User Intention to Click on Facebook Advertising: A Cross-national Comparison between Danish and Italian Students

Andrea Ballini

Student thesis: Master thesis


Facebook Advertising (FBA) brings in the near totality of the revenue of Facebook, the most important and profitable social networking website in the world. In addition, it has become an indispensable part of the marketing strategy for advertisers around the world. In spite of that, FBA is a relatively new technology and there is still little academic literature dedicated to it. In particular, there is a gap in the research as to how users’ approach towards FBA is attributable to national culture. This study is intended to take the first steps towards filling this gap by comparing samples of student population of two European countries, Denmark and Italy. The proposed model includes Hofstede’s dimensions of national culture in conjunction with the Technology Acceptance Model (TAM), and it was adapted from previous research about the cross-national acceptance of e-commerce. The main research question in about investigating the differences in the intention to click on FBA across the two countries. The answer is sought by analysing the Danish and Italian perspectives in light of a TAM-derived model including advertisement trust and Hofstede’s dimensions in a questionnaire distributed both online and in printed copies. The collected responses were gathered into a dataset for each country and the data was examined using multiple linear regression analysis. The results indicate that both for the Danish and the Italian datasets, trust in the FB platform (Platform Trust, PT) is a significant antecedent of trust in the ad itself (Ad Trust, AT). Perceived Ease of Use (PEU) though, emerges as a significant antecedent of AT only for the Danish dataset. For both countries, AT is the only significant antecedent of intention to click on FB Ads. Contrary to the expectations, the Hofstede cultural values did not show a significant influence on Click Intention. The compared means show that the Danish sample is more likely to click on FB Ads than the Italian sample.

EducationsMSc in Business Administration and E-business, (Graduate Programme) Final Thesis
Publication date2018
Number of pages76
SupervisorsAlexander Josiassen