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Title: Demographic influences on the effect of facebook advertising on liking amongst young adults: A study at College of Cape Town
Authors: Robertson, LS 
Goodwin, S 
Duffett, Rodney 
Issue Date: 2013
Abstract: Many companies have jumped on the social media bandwagon just because it is seen as an avenue to reach millions of people in one place, at the same time (Goldstuck, 2012). The latter statement is true but what does it mean for those brands? How efficient is Facebook advertising? It is therefore, the main objectives is to discover the influence of adolescents’ feelings towards Facebook advertising, to reveal if Facebook advertising promotes liking and finally, to discover whether consumer demographic characteristics has an impact on liking brands advertised in Facebook. The research is of paradigmatic perspective and empirical-positivism paradigms are made use of. The research utilised the survey method, where 372 questionnaires were completed by students at the College of Cape Town and captured in SPSS for further analysis. The focus of the research was to discover if demographical influences (age, race and gender) influence the way consumers respond to brands they are exposed to via the Social network website. What was found is that females tend to like brands more when they are exposed to them via Facebook. Respondents, whom were of the ages of 21 years old, did in fact like brands more if they are advertised on Facebook.
Description: Robertson LS, Goodwin S & Duffett RG. 2013. Demographic influences on the effect of Facebook advertising on liking amongst young adults: a study at the College of Cape Town. Poster presentation at the Celebration of Research Excellence Conference, Cape Peninsula University of Technology, Cape Town, 29 November 2013.
Appears in Collections:BUS - Conference Posters
Dr. Rodney Graeme Duffett

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