Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/64054

Facebook Marketing Intelligence

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Title:Facebook Marketing Intelligence
Authors:Groothuis, Daan
Spil, Ton
Effing, Robin
Keywords:Decision Making in Online Social Networks
social media
decision making
intelligence
monitoring
show 1 moredigital marketing
show less
Date Issued:07 Jan 2020
Abstract:Facebook marketing is becoming an increasingly important tool for companies to influence consumer decision-making. However, there is currently little empirical knowledge about the extent of influence of Facebook marketing on the decision-making process of consumers. This study contributes to these gaps in the literature and investigates the influence of Facebook marketing activities on the decision-making process of consumers. The theory revealed four Facebook marketing activities that affected the first two phases of the decision-making process. These Facebook marketing activities were advertisements, recommend/share, likes and reviews. Whether they actually had an impact has been tested with the help of survey among 112 respondents. The results of the regression analysis showed that all four Facebook marketing activities had a positive influence on the decision-making process.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/64054
ISBN:978-0-9981331-3-3
DOI:10.24251/HICSS.2020.312
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Decision Making in Online Social Networks


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