AUDIENCE PERCEPTION OF THE CREDIBILITY OF FACEBOOK ADVERTISING

Uchenna Patricia Ekwugha, Chinwe Elizabeth Uzochukwu, Charles Chukwuemeka Okika

Abstract


Facebook, a social network website, has become very popular in recent times that it readily boasts of approximately 1.2 billion monthly active users and has become the medium of choice for advertisers seeking to reach a well-targeted worldwide audience at very cheap cost. The study examines how the young adults who form majority of the Facebook users perceive Facebook advertisements. A sample of 396 respondents was selected among undergraduates of Nnamdi Azikiwe University, Awka (Unizik) through a multi-stage procedure. Findings of the study show that the undergraduates perceive most of the advertisements on Facebook as credible and trustworthy. The study therefore recommends that social media advertisers particularly Facebook should maintain the favourable disposition undergraduates have towards Facebook advertising by packaging and disseminating only true and credible promotional messages to the users.

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