Skip to main content
SpringerLink
Log in

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

  • Chapter
  • First Online:
Emerging Markets from a Multidisciplinary Perspective

Part of the book series: Advances in Theory and Practice of Emerging Markets ((ATPEM))

Abstract

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.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 129.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 169.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. S. (2017). Social Media in Marketing: A Review and Analysis of the Existing Literature. Telematics and Informatics. https://doi.org/10.1016/j.tele.2017.05.008

  • Alalwan, A. A., Rana, N. P., Algharabat, R., & Tarhini, A. (2016). A systematic review of extant literature in social media in the marketing perspective. In Conference on e-Business, e-Services and e-Society (pp. 79–89). Springer International Publishing. Swansea, UK

    Google Scholar 

  • Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99–110.

    Article  Google Scholar 

  • Algharabat, R., Alalwan, A. A., Rana, N. P., & Dwivedi, Y. K. (2017). Three dimensional product presentation quality antecedents and their consequences for online retailers: The moderating role of virtual product experience. Journal of Retailing and Consumer Services, 36, 203–217. Chicago.

    Article  Google Scholar 

  • Alryalat, M.A.A., Rana, N.P., Sarma, H.K.D., & Alzubi, Z.A. (2016). An empirical study of facebook adoption among young adults in a North-Eastern State of India: Validation of extended technology acceptance model (TAM). I3E2016, Swansea University, UK.

    Google Scholar 

  • Aydın, G. (2016). Attitudes towards digital advertisements: Testing differences between social media ads and mobile ads. International Journal of Research in Business Studies and Management, 3(2), 1–11.

    Google Scholar 

  • Bakshy, E., Eckles, D., Yan, R., & Rosenn, I. (2012). Social influence in social advertising: Evidence from field experiments. In Proceedings of the 13th ACM Conference on Electronic Commerce (pp. 146–161). ACM.

    Google Scholar 

  • Bannister, A., Kiefer, J., & Nellums, J. (2013). College students’ perceptions of and behaviors regarding Facebook© advertising: An exploratory study. The Catalyst, 3(1), 2.

    Article  Google Scholar 

  • Barnes, N. G., & Lescault, A. M. (2011). Social media adoption soars as higher-ed experiments and reevaluates its use of new communications tools. North Dartmouth, MA: Center for Marketing Research. University of Massachusetts Dartmouth.

    Google Scholar 

  • Castañeda, J. A., & Montoro, F. J. (2007). The effect of Internet general privacy concern on customer behavior. Electronic Commerce Research, 7(2), 117–141.

    Article  Google Scholar 

  • Celebi, S. I. (2015). How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising? Computers in Human Behavior 51, 312–324

    Article  Google Scholar 

  • Cranor, J. R. (2000). Beyond concern: understanding net users’ attitudes about online privacy. In The internet upheaval: Raising questions, seeking answers in communication policy (pp. 47–70). Cambridge, MA: The MIT Press.

    Google Scholar 

  • Curran, K., Graham, S., & Temple, C. (2011). Advertising on Facebook. International Journal of E-business Development, 1(1), 26–33.

    Google Scholar 

  • De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. Ducoffe (1995).

    Article  Google Scholar 

  • Deraz, H., & Awuah, G. B. (2015). The assessments of social networking advertisements; as perceived by brand communities’ consumers. International Journal of Current Research, 7(8), 19787–19796.

    Google Scholar 

  • Deraz, H., Awuah, G. B., & Gebrekidan, D. A. (2015). Assessing the value of social network sites’ advertisements (pp. 89–101). In The Third International Conference on E-Technologies and Business on the Web, Paris, France 2015.

    Google Scholar 

  • Deraz, H. (2016). Assessments of advertisements on social networking sites. PhD diss., Halmstad University Press.

    Google Scholar 

  • Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of advertising research, 36(5), 21–21.

    Google Scholar 

  • Ducoffe, R. H. (1996). Advertising value and advertising the web. Journal of Advertising Research, 36(5), 21–35.

    Google Scholar 

  • Dwivedi, Y. K., Rana, N. P., Janssen, M., Lal, B., Williams, M. D., & Clement, M. (2017). An empirical validation of a unified model of electronic government adoption (UMEGA). Government Information Quarterly. https://doi.org/10.1016/j.giq.2017.03.001

    Article  Google Scholar 

  • Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2017). Re-examining the unified theory of acceptance and use of technology (UTAUT): Towards a revised theoretical model. Information Systems Frontiers. https://doi.org/10.1007/s10796-017-9774-y

  • Dwivedi, Y. K., Mäntymäki, M., Ravishankar, M. N., Janssen, M., Clement, M., Slade, E. L., Rana, N. P., Al-Sharhan, S., & Simintiras, A. C. (Eds.) (2016). Social media: The good, the bad, and the ugly: 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Swansea, UK, September 13–15, 2016, Proceedings (Vol. 9844). Springer. URL: http://www.springer.com/gb/book/9783319452333

    Google Scholar 

  • Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289–309.

