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Factors influencing consumers’ intention to purchase products advertised on Facebook

Mert, Hasinat and Wan Jusoh, Wan Jamaliah (2018) Factors influencing consumers’ intention to purchase products advertised on Facebook. In: 2nd Asia International Multidisciplinary Conference (AIMC 2018), 12nd-13th May 2018, Kuala Lumpur. (Unpublished)

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Abstract

The aim of this study is to investigate the factors that influence consumers’ intention to purchase products advertised on Facebook. Facebook is a popular social media platform that is used by many including Malaysian. Users are also exposed to the numerous number of advertisements on Facebook. But what are the impact of Facebook advertising on users’ purchase intention? Therefore, based on the Theory of Reasoned Action, the relationship between attitude towards products advertised on Facebook, subjective norm and intention to purchase were examined. The study also investigated word of mouth and display advertising as antecedents to attitude. A total of 405 respondents participated in this study. SPSS and Smart-PLS were used to analyzed the data collected. Attitude and subjective norm, were found to be positive and significantly related to intention to purchase. For the antecedent of attitude, display advertising was positive and significant while word of mouth was found to be not significant. These findings should assist marketers selling and advertising on Facebook in developing better strategies and programs. They should understand that attitude is the most significant predictor of intention to purchase while display advertising greatly influence attitude towards products advertised on Facebook. The effect of family members and friends have a positive influence on individuals, especially in a collectivist society like Malaysia.

Item Type: Conference or Workshop Item (Plenary Papers)
Additional Information: 163/68450
Uncontrolled Keywords: Theory of Reasoned Action; Facebook advertising; Malaysia
Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Economics and Management Sciences > Department of Business Administration
Kulliyyah of Economics and Management Sciences
Depositing User: Dr Wan Jamaliah Wan Jusoh
Date Deposited: 12 Dec 2018 10:30
Last Modified: 12 Dec 2018 10:30
URI: http://irep.iium.edu.my/id/eprint/68450

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