
4.2. Descriptive Statistics of Variables
From Table 1, the results show: For the Perceived Interactivity, PI6 has the highest average value (3.39), in
which the average value of PI3 is lowest (2.59). Thus, consumers believe in Facebook is the lasted way for
advertising rather than their attention with advertisement among other content. Related to the Advertising
Avoidance, ADA3 has the highest average value (3.25) and the variable with lowest average values is ADA1
(2.81). The results show that customers feel that they are at risk when they click on to a link of advertising. For
the Credibility, CRE3 and CRE6 have the highest average value (3.37) and the variable with lowest average
values is CRE2 (3.07). This means that with the popular of Facebook, customers think that it is easy to find the
service/product they need. For the Privacy, variable with the highest average value is PRI4 (3.31) and the
variable with lowest average values is PRI2 (3.17). Thus, consumers feel scare when they log in Facebook with
advertisement. For the Information, variable with the highest average value is INF3 (3.39) and the variable with
lowest average values is INF4 (3.00). Consumers intend to use the information about product/service from others
who use Facebook too. Related to the Consumer’s attitude, variable with the highest average value is CONA4
(2.82) and the variable with lowest average values is CONA2 (2.61).
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Table 1. Descriptive Statistic Variables
Variables
Content
Min
Max
Mean
2.71
Perceived Interactivity
PI1
Advertisements in Facebook catch my attention among other content
I will visit a product website after being exposed to an ad in
Facebook
1
1
5
5
PI2
3.06
2.59
3.07
Advertising on Facebook made me see the product advertised that is
very attractive
PI3
PI4
1
1
5
5
In my daily activities, I recognize brands as the ones that are
advertised in Facebook
It is easier for me to remember brands advertised through other
media channels such as TV and radio as opposed to the ones
advertised in Facebook
PI5
PI6
2
2
5
5
3.25
3.39
Facebook is the lastest way for advertising
Advertising Avoidance
ADA1
I can list the advertisements that I can remember seeing on Facebook
1
2
1
5
5
5
2.81
3.21
3.25
Advertisement on Facebook tells me things that persons like me are
buying or using
ADA2
ADA3
I felt that I was at risk of getting a virus by clicking onto a link in
Facebook advertising*
The position of advertisement is the biggest factor that prevents me
from looking at ads on Facebook*
ADA4
1
1
5
5
3.03
3.14
I am the fan of at least one company or brand in Facebook
advertising
ADA5
Credibility
CRE1
Advertising on Facebook provide accurate information about
products/services
1
2
5
5
3.24
3.07
Facebook advertising insults the intelligence of the average
consumer*
CRE2
CRE3
Facebook advertising tells me which brands have the features I am
looking for
1
2
1
5
5
5
3.37
3.10
3.40
CRE4
CRE5
There are too many exaggerations in Facebook advertising*
Facebook should be used for promoting commercial
products/services
Because of Facebook advertising, people buy a lot of things that they
do not really need
CRE6
1
1
5
5
3.37
3.22
Privacy
PRI1
Advertisements found on Facebook are tailored to your interests
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Facebook advertising keeps me up to date about products/services
available in the marketplaces
PRI2
1
1
1
5
5
5
3.17
3.27
3.31
PRI3
Advertising on Facebook discloses the private information
Users of Facebook will be forced to see the advertisement every
time they logged in
PRI4
Information
INF1
Advertising on Facebook increases the user's knowlege of the
1
1
1
1
5
5
5
5
3.26
3.26
3.39
3.00
product / service
Advertise on Facebook up to date information about products /
INF2
INF3
INF4
services
Facebook advertising provides information to users about products
that others are using
Facebook ads provide useful information about new products and
services
Consumers’ attitudes
CONA1
CONA2
CONA3
CONA4
Consumers belive that advertising on Facebook is true
1
1
1
1
5
5
5
5
2.70
2.61
2.70
2.82
Consumer belive advertising on Facebook credibility of
Consumers like ads on Facebook
Consumers satisfacti of advertising on Facebook
*Reverse Scale
4.3. The Cronbach’s Alpha and EFA Analysis
The scales is expressed in 25 observed variables. These scales have Cronbach alpha reliability coefficient
greater than 0.7 and total correlation coefficient for each variable is greater than 0.4. In particular, Cronbach's
alpha of Perceived Interactivity factor is 0.871; Advertising Avoidance factor is 0.848; Credibility factor is
0.774; Privacy factor is 0.882; Information factor is 0.826. Cronbach's alpha of Consumers’ attitude is 0.803.
