The Influence of Facebook Ads on Consumer Purchasing Decisions A Study Of University Of Ghana Students
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Date
2017-10
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University of Ghana
Abstract
This study investigated the influence of Facebook ads on consumer purchasing decisions. This
study employed an explanatory research design to explain the cause-and-effect relationship among
Facebook users, their attitudes towards Facebook ads and their purchasing decisions. The study
sampled 200 resident students who are Facebook users from University of Ghana (UG). Results
of the findings revealed that UG students who are Facebook addicts had positive attitudes towards
Facebook ads. Again, the research discovered that, attitude towards Facebook adverts significantly
influences consumers purchase decisions. The effect of these findings suggests that marketing
communicators should step up in crafting their Facebook adverts in an attractive manner so as to
entice people to watch their ads.
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Keywords
consumer, purchasing, Facebook, addicts, University of Ghana, decisions