Facebook Ads Research Articles

HOW DIGITAL MARKETING DRIVES SALES FOR SMALL BUSINESSES?

In this article, we discuss how digital marketing is important to small businesses based on our survey. We will see factors that help small businesses increase their sales without spending a big amount of resources as businesses did. What are the privileges of digital marketing in the the technologies era and what are the difficulties of online marketing that small businesses face? According to statistics, we will see how methods like content marketing, social media, Facebook ads, and PPC influenced businesses in numbers. So, from this article, you can learn different digital marketing approaches, their importance, and how to overcome challenges.

El impacto del COVID-19 en la calidad de vida de los latinoamericanos en Nueva Zelanda

Introduction: This research explored how COVID-19 has negatively affected the quality of life for Latin Americans in New Zealand. No study has yet been conducted on this topic. Objective: This is a pilot study that describes the effects of the pandemic on the quality of life of the Latino community in that country. According to the academic literature, the concept of quality of life is broad and encompasses objective and subjective factors. Methodology: This is a qualitative study that used digital ethnography as a methodological approach. In this way, the observation of the participants through Facebook (as digital ethnography) and semi-structured interviews were used as data collection methods. Ten Latin American participants from Argentina, Colombia, Ecuador, Peru, and Venezuela participated in this study. Participants were recruited through Facebook ads. Thematic analysis was used to analyse the qualitative data produced by this research. Results: The findings of this study show that COVID-19 has not seriously affected the quality of life of the participants. Conclusions: Despite the fact that CVID-19 has somehow impacted the quality of life of Latin Americans in New Zealand, they think that their current quality of life in that country is positive, happy and pleasant.

The Impact of On-line Advertising on Tourist Motivation to Travel and Ethical Tourist Behavior

Tourism is a significant cultural, social, and economic activity where individuals travel to different locations or countries outside of their usual environment. This involves spending money for various purposes such as business, leisure, and other activities, resulting in tourism expenditures (UNWTO 2021). The Internet, particularly the World Wide Web, has revolutionized social interactions and cultural experiences, shaping a new era of connectivity (Moradkhani, 2014). The travel industry has evolved with the rise of online advertising as a potent tool for attracting potential travelers. This research aims to explore the impact of online advertising on tourists' motivation to visit Egypt and their ethical conduct within the Egyptian tourism context, focusing on beach tourism in Red Sea resorts. An empirical study involving a substantial sample of 417 participants is presented, detailing the research methodology and its connections to ensure the study's credibility. Quantitative methods were used in this study to test the hypotheses. Data was collected through an online questionnaire and analyzed using Statistical Package for the Social Sciences (SPSS)-26.0 software, utilizing various descriptive and inferential statistical techniques. The findings of this study indicate several distinctions. While Facebook advertising has shown some influence on tourists' ethical behavior, it is not the sole determining factor. Perceived sociocultural factors do not significantly impact ethical behavior, suggesting that these aspects may not heavily shape tourists' ethical conduct. However, perceived sociocultural factors do play a partial role in influencing travel motivation. This indicates that sociocultural aspects may influence people's travel motivations, but other factors may also be involved. Online Facebook advertising has a lasting impact on travel motivation. This shows that Facebook ads can have a positive impact on people's desire to travel. Online advertising on Facebook has a lasting impact on sociocultural aspects. This means that Facebook ads can influence people's perceptions of socio-cultural factors related to travel. Sociocultural factors play an important role in the impact of Facebook advertising on ethical behavior. This means that while sociocultural aspects may play a role in the relationship between Facebook advertising and ethical behavior, there are other factors as well. Sociocultural factors play an important role in the impact of Facebook advertising on travel motivation. This suggests that sociocultural aspects may influence the relationship between Facebook advertising and people's travel motivations, but other factors may also play a role. These results indicate that Facebook advertising has a significant impact on travel motivation and sociocultural aspects. However, other factors also influence ethical behavior, and the role of sociocultural aspects in mediating this relationship is not clearly defined. Additional research is needed to understand these relationships more fully. This study provides a valuable theoretical contribution by enhancing the current body of literature on tourist visit intentions. It offers a deeper insight into the motivational factors that impact the travel decision- making process, thereby enriching our knowledge in the field of tourism behavior research and tourism decision- making literature. Furthermore, it addresses gaps in empirical research on tourist behavior patterns in economically and culturally diverse countries.