The total correlation of each variable is greater than 0.4, indicating that the factors are closely related and reflect
the same concept. In addition, if any variable is removed from the factors, the Cronbach’s alpha coefficient will
decrease so no variable is eliminated at these factors.
For factor analysis at first time, we select all 25 observation variables in the list. The results of the first EFA
analysis of factors affecting customers’ attitude shows that six factors were extracted at Eigenvalue values
greater than 1 (1.312), cumulative achieves 68.971%. This is not consistent with the initial five factors in the
research model. First time of factor analysis shows that CRE2 and CRE4 variables belonging to the Credibility
factor were separated by a other group factors. This reflects these questions of measuring these two variables not
in line with the content of Credibility factor. Remove CRE2 and CRE4 variables, then analyze EFA with the
remaining 23 variables at second time. The results of the analysis show that five factors were extracted at
Eigenvalue values greater than 1 (1.1312) and cumulative achieves 66.516%. KMO = 0.875 (0.5 <KMO <1) and
Bartlet's Test has Sig. = 0.000.
Table 2. EFA at second time
Variables
1
2
3
4
5
PI1
PI2
PI3
.801
.793
.780
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PI4
.710
.700
.668
PI5
PI6
.794
.761
ADA1
ADA2
ADA3
ADA4
ADA5
CRE1
CRE3
CRE5
CRE6
PRI1
PRI2
PRI3
PRI4
INF1
INF2
INF3
INF4
.729
.724
.670
.840
.840
.822
.814
.829
.774
.745
.712
.832
.751
.692
.674
Four observed variables are used to measure Consumers’ attitudes. Table 3 presents the results of the EFA
analysis of this research concept. The results show that only one factor was established with Eigen value at
2,526; cumlative achieves 63.140% and KMO = 0.709; Bartlet's Test has Sig. = 0.000. All loading factors are
greater than 0.70.
Table 3. EFA result of Consumers’ attitude
Component
1
CONA1
CONA2
CONA3
CONA4
.755
.771
.804
.846
4.4. The Regression Analysis
Table 4. Regression results
Model
R
R2
ADJ R2
Std Error
1
.732
.535
.525
.557
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Standardized
VIF
Unstandardized Coef
Coef
Model
T
Sig
B
Std Error
.254
Beta
(Constant)
1
-.823
-3.245
2.291
.001
.023
X1 (Perceived
Interactivity)
.167
.073
.122
1.422
X2 (Advertising
Avoidance)
.428
.018
.090
.418
.072
.069
.043
.063
.334
.013
.103
.367
5.932
.254
.000
.800
.038
.000
1.601
1.294
1.225
1.569
X3 (Credibility)
X4 (Privacy)
2.090
6.519
X5 (Information)
Sum of
Squares
Model
Df
Mean Square
F
Sig
.000a
1
Regression
Residual
Total
84.068
5
235
240
16.817
.311
54.110
73.037
157.123
The result of regression analysis the Beta of X3 (Credibility) = 0.018 with Sig=0.8 so X3 need to be removed
from regression model and analysis again.
