The effect of facebook advertising attributes on ad reliability, fitness recognition and attitude

This study investigated the effect of Facebook advertising. Factor analysis was used to identify the factors that constitute the Facebook advertisement. The Cronbach’s alpha coefficient was used to assess the reliability of the scale. We also used multiple regression analysis to examine the effect of Facebook attributes on advertising effectiveness. As a result of exploratory factor analysis, five attributes of Facebook advertisement were confirmed. That is Ad interest, Fit information, Ad exposure, Surrounding Reactivity, and Product reviews informative. It was revealed that the highest influence on the reliability of the advertisement among the Facebook advertisement attributes was the fitted information and the advertisement exposure. And it was revealed that the most influential factor on the ad fitness of the Facebook advertisement attributes was the customized information and ad interesting. Third, the influence of advertising attitude on Facebook advertisement attributes was fitted information. This study is valuable because it confirms what constitutes the Facebook advertisement. In addition, it is worth noting that Facebook ad creators have provided insights into what attributes they should consider when creating their ads.