AFFORDANCES AND OUTCOMES OF TARGETED FAST-FOOD ADVERTISING IN KUWAITI FACEBOOK

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.