Causal Model Analysis of the Effect of Facebook Ad Constituents on Advertisement Attitude
Eun Hee Kim1, Seung-Yeob Yu2
1Eun Hee Kim, Associate Professor, Department of Advertising & Public Relations & journalism, Mokwon University, Republic of Korea.
2Seung-Yeob Yu, Professor, Department of Advertising and Public Relations, Namseoul University, Republic of Korea.
Manuscript received on 01 January 2019 | Revised Manuscript received on 06 January 2019 | Manuscript Published on 07 April 2019 | PP: 447-454 | Volume-8 Issue- 3C January 2019 | Retrieval Number: C10940183C19/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The present research aims to identify the unique characteristics and constituents of Facebook advertisements, and the effect of these constituents on advertising effect by utilizing causal model analysis. Methods/Statistical analysis: A frequency analysis was performed to identify the general characteristics of respondents. Also, an exploratory factor analysis was conducted to identify Facebook ad constituents, and Cronbach’s Alpha was obtained to test the reliability of each factor. Moreover, the validity of potential variables was verified by using SPSS 20.0 program. Finally, AMOS 20.0 was employed to verify the goodness-of-fit of the confirmatory factor analysis and to test the finalized model. Findings: The results of analysis can be summarized as follows. As a result of exploratory factor analysis, factors of Facebook advertisement were identified as Interest, customized information, exposure, bystander reactivity, and product reviews info. It was found that the factor of interest had a positive effect on Facebook ad fitness. Thus, accepting Hypothesis 1-1. It was also found that the factor of customized information also had a positive impact on Facebook ad fitness. Thus, Hypothesis 1-2 was accepted. Bystander reactivity exerted a positive effect on Facebook ad fitness. Therefore, Hypothesis 1-4 was accepted. The factor of interest had a positive effect on Facebook ad attitude. Thus, Hypothesis 2-1 was accepted. It was found that customized information exerted a positive effect on Facebook ad attitude. Thus, Hypothesis 2-2 was accepted. Facebook ad fitness had a positive impact on ad attitude. Thus, Hypothesis 3 was accepted. Improvements/Applications: The results of the current analysis can be meaningful in that it obtained base data that can be practically used by advertisers and ad producers in establishing strategies and plans to make Facebook ads. Also, the link between Facebook constituents and ad fitness as well as its ad effect was identified.
Keywords: Facebook ad, Facebook ad Constitution Factor, Fitness, Ad Attitude, Causal Model Analysis.
Scope of the Article: Information Retrieval