A Quantitative Analysis of Persuasion Resistance by Jordanian Youths: Persuasion Knowledge Model and Facebook Advertisements

This study investigates the activation of persuasion knowledge in young Jordanian adults when exposed to Facebook advertisements. Using the Persuasion Knowledge Model (PKM), the research found high likeability, interactivity, and trustworthiness of Facebook as a platform. Advertising on Facebook is acceptable, but persuasion knowledge is highly activated during exposure. Sponsored advertisements are the most popular, with rational and emotional appeals being highly regarded. Usefulness, features, and price are the most appealing rational elements, while sensational content is preferred for emotional appeals. The study confirms a positive relationship between persuasion knowledge and agent knowledge, and a negative relationship between agent knowledge and topic knowledge. This research is significant for local businesses and international brands, as it provides a reference for customization strategies.