Investigation of generational differences in advertising behaviour and fake news perception among Facebook users

Abstract

Facebook is the largest social media platform that is used by all generations of users, as well as small and large businesses. Many users consider Facebook as a primary news source even though the news on Facebook is not authenticated. This 'fake news' can be used for financial or political gain and can also impact consumer behaviour towards products. The purpose of this study was to investigate advertising response behaviour and fake news perception among multi-generational Facebook users, in conjunction with other variables such as gender. Using a survey, data were collected from a multi-stage quota sample of 400 respondents in the USA. A scale was developed and psychometrically tested as part of the study to determine fake news perception. Findings of this study showed that the frequency of Facebook use was consistent among generations, with Baby Boomers being most active in reading posts, and Gen Y users being most active in posting to Facebook. Gen Y users found Facebook advertisements to be most relevant. Results can be used to drive engagement with Facebook users and develop campaigns that use actionable segmentation schemes. Implications of fake news perception are discussed, and future research directions are provided.