Exploring the Acceptance for Pixel Technology Implementation in Facebook Ads among Advertisers in Indonesia

Abstract

The business competition in the digital era is tighter and drives the entrepreneurs to optimize their efforts to win the game. Facebook ads as one of the biggest social marketing media provided a new technology called pixel which replacing conversion tracking pixel on February 15, 2017, for advertisers' advantages. The purpose of this study was to examine the factors influencing the usage of the pixel by the advertisers. This study adopted technology acceptance model (TAM) as a research framework and test it using structural equation modeling. One hundred and eighteen Facebook advertisers from Indonesia which are targeted by custom Facebook ads participated in this study. The findings of this study suggest that the attitude and perceived usefulness of the pixel significantly influence the behavioral intention of the advertisers on using the pixel. The research revealed that the perceived usefulness of the pixel is significantly influenced by the perceived ease of using the pixel. The results of this study will be useful for the Facebook as the provider to improve the technology usefulness and its user interfaces for its effective and efficient use for the Indonesian advertisers.Keywords: pixel, Facebook ads, technology acceptance model