Abstract:
Facebook, a social media platform, has evolved as an advertising channel for many brands. It
has become vital for businesses to have presence on this large audience platform to ensure
success. Having become a part of our lives, Facebook serves advertisers the ultimate
opportunity to target the audience with enticing advertising messages. This paper suggests an
advertising model that combines personalization, flow theory and advertising value to
understand the factors in Facebook ads that help in the formation of consumer purchase
intention. The results demonstrate that consumer purchase intention is increased by
advertising value and How experience. Advertising value and flow experience are positively
associated with informativeness, credibility, entertainment and incentives, while, and
negatively associated with irritation. Personalization has a positive relationship with
informativeness, entertainment and credibility while a negative association with irritation.
This study is intended towards helping advertisers understand the factors for effective
advertising, so they can incorporate those factors in Facebook advertisements to create much
effective ads.
