Perceptions of Social Media's Relevance and Targeted Advertisements
Abstract
American college students in the northeast and southeast were surveyed about Facebook's relevance and advertising. Latent class cluster analysis was used to segment respondents based upon: Facebook relevance; the value of Facebook advertising; and the ethics of Facebook's targeted advertising and demographic variables. Distinct segments were identified that are distinguishable by Facebook's relevance, the value of Facebook advertising; the...
Paper Details
Title
Perceptions of Social Media's Relevance and Targeted Advertisements
Published Date
Mar 20, 2018
Volume
25
Issue
2
Pages
143 - 160
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