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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
College Students’ Perceptions Of And Behaviors Regarding Facebook© Advertising: An Exploratory Study, Alexandra Bannister, Joelle Kiefer, Jessica Nellums
College Students’ Perceptions Of And Behaviors Regarding Facebook© Advertising: An Exploratory Study, Alexandra Bannister, Joelle Kiefer, Jessica Nellums
The Catalyst
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.