Facebook advertising's influence on intention-to-purchase and purchase amongst Millennials

By Rodney Graeme Duffett. Internet Research, 2015

355 citations recorded by the source corpus.

Purpose – The purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South Africa (SA), and to determine whether various usage and demographic variables have an impact on intention-to-purchase and purchase perceptions. Design/methodology/approach – Quantitative research was conducted by means of a survey among a sample of over 3,500 respondents via self-administered structured questionnaires in SA. A generalised linear model was used to analyse the data. Findings – The results confirm that advertising on Facebook has a positive influence on the behavioural attitudes (intention-to-purchase and purchase) of Millennials who reside in SA. The 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. Research limitations/implications – Research on Facebook advertis...

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/91a6f8ad8b0ff9589df468bd3c6e99f3a358fd70

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Citations in the corpus

The effects of information cues on perceived legitimacy of companies that promote corporate social responsibility initiatives on social networking sites (2018, result): “Previous studies have shown that heuristic cues in SNS advertising affected both ASNSpage and PI (Duffett, 2015); therefore, we examined all.”
Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market (2021, background): “…my experience with the company’s products/services Purchase intention PI1 I look for information about products advertised on Facebook Ajzen (1991); Duffett (2015); Hsu and Lin (2015); Martins et al. (2019) PI2 I buy products/services advertised on Facebook PI3 My buying decisions/choices are…”
The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers (2020, background): “As discussed in prior text, several other studies [21,22,25,33,36,44,45,49,50,83] utilised Ducoffe’s [79] and Brackett and Carr’s [80] models to consider Aad regarding various online ICT conduits, which mainly included informativeness/knowledge (cognitive attitudinal responses), entertainment (affec”
Investigating the impact of social media advertising features on customer purchase intention (2018, background): “…both researchers’ and practitioners’ perspectives (i.e. Alalwan, Dwivedi, Rana, & Williams, 2016; Alalwan et al., 2017; Braojos-Gomez et al., 2015; Duffett, 2015; Jung, Shim, Jin, & Khang, 2016; Kamboj et al., 2018; Shareef et al., 2017; Shareef, Mukerji, Alryalat, Wright, & Dwivedi, 2018; Zhu…”
Social media in marketing: A review and analysis of the existing literature (2017, background): “These are very important aspects that should be considered in examining the role of such platforms on the customers’ attitudes, intention and behaviours as assured recently by Duffett (2015).”
Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction (2020, background): “Psychological factors such as motivation, perception, learning, beliefs and personality attitudes also play a significant role in the consumer decision-making process (Duffett, 2015).”