Penerapan Strategi Digital Marketing Melalui Platform Media Sosial Facebook Ads

Currently, technological developments in Indonesia are occurring very rapidly, which has resulted in increasingly sophisticated facilities. One form of technology integration is in marketing practices using digital marketing strategies. The aim of this research is to conceptually examine digital marketing strategies through the Facebook Ads platform to increase competitiveness in the market. The type of research is a descriptive qualitative approach. Research data is primary and secondary data in the form of information from supervisors and team members, as well as theory and empirical findings from previous research obtained using literature studies. The conclusion that can be drawn from the results of the discussion states that digital marketing strategy is a form of marketing that emphasizes brand communication to be able to strengthen its competitiveness in the digital market and increase income significantly. Theoretically, digital marketing strategies through the social media platform Facebook Ads can not only influence brand satisfaction, but can also lead to increased brand trust and brand loyalty.

Behavioral nudges in social media ads show limited ability to encourage COVID-19 vaccination across countries.

Behavioral nudges in Facebook ads reached nearly 15 million people across six diverse countries and, consequently, many thousands took the step of navigating to governments' vaccine signup sites. However, none of the treatment ads caused significantly more vaccine signup intent than placebo uniformly across all countries. Critically, reporting the descriptive norm that 87% of people worldwide had either been vaccinated or planned vaccination-social proof-did not meaningfully increase vaccine signup intent in any country and significantly backfired in Taiwan. This result contradicts prominent prior findings. A charge to "protect lives in your family" significantly outperformed placebo in Taiwan and Turkey but saw null effects elsewhere. A message noting that vaccination significantly reduces hospitalization risk decreased signup intent in Brazil and had no significant effects in any other country. Such heterogeneity was the hallmark of the study: some messages saw significant treatment effects in some countries but failed in others. No nudge outperformed the placebo in Russia, a location of high vaccine skepticism. In all, widely touted behavioral nudges often failed to promote vaccine signup intent and appear to be moderated by cultural context.

A Consistent Picture? Issue‐Based Campaigning on Facebook During the 2021 German Federal Election Campaign

In times of declining party identification, political parties need to persuade and mobilize their voters from election to election. Setting topics in such a way that voters are convinced to cast their vote has become an essential prerequisite for success in modern election campaigns. Social media are suitable for this, as parties can set their own topics or highlight the topics most important to the voters and communicate them to a large audience in organic posts or target specific voter groups with ads. While tendencies of issue ownership in posts on Facebook are repeatedly shown empirically, there is a lack of studies investigating which strategies parties follow in their investment decisions on Facebook ads. Based on theoretical expectations derived from the literature about digital political marketing and issue prioritization in election campaigns, this article investigates whether parties communicated consistently on Facebook with regard to the issues they set in organic posts, sponsored posts, and ads during the 2021 German federal election campaign. The results of a manual quantitative content analysis (n = 1,029 posts, n = 1,197 sponsored posts, n = 2,643 ads) show that parties focused on issue ownership in their posts. Still, their investments in sponsored posts and ads followed different strategies. Here, most parties highlighted social policy, contradicting issue ownership for some parties. The article provides novel insights into digital campaigning and discusses the extent to which parties can engage audiences beyond their organic reach within party-affiliated audiences.

