A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers |
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Affiliation: | 1. Program of Business, Feng Chia University, 100 Wenhwa Rd., Seatwen, Taichung, Taiwan 40724;2. Department of International Trade, Feng Chia University, 100 Wenhwa Rd., Seatwen, Taichung, Taiwan 40724 |
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Abstract: | The present study aimed to examine the effectiveness of advertisements in enhancing consumers’ purchasing intention on Facebook in 2013. It is an applied study in terms of its goals, and a descriptive survey one in terms of methodology. The statistical population included all undergraduate students in Cypriot universities. An 11-item researcher-made questionnaire was used to compare and analyze the effectiveness of advertisements. Data analysis was carried out using SPSS17, the parametric statistical method of t-test, and the non-parametric Friedman test. The results of the study showed that Facebook advertising significantly affected brand image and brand equity, both of which factors contributed to a significant change in purchasing intention. |
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Keywords: | Facebook Social media Advertising Brand equity Brand image Purchase intention |
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