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Facebook Marketing Intelligence

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Item Summary Groothuis, Daan Spil, Ton Effing, Robin 2020-01-04T07:40:51Z 2020-01-04T07:40:51Z 2020-01-07
dc.identifier.isbn 978-0-9981331-3-3
dc.description.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.
dc.format.extent 10 pages
dc.language.iso eng
dc.relation.ispartof Proceedings of the 53rd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subject Decision Making in Online Social Networks
dc.subject social media
dc.subject decision making
dc.subject intelligence
dc.subject monitoring
dc.subject digital marketing
dc.title Facebook Marketing Intelligence
dc.type Conference Paper
dc.type.dcmi Text
dc.identifier.doi 10.24251/HICSS.2020.312
Appears in Collections: Decision Making in Online Social Networks

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