Description
In today’s trend of continuously moving away from traditional media, we are seeing almost all aspects of our lives being driven by new types of media. One of the most prominent and quickly growing media is social media, such as Facebook, where advertisements are strategically and algorithmically delivered to users. According to the media system dependency theory, it may be true that individuals who are dependent on social media will actually be more receptive to advertising on social media. This study will focus on individuals’ different perceptions of advertisements on social media in regards to social media dependency. This study will measure five specific attributes of social media consumption, which are the users’ perceptions of credibility of advertising on Facebook, perceptions of effectiveness of advertising on Facebook, media dependency, media literacy, and social media usage. This study also measures levels of purchase intention. These findings are important, because they provide insight to advertisers to better direct their advertising efforts on social media, provide insight to consumers on advertising on Facebook is effecting people differently, and provide suggestions for more insightful future research in this area.
