Attitudes towards promotional advertising on facebook among users in Kota Kinabalu, Sabah / Laurincia Joseph

This study is entitled "Attitudes towards Promotional Advertising on Facebook among Users in Kota Kinabalu, Sabah" with the objectives to: (i) measure the users' attitude towards advertising on Facebook; (ii) compare the users' attitude towards advertising on Facebook based on gender, age and level of education of the users; (iii)determine the perception of Facebook users about advertising constructs (entertainment, informativeness, irritation and credibility); and (iv) ascertain the relationships of the advertising constructs (entertainment, informativeness, irritation and credibility) with attitude towards advertising on Facebook. This study used a descriptive and quantitative research design using survey with self-administered questionnaire adapted from Altuna and Kanuk (2009), Haq (2009) and Mahmoud (2013). A total of 350 respondents selected using convenience sampling participated in the study. The study showed that respondents have high attitude towards advertising on Facebook and perceived the entertainment, informativeness and irritation constructs of advertising highly except credibility which is perceived moderately. The attitude of respondents towards advertising is different between male and female with a higher mean for males compared to females but there is no significant difference of attitude towards advertising on Facebook based on age and highest education level. The relationship between advertisement constructs and
attitude towards advertising on Facebook were all significant, positive and moderate for entertainment, informativeness and irritation but weak for credibility. Overall the relationship between advertisement and attitude towards advertising on Facebook is high. It is recommended for future studies to explore the influencing factors that differentiate attitude between male and female users.