Determinants of Users Attitudes towards Social Websites Banner Advertising among University Students in Ethiopia

Abstract

Social websites (SWSs) have quickly developed in notoriety and user’s acceptance comprehensively. Especially in recent years, they have become the fundamental spot for social relation, conversation, and correspondence. Today, numerous organizations promote their items on online social websites. The present study evaluates the impacts of social website on Ethiopian university students’ beliefs and concerns of social website advertising (SWA) on their attitudes toward social website advertising and social websites banner advertisement clicking behavior. Information was gathered from a sample of 337 university students of five private colleges/university in Addis Ababa Ethiopia. Results shows the beliefs of social website advertising promoting as useful and engaging effectively affect client mentalities toward informal community publicizing and their advertisement clicking behavior. Likewise, client worry of social website advertising as aggravating has a beneficial outcome on both their social website advertising and advertisement clicking behavior. Further aggravation and offensive were seen as emphatically affecting advertisement clicking conduct of Ethiopian higher institution student’s behavior towards SWA. The general outcomes shows that valuable and fascinating parts of social website advertising in Ethiopian higher institution students’ viewpoint were shown to make social website advertising compelling.