Depression and Disclosure Behavior via Social Media using CNN and NLP

Abstract: Nowadays, mental stress has become a danger to human progress. As life moves fast, more and more people feel uncomfortable. It is not always good to understand customer concern early and keep customers safe. Thanks to informal digital communication, people take the time to share some of their experiences and talk to friends through digital systems and media companies, making it possible to have online relationships that involve anxiety identity. In our paper, we found that in web-based omnimedia the user's stress state is related to the stress of his friends, and I use continuous data from appropriate levels to avoid always acknowledging the client's stress and relationship. Discussion In our system, we see that customer's kingdom anxiety is related to their friends' digital kingship anxiety, and we use real advanced levels of important certification information to understand user stress and business relationships. together. As a shift in thinking, I started by unpacking many of the tensions around print, visual, and social, and proposed a format in which we could experiment with Facebook ads using the form of a neural network. We can understand if the customer is upset. After asking whether the patient is afraid or not, the assistant's opinion of the clinic should be checked, and the administrator can send a safe list to the user so that he can strengthen and shine in daily life. -CNN, classification, depression, machine learning;

Planning Facebook message strategy and creative appeal for effective ad engagement – an exploratory study

PurposeStudying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational versus transformational creative appeals and low-involvement products versus high-involvement products. It aims to determine how best to combine ad elements to affect consumer engagement on different levels.Design/methodology/approachUsing an online survey among 448 Facebook users, an experimental factorial design of 2 (message strategy conditions) X 2 (creative appeal conditions) X 2 (product types: TV vs. frozen pizza) was used. Each advertisement was evaluated on three facets of engagement: cognitive, psychological and behavioral.FindingsResults indicate that informational appeal is preferable for all conditions. The effectiveness of message strategy differs by product type, and interactions between message and appeal are significant only for the high-involvement product. Additionally, it indicates that message strategy is most significant in affecting behavioral engagement and not necessarily cognitive or psychological engagement.Practical implicationsTo develop effective Facebook ads, practitioners should use a personal/informational combination when working with high-involvement products and a shared-experience/informational combination when working with low-involvement products.Originality/valueAn original grid for integrating message strategy and creative appeal is constructed in this paper. Besides behavioral engagement, it also evaluates cognitive and psychological engagement. By comparing products with a high and low involvement level, it provides marketers with actionable recommendations to increase social media campaign effectiveness.

Designing and implementing an experimental survey on knowledge and perceptions about alcohol warning labels.

This paper describes the design and implementation of an online survey experiment to investigate the effects of alcohol warning labels on alcohol-related knowledge, risk perceptions and intentions. The survey collected self-reported data from 14 European countries through two waves of data collection with different recruitment strategies: dissemination via social media and public health agencies was followed by paid-for Facebook ads. The latter strategy was adopted to achieve broader population representation. Post-stratification weighting was used to match the sample to population demographics. The survey received over 34,000 visits and resulted in a sample size of 19,601 participants with complete data on key sociodemographic characteristics. The responses in the first wave were over-representing females and higher educated people, thus the dissemination was complemented by the paid-for Facebook ads targeting more diverse populations but had higher attrition rate. Experiments can be integrated into general population surveys. Pan-European results can be achieved with limited resources and a combination of sampling methods to compensate for different biases, and statistical adjustments.

Facilitators and barriers of HPV vaccination: a qualitative study in rural Georgia

