The Influence of Facebook Ads on Consumer Purchasing Decisions A Study Of University Of Ghana Students

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.