The factors that influence the effectiveness of Facebook marketing : in a Singapore context
With increasing hype placed on social networking platforms in recent years, online marketing on these platforms is fast becoming an important element in advertisers’ marketing strategies. One such online advertising medium that is growing in popularity is Facebook. In view of the expanding...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2011
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/44118 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | With increasing hype placed on social networking platforms in recent years, online marketing on
these platforms is fast becoming an important element in advertisers’ marketing strategies. One
such online advertising medium that is growing in popularity is Facebook. In view of the
expanding advertisement budget spent on this medium, we will look to examine the effectiveness
of the various Facebook applications for marketers and whether Facebook marketing can be
suitable for them.
Research for this medium will be the first of its kind, as to date no prior research has been done.
In this study, we will investigate the effectiveness (as well as the difference in their individual
effectiveness) of Facebook marketing applications on the users’ engagement and purchase
intention. In addition, we will investigate if a product’s brand awareness will influence Facebook
user’s engagement and purchase intention.
An understanding of Facebook marketing effectiveness and its marketing suitability to a brand
would allow advertisers to understand if the current trend of advertising through Facebook is truly
effective and worth spending on. |
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