Facebook from socializing to advertising.

Azer, Jaylan

Abstract

This research aims to investigate if Facebook has a significant effect as a tool of advertising in Egypt and to present to marketers practical trends to use in order to close this gap of the missing formula. Quantitative approach based on an online survey of 400 Facebook users from Cairo and Alexandria governorates was used in this work. To achieve the research objectives, descriptive analysis was used to test the data, factor analysis was used to reduce the variables, and regression analysis was used to test the proposed hypotheses. The results demonstrate that Facebook has a consumption stimulation effect. The findings are limited to only two governorates in Egypt. The research findings give ideas about how firms can utilize Facebook communities to enhance their advertising campaigns using the consumption stimulation effect. Based on the reviewed literature approached Facebook, no other research managed to find the consumption stimulation as an effect of Facebook.

• Journal Article Type: Article
• Acceptance Date: Aug 17, 2015
• Online Publication Date: Dec 28, 2015
• Publication Date: Dec 28, 2015
• Deposit Date: Apr 24, 2018
• Publicly Available Date: Apr 24, 2018
• Journal: African Journal of Business Management
• Print ISSN: 1993-8233
• Peer Reviewed: Peer Reviewed
• Volume: 9
• Issue: 24
• Pages: 796-813
• DOI: https://doi.org/10.5897/ajbm2015.7866
• Keywords: Strategy and Management; Economics and Econometrics; Business and International Management; Finance
• Public URL: http://researchrepository.napier.ac.uk/Output/1127201
• Contract Date: Apr 24, 2018