Table 5. Adjusted Regression results
Model
R
R2
.535
ADJ R2
.527
Std Error
.556
1
.731
Standardized
Coef
VIF
Unstandardized Coef
Model
T
Sig
B
Std Error
.227
Beta
(Constant)
-.794
-3.502
2.385
.001
.018
1
X1 (Perceived
Interactivity)
.171
.072
.124
1.422
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X2 (Advertising
Avoidance)
.431
.090
.422
.071
.043
.062
.336
.103
.370
6.060
2.094
6.806
.000
.037
.000
1.601
1.225
1.569
X4 (Privacy)
X5 (Information)
Sum of
Squares
Model
Df
Mean Square
F
Sig
.000a
1
Regression
Residual
Total
84.066
4
236
240
21.016
.310
67.890
73.057
157.123
4.5. Discussion of Regression Results
Perceived interactivity effects on consumers’ attitudes toward Facebook advertising positively with t = 2.385,
significance = 0.018. This result consistent with previous studies. According to Yaakop et al (2012) [20] and
Azeem & Haq (2012) [1], perceived interactivity has the positive influence on consumers' attitudes towards
online advertising. This shows that this result is also consistent with the Vietnamese context. Because Vietnam is
a country that thrives on information technology, so the interaction between advertising and users through the
internet is indispensable.
With the regression result Beta = 0.013, t = 2.094 and significance level = 0.037, Privacy effects on
consumers' attitude towards Facebook advertising positively. This result corresponds to the research results of
Yaakop et al (2012) [20] in Maylaysia. Therefore, this result is consistent with the context in Vietnam. Because
Vietnam is also an Asian country, there are still notions of privacy that are not open.
Advertising Avoidance is the second most influential to the attitude towards advertising on Facebook.
Advertising annoying and annoying to users are important reasons to reduce the effectiveness of marketing. With
t = 6.060 and a significance level at 0.000, Advertising Avoidance has the opposite effect (reverse scale), and the
more restrictive the consumer can get, the more positive attitudes towards advertising on Facebook. This result
corresponds to that of Yaakop et al (2012) [20], Kelly et al (2010) [10].
Information has the greatest impact on consumers’ attitudes towards Facebook advertising. With the
regression result beta = 0.370, t = 6.806, significance level = 0.000 indicates that Information of advertising is
useful. The results of the study show that information is influential in the positive way as in Ling et al (2010)
[12].
5. Conclusions and recommendations
5.1. Conclusions
The results provided evidence to confirm the factors: Perceived interactivity; Privacy; Advertising Avoidance;
Information all impact on consumers’ attitudes towards Facebook advertising, but Credibility factor does not
affect. Among four factors that influence consumers’ attitudes towards Facebook advertising, the most
influential factor is Information; the second is Advertising Avoidance; the third is Perceived interactivity;
Privacy has the lowest effect.
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5.2. Recommendations
Given the current context of Vietnam's online business market, competition among businesses is becoming
more intense. And the results of this study show that ads on modern channels like Facebook of businesses are not
highly rated by users. Therefore, managers need to adopt appropriate advertising strategies, create competitive
advantage in attracting the consumers’ attention to the product/service.
In order to improve the ability of customers to receive advertisements, advertisers need to convey the full
information in a shorter time, from the moment the consumers catch the ad. Moreover, with the advantage of
social networking is the information sharing and high update, the template can take advantage of consumers’
interest history to recommend the appropriate advertising information to the interests. In addition, attention
should be paid to the time and space constraints of advertising on a social networking site, which only provides
information that is truly useful to consumers, should not contain excessive information. To increase this factor,
advertisers need to pay attention to the frequency and appearance of the social networking interface. A low
incidence and appropriate small area will help consumers remember and list the ads when they have seen and
increase the likelihood of their attitude towards Facebook ads. With the social networking community's ability to
collect consumers’ information, the ad templates can show more information about them. This will attract more
consumers’ attention to the ad.
Therefore, one of the current solutions to increase the perceived interactivity of advertising products or
services for users is to hire famous pages of public figures (singers, models, campaigners, athletes...) to post ads
to take advantage of the number of viewers. However, this requires high costs. Another solution may be more
effective than building your own product or service pages, actively writing review articles and posting product
introductions that combine with rating tools and reviews. Such pages will be sponsored by social media sites
such as Facebook, and the opportunity to interact with customers is high.
Obviously, there is a tradeoff when using Facebook to advertise. Recommended solution is that businesses
should focus solely on updating product/service information on Facebook according to the statistics collected
from consumers' browsing history. From the information, businesses continue to design of the advertising that up
to date with consumers’ favorites.
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