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

Duffett, Rodney Graeme

doi:10.1108/intr-01-2014-0020

Cited by 264 publications

(233 citation statements)

References 55 publications

(88 reference statements)

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“…The study on advertisement suggests that attitude toward advertisement affect attitudes toward the brand and purchase intention (MacKenzie et al, 1986;Mitchell and Olson, 1981;Shimp, 1981). In another study results confirmed that advertising on Facebook has a positive influence on the intention-to-purchase (Duffett, 2015). It is also revealed that one in five Facebook users had purchased products as a result of advertisements (Reuters and Ipsos, 2012).…”

Section: Advertisementsupporting

confidence: 62%

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Kulshreshtha

Bajpai

Tripathi

2017

IJBFMI

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Abstract:The second highest population of consumers with different wants and preferences, India is a place where MNCs have ample opportunities to cater variety of products. The purpose of this paper is to examine the Indian consumers' decision making regarding consumer durable goods i.e., split air-conditioner on the basis of several factors like brand equity, price, advertisement type, celebrity, country-of-origin under multi cue situation. In this study, firstly the evaluation is made about the impact of perceived difference among brand equity, price, advertisement, celebrity endorsement and country of origin on product preference. Secondly the relative importance of these attributes is being determined using part-worth analysis. Five relevant research questions were framed and tested. An orthogonal design was used to develop different product profiles which respondents could evaluate.

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Section: Advertisementsupporting

confidence: 62%

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Kulshreshtha

Bajpai

Tripathi

2017

IJBFMI

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“…A previous study suggested that events or activities are important for the emergence of a brand community (McAlexander, Schouten, & Koenig, 2002), yet these require high consumer cost to participate in those events or activities (Shang et al, 2006). Gummerus et al (2012) defined economic benefit as monetary incentives such as coupon or discounts to encourage consumers to join brand page. In this regards, the economic benefit is a good reward for them.…”

Section: Engagement Behavior Discussion On Facebookmentioning

confidence: 99%

“…Moreover, the significance of brand community enhances the value of the brand, but there are few papers (Gummerus, Liljander, Weman, & Pihlström, 2012;Pihlstrom, 2012;Shi, Chen, & Chow, 2016) empirically discussing the specific engagement behaviors -Like, Comment and Share feature on Facebook, which are supposed to represent user's engagementperformed by Facebook users on this communication platform. This paper reviews relevant academic marketing literature in the brand community, then develops a conceptual framework and test proposed hypotheses.…”

Section: Introductionmentioning

confidence: 99%

“…A brand can reach a large number of potential segments with low promotional costs through enhanced virtual community (Flavián & Guinalíu, 2005), and subsequently produce a favorable outcome (Sotheara, Jing, & Yat, 2016). Previous studies defined brand community as non-geography with a shared identity, a sense of moral responsibility and commitment toward a brand (Flavián & Guinalíu, 2005;Muniz & O'guinn, 2001;Ouwersloot & Odekerken-Schröder, 2008), and/or connected to a product.…”

Section: Introductionmentioning

confidence: 99%

“…Engagement enhances consumer's attitudes toward brand and purchase intention (Duffett, 2015;T. Yang (2012)).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Virtual Community Engagement on Facebook Brand Page

Zhang

Sotheara

Virak

2016

JIBRM

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The behavior of consumers in virtual community varies according to the types of the community they feel belonged to. The study may not only be conducted to understand what drives consumers to participate in the virtual brand community but may also seek to understand how members could get themselves with the community. The finding indicates that hedonic benefit is the strongest stimulus, which links to higher engagement. Though economic motive and product learning are not found to have a significant effect on sharing and commenting behavior; they are considered inherent. From theoretical contribution, the papers also provide strategic marketing directions to promote virtual community engagement.

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Influence of Facebook Commercial Communications on Generation Z's Attitudes in South Africa

Duffett

2017

E J Info Sys Dev Countries

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The tremendous proliferation of social media (such as Facebook) has provided digital information and communications technology (ICT) platforms that enable Generation Z to instantaneously and uninterruptedly interactive one another and the rest of the globe. The primary aim of this research is to investigate the influence of Facebook commercial communications (FCC) on the hierarchy-of-effects model attitude stages amongst Generation Z, and to establish whether several usage (access, usage length, log-on rate, log-on duration and profile update incidence) and demographic (gender, age and population group) factors had an effect on the attitudinal responses. A survey was used to sample over 6 200 teenagers through structured self-administered questionnaires in South Africa (SA). A generalised linear model was utilised for the data analysis. This paper determined that FCC had a positive effect on cognitive, affective and behavioural attitudes amid South African adolescents, which is in correlation with the communications effects pyramid model. This study also makes a notable contribution to attitudinal discourse in emerging nations, where there is a paucity of research on FCC. South African organisations should consider implementing and/or adapting their FCC strategies based on the varying impact of usage and demographic factors, which were disclosed in this study, when targeting the increasingly profitable and technologically savvy, but unpredictable Generation Z.

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

Cited by 264 publications

References 55 publications

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Virtual Community Engagement on Facebook Brand Page

Influence of Facebook Commercial Communications on Generation Z's Attitudes in South Africa

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