Facebook Users Attitude towards Facebook Advertising in Mongolian Massoud Moslehpour1 College of Management Asia University
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Jargal Tumurbaatar2 Sales Account Manager ACTi Corporation
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Khoirul Amri3 College of Management Asia University
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Abstract Purpose – This study is one of its kind to explore Mongolian FB user's attitudes toward advertising. Design/methodology/approach – This study takes Facebook users’ attitude towards Facebook advertising. It examines traditional factors with strongest influence among the Mongolian Facebook users. Moreover, researchers included relevant demographic variable that is gender as moderating variable. Researcher surveyed 400 Mongolian Facebook active users through the online questionnaire. Findings – Informativeness and Entertainment were the two most influential factors followed by credibility. Gender moderates the relationship between credibility and attitude towards FB advertising. Practical implications – This study helps business marketers who are interested in attracting Mongolian customers within the Facebook advertising program. Social implications – Social scientists may find the results useful for their study of human behavior and motivation, and how this information may affect attitudes towards the adoption and attraction of advertisings. Research limitation – This study is limited to Mongolian Facebook users. The data was collected through online questionnaire using convenience sampling. Keywords: Facebook advertising, Facebook marketing, Social Media marketing, Attitude toward advertising, Mongolia
1
Assistant Professor, Department of Business Administration, Asia University, Taichung, Taiwan Sales Account Manager, ACTi Corporation, Taipei, Taiwan 3 MBA candidate, Department of Business Administration, Asia University, Taichung, Taiwan 2
