Open AccessDont Invade My Personal Space: Facebooks Advertising Dilemma
Author(s) -
Michelle Bednarz Beauchamp
Publication year - 2012
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v29i1.7558
Subject(s) - advertising , perception , native advertising , dilemma , social media , space (punctuation) , business , advertising research , targeted advertising , perspective (graphical) , online advertising , boundary (topology) , marketing , psychology , political science , computer science , the internet , philosophy , epistemology , neuroscience , artificial intelligence , world wide web , law , operating system , mathematical analysis , mathematics
For many companies, advertising on Facebook seems like the right decision. But with decreasing click-through rates and negative consumer perceptions of Facebook advertising, some major corporations are rethinking their social media strategy. The purpose of this paper is to examine role theory, boundary theory, and role segmentation/integration as possible explanations to the negative consumer perceptions surrounding Facebook advertising. Theory suggests that Facebook users expend effort creating and maintaining boundaries around consumer and social roles. By targeting consumers in a social domain, companies advertising on Facebook may actually be exacerbating the problem.