IntroductionHuman papillomavirus (HPV) vaccination protects against HPV-associated cancers and genital warts. Healthy People 2030 goal for HPV vaccine uptake is 80%, but as of 2021, only 58.5% of adolescents are up to date in Georgia. The purpose of the study is to assess the attitudes, vaccine practices, facilitators, and barriers to receiving the HPV vaccine in southwest Georgia.MethodsWe conducted 40 semi-structured interviews in the United States from May 2020-Feburary 2022 with three different audiences (young adults, parents, and providers and public health professionals) guided by the P3 (patient-, provider-, practice-levels) Model. The audiences were recruited by multiple methods including fliers, a community advisory board, Facebook ads, phone calls or emails to schools and health systems, and snowball sampling. Young adults and parents were interviewed to assess their perceived benefits, barriers, and susceptibility of the HPV vaccine. Providers and public health professionals were interviewed about facilitators and barriers of patients receiving the HPV vaccine in their communities. We used deductive coding approach using a structured codebook, two coders, analyses in MAXQDA, and matrices.ResultsOut of the 40 interviews: 10 young adults, 20 parents, and 10 providers and public health professionals were interviewed. Emerging facilitator themes to increase the uptake of the HPV vaccine included existing knowledge (patient level) and community outreach, providers’ approach to the HPV vaccine recommendations and use of educational materials in addition to counseling parents or young adults (provider level) and immunization reminders (practice level). Barrier themes were lack of knowledge around HPV and the HPV vaccine (patient level), need for strong provider recommendation and discussing the vaccine with patients (provider level), and limited patient reminders and health education information around HPV vaccination (practice level). Related to socio-ecology, the lack of transportation and culture of limited discussion about vaccination in rural communities and the lack of policies facilitating the uptake of the HPV vaccine (e.g., school mandates) were described as challenges.ConclusionThese interviews revealed key themes around education, knowledge, importance of immunization reminders, and approaches to increasing the HPV vaccination in rural Georgia. This data can inform future interventions across all levels (patient, provider, practice, policy, etc.) to increase HPV vaccination rates in rural communities.

Using social media surveys and interventions to address vaccine hesitancy in Saudi Arabia

Background: Countering COVID-19 vaccine hesitancy has been a challenge in Saudi Arabia, one of the countries affected most by the pandemic in the Eastern Mediterranean Region. Aims: To identify information needs, perceived benefits, concerns, trusted information sources, social norms, and predictors for COVID-19 vaccine uptake in Saudi Arabia and identify effective messaging strategies to increase vaccination intentions among the unvaccinated. Method: Between March and April 2021, we conducted an online cross-sectional survey (N = 2883), and in part, a randomized experiment for unvaccinated participants (n = 675) in Saudi Arabia using Facebook Ads and Messenger. Unvaccinated participants were randomly assigned to 1 of 5 message conditions and after message exposure, participants were asked if they planned to take the COVID-19 vaccine. Results: In total, 2883 adults participated in the survey. All message framings worked equally well, with no statistically significant difference between the arms. Approximately 80% of the participants across all message conditions said they intended to vaccinate. However, participants wanted to know more about the vaccines; about 35% wanted to know more about vaccine efficacy, 31.5% about safety, 26.8% about health authority’s recommendation, and 3.7% about where to get the vaccines. Health workers (61.4%) and scientists and epidemiologists (25.7%) were the most trusted sources. Others were family members (7.5%), community leaders (2.2%), religious leaders (1.6%), friends (1.4%), and celebrities and social media influencers (0.2%). Conclusion: Vaccine hesitancy can be overcome by understanding individuals’ decision-making processes and using effective risk communication targeted to their needs.

Effects of blast exposure on anxiety and symptoms of post-traumatic stress disorder (PTSD) among displaced Ukrainian populations.

Generalized anxiety and symptoms of post-traumatic stress disorder (PTSD) are common among individuals forcibly displaced during war and conflict. Blast exposure may be one important contributor of such symptoms. The aims of this study were to provide data on blast-related experiences of internally displaced persons (IDPs) and refugees following Russia's invasion of Ukraine, and to assess the influence of blast exposure on generalized anxiety, and PTSD flashbacks and nightmares. An online health needs survey was distributed to Ukrainian IDPs and refugees between April and July 2022 using Facebook Ads Manager. Participants reported whether they experienced blast exposure since the beginning of the invasion, and whether they took medication for a mental health condition before the war started. Finally, they completed measures of generalized anxiety (GAD-2), and PTSD flashbacks and nightmares. Analyses included 3253 IDPs and 5073 refugees (N = 8326). Results revealed that 67.6% of total participants- 79.9% of IDPs and 61.7% of refugees-reported blast exposure since Russia's invasion. Further, 69.1% (95% CI: 68.05, 70.15) of total participants met the cut-off for generalized anxiety in which further diagnostic evaluation was warranted. Compared to refugees, IDPs reported higher generalized anxiety and greater frequency of PTSD symptoms, specifically flashbacks and nightmares. Further analyses revealed that the impact of blast exposure on flashback frequency was stronger among IDPs compared to refugees (β = 0.51; t(8322) = 11.88, p < .0001, 95% CI: 0.43, 0.60) and among participants with pre-existing mental health conditions compared to those without (β = 0.18; t(8157) = 2.50, p = .013, 95% CI: 0.04, 0.33). Mental health and psychosocial support must be prioritised within humanitarian relief for both IDPs and refugees and especially among people with underlying mental health conditions.

