Conference PaperPDF Available

Influence of Facebook Applications on Consumer Purchase Intention: A Case Study of Generation Y

Conference Paper

Influence of Facebook Applications on Consumer Purchase Intention: A Case Study of Generation Y

Abstract and Figures

In parallel to the rapid development of internet social networks sites such as facebook, twitter that are widely used among consumers in recent years has become a source of information. Thanks to its flexibility and the ability to access information which makes it different from the other communication devices, consumers can communicate others easily and also search and share information and experiences. In this concept, the aim of this study is to determine the influence of facebook applications on consumer purchase intention. In the study the data was obtained using online survey for 386 people who are persons 15-35 years old and also known as Y generation and the research data was tested with using cronbach alpha coefficient method, factor analysis, multiple regression analysis. Factors of shares from facebook applications and factors of electronic word of mouth communication were determined to influence on consumer purchase intention. On the other hand in this study, like buton, like friends and location based check-in factors had not effect on consumer purchase intention.
Content may be subject to copyright.
Authors are fully responsible for corrections of any typographical, technical and content errors.
IIBA Conference Proceedings are not copyrighted.
!
6th
INTERNATIONAL)INTERDISCIPLINARY)
BUSINESS-ECONOMICS)ADVANCEMENT)
CONFERENCE)
!
CONFERENCE)PROCEEDINGS))
!
MAY!9-13,!2016!
Miami,!Florida,!USA!
Co-Editors:!
Prof.!Dr.!Cihan!Cobanoglu!!
Prof.!Dr.!Serdar!Ongan!
!
ISSN:!2372-5885!
CHAIR AND SCIENTIFIC COMMITTEE
Conference Chairs:
Cobanoglu, Cihan, Ph.D., CHTL, University of South Florida Sarasota-Manatee, USA
Ongan, Serdar, Ph.D., CHTL, University of South Florida Sarasota-Manatee, USA
Scientific Committee:
Agarwal, Anurag, Ph.D., College of Business, University of South Florida Sarasota-Manatee, USA
Arlt, Wolfgang G., Ph.D., Faculty of Economics, Westküste University, Germany
Celik, Adnan, Ph.D., Faculty of Economics and Administrative Sciences, Selcuk University, Turkey
Christodoulidou, Natasa, Ph.D., College of Business Administration and Public Policy, California State
University Dominguez Hills
Clark, Ephraim, Ph.D., School of Business, Middlesex University, UK
Cláudia Custódio, Ph.D., W. P. Carey School of Business, Arizona State University, USA
Cockshott, William, Ph.D., School of Computing Science, University of Glasgow, UK
Dallari, Fiorella, Ph.D., Department of Political and Economic Geography, University of Bologna, Italy
Dwyer, Larry, Ph.D., Australian School of Business, University of New South Wales, Australia
Ekiz Erdogan, Ph.D., King Abdulaziz University, Saudi Arabia
Ersoz, Yunus Halis, Ph.D. Department of Economics, Istanbul University, Turkey
Fawson, Christopher, Ph.D., Jon M. Huntsman School of Business, Utah State University, USA
Gill, Grandon, Ph.D., College of Business, University of South Florida-Tampa, USA
Halıcıoglu, Ferda, Ph.D., Department of Economics, Yeditepe University, Turkey
Harrolle, Michelle, Ph.D., College of Business, University of South Florida, USA
HjiAvgoustis, Sotiris, Ph.D., Department of Family and Consumer Sciences, Ball State University, USA
Holecek, Don, Ph.D., Department of Community Sustainability, Michigan State University, USA
Incekara, Ahmet, Ph.D. Department of Economics, Istanbul University, Turkey
Inci A.Can, Ph.D., Department of Finance, Bryant University, USA
Kaplanidou, Kyriaki, Ph.D., College of Health and Human Performance, University of Florida, USA
Kizildag, Murat, Ph.D., Rosen College of Hospitality Management, University of Central Florida, USA
Li, Robert, Ph.D., School of Hotel, Restaurant, and Tourism Man., University of South Carolina, USA
Lianos, Theodoros, Ph.D., College of Economics and Business, Athens, University, Greece
