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Title: Effectiveness of Facebook advertising regarding the preference affective element: A study amongst CPUT Bellville students
Authors: Msongelwa, N 
Mqokeli, P 
Duffett, Rodney 
Keywords: Facebook advertising;Preference;Attitudes;Generation Y
Issue Date: 2014
Publisher: CPUT
Source: Msongelwa N, Mqokeli P & Duffett RG. 2014. Effectiveness of Facebook advertising regarding the preference affective element: a study amongst CPUT Bellville students. Poster presentation at the Celebration of Research Excellence Conference, Cape Peninsula University of Technology, Cape Town, 27 November 2014.
Abstract: South Africa is an “underachiever” when it comes to Internet penetration given its economy because of the country’s wide gap between rich and poor, and the fact that the government has been slow to open up the country’s telecom market. Internet has been promoted globally as a source of information, marketing and entertainment, and the wholesale adoption of the Internet means that people will spend prolonged periods of time using devices such as the mouse to interact with menus in future. Companies are trying to promote their brands through social networks in order to reach their target market. A study was conducted establish if Facebook is really effective for companies and how adolescents feel towards brands that are advertised on Facebook. The focus of the research was on preference of Facebook advertising, as well as whether certain usage characteristics influence the aforementioned objective. The research was conducted amongst CPUT Bellville campus students and the survey method was utilised to conduct the study, with a total of 400 questionnaires distributed and completed. A majority of the respondents agreed that Facebook advertising caused preference. Information from this survey is relevant to concerns about young peoples’ life online.
Appears in Collections:BUS - Conference Posters
Dr. Rodney Graeme Duffett

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