facebook advertising
213496012
A framework for Facebook advertising effectiveness: A behavioral perspective
Abstract Social network use is a global phenomenon, with Facebook taking prime position as preferred social network service. Use of Facebook is huge in developed and developing economies, yet the immense marketing potential of Facebook's full range of advertising tools (paid and free/organic) has been under researched. This cross country study examines advertising on Facebook. Social influence theory and regulatory focus theory provide the theoretical grounding. Data for a sample of 802 respondents (South Africa n 401; Australia n 401) were gathered. The results of structural equation modeling show that in both a developed context (Australia) and a developing context (South Africa) there are significant relationships between the constructs considered in the model (privacy concerns, trust, importance of control, advertising intrusiveness, attitudes toward ads, advertising value, attitudes toward Facebook advertising, and behavior toward the advertised and ad message) Importantly, however, these contexts differ in terms of users' avoidance approaches.
Melanie Wiese Carla Martinez-Climent Dolores Botella-Carrubi
58280048
Measuring the Facebook Advertising Ecosystem
The Facebook advertising platform has been subject to a number of controversies in the past years regarding privacy violations, lack of transparency, as well as its capacity to be used by dishonest actors for discrimination or propaganda. In this study, we aim to provide a better understanding of the Facebook advertising ecosystem, focusing on how it is being used by advertisers. We first analyze the set of advertisers and then investigate how those advertisers are targeting users and customizing ads via the platform. Our analysis is based on the data we collected from over 600 real world users via a browser extension that collects the ads our users receive when they browse their Facebook timeline, as well as the explanations for why users received these ads. Our results reveal that users are targeted by a wide range of advertisers (e.g. from popular to niche advertisers) that a non negligible fraction of advertisers are part of potentially sensitive categories such as news and politics, health or religion; that a significant number of advertisers employ targeting strategies that could be either invasive or opaque; and that many advertisers use a variety of targeting parameters and ad texts. Overall, our work emphasizes the need for better mechanisms to audit ads and advertisers in social media and provides an overview of the platform usage that can help move towards such mechanisms.
NDSS
Athanasios Andreou Marcio Silva Fabricio Benevenuto Oana Goga Patrick Loiseau Alan Mislove
219407007
How do users evaluate personalized Facebook advertising? An analysis of consumer and advertiser controlled factors
This paper aims to investigate the role of five highly relevant advertiser (i.e. personalization and ad placement) and consumer controlled (i.e. privacy concerns, perceived relevance and Facebook motives) factors in the evaluation and perceived outcomes of personalized Facebook advertising as well as how these factors interrelate.,Twenty eight semi structured interviews, in which elicitation techniques were used, were carried out among 25 to 55 year old Facebook users.,The findings point to a complex tradeoff between the risks and benefits of personalized Facebook advertising, in which perceived relevance and Facebook use motives play a vital role.,This study focused on the general Facebook advertising experience, yet the elicitation techniques were applied only on the desktop website. Future research should look further into mobile advertising formats.,Personalization and retargeting algorithms could be improved and ads should be designed with the customers' interests in mind to improve their effectiveness and reduce privacy concerns.,Social media advertising innovates at a high pace. Yet, the literature shows an urgent need for research into which ad formats and characteristics appeal to users and why (or why not) Qualitative studies into the determinants of advertising outcomes are scarce but highly needed because they can uncover complex interactions between factors and thus provide a deeper understanding.
Evert Van den Broeck Karolien Poels Michel Walrave
219560869
The Relative Value of Facebook Advertising Data for Poverty Mapping
Having reliable and up to date poverty data is a prerequisite for monitoring the United Nations Sustainable Development Goals (SDGs) and for planning effective poverty reduction interventions. Unfortunately, traditional data sources are often outdated or lacking appropriate disaggregation. As a remedy, satellite imagery has recently become prominent in obtaining geographically fine grained and up to date poverty estimates. Satellite data can pick up signals of economic activity by detecting light at night, it can pick up development status by detecting infrastructure such as roads, and it can pick up signals for individual household wealth by detecting different building footprints and roof types. It can, however, not look inside the households and pick up signals from individuals. On the other hand, alternative data sources such as audience estimates from Facebook's advertising platform provide insights into the devices and internet connection types used by individuals in different locations. Previous work has shown the value of such anonymous, publicly accessible advertising data from Facebook for studying migration, gender gaps, crime rates, and health, among others. In this work, we evaluate the added value of using Facebook data over satellite data for mapping socioeconomic development in two low and middle income countries the Philippines and India. We show that Facebook features perform roughly similar to satellite data in the Philippines with value added for urban locations. In India, however, where Facebook penetration is lower, satellite data perform better.
