{"id":"https://openalex.org/W93293334","doi":null,"title":"Modelling the factors that influence Generation Y students' attitudes towards advertising in the facebook environment","display_name":"Modelling the factors that influence Generation Y students' attitudes towards advertising in the facebook environment","publication_year":2014,"publication_date":"2014-01-01","ids":{"openalex":"https://openalex.org/W93293334","mag":"93293334"},"language":"en","primary_location":{"id":"pmh:oai:repository.nwu.ac.za:10394/10628","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/10394/10628","pdf_url":"http://hdl.handle.net/10394/10628","source":{"id":"https://openalex.org/S4306402268","display_name":"Boloka Institutional Repository (North-west University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I114027177","host_organization_name":"University of North Carolina at Chapel Hill","host_organization_lineage":["https://openalex.org/I114027177"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"http://hdl.handle.net/10394/10628","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5018119576","display_name":"Hilda Bongazana Dondolo","orcid":"https://orcid.org/0000-0002-5978-1708","observed_orcids":["https://orcid.org/0000-0002-5978-1708"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Hilda Bongazana Dondolo","raw_affiliation_strings":[],"raw_orcid":"https://orcid.org/0000-0002-5978-1708","affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5018119576"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":true,"cited_by_count":4,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.8881999850273132,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.8881999850273132,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.10350000113248825,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.0027000000700354576,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/facebook-advertising","display_name":"Facebook advertising","score":0.8500000238418579},{"id":"https://openalex.org/keywords/millennials","display_name":"millennials","score":0.9739999771118164},{"id":"https://openalex.org/keywords/college-students","display_name":"university students","score":0.7250000238418579},{"id":"https://openalex.org/keywords/value-of-information","display_name":"value of information","score":0.7149999737739563},{"id":"https://openalex.org/keywords/entertainment-value","display_name":"entertainment value","score":0.9990000128746033},{"id":"https://openalex.org/keywords/credibility","display_name":"credibility","score":0.7350000143051147},{"id":"https://openalex.org/keywords/time-cost","display_name":"time costs","score":0.9110000133514404},{"id":"https://openalex.org/keywords/south-africa","display_name":"South Africa","score":0.6769999861717224},{"id":"https://openalex.org/keywords/social-media-advertising","display_name":"social media advertising","score":0.6600000262260437},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.3059999942779541}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.688773512840271},{"id":"https://openalex.org/C3019953515","wikidata":"https://www.wikidata.org/wiki/Q277633","display_name":"Generation y","level":2,"score":0.4686053991317749},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.4367663264274597},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.2957826852798462},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.22280582785606384}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:repository.nwu.ac.za:10394/10628","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/10394/10628","pdf_url":"http://hdl.handle.net/10394/10628","source":{"id":"https://openalex.org/S4306402268","display_name":"Boloka Institutional Repository (North-west University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I114027177","host_organization_name":"University of North Carolina at Chapel Hill","host_organization_lineage":["https://openalex.org/I114027177"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis"},{"id":"mag:93293334","doi":null,"is_oa":false,"landing_page_url":"https://repository.nwu.ac.za:443/handle/10394/10628","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:oai:repository.nwu.ac.za:10394/10628","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/10394/10628","pdf_url":"http://hdl.handle.net/10394/10628","source":{"id":"https://openalex.org/S4306402268","display_name":"Boloka Institutional Repository (North-west University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I114027177","host_organization_name":"University of North Carolina at Chapel