SOCIAL NETWORK ADVERTISEMENTS AND PURCHASE INTENTIONS: A CASE OF MOBILE FACEBOOK USERS IN PAKISTAN
Journal Title: Academic Research International - Year 2017, Vol 8, Issue 1
Abstract
The basic purpose of this research study was to analyze the relationship of mobile Facebook homepage impressions, social impressions and organic impressions with purchase intentions of mobile users. The researchers applied an ‘Analytical Research Design’ to determine the strength of relationships between independent and dependent variables by engaging a total number of 1152 respondents from Karachi, Lahore, Rawalpindi/Islamabad in Pakistan. It is found in the study that there is positive and significant association of homepage impressions, social impressions, and organic impressions with purchase intentions of mobile Facebook users. Firstly there is a tendency of rapid changes in Facebook page composition and format of the ads thereon. Undoubtedly, more sophisticated methods will be used by the advertisers for posting ads on Facebook. Secondly, peer influence may have impact on the effectiveness of ads on Facebook which needs to be checked. Thirdly, all types of social network advertisements on Facebook have different effect on purchase intentions; so a comparison of effectiveness of three types of web version and mobile version Facebook advertisements is needed to distinguish between them.
Authors and Affiliations
Tayyab Yaqoob Qazi, Seiichi Ohtaki, Muhammad Munir
Keywords
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