Facebook Marketing Intelligence

D. Groothuis, Ton Spil, Robin Effing

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

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Abstract

Facebook 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.
Original languageEnglish
Title of host publicationProceedings of the 53rd Hawaii International Conference on System Sciences
Number of pages10
ISBN (Electronic)978-0-9981331-3-3
DOIs
Publication statusPublished - 7 Jan 2020
Event53rd Hawaii International Conference on System Sciences, HICSS 2020 - Grand Wailea, Maui, United States
Duration: 7 Jan 202010 Jan 2020
Conference number: 53

Conference

Conference53rd Hawaii International Conference on System Sciences, HICSS 2020
Abbreviated titleHICSS 2020
CountryUnited States
CityMaui
Period7/01/2010/01/20

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