Measuring the effectiveness of the Facebook content orientations of chosen social enterprises

• Main Authors: Camara, Cara Margarita E., Lim, Razel L., Natanauan, Francis Luigi S., Pascual, Jason Emmanuel S.
• Format: text
• Language: English
• Published: Animo Repository 2018
• Subjects: Internet marketing; Internet advertising; Social media; Business enterprises > Computer networks
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/7996
• Institution: De La Salle University

This study focused on discovering which among the seven Facebook content orientations adapted from Camara et al. (2017) is the most effective in eliciting a positive attitude toward the message, eliciting a positive attitude toward the brand, increasing the likelihood to purchase products, and incre...