Dec 2019 (Vol. 59, Issue 4): SOCIAL-MEDIA MARKETING
Consumers’ Responses to Facebook Advertising across PCs and Mobile Phones: A Model for Assessing the Drivers of Approach and Avoidance of Facebook Ads
People access social-networking platforms using different devices, so Caroline Lancelot Miltgen (Audencia Business School), Anne-Sophie Cases (University of Montpellier) and Cristel Antonia Russell (Pepperdine University) asked: How does the use of those devices affect the way people respond to advertising on those platforms, and what factors makes them avoid or receptive to these ads? Specifically, they focused on whether “drivers and mitigating factors that affect responses to ads on Facebook differ” between people who access the social-networking site primarily via PC or mobile phone.
After collecting data from 287 Facebook users in France, the authors found that “distinguishing between advertising’s intrinsic value and its social value reveals differences in how value emerges as a function of the primary device used to access Facebook.”
Among the takeaways:
- For people using mobile phones, an ad “must provide a real service in facilitating ease of localization and access.”
- Face book ads “had greater social value for those users who consulted the network on their PCs.”
- In terms of avoidance and intrusiveness, “trust in Facebook was a major driver of advertising acceptance overall and an important protective element in terms of reducing the advertisements’ perceived intrusiveness on mobile devices.”
- Practitioners must pay attention to the finding that “trust plays slightly different roles as a function of the device used:
- “In the PC environment, trust in the network enhanced acceptance of advertising by increasing users’ perceived value.
- In the mobile environment, trust in the network reduced perceptions of invasiveness and intrusiveness.”