Azisah, Afiq and Aqsa, Muhammad and Rahmawati, Rahmawati IMPACT OF SOCIAL MEDIA ADVERTISING EXPOSURE AND PRIVACY PERCEPTIONS ON STUDENTS' ATTITUDES. IMPACT OF SOCIAL MEDIA ADVERTISING EXPOSURE AND PRIVACY PERCEPTIONS ON STUDENTS' ATTITUDES, 6 (1). pp. 545-558. ISSN 2721-2971
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Abstract
Purpose: This study aims to determine how exposure to social media advertising influences students' perceptions and attitudes toward privacy, and how these two factors are interrelated. Methodology: A quantitative approach was used through a questionnaire survey administered to 100 students in the Management Study Program at the University of Muhammadiyah Palopo. The variables analyzed include exposure to social media advertising, perceptions of privacy, and students' attitudes toward advertising on social media. Data were analyzed using statistical techniques with the support of the SmartPLS software. Results: The analysis revealed that exposure to social media advertising has a positive but statistically insignificant effect on students' attitudes. In contrast, perceptions of privacy were found to have a significant positive influence on students' attitudes. Findings: The study also identified a very strong relationship between advertising exposure and privacy perception, as reflected in an R-squared value of 0.865. This indicates that students' privacy perceptions act as a critical moderating factor in shaping attitudes toward social media advertising. Novelty: Combining the effects of advertising and perceptions of privacy on student attitudes simultaneously is a rarely researched combination. Originality: Shows that privacy is more influential than advertising in shaping students' attitudes towards social media advertising. Conclusion: While direct exposure to social media advertising alone may not significantly influence student attitudes, students’ perceptions of privacy play a vital role in shaping their responses. Marketers and educators should therefore consider privacy concerns when designing digital advertising strategies. Type of Paper: Research Paper.
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| Uncontrolled Keywords: | Social media advertising exposure; privancy perception; attitude. | |||||||||
| Subjects: | L Education > LB Theory and practice of education L Education > LC Special aspects of education |
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| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen | |||||||||
| Depositing User: | Afiq Azisah | |||||||||
| Date Deposited: | 04 Jul 2025 06:56 | |||||||||
| Last Modified: | 04 Jul 2025 06:56 | |||||||||
| URI: | http://repository.umpalopo.ac.id/id/eprint/5627 |
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