Consumers’ Attitudes towards Advertising on Facebook in Vietnam
Consumers’ Attitudes towards Advertising on Facebook in Vietnam
This paper aims to analyze factors affecting consumers’ attitudes towards advertising on Facebook in Vietnam. Base on the literature review and previous research, we suggest a model which have five factors affecting consumers’ attitude. First, a qualitative research is examined with 10 people to adjust scales to match the Vietnam context. Second, a quantitative study is examined with the sample size n = 241. The study’s results provide evidences to confirm the factors: Perceived Interactivity; A