Mahony, Daniel, Ph.D., College of Education, Health and Human Services, Kent State University, USA
Martin, Rand D., Ph.D., Department of Finance, Bloomsburg University of Pennsylvania, USA
Nedelea, Alexandru, Ph.D., Faculty of Economics and Public Administration, Romania
O’Halloran, Robert M., Ph.D., College of Human Ecology, East Carolina University, USA
Okumus, Fevzi, Ph.D., Rosen College of Hospitality Management, University of Central Florida, USA
Ozdemir, Suleyman, Ph.D., Department of Economics, Istanbul University, Turkey
Pennington-Gray, Lori, Ph.D., College of Health and Human Performance, University of Florida, USA
Rascher, Daniel A., Ph.D., Department of Sport Management, University of San Francisco, USA
Riordan, James, Ph.D., College of Business, Florida Atlantic University, USA
Serra, Francisco, Ph.D., School of Management, University of the Algarve, Portugal
Shu, Tao, Ph.D., Department of Banking and Finance, University of Georgia, USA
Song, Haiyan, Ph.D., SHTM, Hong Kong Polytechnic University, Hong Kong
Tingle, Jacob, Ph.D., Department of Business Administration, Trinity University, USA
Tuna, Muharrem, Ph.D., Faculty of Tourism, Gazi University, Turkey
Scientific Relations Coordinator:
Cavusoglu, Muhittin, M.S., COEDU, University of South Florida, USA
http://iibaconference.org/
PREFACE
Ask someone to tell you the story of the blind men and the elephant, and they'll tell you a
tale of six men, each of whom touched a different part of an elephant, unable to see what
their hands were resting on. Asked to describe what they had touched, the man who felt
the side of the elephant said, "I touched a wall," and the man who felt the elephant's tusk
said, "I touched a spear." The six men argued among themselves-- was it a snake, a cow,
a piece of rope? Only when they worked together, sharing their different ideas and
experiences, were they able to discover the truth.
Gardy & Brinkman, 2003
The National Academies defines interdisciplinary research as “a mode of research by
teams or individuals that integrates information, data, techniques, tools, perspectives,
concepts, and/or theories from two or more disciplines or bodies of specialized
knowledge to advance fundamental understanding or to solve problems whose solutions
are beyond the scope of a single discipline or area of research practice.” The fields of
business and economics are very suitable for interdisciplinary research. For this reason,
we decided to create an international conference to feature business and economics
research that spans more than one discipline. We are very happy to present to you the
proceedings of the Sixth International Interdisciplinary Business-Economics
Advancement Conference. In these proceedings, please find 34 papers or abstracts from
11 different countries in different fields of business. We thank our contributors and
reviewers for making IIBA a truly global conference. The provided USB-stick also
includes the abstracts and full papers along with the conference program.
The IIBA Conference aims to bring together researchers, scientists, scholars and scholar
students to exchange and share their experiences, new ideas, and research results
regarding all aspects of Business and Economics, and to discuss the practical challenges
encountered in the field as well as the solutions adopted. We are proud to be sponsored in
the United States by the University of South Florida Sarasota-Manatee. We would also
like to thank Turkish Airlines for their generous sponsorship. We extend our gratitude
also to our Scientific Relations Coordinator, Mr. Muhittin Cavusoglu for his great
contributions to the success of the Conference and creation of these proceedings.
Most importantly, we would again like to thank all of our authors and reviewers for their
contributions, without which the IIBA Conference literally would not be possible.
Co-Editors:
Prof. Dr. Cihan Cobanoglu
Prof. Dr. Serdar Ongan
May 2016
International Interdisciplinary Business-Economics Advancement Conference
!