Tren Pemasaran Digital: Analisis Perbandingan Platform Media Sosial Facebook Ads Dan Google Ads

The goal of this study was to analyze the effectiveness trends of digital marketing platforms with a comparison between two platforms, Google Ads and Facebook Ads. This research was conducted in January-February 2024 in East Ciputat District, South Tangerang City. The research subjects were 10 business owners who use both platforms, namely Google Ads and Facebook Ads. This research uses a qualitative method, namely by conducting in-depth interviews with 10 business owners who use both platforms. The results showed that the two platforms have different effectiveness, depending on the type of business and the target market. Google Ads is more effective for businesses that target consumers who are looking for information about certain products or services online. Meanwhile, Facebook Ads are more effective for businesses that target consumers who have a certain interest or interest in a particular product or service. This research implies that business owners need to choose the digital marketing platform that best suits their business type and target market. Choosing the right digital marketing platform will help business owners to increase their marketing effectiveness and achieve their business goals

Abstract P366: Targeted Facebook Ads Increased Engagement Among Rural Communities During Pre-Recruitment Phases of the Mississippi Core of the Risk Underlying Rural Areas Longitudinal Study

Background: Data is sparse regarding the utility of social media in engaging southern, rural communities to participate in health research. Community Advisory Board (CAB) members of the Mississippi (MS) Core of the Risk Underlying Rural Areas Longitudinal (RURAL) Study suggested the use of the Facebook social media platform to promote the RURAL Study. During the pre-recruitment phase of engagement (6 months prior to initiation of examinations and 3 months prior to official recruitment), RURAL investigators used Facebook posts to help increase awareness of and interest in the RURAL Study. Objective: To use Facebook metrics to identify the types of posts that garnered the most engagement. Methods: The Principal Investigator of the RURAL Study’s MS Core collaborated with the University of MS Medical Center Social Media Coordinator to implement a Facebook page for the Study. The MS team implemented social media posts to promote the RURAL Study. Data on the number of post reactions, comments, and shares, as well as the reach of organic and paid ads, were collected to identify posts with highest engagement. Findings: In Oktibbeha County, the greatest number of Facebook profile visits occurred October 15-November 7, 2022. Facebook posts had the greatest reach between June 24-27 and September 19-30, 2022. Paid ads (boosted posts) produced greater reach than organic ads. In addition, post reactions positively correlated with the number of people reached. Posts with the greatest number of reactions were related to RURAL-sponsored events (e.g., the County Health Fair and the RURAL Open House event). There was significant Facebook activity around popular community events during which the RURAL Study was promoted (e.g., Fannie Lou Hamer event, the Open House event, and the Black Jack Morning Church Service). Although MS Core of RURAL investigators participated in interviews on local TV media prior to recruitment, organic Facebook ads that included links to videos of these interviews did not receive many reactions on the MS Core of the RURAL Study’s Facebook page. Conclusion: Using social media may be an effective tool for reaching communities during the pre-recruitment phase of engagement. Our findings support that paid ads that targeted specific audiences were more effective than organic ads. Facebook posts that documented RURAL’s participation and engagement in community events were more effective than posts about RURAL’s promotion in broadcast media.