Hill","host_organization_lineage":["https://openalex.org/I114027177"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W93293334.pdf","grobid_xml":"https://content.openalex.org/works/W93293334.grobid-xml"},"referenced_works_count":186,"referenced_works":["https://openalex.org/W56456983","https://openalex.org/W148565602","https://openalex.org/W174483062","https://openalex.org/W188361862","https://openalex.org/W196515614","https://openalex.org/W240143556","https://openalex.org/W368264967","https://openalex.org/W642721467","https://openalex.org/W811802068","https://openalex.org/W1260268685","https://openalex.org/W1480837693","https://openalex.org/W1527817152","https://openalex.org/W1533598501","https://openalex.org/W1541284744","https://openalex.org/W1542932561","https://openalex.org/W1546685944","https://openalex.org/W1552760408","https://openalex.org/W1555512354","https://openalex.org/W1574716470","https://openalex.org/W1578907434","https://openalex.org/W1579339550","https://openalex.org/W1595575146","https://openalex.org/W1607125416","https://openalex.org/W1659992289","https://openalex.org/W1729409238","https://openalex.org/W1768959932","https://openalex.org/W1786326330","https://openalex.org/W1912684809","https://openalex.org/W1932587904","https://openalex.org/W1937155619","https://openalex.org/W1963520761","https://openalex.org/W1964218847","https://openalex.org/W1965085721","https://openalex.org/W1965978866","https://openalex.org/W1966816014","https://openalex.org/W1967097368","https://openalex.org/W1968198641","https://openalex.org/W1972897267","https://openalex.org/W1975513930","https://openalex.org/W1975620581","https://openalex.org/W1977457457","https://openalex.org/W1978707393","https://openalex.org/W1979367279","https://openalex.org/W1980569376","https://openalex.org/W1980981674","https://openalex.org/W1981462816","https://openalex.org/W1982149803","https://openalex.org/W1982368258","https://openalex.org/W1985749074","https://openalex.org/W1986503043","https://openalex.org/W1986673722","https://openalex.org/W1986903447","https://openalex.org/W1989391382","https://openalex.org/W1989528006","https://openalex.org/W1990591607","https://openalex.org/W1991623719","https://openalex.org/W1992115987","https://openalex.org/W1997410866","https://openalex.org/W1998243764","https://openalex.org/W1999844349","https://openalex.org/W2000561090","https://openalex.org/W2002664886","https://openalex.org/W2003020611","https://openalex.org/W2003110226","https://openalex.org/W2003864227","https://openalex.org/W2003955127","https://openalex.org/W2005031498","https://openalex.org/W2005364767","https://openalex.org/W2008075941","https://openalex.org/W2012051708","https://openalex.org/W2012262466","https://openalex.org/W2014484022","https://openalex.org/W2015686085","https://openalex.org/W2017282425","https://openalex.org/W2017407009","https://openalex.org/W2018201949","https://openalex.org/W2018275899","https://openalex.org/W2021851177","https://openalex.org/W2022133605","https://openalex.org/W2022472141","https://openalex.org/W2023505872","https://openalex.org/W2026149024","https://openalex.org/W2026971480","https://openalex.org/W2027868028","https://openalex.org/W2029125978","https://openalex.org/W2035209833","https://openalex.org/W2035605325","https://openalex.org/W2036149274","https://openalex.org/W2037148213","https://openalex.org/W2037556147","https://openalex.org/W2041340316","https://openalex.org/W2042134810","https://openalex.org/W2043985024","https://openalex.org/W2044519557","https://openalex.org/W2046279784","https://openalex.org/W2047694710","https://openalex.org/W2047770573","https://openalex.org/W2048759926","https://openalex.org/W2056805264","https://openalex.org/W2057737749","https://openalex.org/W2058837212","https://openalex.org/W2059902999","https://openalex.org/W2060885190","https://openalex.org/W2062711094","https://openalex.org/W2066571272","https://openalex.org/W2068778305","https://openalex.org/W2075652164","https://openalex.org/W2078058017","https://openalex.org/W2079956094","https://openalex.org/W2083439948","https://openalex.org/W2084957023","https://openalex.org/W2087488801","https://openalex.org/W2087601434","https://openalex.org/W2087932364","https://openalex.org/W2088042613","https://openalex.org/W2089203823","https://openalex.org/W2089788537","https://openalex.org/W2090919503","https://openalex.org/W2091656550","https://openalex.org/W2093548531","https://openalex.org/W2094366085","https://openalex.org/W2100379340","https://openalex.org/W2102091416","https://openalex.org/W2111578026","https://openalex.org/W2113913899","https://openalex.org/W2115844120","https://openalex.org/W2117868896","https://openalex.org/W2118195039","https://openalex.org/W2122748524","https://openalex.org