Factors Affecting Jordanian Consumers’ Attitudes Towards Facebook Advertising: Case Study of Tourism

  • Dina Hesham Abu-Ghosh
  • Hani Al-Dmour
  • Ali Abdallah Alalwan
  • Rand Hani Al-Dmour
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


This research aims to examine factors affecting Jordanian consumers’ attitude towards Facebook advertising (entertainment, informativeness, irritation, credibility, peer influence and privacy concerns). In order to test the proposed conceptual framework, an online web-based survey was employed, and data was collected from 380 university students in Jordan. Simple linear regression and multiple regression analysis, using the Statistical Package for the Social Sciences (SPSS) version 17, were employed to analyse the collected data. Results showed that entertainment, informativeness, interactivity, credibility and privacy concerns have a direct positive effect on Jordanian consumers’ attitude towards Facebook advertising in tourism. However, entertainment has the most significant effect, while credibility has the lowest significant effect. The study recommends tourism companies to take into consideration the importance of these variables when designing their ads on Facebook in order to be able to benefit from this huge new virtual world of marketing opportunities in an ethical way.


Jordan Facebook Advertising Social media 


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Dina Hesham Abu-Ghosh
    • 1
  • Hani Al-Dmour
    • 1
  • Ali Abdallah Alalwan
    • 2
  • Rand Hani Al-Dmour
    • 3
  1. 1.Marketing DepartmentBusiness School, University of JordanAmmanJordan
  2. 2.Amman University College for financial & administrative sciences, Al-Balqa′ Applied UniversitySaltJordan
  3. 3.Management Information Systems DepartmentBusiness School, The University of JordanAmmanJordan

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