ISSN: 2372-5885 i
TABLE OF CONTENTS
Investigating Customer Experience in Medical Tourism - A Managerial Approach ............. 1!
Mehmet Cihan Yavuz1 and Zafer Buzcu2 ..................................................................................... 1!
Storytelling in Destination Brand Communication: A Qualitative Analysis ......................... 12!
Mehmet Cihan Yavuz1, Muzaffer Sumbul2, Nuket Elpeze Ergec3, and I. Cetin Derdiyok4 ........ 12!
The Correlation between Leadership Style, Job Satisfaction and Productive Organisational
Energy: The Context of Saudi Arabia ....................................................................................... 13!
Zeyad Abualhamael ................................................................................................................... 13!
Influence of Information Technology Adoption for Job Satisfaction in the Airline Industry
of Pakistan .................................................................................................................................... 14!
Stella Mariam Sardar1, Jokull Hafthor Johannesson2, and Lynne Nikolychuk3 ........................ 14!
A Review of the Quality of Life and Other Composite Country Performance Indices: How
useful are they? ............................................................................................................................ 15!
Hasnat Dewan ............................................................................................................................ 15!
Destination Branding in Industry 4.0: Enhancing Brand Experience Systems by Using
Digital Touch Points .................................................................................................................... 16!
Mehmet Cihan Yavuz ................................................................................................................. 16!
Exploring the Determinants of Administrative Service Consequence and Efficiency from
Online G2C Interaction Data: An Innovative Analytic Method and Its Empirical
Application ................................................................................................................................... 17!
Nan Zhang1 and Qitian Tan2 ...................................................................................................... 17!
The Output Responses to Fiscal Impulses: A Nonlinear Approach for the Case of Turkey 18!
Aysen Arac ................................................................................................................................. 18!
TİYADER: A Non-Governmental Organization Building Common Sense in Tourism Sector
........................................................................................................................................................ 19!
Rahman Temizkan1, Ali Erbas2, and Fikret Gokce3 ................................................................... 19!
Online Marketing and Hotel’s Spa Website Designs ................................................................ 25!
S. Pinar Temizkan1 and Beybala Timur2 .................................................................................... 25!
Importance of Ecotourism for Local Development: Ihlara Valley Case ................................ 35!
Şermin Şenturan1 and Nabi Yavuz Şenturan2 ............................................................................ 35!
Service Quality, Destination Image Perceptions and Future Intentions of Thermal Tourists
in Turkey ...................................................................................................................................... 36!
Mehmet Kasli1 and Beybala Timur2 ........................................................................................... 36!
Determination of Factors Affecting the Quality of Services Offered at the Domestic
Departures: A Case of Trabzon Airport .................................................................................... 37!
Salih Yildiz, Orhan Cavusoglu and Muhittin Cavusoglu ........................................................... 37!
International Interdisciplinary Business-Economics Advancement Conference
ISSN: 2372-5885 ii
National Tourism Planning Based on University Degrees and Tourism Professions:
TIYADER Model ......................................................................................................................... 38!
Ali Erbas1, Rahman Temizkan2, and Duran Cankul3 ................................................................. 38!
Can accounting ratios determine change in market share price? Spotlight on the Dhaka
Stock Exchange Listed Private Commercial Banks of Bangladesh ........................................ 45!
Sumaiya Zaman .......................................................................................................................... 45!
Developing a New Business Model for Existing Customers ..................................................... 55!
Paul Alpar1 and Maria Bugaeva2 .............................................................................................. 55!
Distributing Value Added: In Search of Socioemotional Wealth of the Family Business .... 56!
José L. Gallizo1, Jordi Moreno2 , and Manuel Salvador3 .......................................................... 56!
Entrepreneurial Universities Index: A Scale Development Study .......................................... 68!
Mahmut Tekin, Tahsin Geçkil, and Özdal Koyuncuoğlu ........................................................... 68!