/W2125002529","https://openalex.org/W2125510672","https://openalex.org/W2125542699","https://openalex.org/W2129190861","https://openalex.org/W2138496133","https://openalex.org/W2139398774","https://openalex.org/W2139764921","https://openalex.org/W2142175015","https://openalex.org/W2144597023","https://openalex.org/W2147870725","https://openalex.org/W2148414742","https://openalex.org/W2151455758","https://openalex.org/W2154767394","https://openalex.org/W2156623783","https://openalex.org/W2157681268","https://openalex.org/W2159306398","https://openalex.org/W2160460894","https://openalex.org/W2162116088","https://openalex.org/W2162140083","https://openalex.org/W2166213223","https://openalex.org/W2166982098","https://openalex.org/W2167872834","https://openalex.org/W2169273917","https://openalex.org/W2170660200","https://openalex.org/W2190357215","https://openalex.org/W2256946658","https://openalex.org/W2283220805","https://openalex.org/W2284978922","https://openalex.org/W2312032554","https://openalex.org/W2313496941","https://openalex.org/W2316151096","https://openalex.org/W2317380849","https://openalex.org/W2318566453","https://openalex.org/W2321593520","https://openalex.org/W2325627778","https://openalex.org/W2326013656","https://openalex.org/W2328832051","https://openalex.org/W2330931094","https://openalex.org/W2332694823","https://openalex.org/W2333351015","https://openalex.org/W2335736081","https://openalex.org/W2781724743","https://openalex.org/W2911079845","https://openalex.org/W2912910158","https://openalex.org/W2941419054","https://openalex.org/W2991855013","https://openalex.org/W2996862518","https://openalex.org/W3015721341","https://openalex.org/W3042317104","https://openalex.org/W3122287309","https://openalex.org/W3158404991","https://openalex.org/W3159387635","https://openalex.org/W3193532866","https://openalex.org/W3194660952","https://openalex.org/W3216116340","https://openalex.org/W4233143201","https://openalex.org/W4243667233"],"related_works":["https://openalex.org/W379065951","https://openalex.org/W1580916084","https://openalex.org/W7100450694","https://openalex.org/W2592554658","https://openalex.org/W657829750","https://openalex.org/W6903867677","https://openalex.org/W3180006061","https://openalex.org/W2135167357","https://openalex.org/W7002286515","https://openalex.org/W4413629540"],"abstract_inverted_index":{"Previous":[0],"research":[1,38,250],"has":[2,605],"provided":[3],"insights":[4],"into":[5,84],"factors":[6,15,692,706],"influencing":[7,16,693],"attitudes":[8,17,25,149,240,410,611,696],"toward":[9,18],"advertising":[10,19,182,199,242,477,561,647,685,698,712,720],"in":[11,20,41,98,152,175,183,200,216,236,281,413,471,478,562,648,679,699,721,741,760],"general,":[12],"and":[13,54,61,120,135,143,173,191,221,257,297,334,340,357,371,387,426,434,463,502,512,516,546,585,602,630,637,703,743,751],"those":[14,30],"a":[21,66,92,108,125,137,248,253,258,346,377,418,521,550,588,606,634,689,726],"particular":[22,103],"medium.":[23],"However,":[24],"towards":[26,150,181,198,241,389,411,476,612,646,684,697,719],"Facebook":[27,154,185,202,234,415,480,564,650,701,723,759],"advertising,":[28,151],"especially":[29,40],"of":[31,59,75,79,102,115,129,139,145,179,189,196,219,231,266,277,362,369,385,432,440,490,598,620,667,677,682,691,730],"Generation":[32,47,86,146,226,555,593,641,694],"Y,":[33],"have":[34,376,549,587,633],"received":[35],"relatively":[36],"little":[37],"attention,":[39],"the":[42,63,76,85,140,153,157,184,201,282,288,292,303,314,342,353,363,381,395,414,427,430,479,483,487,491,497,507,526,563,618,649,653,662,675,680,700,722],"South":[43,70,158,278],"African":[44,159],"context.":[45,160],"The":[46,127,161,204,245,360,402,437,447,532,746],"Y":[48,87,147,227,556,594,642],"cohort":[49],"(individuals":[50],"born":[51],"between":[52,499,509],"1986":[53],"2005)":[55],"are":[56,101,177,194],"heavy":[57],"users":[58],"Facebook,":[60,601],"access":[62],"site":[64,176,464,510,547,631,742],"on":[65,225,233,243,352,391,525,554,574,592,600,610,614,640,713],"daily":[67],"basis.":[68],"In":[69,577],"Africa,":[71],"approximately":[72],"20":[73],"million":[74],"country\u2019s":[77],"population":[78],"52":[80],"982":[81],"000":[82],"fall":[83],"cohort;":[88],"this":[89,130,441],"makes":[90],"them":[91],"salient":[93],"market":[94],"segment.":[95],"Those":[96],"engaged":[97],"tertiary":[99,109],"education":[100,274],"interest":[104],"to":[105,133,305,308,541,560,617,660,674,710,757],"marketers":[106,754],"as":[107,417,495,504,506,708],"qualification":[110],"is":[111,725],"often":[112],"an":[113,568],"indication":[114],"higher":[116,121,273],"future":[117],"earning":[118],"potential,":[119],"social":[122],