Sustainable Social Media Advertising as an Informatics-Enabled Service System: Evidence from Facebook Users in Vietnam

This study conceptualizes sustainable social media advertising as an informationintensive, informatics-enabled service system that facilitates value co-creation between firms and consumers.Drawing on service science and social media marketing literature, the research examines how informatics-driven service mechanisms embedded in Facebook advertising, namely perceived interaction, advertising avoidance, credibility, privacy management, informativeness, and entertainment, shape users' attitudes toward advertising and, subsequently, toward brands.These dimensions are interpreted not merely as promotional tactics, but as service system attributes that reflect data-driven targeting, information transparency, user control, and interactive service exchange within digital platforms.Survey data were collected from 368 Facebook users in Vietnam and analyzed using Structural Equation Modeling.The results show that perceived interaction, advertising avoidance, credibility, privacy, and informativeness significantly influence attitudes toward Facebook advertising, whereas entertainment has a negligible effect.Positive attitudes toward advertising, in turn, strongly enhance brand attitudes.The findings highlight the central role of informatics infrastructures, particularly privacy governance, information quality, and interactive data flows, in sustaining effective and trusted service exchanges in social media environments.By framing social media advertising as an informatics-enabled service system rather than a standalone communication activity, this study contributes to the literature by advancing understanding of how digital service design and information management support sustainable value creation.Practically, the results suggest that firms should prioritize transparent data use, privacy-respecting targeting, and interactive service features to improve long-term service performance and consumer trust in social media platforms.