Fast-food advertising in social media. NIKKI TSIFTIS Case study on Facebook in Egypt H.R. Gaber & L.T. Wright

Overview  Why is this research important?  Consumers’ attitudes towards advertising  Consumers’ attitudes towards social media advertising  Methodology  Main findings

Why is this research important?  Rise of Social Media  Advertising budgets for social media are increasing  Facebook is the most widely used social network world wide  The effect of social media marketing on the consumers’ purchase decisions need to be more explored and investigated

Consumers’ attitude towards advertising  Affects brand attitudes and purchase decisions  Determining the effectivenss of the ads  (Un)favorable attitudes towards advertising?  Varies across different advertising channels and countries

Consumers’ attitude towards social media advertising  Increased spending on social media marketing  Added the 5th P to 4P’s: Participation  Communication process more customers centric  (Un)favorable attitude towards social media advertising?   need for exploratory research

Model of attitudes towards Web advertising Brackett and Carr

Cvijikj & Michahelles (2013)  Characteristics of content of posts on Facebook  Informative, entertaining and contain remuneration  Limited to Food/beverages category

Methodology  Exploratory research  Qualitative data collection methods  4 Focus groups / 40 participants  2 Egyptian cities  Participants between years old  Purposive sampling  Content analysis

Main findings  Consumers are accepting the idea of fast food advertising in Facebook  Factors that lead to consumers’ engagement:  Brand familiarity, incentives, relevance of the advertisement, referrals from friends, advertising value  Content analysis

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