This study developed a theoretical model to investigate the influences of Credibility, Informativeness, Entertainment, and Personalization on Facebook advertising value and attitude toward it, leading to an effect on purchase intention. Four hundred valid samples were collected via an online survey. Data were analyzed using Structural Equation Modelling (SEM). The results suggested that, firstly, credibility, informativeness, entertainment, and personalization positively impact Facebook advertising value and attitude toward Facebook advertising. Secondly, this study combined the dimension of advertising value and attitude toward adverts and their simultaneous consequences on purchasing intention. The results show that the attitude towards advertising has a more significant influence than the advertising value. Finally, the study found the differences in attitude toward Facebook advertising and assessment of Facebook advertising value of Gen Z in Vietnam between demographic groups. The findings extend the literature on Facebook advertising and its impact on purchase intention. The study also provides theoretical and practical implications about how firms and marketer reach their potential Gen Z customers in Vietnam through Facebook advertising.

CHAPTER 1: INTRODUCTION .......................................................................... 1
1.1 Research background ......................................................................................... 1
1.1.1 Facebook’s Global Development ............................................................. 1
1.1.2 Vietnamese Facebook’s users ....................................................................2
1.2 Research motivation ............................................................................................ 3
1.2.1 Theoretical gap .................................................................................................. 3
1.2.2 Research motives .............................................................................................. 4
1.3 Research questions .............................................................................................. 4
1.4 Research objectives............................................................................................... 4
1.5 Research Procedure.............................................................................................. 5
CHAPTER 2: LITERATURE REVIEW .......................................................................... 7
2.1 Facebook advertisement .................................................................................... 7
2.1.1 Advertisement ..................................................................................................... 7
2.1.2 Facebook advertising ....................................................................................... 7
2.1.3 Facebook advertising functions ................................................................... 8
2.2 Consumer behavior ............................................................................................. 11
2.3 Purchase intention ............................................................................................... 12
2.4 Theoretical foundation models ...................................................................... 13
2.4.1 Models about behavioral intention............................................................ 13
2.4.2 The model of advertising value.................................................................... 15
Chapter 3 METHODOLOGY ..................................................................................... 17
3.1 Research framework ............................................................................................ 17
3.2 Hypothesis development .................................................................................. 18
3.2.1 Credibility affects advertising value and attitude toward Facebook advertising ............................................................................................................................................. 18
3.2.2 Informativeness affects advertising value and attitude toward Facebook advertising ............................................................................................................................................. 18
3.2.3 Entertainment affects advertising value and attitude toward Facebook advertising ............................................................................................................................................. 19
3.2.4 Personalization affect advertising value and Attitude toward Facebook advertising .............................................................................................................................................. 20
3.2.5 Advertising value affect purchase intention ............................................ 21
3.2.6 Attitude toward Facebook advertising affect purchase intention ..... 21
3.3 Sampling design and data collection ............................................................... 25
3.3.1 Determine sample size ....................................................................................... 25
3.3.2 Data collection ...................................................................................................... 27
3.4 Statistical analysis technique .............................................................................. 28
3.4.1 Descriptive Statistical Analysis ........................................................................ 28
3.4.2 Reliability and Validity Analysis ....................................................................... 28
3.4.3 Structural Equation Model (SEM Model) .................................................... 29
Chapter 4 DATA ANALYSIS .......................................................................................... 31
4.1 Data collection .......................................................................................................... 31
4.2 Descriptive Statistics................................................................................................. 31
4.2.1 Sample Structure ................................................................................................... 31
4.2.2 Descriptive statistics about the Facebook usage behavior ................... 33
4.3 Validity and Reliability Analysis ............................................................................ 34
4.3.1 Cronbach's Alpha Test .......................................................................................... 34
4.3.2 Exploratory Factor Analysis ................................................................................ 36
4.3.3 Confirmatory Factor Analysis.............................................................................. 41
4.4 Structural Model Estimation and Hypothesis testing .................................. 44
4.5 One Sample t-test and Independent test ......................................................... 47
4.5.1 Test for Purchase Intention ................................................................................. 47
4.5.2 Test for Advertising Value ................................................................................... 50
4.5.3 Test for Attitude toward Facebook advertising ........................................... 53
Chapter 5 CONCLUSION AND SUGGESTIONS ...................................................... 57
5.1 Conclusion .................................................................................................................... 57
5.1.1 Model Fit ................................................................................................................... 57
5.1.2 Examination of Research Hypotheses ........................................................... 57
5.2 Research and Managerial Implications ............................................................ 58
5.2.1 Research Implications ......................................................................................... 58
5.2.2 Managerial Implications ..................................................................................... 59
5.3 Research Limitations .............................................................................................. 60
5.4 Suggestions for Future Research ....................................................................... 60
References .......................................................................................................................... 63
Appendix 1. Questionnaire ............................................................................................ 70
Appendix 2. Questionnaire in Vietnamese ............................................................. 73

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