    Article  Google Scholar 

  • Ekstrom, A., & Gustafsson, N. (2012). Consumers' attitudes towards printed green advertising. Master thesis, Jonkoping University, Sweden., pp.18–24.

    Google Scholar 

  • El Ashmawy, M. (2014). Measuring the University Students' Attitude toward Facebook Advertising (Doctoral dissertation), Arab Academy for Science.

    Google Scholar 

  • Facebook. (2016). Available at: http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/.

  • Hadija, Z. (2008). Perceptions of advertising in online social networks: In-depth interviews. The Rochester Institute of Technology, Department of Communication, College of Liberal Arts.

    Google Scholar 

  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis (Vol. 5, No. 3, pp. 207–219). Upper Saddle River, NJ: Prentice hall.

    Google Scholar 

  • Ismagilova, E., Dwivedi, Y. K., Slade, E. L., & Williams, M. D. (2017). Electronic word of mouth (eWOM) in the marketing context: A state of the art analysis and future directions. Springer International Publishing. Inggris Available at http://www.springer.com/us/book/9783319524580

    Book  Google Scholar 

  • Jung, S. W. (2015). Factors affecting attitudes and behavioural intention towards social networking advertising: A case of Facebook users in South Korea. International Journal of Advertising, 36(2), 248–258.

    Article  Google Scholar 

  • Jung, H. S., & Yoon, H. H. (2015). The impact of employees’ positive psychological capital on job satisfaction and organizational citizenship behaviors in the hotel. International Journal of Contemporary Hospitality Management, 27(6), 1135–1156.

    Article  Google Scholar 

  • Kaplan, A. M., & Hanlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Busiss Horizons, 53(1), 59–68.

    Article  Google Scholar 

  • Kelty Logan, (2013) And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently?. Journal of Marketing Communications 19 (4):258-276

    Article  Google Scholar 

  • Khuong, M. N., & Huong, T. T. (2016). The Influence of social media marketing on Vietnamese traveller’s purchase intention in tourism industry in Ho Chi Minh City. Journal of Economics, Business and Management, 4(4), 280–285.

    Article  Google Scholar 

  • Kornias, G. and Halalau, R. (2012). Factors influencing users' attitude towards display advertising on Facebook.

    Google Scholar 

  • Kotler, P., & Armstrong, G. (2012). Principles of marketing (15th global ed.). Pearson.

    Google Scholar 

  • Li, J., & Lai, J. (2015). Identifying factors affecting value of social network advertising. Advanced Science and Technology Letters, 120, 843–849.

    Article  Google Scholar 

  • Logan, K. (2013). And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently? Journal of Marketing Communications, 19(4), 258–276.

    Article  Google Scholar 

  • Ma, Y. and Noichangkid, P. (2011). Bored with Ads? A study investigating attitude towards social media advertising. Master’s degree at UMEA University.

    Google Scholar 

  • MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. The Journal of Marketing, 48–65.

    Article  Google Scholar 

  • Mahmoud, A. (2013). Syrian consumers: Beliefs, attitudes, and behavioral responses to Internet advertising. Verslas: Teorijairpraktika, 14(4), 297–307.

    Google Scholar 

  • Mir, I., & Zaheer, A. (2012). Verification of social impact theory claims in social media context. Journal of Internet banking and commerce, 17(1), 1.

    Google Scholar 

  • Murray, K. E., & Waller, R. (2007). Social networking goes abroad. International Educator, 16(3), 56.

    Google Scholar 

  • Naidoo, T. (2011). The effectiveness of advertising through the social media in Gauteng. Doctoral dissertation, North-West University.

    Google Scholar 

  • Ogba, I. E., Saul, N., & Coates, N. F. (2012). Predicting students’ attitudes towards advertising on a university Virtual Learning Environment (VLE). Active Learning in Higher Education, 13(1), 63–75.

    Article  Google Scholar 

  • Petrovici, D., Marinova, S., Marinov, M., & Lee, N. (2007). Personal uses and perceived social and economic effects of advertising in Bulgaria and Romania. International Marketing Review, 24(5), 539–562.

    Article  Google Scholar 

  • Plume, C. J., Dwivedi, Y. K., & Slade, E. L. (2016). Social media in the marketing context: A state of the art analysis and future directions (1st ed.). Oxford, UK: Chandos Publishing Ltd. Available athttps://www.elsevier.com/books/social-media-in-the-marketing-context/plume/978-0-08-101754-8

    Google Scholar 

  • Pollay, R. W., & Mittal, B. (1993). Here's the beef: factors, determinants, and segments in consumer criticism of advertising. The Journal of Marketing, 27(1993), 99–114

    Article  Google Scholar 

  • Pyun, D. Y. (2006). Proposed model of attitude toward advertising through sport. PhD thesis, Florida State University.

    Google Scholar 

  • Ragan, S. (2009). Privacy issues plague Facebook users. The Tech Herald.

    Google Scholar 

  • RaghuramIyengar, S. H. (2009). Do friends influence purchases in a social network? Social Science Research Network, 27(4), 2–29.

