Please use this identifier to cite or link to this item: http://hdl.handle.net/11189/5083
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dc.contributor.authorDuffett, Rodney-
dc.date.accessioned2016-09-05T06:27:55Z-
dc.date.available2016-09-05T06:27:55Z-
dc.date.issued2015-
dc.identifier.citationRodney Graeme Duffett , (2015) "Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials", Internet Research, Vol. 25 Iss: 4, pp.498 - 526en_US
dc.identifier.urihttp://dx.doi.org/10.1108/IntR-01-2014-0020-
dc.identifier.urihttp://hdl.handle.net/11189/5083-
dc.description.abstractThe purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South Africa (SA), and to determine whether various usage and demographic variables 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 over 3,500 respondents via self-administered structured questionnaires in SA. A generalised linear model was used to analyse the data. Findings The results confirm that advertising on Facebook has a positive influence on the behavioural attitudes (intention-to-purchase and purchase) of Millennials who reside in SA. The usage characteristics, log on duration and profile update incidence, as well as the demographic influence of ethnic orientation also resulted in more favourable perceptions of Facebook advertising. Research limitations/implications Research on Facebook advertising was only conducted in SA, whereas other emerging countries warrant further investigation to establish if they share the slight positive sentiment towards intention-to-purchase and purchase. This inquiry only provides a “snap shot” of behavioural attitudes, usage and demographic factors towards social media advertising, whereas future research could consider the development of cognitive, affective and behavioural attitudes towards Facebook advertising by employing longitudinal and qualitative research designs.en_US
dc.language.isoenen_US
dc.publisherEmeralden_US
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/3.0/za/en
dc.subjectSocial mediaen_US
dc.subjectSouth Africaen_US
dc.subjectMillennialsen_US
dc.subjectBehavioural attitudesen_US
dc.subjectIntention-to-purchaseen_US
dc.subjectFacebook advertisingen_US
dc.titleFacebook advertising’s influence on intention-to-purchase and purchase amongst Millennialsen_US
dc.type.patentArticleen_US
Appears in Collections:BUS - Journal Articles (DHET subsidised)
Dr. Rodney Graeme Duffett
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