Factors Affecting Jordanian Consumers’ Attitudes Towards Facebook Advertising: Case Study of Tourism

Abstract

This research aims to examine factors affecting Jordanian consumers' attitude towards Facebook advertising (entertainment, informativeness, irritation, credibility, peer influence and privacy concerns). In order to test the proposed con-ceptual framework, an online web-based survey was employed, and data was col-lected from 380 university students in Jordan. Simple linear regression and multiple regression analysis, using the Statistical Package for the Social Sciences (SPSS) version 17, were employed to analyse the collected data. Results showed that enter-tainment, informativeness, interactivity, credibility and privacy concerns have a direct positive effect on Jordanian consumers' attitude towards Facebook advertis-ing in tourism. However, entertainment has the most significant effect, while credi-bility has the lowest significant effect. The study recommends tourism companies to take into consideration the importance of these variables when designing their ads on Facebook in order to be able to benefit from this huge new virtual world of mar-keting opportunities in an ethical way.