The results of Chu (2011) suggest that users’ attitude towards the platform at large is a good indicator of their attitude towards its content and is good news for advertisers. Thus, the more interactive and enjoyable features Facebook creates, the more users will develop a positive attitude towards Facebook in general but also towards advertising on Facebook.
Users are more likely to accept and rely on the information that matches the social context of the platform and resembles social post. In order to ensure that a positive attitude is maintained towards advertising, it must be delivered in a way that is not overwhelming or intrusive to the users in a space that they consider social, yet intimate and private.
It is therefore recommended that social media marketers focus on improving attitudes towards Facebook advertising and optimising Facebook advertisements to increase engagement with this form of advertising, as by increasing engagement with specific Facebook advertisements, social media marketers could infuence ‘Friendvertising’ in order to infuence and change subjective norms towards Facebook advertising.
