The Effectiveness of Facebook Advertisements on Purchase Intention of Customers in Malaysia
Keywords:
Facebook Advertisement, Activity, Brand Loyalty, EWOM, Purchase intentionAbstract
The purpose of this empirical study is to examine the effectiveness of Facebook advertisement on enhancing consumer purchase intention. Facebook, as a social networking site, has become very popular among the people of all ages around the world. Facebook advertising is becoming very popular as it can reach to the mass people as a medium of social sites. The study is hopefully help Facebook stakeholder provide their customers with more customized messages and offer rewards and promotions to encourage them for exposing their products and services.
References
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Chen, Y. H., Hsu, I. C., & Lin, C. C. (2010). Website attributes that increase consumer purchase in tention: A conjoint analysis. Journal of business research, 63(9-10), 1007-1014.
Cheung, C. M., & Thadani, D. R. (2010). The Effectiveness of Electronic Word-of-Mouth Communi cation: A Literature Analysis. Bled eConference, 23, 329-345.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
Debatin, B., Lovejoy, J. P., Horn, A.-K. & Hughes, B. N. (2009), "Facebook and online privacy: Atti tudes, behaviors, and unintended consequences". Journal of Computer Mediated Communica tion, vol. 15, no. 1, pp. 83-108.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Falls, J. (2009). Public relations pros must be social media ready. Social Media Explorer. Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management.
Jones, T., & Taylor, S. F. (2007). The conceptual domain of service loyalty: how many dimen sions? Journal of services marketing.
Kabiraj, S., & Shanmugan, J. (2011). Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective. Journal of Brand Management, 18(4-5), 285-299.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priori ties. Marketing science, 25(6), 740-759.
Lee, J., & Kim, J. K. (2011). The impact of online brand community type on consumer’s community engagement behaviors: Consumer-created vs marketer created online brand community in SNW. Cyberpsychology, Behavior and Social Networking, 14(1), 59–63.
Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM) How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473-499.
Miniard, P. W., & Cohen, J. B. (1983). Modeling personal and normative influences on behavior. Jour nal of Consumer Research, 10(2), 169-180.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4_suppl1), 33-44.
Poynter, R. (2008), "Facebook: the future of networking with customers". International Journal of Market Research, vol. 50, no. 1, pp. 11-12.
Smock, A. D., Ellison, N. B., Lampe, C., & Wohn, D. Y. (2011). Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in Human Behavior, 27(6), 2322– 2329.
Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on con sumer consideration. Tourism management, 30(1), 123-127.
Viswanath, B., Mislove, A., Cha, M. & Gummadi, K. P. (2009), On the evolution of user interaction in Facebook. Proceedings of the 2nd ACM workshop on Online social networks. Barcelona, Spain, ACM, pp. 37-42.
Mahmud 2020 (SAJSSH) Vol. 1, Issue 1, pp. 97-104
Wu, P. C., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1), 30-39.
Xu, Q. (2014). Should I trust him? The effects of reviewer profile characteristics on eWOM credibil ity. Computers in Human Behavior, 33, 136-144.
Yayli, A. Bayram. (2012). eWOM: The effects of online consumer reviews on purchasing decisions of electronic goods. International Journal of Internet marketing and Advertising, 52-61.
Ye, Q., Law, R., Gu, B., 2009. The impact of online user reviews on hotel room sales. IJHM 28, 180– 182.
Zhu, F. & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74, (2), 133–148.
Zubcsek, P. P., Katona, Z., & Sarvary, M. (2017). Predicting mobile advertising response using con sumer colocation networks. Journal of Marketing, 81(4), 109-126.
Wu, PCS. & Wang, Y. 2011. The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4): 448-472.
Abzari, M., Ghassemi, R. A., & Vosta, L. N. (2014). Analysing the effect of social media on brand attitude and purchase intention: The case of Iran Khodro Company. Procedia-Social and Be havioral Sciences, 143, 822-826.
Wu, S. I., & Lo, C. L. (2009). The influence of core‐brand attitude and consumer perception on pur chase intention towards extended product. Asia Pacific Journal of Marketing and Logistics.
Tang, Z., Luo, J., & Xiao, J. (2011). Antecedents of intention to purchase mass customized prod ucts. Journal of Product & Brand Management.
Downloads
Published
Issue
Section
License
Copyright (c) 2022 South Asian Journal of Social Science and Humanities
This work is licensed under a Creative Commons Attribution 4.0 International License.
