College Students' Perceptions of and Behaviors Regarding Facebook© Advertising: An Exploratory Study

Alexandra Bannister, Joelle Kiefer, Jessica Nellums
2013 The Catalyst A Multidisciplinary Review of Undergraduate Scholarship at The University of Southern Mississippi  
The recent boom of social media has given marketers new opportunities to advertise to a targeted demographic --specifically, tech-savvy young adults and students. This study examines the perceptions of and attitudes toward advertisements on one of the most popular social networking sites today, Facebook © . Results of an exploratory study show that while most college students are active Facebook© users, they are unlikely to click on Facebook© advertising or engage in purchase behaviors.
doi:10.18785/cat.0301.02 fatcat:rfga4dbhk5fwnahwv2a5x2vjm4