"status":[123],"within":[124,156],"community.":[126],"purpose":[128],"study":[131,205,246,442,672,747],"was":[132,285,349,424,530,539],"propose":[134],"test":[136],"model":[138,163,348,397,404,450,494,523,535,655,690],"possible":[141],"determinants":[142],"inhibitors":[144,195],"students\u201f":[148,228,557,595],"environment,":[155,186,565,702],"proposed":[162],"suggests":[164],"that":[165,207,235,367,455,627,666,717],"information":[166,208,456,581,733],"value,":[167,169,209,211,457,459,469,503,513,582,734,736],"entertainment":[168,210,458,583,735],"credibility,":[170,212,460,737],"self-brand":[171,213,461,500,544,628,738],"congruity":[172,462,501,629],"trust":[174,215,465,511,548,632,740],"predictors":[178],"attitude":[180,197,388,475,559,645,683,718],"while":[187],"invasiveness":[188,218,368],"advertisements":[190,220,232,370,390,412,599,613],"time":[192,222,372],"cost":[193,223,373],"environment.":[203,481,651],"hypothesised":[206,343,454,492],"congruity,":[214,739],"site,":[217],"impact":[224],"perceived":[229,468,575,596,603,744],"value":[230,386,584,597,604],"turn":[237],"directly":[238,466],"influence":[239,467,553,570,573,591,609,639],"Facebook.":[244,392,615,714],"followed":[247],"descriptive":[249],"design":[251],"using":[252,326],"single":[254],"cross-sectional":[255],"sample":[256,265],"self-administered":[259,321],"survey":[260],"questionnaire.":[261],"A":[262],"non-probability":[263],"convenience":[264],"450":[267],"students":[268,310],"enrolled":[269],"at":[270,291],"three":[271,293],"public":[272],"institutions":[275],"(HEIs)":[276],"Africa":[279],"located":[280],"Gauteng":[283],"Province":[284],"drawn":[286],"for":[287,753],"study.":[289],"Lecturers":[290],"HEIs":[294],"were":[295,318,324,514],"contacted":[296],"asked":[298],"if":[299],"they":[300],"would":[301],"allow":[302],"questionnaire":[304],"be":[306],"distributed":[307],"their":[309,572,761],"during":[311],"class.":[312],"Of":[313],"questionnaires":[315],"completed,":[316],"there":[317],"306":[319],"usable":[320],"questionnaires.":[322],"Data":[323],"analysed":[325],"exploratory":[327,354],"factor":[328,355,422],"analysis,":[329],"Pearson\u2019s":[330],"Product-Moment":[331],"correlation":[332,358,364],"analysis":[333,356,365,423],"structural":[335,449,493,534],"equation":[336],"modelling.":[337],"Before":[338],"testing":[339,688],"confirming":[341],"construct":[344],"paths,":[345],"measurement":[347,396,403,528],"developed":[350],"based":[351,524],"analysis.":[359],"results":[361,428],"showed":[366],"did":[374],"not":[375,517],"significant":[378,589,607,635],"relationship":[379],"with":[380],"two":[382,400],"endogenous":[383],"constructs":[384],"As":[393,519],"such,":[394,520],"excluded":[398],"these":[399],"constructs.":[401],"identified":[405],"seven":[406],"latent":[407],"variables":[408],"identifying":[409],"environment":[416,724],"seven-factor":[419,727],"structure.":[420],"Confirmatory":[421],"performed,":[425],"confirmed":[429],"existence":[431],"convergent":[433],"discriminant":[435],"validity.":[436],"measuring":[438],"scale":[439],"also":[443,748],"demonstrated":[444],"composite":[445],"reliability.":[446],"initial":[448],"(Structural":[451,536,656],"Model":[452,537,579,624,657,669],"A)":[453],"which,":[470],"turn,":[472],"influences":[473],"overall":[474,488,558,644,731],"Despite":[482],"fit":[484,489,661],"indices":[485],"indicating":[486],"acceptable,":[496],"path":[498,508],"well":[505],"negative":[515],"significant.":[518],"revised":[522,533,654],"original":[527],"framework":[529],"tested.":[531],"B)":[538,658],"tested":[540],"determine":[542],"whether":[543],"congruency":[545],"direct":[551,638],"positive":[552,590,608,636],"rather":[566],"than":[567,665],"indirect":[569],"via":[571],"value.":[576,745],"Structural":[578,623,668],"B,":[580],"credibility":[586],"Similar":[616],"findings":[619],"previous":[621],"studies,":[622],"B":[625],"revealed":[626],"student\u201f":[643],"Furthermore,":[652],"appears":[659],"data":[663],"better":[664],"B.":[670],"This":[671],"contributes":[673],"body":[676],"knowledge":[678],"area":[681],"by":[686],"empirically":[687],"Y\u201fs":[695],"ascertaining":[704],"which":[705],"act":[707],"antecedents":[709],"successful":[711],"It":[715],"suggested":[716],"structure":[728],"composed":[729],"attitude,":[732],"offers":[749],"recommendations":[750],"guidance":[752],"who":[755],"seek":[756],"incorporate":[758],"marketing":[762],"communication":[763],"mix.":[764]},"counts_by_year":[{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":1},{"year":2018,"cited_by_count":1},{"year":2014,"cited_by_count":1}],"updated_date":"2026-11-11T12:16:26.678958","created_date":"2016-06-24T00:00:00"}