ICWSM
Masoomali Fatehkia Benjamin Coles Ferda Ofli Ingmar Weber
214192365
Role of Facebook Advertising in Promoting Tourism in Asia
Fajar Rezeki Ananda Lubis
201094553
Using Facebook Advertising to Recruit Representative Samples: Feasibility Assessment of a Cross Sectional Survey
Background Facebook has shown promise as an economical means of recruiting participants for health research. However, few studies have evaluated this recruitment method in Canada, fewer still targeting older adults, and, to our knowledge, none specifically in Newfoundland and Labrador (NL) Objective This study aimed to assess Facebook advertising as an economical means of recruiting a representative sample of adults aged 35 to 74 years in NL for a cross sectional health survey. Methods Facebook advertising was used to recruit for a Web based survey on cancer awareness and prevention during April and May 2018; during recruitment, additional advertisements were targeted to increase representation of demographics that we identified as being underrepresented in our sample. Sociodemographic and health characteristics of the study sample were compared with distributions of the underlying population to determine representativeness. Cramer V indicates the magnitude of the difference between the sample and population distributions, interpreted as small (Cramer V=0.10) medium (0.30) and large (0.50) Sample characteristics were considered representative if there was no statistically significant difference in distributions (chi square P>.01) or if the difference was small (V<=0.10) and practically representative if 0.10<V<=0.20. The cost per recruit of Facebook advertising was compared with a quote for a random digit dialing (RDD) recruited postal survey to determine if this method was economical. Results Facebook advertising is feasible and economical to conduct survey research, reaching 34,012 people, of which 2067 clicked on the ad, for a final sample size of 1048 people at Can $2.18 per recruit versus the quoted Can $23,316.05 for 400 recruits (Can $35.52 per recruit) via RDD. The sample was representative of rural and urban geography (P=.02; V=0.073) practically representative of age (P=.003; V=0.145) and income (P<.001; V=0.188) and over representative of women (P<.001; V=0.507) and higher levels of education (P<.001; V=0.488) The sample was representative of the proportion of people with a regular health care provider (P=.94; V=0.025) diabetes prevalence (P=.002; V=0.096) and having had a colonoscopy or sigmoidoscopy (P=.27; V=0.034) and it was practically representative of smoking status (P<.001; V=0.14) and body mass index (P<.001; V=0.135) The sample was not representative of arthritis prevalence (P<.001; V=0.573) perceived health (P<.001; V=0.384) or time since last seasonal flu shot (P<.001; V=0.449) Conclusions Facebook advertising offers an easy, rapid, and economical means to recruit a partially representative (representative or practically representative of 8 of the 13 characteristics studied) sample of middle aged and older adults for health survey research. As Facebook uses a nonrandom targeting algorithm, caution is warranted in its applications for certain types of research.
Journal of medical Internet research
Lance Garrett Shaver Ahmed Khawer Yanqing Yi Kris Aubrey-Bassler Holly Etchegary Barbara Roebothan Shabnam Asghari Peizhong Peter Wang
159124544
The Political Economy of Facebook Advertising: Election Spending, Regulation and Targeting Online
Political advertising on Facebook is the latest in a long line of developments in campaign practice, and is a tool that has been mobilised extensively in elections around the world. In this article, we explore what we know about Facebook advertising at elections and ask what existing data from the UK Electoral Commission can reveal about current usage. Highlighting the principles behind Facebook advertising, we argue that existing metrics offer little insight into current campaign trends posing analytical, methodological and normative challenges for academics and electoral regulators alike. Moreover, we argue that these challenges strike at the heart of debates about democratic responsibility and the degree to which governments should cede responsibility to commercial actors who may have differing understandings of fundamental democratic norms.
