Journal of Management and Marketing Research Attitudes toward Facebook, Page 1 Attitudes toward Facebook advertising

The purpose of this study was to provide insight on attitudes towards Facebook advertising. In order to figure out the attitudes towards Facebook advertising, a snowball survey was executed among Facebook users by spreading a link to the survey. This study was quantitative study but the results of the study were interpreted in qualitative way. This research was executed with the help of factor analysis and cluster analysis, after which Chi-square test was used. This research expected that the result of the survey would lead in to two different groups with negative and positive attitudes. Factor analysis was used to find relations between variables that the survey data generated. The factor analysis resulted in 12 factors that were put in a cluster analysis to find different kinds of groups. Surprisingly the cluster analysis enabled the finding of three groups with different interests and different attitudes towards Facebook advertising. These clusters were analyzed and compared. One group was clearly negative, tending to block and avoid advertisements. Second group was with more neutral attitude towards advertising, and more carefree internet using. They did not have blocking software in use and they like to participate in activities more often. The third group had positive attitude towards advertising. The result of this study can be used to help companies better plan their Facebook advertising according to groups. It also reminds about the complexity of people and their attitudes; not everything suits everybody