Abstract:

The aim of this paper is to investigate various factors influencing students’ attitude towards banner ads on the social networking sites as well as the effectiveness of the ads. A total of 196 undergraduate students from a private university in Kuala Lumpur area participated in this study, yielding a response rate of 98%. Result of multiple regression show that entertainment, informativeness, frequency of exposure and credibility are positively related to students’ attitude towards banner ads and explained approximately 56% of the total variation in the dependent variable. As for the click-through rate, which is used to measure the effectiveness of the banner advertisement on the social networking websites shows that 74 of the respondents out of 150 clicked on the banner advertisements one to two times every 10 banners they seen. A total 17.6% click-through rate was achieved and was considered as high response.