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An investigation into the influence of targeted-Facebook advertising through mobile devices on South African consumers' advertisement perceptions
Digital advertising has become a multi-billion-dollar industry; and it is growing tremendously each year. In times of strong market dynamics, marketers are particularly aware of Facebook advertising as a powerful advertising form. The dynamic market situation also magnifies the need for marketers to...
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| Format: | Thesis |
| Language: | English |
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School of Management Studies
2021
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| _version_ | 1867613404499279872 |
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| access_status_str | Open Access |
| author | Wicht, Alina |
| author2 | Pillay, Pragasen |
| author_browse | Pillay, Pragasen Wicht, Alina |
| author_facet | Pillay, Pragasen Wicht, Alina |
| author_sort | Wicht, Alina |
| collection | Thesis |
| description | Digital advertising has become a multi-billion-dollar industry; and it is growing tremendously each year. In times of strong market dynamics, marketers are particularly aware of Facebook advertising as a powerful advertising form. The dynamic market situation also magnifies the need for marketers to monitor and analyse consumers' perceptions. The purpose of this study was, thus, to assist marketers in understanding the influence of targeted Facebook advertising through mobile devices on South African consumers' advertisement perceptions. The form of advertising investigated was in-stream advertisements. The aim of this study was to explore the role of South African consumers' emotions in relation to these consumers' attention to the targeted in-stream advertising on Facebook delivered via mobile phones. South African consumers view videos on their mobile phone through the Facebook platform, which can be interrupted by targeted Facebook advertising. This study investigated the role that the interruption of video watching bears in relation to the interpretation and perception of the advertisement by these consumers. Another objective was to explore the role of South African consumers' attitudes towards brands in relation to what these consumers remember from the advertisements delivered through mobile targeted in-stream Facebook advertising. The sample consisted of 13 South African consumers and was acquired using purposive sampling. This study was based on a perception-formation model, which is a composition formed from the perception models of different authors. The model was investigated using qualitative interviewing and the data gathered was analysed through qualitative content analysis. The results of the study provide support for the theoretical framework and suggest that consumers' perception of in-stream advertising on Facebook is influenced by various factors such as the nature of Facebook usage, emotions, the disruption caused by the advertising, the attitude towards the brand and the Facebook video viewed. Marketers may be able to influence consumers' perception of in-stream advertisements through more precise targeting, a better fit between the in-stream advertisements and the video and by limiting the advertisement occurrence. By shedding light on South African consumers' perceptions of targeted in-stream advertising on Facebook, this thesis could serve as a basis for marketers' decisions, and also lay the foundations for future academic research in this field. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/33977 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:35:36.847Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | School of Management Studies |
| publisherStr | School of Management Studies |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/33977 An investigation into the influence of targeted-Facebook advertising through mobile devices on South African consumers' advertisement perceptions Wicht, Alina Pillay, Pragasen Mbumbwa, Tendai Facebook Online advertising Mobile advertising In-Stream videos Perception Model Qualitative Research Qualitative Interviews Digital advertising has become a multi-billion-dollar industry; and it is growing tremendously each year. In times of strong market dynamics, marketers are particularly aware of Facebook advertising as a powerful advertising form. The dynamic market situation also magnifies the need for marketers to monitor and analyse consumers' perceptions. The purpose of this study was, thus, to assist marketers in understanding the influence of targeted Facebook advertising through mobile devices on South African consumers' advertisement perceptions. The form of advertising investigated was in-stream advertisements. The aim of this study was to explore the role of South African consumers' emotions in relation to these consumers' attention to the targeted in-stream advertising on Facebook delivered via mobile phones. South African consumers view videos on their mobile phone through the Facebook platform, which can be interrupted by targeted Facebook advertising. This study investigated the role that the interruption of video watching bears in relation to the interpretation and perception of the advertisement by these consumers. Another objective was to explore the role of South African consumers' attitudes towards brands in relation to what these consumers remember from the advertisements delivered through mobile targeted in-stream Facebook advertising. The sample consisted of 13 South African consumers and was acquired using purposive sampling. This study was based on a perception-formation model, which is a composition formed from the perception models of different authors. The model was investigated using qualitative interviewing and the data gathered was analysed through qualitative content analysis. The results of the study provide support for the theoretical framework and suggest that consumers' perception of in-stream advertising on Facebook is influenced by various factors such as the nature of Facebook usage, emotions, the disruption caused by the advertising, the attitude towards the brand and the Facebook video viewed. Marketers may be able to influence consumers' perception of in-stream advertisements through more precise targeting, a better fit between the in-stream advertisements and the video and by limiting the advertisement occurrence. By shedding light on South African consumers' perceptions of targeted in-stream advertising on Facebook, this thesis could serve as a basis for marketers' decisions, and also lay the foundations for future academic research in this field. 2021-09-20T10:14:43Z 2021-09-20T10:14:43Z 2021 2021-09-20T10:14:08Z Master Thesis Masters MBusSci http://hdl.handle.net/11427/33977 eng application/pdf School of Management Studies Faculty of Commerce |
| spellingShingle | Facebook Online advertising Mobile advertising In-Stream videos Perception Model Qualitative Research Qualitative Interviews Wicht, Alina An investigation into the influence of targeted-Facebook advertising through mobile devices on South African consumers' advertisement perceptions |
| thesis_degree_str | Master's |
| title | An investigation into the influence of targeted-Facebook advertising through mobile devices on South African consumers' advertisement perceptions |
| title_full | An investigation into the influence of targeted-Facebook advertising through mobile devices on South African consumers' advertisement perceptions |
| title_fullStr | An investigation into the influence of targeted-Facebook advertising through mobile devices on South African consumers' advertisement perceptions |
| title_full_unstemmed | An investigation into the influence of targeted-Facebook advertising through mobile devices on South African consumers' advertisement perceptions |
| title_short | An investigation into the influence of targeted-Facebook advertising through mobile devices on South African consumers' advertisement perceptions |
| title_sort | investigation into the influence of targeted facebook advertising through mobile devices on south african consumers advertisement perceptions |
| topic | Facebook Online advertising Mobile advertising In-Stream videos Perception Model Qualitative Research Qualitative Interviews |
| url | http://hdl.handle.net/11427/33977 |
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