    Google Scholar 

  • Rana, N. P., Dwivedi, Y. K., Lal, B., Williams, M. D., & Clement, M. (2017). Citizens’ Adoption of an Electronic Government System: Toward a Unified View. Information Systems Frontiers, 19(3), 549–568.

    Article  Google Scholar 

  • Rana, N. P., Dwivedi, Y. K., Williams, M. D., & Weerakkody, V. (2016). Adoption of Online Public Grievance Redressal System in India: Toward Developing a Unified View. Computers in Human Behavior, 59, 265–282.

    Article  Google Scholar 

  • Rehman, F., Ilyas, M., Nawaz, T., & Hyder, S. (2014). How Facebook advertising affects buying behavior of young consumers: The moderating role of gender. Academic Research International, 5(4), 395–404.

    Google Scholar 

  • Roberts, K. K. (2010). Privacy and perceptions: How Facebook advertising affects its users. The Elon Journal of Undergraduate Research in Communications, 1(1), 1–10.

    Google Scholar 

  • Rodgers, S., & Thorson, E. (2000). The interactive advertising model: How users perceive and process online ads. Journal of interactive advertising, 1(1), 41–60.

    Article  Google Scholar 

  • Saxena, A., & Khanna, U. (2012). Advertising on social network sites: A structural equation modelling approach. Vision: The Journal of Business Perspective, 17(1), 17–25.

    Article  Google Scholar 

  • Saxena, A., & Khanna, U. (2013). Advertising on social network sites: A structural equation modelling approach. Vision, 17(1), 17–25.

    Article  Google Scholar 

  • Smith, C. (2009). The social media revolution. International. Journal of Marketing Research, 51(4), 559–561.

    Google Scholar 

  • Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: Do ads work on social networks? Journal of Advertising Research, 51(1), 258–275.

    Article  Google Scholar 

  • Van-Tien Dao, W., Nhat Hanh Le, A., Ming-Sung Cheng, J., & Chao Chen, D. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2), 271–294. Deraz (2016).

    Article  Google Scholar 

  • Wang, C., Zhang, P., Choi, R., & D'Eredita, M. (2002). Understanding consumers’ attitude toward advertising. AMCIS 2002 Proceedings, p.158.

    Google Scholar 

  • Wang, Y., & Sun, S. (2010). Examining the role of beliefs and attitudes in online advertising: A comparison between the USA and Romania. International Marketing Review, 27(1), 87–107.

    Article  Google Scholar 

  • www.surveymonkey.com

    Google Scholar 

  • Xu, C., Ryan, S., Prybutok, V., & Wen, C. (2012). It is not for fun: An examination of social network site network. Information & Management, 49(5), 210–217.

    Article  Google Scholar 

  • Yaakop, A., Anuar, M. M., & Omar, K. (2013). Like it or not: Issue of credibility in Facebook advertising. Asian Social Science, 9(3), 154.

    Article  Google Scholar 

  • Zamani. (2016). Examining the role of marketing models based on social networking in the tourism industry in Iran. International Journal of Humanities and Cultural Studies,4(2), 115–116.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Marketing Department, Business School, University of Jordan, Amman, Jordan

    Dina Hesham Abu-Ghosh & Hani Al-Dmour

  2. Amman University College for financial & administrative sciences, Al-Balqa′ Applied University, Salt, Jordan

    Ali Abdallah Alalwan

  3. Management Information Systems Department, Business School, The University of Jordan, Amman, Jordan

    Rand Hani Al-Dmour

Authors
  1. Dina Hesham Abu-Ghosh
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Hani Al-Dmour
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Ali Abdallah Alalwan
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Rand Hani Al-Dmour
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. EMaRC, School of Management, Swansea University, Swansea, United Kingdom

    Yogesh K. Dwivedi

  2. EMaRC, School of Management, Swansea University, Swansea, United Kingdom

    Nripendra P. Rana

  3. EMaRC, School of Management, Swansea University, Swansea, United Kingdom

    Emma L. Slade

  4. School of Business & Economics, North South University, Dhaka, Bangladesh

    Mahmud A. Shareef

  5. EMaRC, School of Management, Swansea University Bay Campus, Swansea, United Kingdom

    Marc Clement

  6. Gulf University for Science and Technology, Mubarak Al-Abdullah, Kuwait

    Antonis C. Simintiras

  7. Nottingham Trent University, Nottingham Business School, Nottingham, United Kingdom

    Banita Lal

Rights and permissions

Reprints and permissions

Copyright information

© 2018 Springer International Publishing AG, part of Springer Nature

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Abu-Ghosh, D.H., Al-Dmour, H., Alalwan, A.A., Al-Dmour, R.H. (2018). Factors Affecting Jordanian Consumers’ Attitudes Towards Facebook Advertising: Case Study of Tourism. In: Dwivedi, Y., et al. Emerging Markets from a Multidisciplinary Perspective. Advances in Theory and Practice of Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-319-75013-2_22

Download citation

Publish with us

Policies and ethics

Search

Navigation