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AFFORDANCES AND OUTCOMES OF TARGETED FAST-FOOD ADVERTISING IN KUWAITI FACEBOOK
Alajmi, Ali
Alajmi, Ali
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Thesis/Dissertation
Date
2021
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Media Studies & Production
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http://dx.doi.org/10.34944/dspace/6459
Abstract
This thesis sought to investigate affordances and outcomes of targeted fast-food advertising inKuwaiti Facebook. Affordances as used here implies properties of Facebook advertising, which
show Facebook users actions they can take. This study contributes to understanding of how
Facebook advertising may impact dietary choices of Kuwaitis Facebook users, from fast foods
advertised on Facebook timelines. Facebook is a popular social site used by a high number of
consumer groups, and advertisers. Increasingly advertisers are using Facebook as a tool of
outreach, that they intend to use to convert potential consumers into buyers. Facebook advertising
is increasingly placing products conspicuously to potential users heightening probabilities of
contributing to some degree of targeted users. Facebook advertising applies algorithms that cluster
and send suitable ads to users of the platform. The advertising messages reach out to targets, deliver
message of product offerings, and increase chances of playing important decision-making roles of
users. The underlying technique used by Facebook advertising algorithms is priming. While social
media is a social networking site where people interact, algorithms infused in Facebook increase
presence relevant products to several Facebook users.
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