Perceptions of effective facebook advertising and its relation to consumers' decision to buy.

The objective of this study is to examine the perception of consumers based on the Six-factor Facets Model of Effect and social factors toward the effectiveness of Facebook advertising and its relation to their decision to buy. As a result, seven (7) hypotheses were developed. A total of 500 ques...

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Main Author:	Wong, Lily
Format:	Thesis
Language:	English
Published:	2013
Subjects:	H Social Sciences (General)
Online Access:	http://ir.unimas.my/id/eprint/9379/2/Lily%28fulltext%29.pdf
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id	my-unimas-ir.9379
record_format	uketd_dc
spelling	my-unimas-ir.93792023-05-18T07:55:24Z Perceptions of effective facebook advertising and its relation to consumers' decision to buy. 2013 Wong, Lily H Social Sciences (General) The objective of this study is to examine the perception of consumers based on the Six-factor Facets Model of Effect and social factors toward the effectiveness of Facebook advertising and its relation to their decision to buy. As a result, seven (7) hypotheses were developed. A total of 500 questionnaires have been distributed to students of Universiti Malaysia Sarawak (UNIMAS) and 463 questionnaires have been successfully collected and analysed using Pearson correlation and simple linear regression The results have supported all seven (7) hypotheses. In conclusion, this study has confirmed that consumers' response toward Facebook advertising and effect of their social factors have significant impacted on their decision to buy. Nevertheless, this study demonstrated that a persuasive advertising message via Facebook and influence of social factors are the strongest determinants on consumer's decision to buy. Universiti Malaysia Sarawak, (UNIMAS) 2013 Thesis http://ir.unimas.my/id/eprint/9379/ http://ir.unimas.my/id/eprint/9379/2/Lily%28fulltext%29.pdf text en validuser masters Universiti Malaysia Sarawak, (UNIMAS) Faculty of Economics and Business
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
language	English
topic	H Social Sciences (General)
spellingShingle	H Social Sciences (General) Wong, Lily Perceptions of effective facebook advertising and its relation to consumers' decision to buy.
description	The objective of this study is to examine the perception of consumers based on the Six-factor Facets Model of Effect and social factors toward the effectiveness of Facebook advertising and its relation to their decision to buy. As a result, seven (7) hypotheses were developed. A total of 500 questionnaires have been distributed to students of Universiti Malaysia Sarawak (UNIMAS) and 463 questionnaires have been successfully collected and analysed using Pearson correlation and simple linear regression The results have supported all seven (7) hypotheses. In conclusion, this study has confirmed that consumers' response toward Facebook advertising and effect of their social factors have significant impacted on their decision to buy. Nevertheless, this study demonstrated that a persuasive advertising message via Facebook and influence of social factors are the strongest determinants on consumer's decision to buy.
format	Thesis
qualification_level	Master's degree
author	Wong, Lily
author_facet	Wong, Lily
author_sort	Wong, Lily
title	Perceptions of effective facebook advertising and its relation to consumers' decision to buy.
title_short	Perceptions of effective facebook advertising and its relation to consumers' decision to buy.
title_full	Perceptions of effective facebook advertising and its relation to consumers' decision to buy.
title_fullStr	Perceptions of effective facebook advertising and its relation to consumers' decision to buy.
title_full_unstemmed	Perceptions of effective facebook advertising and its relation to consumers' decision to buy.
title_sort	perceptions of effective facebook advertising and its relation to consumers' decision to buy.
granting_institution	Universiti Malaysia Sarawak, (UNIMAS)
granting_department	Faculty of Economics and Business
publishDate	2013
url	http://ir.unimas.my/id/eprint/9379/2/Lily%28fulltext%29.pdf
_version_	1783728052739506176

Perceptions of effective facebook advertising and its relation to consumers' decision to buy.

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