What is it about?
Facebook advertising was found to have a positive influence on the behavioural attitudes (intention-to-purchase and purchase) of Millennials who reside in South Africa. Various usage characteristics, log on duration and profile update incidence, as well as the demographic influence of ethnic orientation also resulted in more favourable perceptions of Facebook advertising. Hence, organisations and managers should be prepared to alter or adapt their Facebook advertising tactics accordingly when targeting the notoriously fickle Millennials.
Featured Image
Why is it important?
This paper also makes a noteworthy contribution to attitudinal research in emerging countries where there is a dearth of research in social media and Facebook advertising.
Perspectives
Many organisations hold the mistaken belief that they can simply establish a Facebook page and post content occasionally that will result in an incremental increase in sales. This investigation found that Facebook advertising only has a nominal positive influence on behavioural attitudes among Millennials. This study has assisted to reduce the aforementioned mandated academic-practitioner gap.
Dr Rodney Graeme Duffett
Cape Peninsula University of Technology
Read the Original
This page is a summary of: Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials, Internet Research, August 2015, Emerald,
DOI: 10.1108/intr-01-2014-0020.
You can read the full text:
Contributors
The following have contributed to this page
