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Facebook from socializing to advertising.

Azer, Jaylan


Jaylan Azer


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
Keywords Strategy and Management; Economics and Econometrics; Business and International Management; Finance
Public URL
Contract Date Apr 24, 2018


Facebook From Socialising To Advertising (561 Kb)

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Copyright © 2018 Author(s) retain the copyright of this article.

This article is published under the terms of the Creative Commons Attribution License 4.0

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