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Facebook advertising’s influence on intention-to-purchase an

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by

ola Mohamed

on 25 June 2016

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Transcript of Facebook advertising’s influence on intention-to-purchase an

Introduction
Egyptian-Facebook
Purpose
Study and analyze the influence of behavioural attitudes towards the most popular social networking sites, Facebook, amongst Egyptians specifically Millennials.
Determine whether various usage, demographic variables, social class,..etc have an impact on intention to-purchase and purchase perceptions.

Design/ Methodology/ Approach
Quantitative research was conducted by means of a survey among a sample of 750 respondents via self-administered structured questionnaires.

Key Findings
Advertising on Facebook has a positive influence on the behavioural attitudes (intention-to-purchase and purchase) of Millennials residing in Egypt.
The usage characteristics resulted in more favourable perceptions of Facebook advertising.

Originality/Contribution/Novelty
This research endeavours to shed a light on an unexplored aspect, which is the possible effect of social class and educational level over the Facebook on the intention-to-purchase and purchase perceptions amongst Millennials in Egypt.
Abstract
2
Establish if usage factors, which include how Facebook is accessed, length of usage, log-on duration, log-on frequency, profile and status update incidences have an influence on Millennials’ intention-to-purchase and purchase perceptions of advertising on Facebook.
Research Questions
Facebook advertising’s influence
on intention-to-purchase and purchase amongst Millennials in Egypt

Supervised & Led By Prof. Mona Kadri
Done By:
Amira Khamis, Dina Kamal, Hossam Tawfik, Karim Fayed, Mariam Farouk and Ola Mohamed

Determine whether advertising on Facebook has an influence on the behavioral attitudinal component of Millennials in an emerging country such as Egypt.

Establish if usage factors, which include how Facebook is accessed, length of usage, log-on duration, log-on frequency, profile and status update incidences have an influence on Millennials’ intention-to-purchase and purchase perceptions of advertising on Facebook.

Determine if certain demographic factors have an impact on Millennials’ intention-to-purchase and purchase perceptions of Facebook advertising.
Research Questions
1
Determine whether advertising on Facebook has an influence on the behavioural attitudinal component of Millennials in an emerging country such as Egypt.
3
Determine if demographic factors (gender, age... etc.), social class and educational level have an impact on Millennials’ intention-to-purchase and purchase perceptions of Facebook advertising.
Research Questions
Problem Identification
Very few researches cover the Arab Countries.


Take a closer look at the effect of age and social class (reflected in income level) on the purchase and intention-to-purchase perception on Facebook.
Research Objectives / Statement
RQ 1
. Does Facebook advertising have an effect on intention-to-purchase among Egyptian Millennials?
RQ 2.
What impact does advertising on Facebook have on purchase amid Millennials in Egypt?
RQ3.
What influence do Egyptian Millennial usage variables have on intention-to-purchase owing to Facebook advertising?
RQ4
. Do usage characteristics of Millennials in Egypt have an impact on purchase as a result of Facebook advertising?
RQ5.
Do demographic factors have an effect on intention-to-purchase among Egyptian Millennials owing to Facebook advertising?
RQ6.
What effect do demographic variables have on purchases that are attributable to advertising on Facebook amongst Millennials in Egypt?
Literature Review
Millennials or “Generation Y”, people who are born between 1982 and 2000
Intimacy
Loyalty
Awareness
Social versus Traditional Mass Media
Advertising Effectiveness
Purchase Intention
Social Media in the Arab World
A Closer Look at Facebook in the Arab World

Literature Review – Arab World SNS
A Closer Look at Facebook in the Arab World


Literature Review – Egypt SNS
Research Design
Descriptive Research

Cross-section of the population

Reveals their behavioural attitudes towards Facebook advertising

Research Design
Quantitative Analysis
Sample In Details
Sample Description : Demographics
Sample Description :
Facebook Usage Characteristics
Results
Conclusion & Recommendations
The analysis indicates that Facebook advertising has a positive influence on intention-to-purchase and purchase among Millennials.

Research revealed that respondents falling in the age group 30-35 years showed highest intention-to-purchase levels.

The research revealed that advertising on Facebook was most effective with users who have started using Facebook for more than three years.

The research confirmed that users who updated their profiles on Facebook more frequently showed higher positive behavioural attitudes towards Facebook advertising.
Limitations (Potential Future Work)
The sample sized used is relatively small in comparison to the population.

The research focused only on one SNS (Facebook) in Egypt, whereas other social media are expected to emerge strongly in the near future.

Finally, our research did not tackle the aspect of the advertisement itself, including the effect of word-of-mouth (WOM) advertising campaigns on inducing brand awareness as covered in other researches (highlighted in the literature review section).
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