Academic journal article International Journal of Marketing Studies

The Extent of Facebook Users' Interest in the Advertising Messages

Academic journal article International Journal of Marketing Studies

The Extent of Facebook Users' Interest in the Advertising Messages

Article excerpt

Abstract

Social network websites are used by most people nowadays. Out of these websites, Facebook in particular is widely used in commercial promotion, specifically due to the high availability of its advertising messages.

These advertising messages are intended to promote products and services of companies using those websites. This study aims to identify the extent to which Facebook users are interested in the advertising messages published via this website, in addition to trying to identify the effect of these messages on users` purchasing willingness, and how users evaluate Facebook as a medium of advertising. In order to achieve said aims, five hypotheses were formulated, tested, and dully validated.

To achieve the above mentioned objectives the research designed a self administered questionnaire which was sent to sample via Facebook for a period of one month. 384 respondents filled up the questionnaire out of which only 320 questionnaires were usable for the present study, which represent 83% of the overall number of questionnaires. Later on, the data was statistically analyzed through Gronpach's alpha, and one-sample t-test.

The main conclusion of present study is that the interest of Facebook users in advertising messages is very high. This induces users to purchase products promoted via Facebook as those messages are seen as very credible.

Keywords: Facebook, Users, Advertising message, Social network

1. Introduction

All companies aim to promote their products by posting information about them through advertising messages which are considered by marketers to be one of the most important and dependable ways to urge and convince customers to purchase products.

Disseminating advertising messages is done through adopting available communication means (traditional and modern) including the internet. Facebook is considered to be one of the modern means that has great popularity, as Facebook users are wide-spread in a vast geographic area in all countries, so marketers adopted advertising via Facebook as one of the modern advertising means to distribute messages regarding their products.

Facebook is one of the largest social networks on the internet, (Daniel 2008), it achieved remarkable growth as one of the world's leading social networking sites (SNSs). (Zuckerberg M. 2010). Facebook was launched by Mark Zuckerberg on February 4, 2004 as a Harvard sophomore. It was initially called "thefacebook.com", six years later; the site has become one of the biggest websites in the world, visited by 400 million people a month. (www.businessinsider.com)

(Chris W. 2007) indicates that the site which was designed by Mark Zuckerberg enabled the students to exchange news, photos, opinions and information, the spread of the popularity of the site among the students of Harvard university was the result of Zuckerberg's publication of images of university students and asking visitors to vote on them, this attracted the students to visit the site to view the images..

The success of the site encouraged Zuckerberg to develop it further and make it available to all who wished to use it in the United States and other countries around the world, (Eldon E.2008) points out that this move has produced a big leap in the number of the users of the site which reached more than 600 million users in 2008. Users post an overview of their personal lives, they communicate with their friends, form groups, exchange messages, images, ideas and information on politics, business and social life, and view advertising messages, celebrity news, and other news.

An additional contributing factor to the increase in the number of users was young people in developing countries perpetuating this site as a fundamental starting point to unify ideas and activities, cultural and political. This vertiginous success and growth is a result of it meeting the global demand for an integrative online social space. …

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