This paper aims to analyze factors affecting consumers’ attitudes towards advertising on Facebook in Vietnam. Base on the literature review and previous research, we suggest a model which have five factors affecting consumers’ attitude. First, a qualitative research is examined with 10 people to adjust scales to match the Vietnam context. Second, a quantitative study is examined with the sample size n = 241. The study’s results provide evidences to confirm the factors: Perceived Interactivity; Advertising Avoidance; Privacy and Information that impact on Consumers’ attitudes toward advertising on Facebook, but Credibility factor does not impact on Consumers’ attitudes. |
