Facebook用户广告点击行为的影响因素研究
作者单位：浙江工商大学
学位级别：硕士
导师姓名：魏建良
授予年度：2022年
学科分类：05[文学] 0503[文学-新闻传播学]
摘 要：Research Purpose-The purpose of this work is to identify the factors that influence the decision of a Facebook user to click on an ad displayed on the social network.Design/methodology/approach-A qualitative analysis will allow to find the influential factors;with these variables a model will be designed where the influence of these factors on the variable Click Intention will be analyzed.This influence will be studied thanks to a questionnaire.Findings-After conducting the survey and analyzing the data,it was possible to conclude that Perceived Value and Trust as intermediate variables have a real influence on Click Intention and in addition,there are independent variables such as The Art,Ad Copy,Social Proof of the Product,etc.,which influence these intermediate variables.Significance-This study will allow to achieve better results in Facebook advertising campaigns,and this is thanks to the possibility to create better strategies considering the most important factors for each specific campaign.
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