Facebook Marketing Intelligence

Simple item page
dc.contributor.authorGroothuis, Daan
dc.contributor.authorSpil, Ton
dc.contributor.authorEffing, Robin
dc.date.accessioned2020-01-04T07:40:51Z
dc.date.available2020-01-04T07:40:51Z
dc.date.issued2020-01-07
dc.description.abstractFacebook 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.extent10 pages
dc.identifier.doi10.24251/HICSS.2020.312
dc.identifier.isbn978-0-9981331-3-3
dc.identifier.urihttp://hdl.handle.net/10125/64054
dc.language.isoeng
dc.relation.ispartofProceedings of the 53rd Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectDecision Making in Online Social Networks
dc.subjectsocial media
dc.subjectdecision making
dc.subjectintelligence
dc.subjectmonitoring
dc.subjectdigital marketing
dc.titleFacebook Marketing Intelligence
dc.typeConference Paper
dc.type.dcmiText

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
0252.pdf
Size:
447.31 KB
Format:
Adobe Portable Document Format
Download

Collections

Decision Making in Online Social Networks