FACEBOOK ‘S ADVERTISEMENT WORKS? MEASURING AND PROPOSING AN ATTITUDE SCALE

ABSTRACT

There are many reasons that companies create and maintain profiles on facebook^®. The social sites are huge consumers of the time people spend on the internet and the social media is the fastest growing of all history in media. Since facebook^® took on global proportions, companies in every sector rapidly created and published their corporate profiles. Since the use of facebook^® is free of charge to users, the main source of the network´s income is paid advertising. The objective of this article is to measure the consumer’s attitude relative to ads on facebook^® and to construct and validate a scale of measurement of attitude of the users of facebook^® relative to the advertising on this platform. It was concluded by successful predictive validation that the proposed scale can measure the attitude of the users of facebook^® in relation to online advertising and it was uncovered that users have positive attitude to ads even though they perceive a gap between this ads and purchase act.

Measurement of attitude; Social Media; Online Advertising; Protocol Development Scale; Consumer Attitude