Trust in Facebook Ads: a Cross-national Prospective

Abstract

This research paper aims to make a cross-national study about trust in Facebook ads (FB-ads) and Traditional Media ads (TM-ads), according to a sample of audiences from Egypt (EG) and Saudi Arabia (SA). The research based on an e-questionnaire, which was prepared after reviewing a number of literatures and semi-structured interviews. The validity of survey instrument and the reliability of the gathering data were tested. The questionnaire was prepared to explore the opinions of Facebook users from EG & SA. Data were collected through, “Facebook” & “Google Drive”. In total 812 respondents responded to the questionnaire, after canceling unsuitable cases. This total includes 428 Egyptians and 384 Saudis. It provides useful information for advertisers about impacts of Gender, Age and Education on the trust in FB-ads & TM-ads, according to Egyptians & Saudis. The paper offers new areas for future research.

Keywords – Advertising, Trust, Facebook, Social Networks, Traditional Media, Egypt, Saudi Arabia