Investigation of generational differences in advertising behaviour and fake news perception among Facebook users
by Sunil Hazari
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 17, No. 1/2, 2022

Abstract: Facebook is the largest social media platform that is used by all generations of users, as well as small and large businesses. Many users consider Facebook as a primary news source even though the news on Facebook is not authenticated. This 'fake news' can be used for financial or political gain and can also impact consumer behaviour towards products. The purpose of this study was to investigate advertising response behaviour and fake news perception among multi-generational Facebook users, in conjunction with other variables such as gender. Using a survey, data were collected from a multi-stage quota sample of 400 respondents in the USA. A scale was developed and psychometrically tested as part of the study to determine fake news perception. Findings of this study showed that the frequency of Facebook use was consistent among generations, with Baby Boomers being most active in reading posts, and Gen Y users being most active in posting to Facebook. Gen Y users found Facebook advertisements to be most relevant. Results can be used to drive engagement with Facebook users and develop campaigns that use actionable segmentation schemes. Implications of fake news perception are discussed, and future research directions are provided.

Online publication date: Wed, 31-Aug-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com