The factors that influence the effectiveness of Facebook marketing : in a Singapore context

• Main Authors: Min, Zengyang, Sng, Cuixia, Bai, Lu
• Other Authors: Li Zhi-Feng, Michael
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Internet
• Online Access: http://hdl.handle.net/10356/44118
• Institution: Nanyang Technological University

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.