Effect of Gen Y's Affective Attitudes Towards Facebook Marketing Communications in South Africa

Abstract

AbstractThe ubiquitous role of technology in the lives of Generation (Gen) Y consumers is commonly recognized in scholarly circles, as well as the pervasive use of interactive and social media among younger consumers, which is significant for marketers from an advertising perspective. Widespread usage of social media such as Facebook is generating billions of dollars in advertising revenue, however, little is known about the attitudes of consumers towards advertising on this conduit in developing countries, especially in terms of the effect of various usage characteristics and demographic factors. This study investigates the influence of Facebook advertising on affective attitudes amongst Gen Y in South Africa (SA). The findings of the inquiry revealed a generally positive predisposition towards Facebook advertising vis‐à‐vis affective attitudes, which makes a noteworthy contribution to the limited social media research on hierarchy response theory in developing countries. This investigation should also assist companies and their brands to understand what makes Gen Y like and develop a preference for their products that are promoted on Facebook, as well as the impact of various usage and demographics variables, thereby abetting the development and implementation of more effective marketing communications on this vast digital interactive medium in South Africa.