The recent boom of social media has given marketers new opportunities to advertise to a targeted demographic -- specifically, tech-savvy young adults and students. This study examines the perceptions of and attitudes toward advertisements on one of the most popular social networking sites today, Facebook©. Results of an exploratory study show that while most college students are active Facebook© users, they are unlikely to click on Facebook© advertising or engage in purchase behaviors.
Bannister, Alexandra; Kiefer, Joelle; and Nellums, Jessica
"College Students’ Perceptions of and Behaviors Regarding Facebook© Advertising: An Exploratory Study,"
The Catalyst: Vol. 3
, Article 2.
Available at: http://aquila.usm.edu/southernmisscatalyst/vol3/iss1/2