Factors Driving Consumers’ Attitudes towards Facebook Advertisements in an Emerging Market: A Case Study of Vietnam

Nguyen–Viet, Bang; Nguyen, Yen Thi Hoang; Le, Tin Hoang; Bao, Son

doi:10.22452/ajba.vol15no1.8

Cited by 3 publications

(3 citation statements)

References 69 publications

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“…Attitude toward personalized advertising can be characterized as a tendency to respond positively or negatively to specific advertising content, shaped by how consumers evaluate its visual and verbal elements and message (Nguyen-Viet et al, 2022). Research findings thus underline the interplay between personal motivational factors and factors related to the context (Wang et al, 2023b), as well as that the omnipresence (being available across various platforms) and social presence (the sensation of human connection and interaction within a medium) enhance the perception of favorable aspects or benefits (Sandhu et al, 2023).…”

Section: Personalized Advertising and Consumers' Privacy Concernsmentioning

confidence: 99%

“…The following independent variables were adapted for the research: Attitudes towards advertising (ATT) (Nguyen-Viet et al, 2022), Perception of the advertising credibility (CRE) (Yang et al, 2013), Consumer susceptibility to interpersonal influence (II) (Bearden et al, 1989), Consumer susceptibility to reference group influence (RGI) (Park & Lessig, 1977), Social isolation (SI) (Choi & Noh, 2020) and Social anxiety (SA) (Elhai et al, 2018;Mattick & Clarke, 1998). The questions are listed in the Table 1.…”

Section: Independent Variablesmentioning

confidence: 99%

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Generation Z's perception of privacy on social media: Examining the impact of personalized advertising, interpersonal relationships, reference group dynamics, social isolation, and anxiety on self-disclosure willingness

Rózsa,

Ferenčáková,

Zámek

et al. 2024

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Research background: Consumers frequently exchange personal data for limited benefits from digital services, despite privacy concerns. This data enables digital providers to tailor content and enhance marketing communication, and digital services' effectiveness and efficiency. Purpose of the article: Utilizing the principles of privacy calculus theory, this study aims to identify how attitudes towards advertising (ATT), perception of advertising credibility (CRE), consumer susceptibility to interpersonal (II) and reference group influence (RGI), social isolation (SI) and social anxiety (SA) influence the willingness of Generation Z to disclose personal information on social media derived from the Generation Z privacy concerns (PC) and develop a prediction model for such behavior. Methods: Data was gathered using an online self-administered questionnaire from a sample of 451 Generation Z individuals. A non-random convenient sampling technique and binary logistic regression were used to quantify the influence of selected independent variables on the dispersion of values in the dependent variable under investigation. Findings & value added: The results highlight that Generation Z's self-disclosure willingness on social media is significantly influenced by attitudes toward advertising and consumer susceptibility to reference group influence. The effect of social isolation was also close to the required level of statistical significance. It means that positive attitudes towards advertising and high susceptibility to influence from reference groups enhance the probability of personal information disclosure. Being one of the few studies to address factors that influence the willingness of Generation Z to disclose personal information on social media, this study stands out for its holistic approach. Thus, combining various interconnected elements provides a fresh perspective to comprehend the intricate dynamics of Generation Z's relationship with privacy on social media.

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Section: Personalized Advertising and Consumers' Privacy Concernsmentioning

confidence: 99%

Section: Independent Variablesmentioning

confidence: 99%

Generation Z's perception of privacy on social media: Examining the impact of personalized advertising, interpersonal relationships, reference group dynamics, social isolation, and anxiety on self-disclosure willingness

Rózsa,

Ferenčáková,

Zámek

et al. 2024

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“…Consumer peevishness and privacy concerns have a negative impact on consumer perceptions and purchasing behavior. Online advertisements must consider consumers' perceived risk when creating content and selling products (Nguyen-Viet, et al, 2022).…”

Section: Consumer Perceived Riskmentioning

confidence: 99%

Consumers’ Attitude Towards Useability of Cashless Transactions in the Thai Nakhon Ratchasima Province : A Structural Equation Modeling Approach

Suvittawat

2023

ecrm

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The rapid adoption of new financial technology affects consumers’ attitudes toward cashless transactions and helps entrepreneurs understand how consumers’ behavioral changes are significant. This research investigates the variables that influence consumers’ attitudes toward cashless transactions. The questionnaire was a research tool, and the sampling method was a non-probability sampling technique. Two hundred participants with experience and knowledge about cashless transactions were considered the research sample. The questionnaires were used face-to-face, and the researchers explained the unclear questions until they were clear to the participants. The research data analysis included descriptive and inferential statistics, which were imposed using structural equation modeling (SEM). Based on the research findings, consumers’ perceived risk has a significant and positive relationship with consumers’ lifestyles, as consumers are aware of the information leaking and data disclosure, which affects consumers’ activities and interests. Consumer purchasing behavior in the clothing industry is rapidly changing as new technology for purchasing support has changed. Consumers’ attitudes towards sustainability have a significant impact on their purchasing intentions. Consumers’ perceived value is fundamental to their product performance. Consumers are willing to pay for the best product value, such as price differentiation, ease of use, and transaction costs. Consumers’ lifestyles directly influence their attitudes, as they are more interested in new financial transaction tools. Furthermore, consumers’ lifestyle is a mediator variable between consumers’ perceived risk and attitude, and consumers’ perceived value is a mediator variable between consumers’ perceived risk and attitudes. Based on the research findings, the suggestions that consumers’ attitude towards the usability of cashless transactions is very positive, then entrepreneurs will adapt to cashless transactions for business operations. This is the value creation of a cashless society and business operations.

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Personalization and Privacy

Vieira,

Rodrigues,

Vieira

2023

Advances in Marketing, Customer Relationship Management, and E-Services

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Technology has changed the forms and means of advertising. With the rise of personalized online advertising, it becomes appropriate to explore the perceptions and concerns of Generation Z in the context of greater ease and proximity to consumption. With strong technological capabilities, those young consumers represent a strong buyer segment in the digital market. This chapter presents the results of a survey based on a questionnaire addressed to Generation Z. Based on a sample of 408 Portuguese university students, the results of the study highlight the high perceptions of attitude, utility, and value, as well as the privacy concerns that these associate with personalized online advertising. Given the lack of identified studies for the Portuguese case, this study contributes to a greater knowledge of Generation Z consumers. It is also expected to help companies improve their online advertising strategies targeted at customers with the technological skills characteristic of this generation.

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Factors Driving Consumers’ Attitudes towards Facebook Advertisements in an Emerging Market: A Case Study of Vietnam

Cited by 3 publications

References 69 publications

Generation Z's perception of privacy on social media: Examining the impact of personalized advertising, interpersonal relationships, reference group dynamics, social isolation, and anxiety on self-disclosure willingness

Generation Z's perception of privacy on social media: Examining the impact of personalized advertising, interpersonal relationships, reference group dynamics, social isolation, and anxiety on self-disclosure willingness

Consumers’ Attitude Towards Useability of Cashless Transactions in the Thai Nakhon Ratchasima Province : A Structural Equation Modeling Approach

Personalization and Privacy

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