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dc.contributor.authorMahlangu, Hilda Bongazana
dc.contributor.authorBevan-Dye, Ayesha Lian
dc.date.accessioned2015-02-26T10:34:20Z
dc.date.available2015-02-26T10:34:20Z
dc.date.issued2013
dc.identifier.citationMahlangu, H.B. & Bevan-Dye, A.L. 2013. Generation Y students’ attitudes towards facebook advertising: pilot study results. In: Global Business and Technology Association Fifteenth Annual International Conference (GBATA), Helsinki, Finland, 2-6 July 2013en_US
dc.identifier.isbn1932917098
dc.identifier.urihttp://hdl.handle.net/10394/13480
dc.descriptionGlobal Business and Technology Association Fifteenth Annual International Conference (GBATA), Helsinki, Finland, 2-6 July 2013en_US
dc.description.abstractThe purpose of this paper is to report on the results of a pilot study conducted on the determinants and inhibitors of Generation Y students’ attitudes towards Facebook advertising. The findings suggest that Generation Y students have a positive attitude towards the information value, entertainment value, credibility, self-brand congruity of advertising on Facebook and attitude towards the social interaction value of Facebook. Their attitudes towards trust in the site and trust in the members while positive, was not significant. Results suggests that Generation Y students have negative attitude towards the invasiveness of advertisements placed on Facebook and a negative, but not significant, attitude to the time cost involved in participating on Facebook.en_US
dc.description.urihttp://gbata.org/
dc.description.urihttp://gbata.org/journal-of-global-business-and-technology-jgbat/publications/
dc.language.isoenen_US
dc.publisherThe Global Business and Technology Associationen_US
dc.titleGeneration Y students’ attitudes towards facebook advertising: pilot study resultsen_US
dc.typeOtheren_US
dc.contributor.researchID12426156 - Bevan-Dye, Ayesha Lian


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