A Study on the Entrepreneurship Success Model of Students at Universities ....................... 77!
Mahmut Tekin1 and Ertuğrul Tekin2 .......................................................................................... 77!
Classification of Event and Meeting Technology ...................................................................... 88!
Tsu-Hong Yen1, Pi-Shin Wey, and Kate Sullivan ....................................................................... 88!
Effects of Production Methods and Origin Information on Consumer Preferences for
Ornamental and Food Producing Plants ................................................................................... 89!
Hayk Khachatryan1 and Alicia Rihn2 ......................................................................................... 89!
The Importance of Gastronomy in Tourism Management ...................................................... 90!
Ruhet Genc ................................................................................................................................. 90!
Determinants of Forward- looking and Risk Disclosure in Qatar ........................................ 105!
Mohammed Elgammal 1, Khaled Hussainey2, and Fatma Zaki3 .............................................. 105!
Death of a Salesman: The Rise of Third-Party Intermediaries ............................................. 106!
Richard G. McNeill .................................................................................................................. 106!
Moderating Impact of Demographic Characteristics on Business Travelers` Reaction
toward Online Reviews .............................................................................................................. 107!
Faranak Memarzadeh1 and Shane C. Blum2 ........................................................................... 107!
Measurement of Awareness of Students on the Subject of Conscious Consumption and
Consumer Rights ........................................................................................................................ 108!
Murat Öz1, Mustafa Enes Tepe2, Mehmet Ali Canbolat3, and Özdal Koyuncuoğlu4 ............... 108!
Investigating Household Budget Preferences with a Spotlight on the Healthfulness of Food
Expenditures ............................................................................................................................... 116!
S. R. Dominick1 and Nicole Olynk Widmar2 ............................................................................ 116!
A Research on Determination of Entrepreneurship Features of Entrepreneurial Candidates
of Karaman Province ................................................................................................................. 123!
International Interdisciplinary Business-Economics Advancement Conference
ISSN: 2372-5885 iii
Mehmet Ali Canbolat1, Hakan Candan2, Bülent Darıcı3, and Özdal Koyuncuoğlu4 ............... 123!
Effect of Risks in Earnings Components on Cost of Equity: Evidence from Jordan .......... 124!
Moh’d M. Ajlouni1 and Khalid Bataineh2 ................................................................................ 124!
An Analysis for Global Competitiveness of the United States ............................................... 137!
Ahmet Incekara and Elif Haykir Hobikoglu1 ........................................................................... 137!
The Effect of Leader-Member Exchange (LMX) On Organizational Cynicism: A Case
Study of Hotel Enterprises in Turkey ...................................................................................... 148!
Abdülkadir Çorbacı1, Kerem Kaptangil2, Hayrullah Çetin3, and Caner Çalışkan4 ................. 148!
Influence of Facebook Applications on Consumer Purchase Intention: A Case Study of
Generation Y .............................................................................................................................. 161!
Salih Yildiz1, Emel Yildiz2, and Ali Tehci3 ............................................................................... 161!
The Efficiency of the Keynesian Fiscal and Monetary Policies and Their Relevance in
Today’s Economic Conjuncture ............................................................................................... 167!
Ozlen Hic ................................................................................................................................. 167!
!
International Interdisciplinary Business-Economics Advancement Conference
ISSN: 2372-5885 161
Influence of Facebook Applications on Consumer Purchase Intention: A
Case Study of Generation Y
Salih Yildiz1, Emel Yildiz2, and Ali Tehci3
Faculty of Economics and Administrative Sciences,
Gumushane University, Turkey
1salihyildiz@gumushane.edu.tr
2emelyildiz@gumushane.edu.tr
Institute of Social Sciences
Gumushane University, Turkey
3tehciali@hotmail.com
Abstract
In parallel to the rapid development of internet social networks sites such as facebook,
twitter that are widely used among consumers in recent years has become a source of
information. Thanks to its flexibility and the ability to access information which makes it
different from the other communication devices, consumers can communicate others
easily and also search and share information and experiences. In this concept, the aim of
this study is to determine the influence of facebook applications on consumer purchase
intention. In the study the data was obtained using online survey for 386 people who are
persons 15-35 years old and also known as Y generation and the research data was tested
with using cronbach alpha coefficient method, factor analysis, multiple regression
analysis. Factors of shares from facebook applications and factors of electronic word of
mouth communication were determined to influence on consumer purchase intention. On
the other hand in this study, like buton, like friends and location based check-in factors
had not effect on consumer purchase intention.
