Does Facebook Advertisement Matter to Entice Customers’ Responses? An Integrated Technology Acceptance Model

C. J. Ng , Y. N. Goh, C. N. Lim
Graduate School of Business, Universiti Sains Malaysia
Nabeel Nisar, Touseef Hussain Ghumro
Department of Business Administration, Sukkur IBA University



Facebook advertisement for food-related information is widespread on social media platforms. However, the effectiveness of this food advertisement in reaching out to the target consumers needs to get more attention. This study fills the gaps by determining the factors affecting consumer attitudes towards food advertisements on Facebook, their intentions to receive them, and their behavioural response. A research model was developed using the Theory of Reasoned Action (TRA), the Technology Acceptance Model (TAM), and the Advertising Value Model. Specifically, this study investigates the relationship between perceived usefulness, perceived ease of use, credibility, entertainment, informativeness, irritation, personalisation, and privacy concern attitudes towards food advertisements. This study deployed an online questionnaire to collect data from 206 Facebook users. Results show that perceived usefulness, entertainment, informativeness, irritation, and privacy concern significantly affect consumers’ attitudes, as well as the positive effect on consumers’ attitudes towards intention and behavioural response. The outcomes of this study may cast novel insight into the variables that influence consumer attitudes and responses to Facebook food advertisements and provides valuable knowledge for food marketers to create superior advertising campaigns on social media platforms.

Keywords: Facebook, advertising, attitudes, intention, behavioural response