A Comparative Analysis of Advertising in the 2020 Presidential Elections &amp; Phoenix Mayoral Elections using Natural Language Processing

This language model examines advertisements used for political campaigns, specifically the 2023 Phoenix mayoral election. Political microtargeting looks at the tone of content throughout Instagram and Facebook ads during the 8 months leading up to the election. Through various processing techniques, both written and spoken language within ads was collected and used Facebook ad API, associated with a target demographic or group within the platform. This allows campaigns to send targeted messages to voters based on factors like location, media preference, associated political beliefs, age, and other critical variables. This data was then compared to a peer-reviewed study by the University of Amsterdam, that studied Facebook and Instagram ads 8 months before the 2020 US Presidential election. Media companies often offer paid advertisements to a targeted audience, and during highly polarized world events such as an election, uncivil negative ads can be pushed to groups to which the shown ideology appeals. (Votta, F.) The question posed by Votta in the comparative study was: “TO WHAT EXTENT IS POLITICAL MICROTARGETING USED BY POLITICAL ADVERTISERS TO DELIVER TOXIC CAMPAIGN MESSAGES?” To study whether this optimization was occurring, the advertisements were run through a multilevel ordinal regression(Votta [https://www.aup-online.com/content/journals/10.5117/CCR2023.1.001.VOTT] et al., 2023). They took ads from official political campaigns and compared them to third-party groups. They then analyzed the size of the desired audience and compared the size of the audience to the verbal tone of the listed advertisement. Our results indicate that while traditional media remains an important part of electoral voting, show out, and postage signs and campaign events serve a purpose in reaching a wide, unrestricted audience, social media advertising presents a valuable resource in targeting specific groups of individuals who will be most susceptible to guided advertisement. Last, we analyze the implications of our findings in the 2020 Phoenix mayoral election, how city elections differ from a presidential election, and how micro-targeted advertisements might affect voter behavior.

Donate to help us fight back: Political fundraising and toxic rhetoric online

Political candidates utilize social media to mobilize supporters, persuade voters, and raise money. However, little is known about the structure of mass electoral appeals when donors are the primary target instead of voters. Because candidates’ donors and voters can differ significantly, with donors more partisan and ideologically extreme on average, we theorize that candidates use strategic rhetoric tailored to specific audiences. To analyze how campaigns perceive and target their “financial electorate,” we leverage data from the Facebook Ad Library for 2020 U.S. congressional candidates and distinguish political ads by their persuasion targets. Using text analysis, we test the hypotheses that donor-targeting messages are more toxic, negative, and likely to reference a polarizing president than voter-targeting messages. The results support our hypotheses, and Republican candidates, on average, used more toxic language than their Democratic counterparts. As campaigns’ scramble for donations intensifies, these characteristics of fundraising appeals may further polarize the electorate.

ADVERTISING MESSAGES FOR A FINANCIAL SERVICE PROVIDER: CREATION AND ANALYSIS OF THE EFFECTIVENESS

The paper presents the process of creating and testing three advertising messages in order to select the most effective way to promote a non-banking financial company on a new targeted market represented by online retailers. As a result of a brainstorming session, three concepts were identified for the advertising message: satisfied entrepreneur, future concept, and the playful entrepreneur. Using each concept, three printed advertising messages were created. To test the advertising messages, research was conducted in two steps. The first step involved testing the messages through a quantitative survey based on a questionnaire administered to a sample of 28 employees of the company. This survey evaluated five dimensions of the prints: identification, relevance, capturing attention, intelligibility, and creativity. The second step aimed to test the efficiency of the prints using the Facebook Ads platform, measuring two metrics: CPM (cost per 1,000 impressions) and CTR (link click-through rate). The results of this research indicate that the advertising message based on the concept of the satisfied entrepreneur registered the best response in both testing methods.

The effect of cognitive behavioral therapy text messages on mood: A micro-randomized trial.