The Political Quarterly
Katharine Dommett Sam Power
213804797
Understanding The Factors Driving Consumers' Purchase Intention of Over The Counter Medications Using Social Media advertising In Egypt: (A Facebook advertising application for cold and Flu products)
Abstract In 2015, the Egyptian health authorities released a decree with a clear definition for over the counter medications. The decree allowed pharmaceutical companies to advertise their products directly to consumers via different advertising channels. The main objective of this research is to help pharmaceutical marketers in Egypt to better understand the factors that affect Egyptian consumers' purchase intention. We advertised a cold and flu product as an example of over the counter product (OTC) using a Facebook advertising application. We then analyzed the data and we found that the Electronic Word of Mouth (E WOM) had the highest percentage in affecting the consumer's decisions. The strongest E WOM factors were the sharing tool, followed by friends' likes, and comments.
Nermeen Magdi Mekawie Aly Hany
203189452
Consumers' Responses to Facebook Advertising across PCs and Mobile Phones
ABSTRACT Social networking sites, such as Facebook, are an important and fast growing advertising channel. Because access to social networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social networking site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones. The authors tested a model anchored in social exchange theory and drawing on uses and gratifications theory, using data from a survey of Facebook users in France. Results show that the trade off between the intrinsic and social value Facebook advertisements bring and their perceived intrusiveness and privacy invasiveness drives consumers' approach and avoidance of Facebook advertising. Trust in Facebook also emerged as a key driver of advertisement acceptance.
Journal of Advertising Research
Caroline Lancelot Miltgen Anne-Sophie Cases Cristel Antonia Russell
145822821
Facebook advertising for recruitment of midlife women with bothersome vaginal symptoms: A pilot study
Background The MsFLASH (Menopause Strategies: Finding Lasting Answers for Symptoms and Health) Network recruited into five randomized clinical trials (n 100 350) through mass mailings. The fifth trial tested two interventions for postmenopausal vulvovaginal symptoms (itching, pain, irritation, dryness, or pain with sex) and thus required a high level of sensitivity to privacy concerns. For this trial, in addition to mass mailings we pilot tested a social media recruitment approach. We aimed to evaluate the feasibility of recruiting healthy midlife women with bothersome vulvovaginal symptoms to participate in the Vaginal Health Trial through Facebook advertising. Methods As part of a larger advertising campaign that enrolled 302 postmenopausal women for the 12 week randomized, double blind, placebo controlled Vaginal Health Trial from April 2016 to February 2017, Facebook advertising was used to recruit 25 participants. The target population for recruitment by mailings and by Facebook ads included women aged 50 70 years and living within 20 miles of study sites in Minneapolis, MN and Seattle, WA. Design of recruitment letters and Facebook advertisements was informed by focus group feedback. Facebook ads were displayed in the "newsfeed" of targeted users and included a link to the study website. Response rates and costs are described for both online ads and mailing. Results Facebook ads ran in Minneapolis for 28 days and in Seattle for 15 days, with ads posted and removed from the site as needed based on clinic flow and a set budget limit. Our estimated Facebook advertising reach was over 200,000 women; 461 women responded and 25 were enrolled at a cost of US$14,813. The response rate per estimated reach was 0.22% costs were US$32 per response and US$593 per randomized participant. The social media recruitment results varied by site, showing greater effectiveness in Seattle than in Minneapolis. We mailed 277,000 recruitment letters; 2166 women responded and 277 were randomized at a cost of US$98,682. The response rate per letter sent was 0.78% costs were US$46 per response and US$356 per randomized participant. Results varied little across sites. Conclusion Recruitment to a clinical trial testing interventions for postmenopausal vaginal symptoms is feasible through social media advertising. Variability in observed effectiveness and costs may reflect the small sample sizes and limited budget of the pilot recruitment study.
Clinical trials
Katherine A Guthrie Bette J Caan Susan J Diem Kristine E Ensrud Sharon R Greaves Joseph C Larson Katherine M Newton Susan D Reed Andrea Z LaCroix