A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers

Abstract

The present study aimed to examine the effectiveness of advertisements in enhancing consumers' purchasing intention on Facebook in 2013. It is an applied study in terms of its goals, and a descriptive survey one in terms of methodology. The statistical population included all undergraduate students in Cypriot universities. An 11-item researcher-made questionnaire was used to compare and analyze the effectiveness of advertisements. Data analysis was carried out using SPSS17, the parametric statistical method of t-test, and the non-parametric Friedman test. The results of the study showed that Facebook advertising significantly affected brand image and brand equity, both of which factors contributed to a significant change in purchasing intention. (C) 2015 Elsevier Ltd. All rights reserved.