The StayWell at Home intervention, a 60-day text-messaging program based on Cognitive Behavioral Therapy (CBT) principles, was developed to help adults cope with the adverse effects of the global pandemic. Participants in StayWell at Home were found to show reduced depressive and anxiety symptoms after participation. However, it remains unclear whether the intervention improved mood and which intervention components were most effective at improving user mood during the pandemic. Thus, utilizing a micro-randomized trial (MRT) design, we examined two intervention components to inform the mechanisms of action that improve mood: 1) text messages delivering CBT-informed coping strategies (i.e., behavioral activation, other coping skills, or social support); 2) time at which messages were sent. Data from two independent trials of StayWell are included in this paper. The first trial included 303 adults aged 18 or older, and the second included 266 adults aged 18 or older. Participants were recruited via online platforms (e.g., Facebook ads) and partnerships with community-based agencies aiming to reach diverse populations, including low-income individuals and people of color. The results of this paper indicate that participating in the program improved and sustained self-reported mood ratings among participants. We did not find significant differences between the type of message delivered and mood ratings. On the other hand, the results from Phase 1 indicated that delivering any type of message in the 3 pm-6 pm time window improved mood significantly over sending a message in the 9 am-12 pm time window. The StayWell at Home program increases in mood ratings appeared more pronounced during the first two to three weeks of the intervention and were maintained for the remainder of the study period. The current paper provides evidence that low-burden text-message interventions may effectively address behavioral health concerns among diverse communities.

Understanding Factors That Affect Social Media Advertisement Adoption for Small Medium Enterprises in Indonesia the Case of Facebook Advertisement

Advancement of technology in the field of marketing has been one significant factor in assisting Small Medium Enterprises (SMEs) to increase their competitiveness. Meta, as a technological company, provide Facebook advertisement as a mean of digital social media advertising. One of the challenges that Meta faced is to attract more Facebook ads adoption especially in the Small Medium Enterprise sector. This research objective is to understand the factors that affect social media advertisement adoption, in this case Facebook advertisement, for small medium enterprises in Indonesia. There are eight variables that are believed to influence customer intention to adopt Facebook advertisement which are performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value, perceived technology security and self-efficacy. The main data was collected by an online survey and 350 SMEs participated in it. The respondents are SMEs that operate in Indonesia and either have not use Facebook advertisement service or do not use the service anymore. The sample was gathered using non-probability convenience sampling and the data was analysed using structural equation model technique. The research found that Self-efficacy is the highest influencing variable that are statistically significant to influence SMEs intention to adopt Facebook advertisement. Effort expectancy and social influence are found to be statistically significant to influence SMEs intention to adopt Facebook advertisement. Hedonic motivation and price value factor are found to be statistically significant to influence intention to adopt Facebook ads for SMEs that have use the service but choose not to use it anymore. In the contrary, the factor of performance expectancy, facilitating condition and perceived technology security are found to be not statistically significant to influence intention to adopt Facebook ads among Indonesia SMEs. The research suggests Meta to prioritize an effort to increase SMEs self-efficacy in using Facebook advertisement by giving free training and certification. Other suggestions are to partner with relevant key opinion leaders (KOL)/communities, creating engagement with SMEs through events and giving monetary incentives such as discount coupons. For future research, researcher suggest different/smaller respondent demography and/or different social media advertising platform. Research with respondent that are actively using Facebook advertising service could also give additional insight to the study.

Mass Political Information on Social Media: Facebook Ads, Electorate Saturation, and Electoral Accountability in Mexico

Abstract Social media’s capacity to quickly and inexpensively reach large audiences almost simultaneously has the potential to promote electoral accountability. Beyond increasing direct exposure to information, high saturation campaigns—which target substantial fractions of an electorate—may induce or amplify information diffusion, persuasion, or coordination between voters. Randomizing saturation across municipalities, we evaluate the electoral impact of non-partisan Facebook ads informing millions of Mexican citizens of municipal expenditure irregularities in 2018. The vote shares of incumbent parties that engaged in zero/negligible irregularities increased by 6–7 percentage points in directly-targeted electoral precincts. This direct effect, but also the indirect effect in untargeted precincts within treated municipalities, were significantly greater where ads targeted 80%—rather than 20%—of the municipal electorate. The amplifying effects of high saturation campaigns are driven by citizens within more socially-connected municipalities, rather than responses by politicians or media outlets. These findings demonstrate how mass media can ignite social interactions to promote political accountability.