The ubiquitous role of technology in the lives of Generation (Gen) Y consumers is commonly
recognized in scholarly circles, as well as the pervasive use of interactive and social media
among younger consumers, which is significant for marketers from an advertising
perspective. Widespread usage of social media such as Facebook is generating billions of
dollars in advertising revenue, however, little is known about the attitudes of consumers
towards advertising on this conduit in developing countries, especially in terms of the effect
of various usage characteristics and demographic factors. This study investigates the
influence of Facebook advertising on affective attitudes amongst Gen Y in South Africa
(SA). The findings of the inquiry revealed a generally positive predisposition towards
Facebook advertising vis-à-vis affective attitudes, which makes a noteworthy contribution to
the limited social media research on hierarchy response theory in developing countries. This
investigation should also assist companies and their brands to understand what makes Gen Y
like and develop a preference for their products that are promoted on Facebook, as well as the
impact of various usage and demographics variables, thereby abetting the development and
implementation of more effective marketing communications on this vast digital interactive
medium in South Africa.