The issue of credibility between customers’ perceptions and the attitude toward Facebook advertising
Type of the article: Research Article AbstractAmong marketing professionals, the use of Social Networking Sites (SNSs) as a platform for advertising is on the rise, despite ongoing concerns regarding credibility and trust in privacy related to advertising on these sites. Consequently, this study ex...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2025-08-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22632/IM_2025_03_Al-Gasawneh.pdf |
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| author | Jassim Al-Gasawneh Abdullah AlSokkar Mahmoud Alghizzawi Tahreer Abu Hmeidan Deemah Alarabiat Ahmed Alamro |
| author_facet | Jassim Al-Gasawneh Abdullah AlSokkar Mahmoud Alghizzawi Tahreer Abu Hmeidan Deemah Alarabiat Ahmed Alamro |
| author_sort | Jassim Al-Gasawneh |
| collection | DOAJ |
| description | Type of the article: Research Article
AbstractAmong marketing professionals, the use of Social Networking Sites (SNSs) as a platform for advertising is on the rise, despite ongoing concerns regarding credibility and trust in privacy related to advertising on these sites. Consequently, this study explored how customer perception factors, namely Perceived Interactivity, Advertising Avoidance, and Privacy, affect attitudes towards Facebook advertisements and how these perception factors moderate these attitudes. This research was conducted in Amman, Jordan, and data were collected from undergraduate students enrolled in the Digital Marketing program at Applied Science Private University (ASU) in 2024 using purposive sampling methods via Google Forms. This sample was chosen due to students’ high engagement with social media and their relevance as future marketing professionals, yielding 277 valid responses to be analyzed, and the hypotheses were tested using smart PLS through Structural Equation Modelling. The analysis revealed that Perceived Interactivity, Advertising Avoidance, and Privacy positively impacted attitudes towards Facebook advertisements, with coefficients and significance levels as follows: β = 0.122, t = 5.545, p < 0.003, β = 0.324, t = 2.643, p < 0.002, and β = 0.046, t = 3.833, p < 0.003, respectively. Moreover, credibility was identified as a moderating factor influencing the relationships among Perceived Interactivity, Advertising Avoidance, and Privacy, with significant results of β = 0.043, t = 3.909, p < 0.003, β = 0.055, t = 2.291, p < 0.004, and β = 0.072, t = 2.067, p < 0.001), respectively. This research provides advertising agencies with essential insights for effectively managing online advertising strategies. |
| format | Article |
| id | doaj-art-1bde467e28ac4cdc9f55968a23edd09b |
| institution | Kabale University |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-08-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-1bde467e28ac4cdc9f55968a23edd09b2025-08-20T03:33:26ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-08-0121312814110.21511/im.21(3).2025.1022632The issue of credibility between customers’ perceptions and the attitude toward Facebook advertisingJassim Al-Gasawneh0https://orcid.org/0000-0002-5883-5620Abdullah AlSokkar1https://orcid.org/0000-0001-7891-8012Mahmoud Alghizzawi2https://orcid.org/0000-0002-9406-4632Tahreer Abu Hmeidan3https://orcid.org/0009-0002-5498-313XDeemah Alarabiat4https://orcid.org/0000-0001-6536-0777Ahmed Alamro5https://orcid.org/0009-0005-2318-4185Ph.D., Assistant Professor, Faculty of Business, Department of Marketing, Applied Science Private UniversityAssistant Professor, Faculty of Business, Department of Digital Marketing, Applied Science Private University, JordanPh.D, Assistant Professor, Business Faculty, Applied Science Private University, JordanAssistant Professor, Faculty of Business, Marketing Department, Applied Science Private University, JordanAssistant Professor, College of Computing and Informatics, Saudi Electronic University, Saudi ArabiaAssistant Professor, Applied Science Private University, JordanType of the article: Research Article AbstractAmong marketing professionals, the use of Social Networking Sites (SNSs) as a platform for advertising is on the rise, despite ongoing concerns regarding credibility and trust in privacy related to advertising on these sites. Consequently, this study explored how customer perception factors, namely Perceived Interactivity, Advertising Avoidance, and Privacy, affect attitudes towards Facebook advertisements and how these perception factors moderate these attitudes. This research was conducted in Amman, Jordan, and data were collected from undergraduate students enrolled in the Digital Marketing program at Applied Science Private University (ASU) in 2024 using purposive sampling methods via Google Forms. This sample was chosen due to students’ high engagement with social media and their relevance as future marketing professionals, yielding 277 valid responses to be analyzed, and the hypotheses were tested using smart PLS through Structural Equation Modelling. The analysis revealed that Perceived Interactivity, Advertising Avoidance, and Privacy positively impacted attitudes towards Facebook advertisements, with coefficients and significance levels as follows: β = 0.122, t = 5.545, p < 0.003, β = 0.324, t = 2.643, p < 0.002, and β = 0.046, t = 3.833, p < 0.003, respectively. Moreover, credibility was identified as a moderating factor influencing the relationships among Perceived Interactivity, Advertising Avoidance, and Privacy, with significant results of β = 0.043, t = 3.909, p < 0.003, β = 0.055, t = 2.291, p < 0.004, and β = 0.072, t = 2.067, p < 0.001), respectively. This research provides advertising agencies with essential insights for effectively managing online advertising strategies.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22632/IM_2025_03_Al-Gasawneh.pdfAdvertising Avoidancecredibility in social media marketingFacebook advertisingOnline PrivacyPerceived Interactivity |
| spellingShingle | Jassim Al-Gasawneh Abdullah AlSokkar Mahmoud Alghizzawi Tahreer Abu Hmeidan Deemah Alarabiat Ahmed Alamro The issue of credibility between customers’ perceptions and the attitude toward Facebook advertising Innovative Marketing Advertising Avoidance credibility in social media marketing Facebook advertising Online Privacy Perceived Interactivity |
| title | The issue of credibility between customers’ perceptions and the attitude toward Facebook advertising |
| title_full | The issue of credibility between customers’ perceptions and the attitude toward Facebook advertising |
| title_fullStr | The issue of credibility between customers’ perceptions and the attitude toward Facebook advertising |
| title_full_unstemmed | The issue of credibility between customers’ perceptions and the attitude toward Facebook advertising |
| title_short | The issue of credibility between customers’ perceptions and the attitude toward Facebook advertising |
| title_sort | issue of credibility between customers perceptions and the attitude toward facebook advertising |
| topic | Advertising Avoidance credibility in social media marketing Facebook advertising Online Privacy Perceived Interactivity |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22632/IM_2025_03_Al-Gasawneh.pdf |
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