Fast-food advertising in
social media.
Case study on Facebook in Egypt
H.R. Gaber & L.T. Wright
NIKKI TSIFTIS
Overview

Why is this research important?

Consumers’ attitudes towards advertising

Consumers’ attitudes towards social media advertising

Methodology

Main findings
Why is this research important?

Rise of Social Media

Advertising budgets for social media are increasing

Facebook is the most widely used social network world wide

The effect of social media marketing on the consumers’ purchase
decisions need to be more explored and investigated
Consumers’ attitude towards advertising

Affects brand attitudes and purchase decisions

Determining the effectivenss of the ads

(Un)favorable attitudes towards advertising?

Varies across different advertising channels and countries
Consumers’ attitude towards social
media advertising

Increased spending on social media marketing

Added the 5th P to 4P’s: Participation

Communication process more customers centric

(Un)favorable attitude towards social media advertising?

 need for exploratory research
Model of attitudes towards Web
advertising
Brackett and Carr
Cvijikj & Michahelles (2013)

Characteristics of content of posts on Facebook

Informative, entertaining and contain remuneration

Limited to Food/beverages category
Methodology

Exploratory research

Qualitative data collection methods

4 Focus groups / 40 participants

2 Egyptian cities

Participants between 17-29 years old

Purposive sampling

Content analysis
Main findings

Consumers are accepting the idea of fast food advertising in Facebook

Factors that lead to consumers’ engagement:


Brand familiarity, incentives, relevance of the advertisement, referrals from
friends, advertising value
Content analysis
Thanks for your attention