Facebook Marketing Intelligence

Daan Groothuis; Ton A.M. Spil; Robin  Effing

doi:10.24251/HICSS.2020.312

Facebook Marketing Intelligence

Daan Groothuis, Ton A.M. Spil, Robin Effing

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

6 Citations (Scopus)

103 Downloads (Pure)

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 language	English
Title of host publication	Proceedings of the 53rd Hawaii International Conference on System Sciences
Publisher	AIS Electronic Library (AISeL)
Number of pages	10
ISBN (Electronic)	978-0-9981331-3-3
DOIs	https://doi.org/10.24251/HICSS.2020.312
Publication status	Published - 7 Jan 2020
Event	53rd Hawaii International Conference on System Sciences, HICSS 2020 - Grand Wailea, Maui, United States Duration: 7 Jan 2020 → 10 Jan 2020 Conference number: 53

Conference

Conference	53rd Hawaii International Conference on System Sciences, HICSS 2020
Abbreviated title	HICSS 2020
Country/Territory	United States
City	Maui
Period	7/01/20 → 10/01/20

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10.24251/HICSS.2020.312Licence: CC BY-NC-ND

ArticleFinal published version, 447 KBLicence: CC BY-NC-ND

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@inproceedings{f42d5ffdb5884f5fafcc83ab0ef7afb3,

title = "Facebook Marketing Intelligence",

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.",

author = "Daan Groothuis and Spil, {Ton A.M.} and Robin Effing",

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doi = "10.24251/HICSS.2020.312",

language = "English",

booktitle = "Proceedings of the 53rd Hawaii International Conference on System Sciences",

publisher = "AIS Electronic Library (AISeL)",

note = "53rd Hawaii International Conference on System Sciences, HICSS 2020, HICSS 2020 ; Conference date: 07-01-2020 Through 10-01-2020",

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TY - GEN

T1 - Facebook Marketing Intelligence

AU - Groothuis, Daan

AU - Spil, Ton A.M.

AU - Effing, Robin

N1 - Conference code: 53

PY - 2020/1/7

Y1 - 2020/1/7

N2 - 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.

AB - 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.

U2 - 10.24251/HICSS.2020.312

DO - 10.24251/HICSS.2020.312

M3 - Conference contribution

BT - Proceedings of the 53rd Hawaii International Conference on System Sciences

PB - AIS Electronic Library (AISeL)

T2 - 53rd Hawaii International Conference on System Sciences, HICSS 2020

Y2 - 7 January 2020 through 10 January 2020

ER -

Facebook Marketing Intelligence

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