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首页> 外文期刊>Electronic Commerce Research >The influence of Facebook advertising on cognitive attitudes amid Generation Y
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The influence of Facebook advertising on cognitive attitudes amid Generation Y

机译：Y世代中Facebook广告对认知态度的影响

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摘要

Social media has irrevocably transformed the manner in which society communicates and has altered perceptions and attitudes. The proliferation of Facebook usage has connected consumers to each other, to marketers and to brands in a manner that is as inventive, and has altered the world as we know it. However, research on Facebook is still in its infancy in an emerging country such as South Africa. Generation Y is a significant consumer group and, consequently, their attitudes towards social media advertising are of significant importance to marketers. This has triggered the question whether the largest social medium's marketing communications effectively reaches young adults in South Africa, and what influence it has on their cognitive attitudes, which leads to their buying behavior. The results suggest that Facebook advertising has a favorable effect on the awareness and knowledge hierarchy-of-effects model levels amongst Generation Y in South Africa. The research is beneficial to marketers who intend to make use of this powerful conduit to target this vacillating cohort.
机译：社交媒体不可改变地改变了社会交流的方式，并改变了人们的观念和态度。 Facebook使用量的激增已经以创新的方式将消费者彼此联系，与营销人员和品牌联系起来，并改变了我们所知的世界。但是，在南非等新兴国家，对Facebook的研究仍处于起步阶段。 Y世代是一个重要的消费群体，因此，他们对社交媒体广告的态度对营销人员非常重要。这引发了一个问题，即最大的社交媒体的营销传播是否有效地到达了南非的年轻人，以及它对他们的认知态度有什么影响，从而导致他们的购买行为。结果表明，Facebook广告对南非Y代中的认知和知识等级效应模型水平具有良好的影响。该研究对打算利用这一强大渠道来瞄准这一动荡人群的营销人员是有益的。

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