The influence of Facebook advertising on word-of-mouth: A study amongst CPUT students

Abstract

The Internet is a medium with which information can be viewed anywhere around the world; however, over a decade later there is some idea of the huge impact of this technology. So dynamic are the technologies and environment in which it is used, that there is still uncertainty of what the future will bring to Internet marketing in consumer and industrial trading. Africa has the lowest Internet access throughout the world, but this is changing owing to the high cell phone incidence. Hence, Facebook (FB) usage has increased (especially among the youth) as has advertising on social networks. As a buzz of the twenty-first century, FB’s growth rate has increased dramatically. A survey was employed, where 450 questionnaires were completed in the investigation of the effect of FB advertising regarding word-of-mouth (WOM) in terms of tertiary education amongst CPUT students. Attitudes and perceptions towards advertising on FB have not been measured, especially amongst adolescents. FB generates WOM, but little is known about the extent that FB advertising results in WOM. It was concluded that FB advertising did not enhance WOM amongst students; therefore, advertisers should be more detailed and more creative in the process.