Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM

This purpose of this paper to is to discuss the phenomenon of social media advertising, and investigate the effectiveness of social media advertising on Malaysian Generation Y consumers. The framework as described in the study is adopted from the new model of website advertising effectiveness propos...

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Main Author:	Nik Muhammad Ismail, Karim
Format:	Thesis
Language:	eng eng
Published:	2015
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/5664/1/s813796_01.pdf https://etd.uum.edu.my/5664/2/s813796_02.pdf
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id	my-uum-etd.5664
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Md. Isa, Mohd. Azwardi
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Nik Muhammad Ismail, Karim Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM
description	This purpose of this paper to is to discuss the phenomenon of social media advertising, and investigate the effectiveness of social media advertising on Malaysian Generation Y consumers. The framework as described in the study is adopted from the new model of website advertising effectiveness proposed by a group of Macedonian researchers in 2009. The significance of this study is to illustrate the idea how businesses can strategize on how they can improve their advertisement on social media by improving purchase intention towards their products. For this purpose, the study was focused on advertising on one of the most popular social media platforms, namely Facebook, on Malaysian Generation Y consumers. They study embarked to find out the relationship between Facebook advertising attributes, Facebook page credibility, and communication towards purchase intention. A quantitative study was employed using questionnaire-based survey. The survey took place in Universiti Utara Malaysia, where it received participation from 200 respondents. Data gathered from the survey were analyzed with Pearson correlation coefficient, using SPSS 2, in order to test the hypothesis. The study found that Facebook advertising attributes, Facebook Page credibility and communication have positive relationships towards purchase intention. The study contributes on how businesses can strategize their advertisement on Facebook by putting emphasis on the factors that influences purchase intention.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Nik Muhammad Ismail, Karim
author_facet	Nik Muhammad Ismail, Karim
author_sort	Nik Muhammad Ismail, Karim
title	Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM
title_short	Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM
title_full	Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM
title_fullStr	Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM
title_full_unstemmed	Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM
title_sort	factors influencing purchase intention based on facebook advertising: a study on generation y consumers in uum
granting_institution	Universiti Utara Malaysia
granting_department	Ghazali Shafie Graduate School of Government
publishDate	2015
url	https://etd.uum.edu.my/5664/1/s813796_01.pdf https://etd.uum.edu.my/5664/2/s813796_02.pdf
_version_	1747827965140402176
spelling	my-uum-etd.56642021-04-04T08:07:32Z Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM 2015 Nik Muhammad Ismail, Karim Md. Isa, Mohd. Azwardi Ghazali Shafie Graduate School of Government Ghazali Shafie Graduate School of Government HF5415.33 Consumer Behavior. This purpose of this paper to is to discuss the phenomenon of social media advertising, and investigate the effectiveness of social media advertising on Malaysian Generation Y consumers. The framework as described in the study is adopted from the new model of website advertising effectiveness proposed by a group of Macedonian researchers in 2009. The significance of this study is to illustrate the idea how businesses can strategize on how they can improve their advertisement on social media by improving purchase intention towards their products. For this purpose, the study was focused on advertising on one of the most popular social media platforms, namely Facebook, on Malaysian Generation Y consumers. They study embarked to find out the relationship between Facebook advertising attributes, Facebook page credibility, and communication towards purchase intention. A quantitative study was employed using questionnaire-based survey. The survey took place in Universiti Utara Malaysia, where it received participation from 200 respondents. Data gathered from the survey were analyzed with Pearson correlation coefficient, using SPSS 2, in order to test the hypothesis. The study found that Facebook advertising attributes, Facebook Page credibility and communication have positive relationships towards purchase intention. The study contributes on how businesses can strategize their advertisement on Facebook by putting emphasis on the factors that influences purchase intention. 2015 Thesis https://etd.uum.edu.my/5664/ https://etd.uum.edu.my/5664/1/s813796_01.pdf text eng public https://etd.uum.edu.my/5664/2/s813796_02.pdf text eng public masters masters Universiti Utara Malaysia Agrawal, D. (1996). Effect of brand loyalty on advertising and trade promotions: A game theoretic analysis with empirical evidence. Marketing Science, 15, 86-108. Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 125-143. Baird, C. H., & Parasnis, G. (2011). From Social Media to Social Customer Relationship Management. Strategy & Leadership, 39, 30-37. Batra, R., & Ray, M. (1985). Affective response mediating acceptance of advertising. Journal of Consumer Research, 234-239. Baxter, P., & Jack, S. (2008). 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Factors influencing purchase intention based on facebook advertising: A study on generation Y consumers in UUM

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