Keywords: social networks, facebook, electronic word of mouth communication,
consumer purchase intention.
Introduction
Technological advances that increase communication channels, facilitates the sharing of
information and ideas (Allsop et al. 2007). Social Networks that allow people to
communciate with others and share information by creating online profiles, take part in
millions of human life (Bronstein 2013). Social networks includes many online
information sharing sites such as Facebook, Myspace, Youtube, Flickri, Twitter and
Wikipedia (Chu and Kim 2011). According to another definiton social networks are web-
based services that allows creating profile, displaying users list of links in the system and
sharing other users lists (Boyd and Ellison, 2007). Also Carminati et al. (2006) defined
social networks as online communities that allows making shares for purposes such as
entertainment and business and building friendships with users.
Consumers use technology and especially social media in the online shopping process
effectively. This process related to meeting the needs of consumers defined as an
electronic process and it stated that social media plays an important role in this regard
(Isra et al. 2015). Social media marketing is expressed as a process that allows business
International Interdisciplinary Business-Economics Advancement Conference
ISSN: 2372-5885 162
to introduce their products and services to consumers through social media and in this
direction realization of marketing activities (Weinberg 2009). Sharing of comments,
photographs and videos and access easily to this sharings is the most important function
of social media (Kang and Schuett 2013). Therefore, in today’s age of technlogy social
media applications contribute to communicate (Balakrishnan 2014).
This online platforms emerges as a tool allows consumers tos hare their experiences and
ideas. According to Cheung et al. (2008) many consumers can change other soncumer’s
ideas related to products information through social networks. In this context it is stated
that electronic word of mouth allows consumers to share ideas and experiences and give
variety of opportunities (Balakrishnan, 2014).
Iyengar et al. (2009) indicated that effects of social networks on consumer behaviour
shaped according to socio-cultural factors. Technology and trust have effect on
consumer’s online purchase intention (Van der Heijden et al. 2003). Companies can build
trust for consumers through websites and social networks, give alternative purchasing
opportunities (Richard and Guppy 2014). Therefore, when people decided to purchase
they rely on the opinions of individuals or groups (Cvijikj et al. 2010).
Digital environment has changed connections of business and consumers and give
opportunities for accessing information, reduction of operating costs and especially
making conncection between seller and buyer. Also digital environment gain economic
favor about innovation, creativity, time, unlimited access to information sources and
recude environmental costs (Muller et al. 2011). Şener (2009) in his study about usage of
facebook in Turkey, found that people use facebook to maintain existing friendships
rather than to expand entourage. Therefore it can be stated that social media applications
such as facebook, instagram and twitter allows them to communicate with other peple
and to continue this communication (Ellison et al. 2007), play an important role in
consumer online purchasing behavior (Isra et al. 2015). Also facebook allows people to
interact globally (Rehman et al. 2014: ).
Facebook has 1.44 billion users and 74.2 million pages in the world. Also, facebook that
increase total number of users 12% between 2014-2015 date, can affect many markets
(Statisticbrain, 2015). Widespread usage of facebook has led researchers and
academicans to research on this subject (Chen 2014). Facebook is a social media tool
used by many businesses to communicate with the most reasonable cost to the consumer.
(Nelson-Field et al. 2012). Therefore it is stated that facebook will help make sales by
creating awareness for brand, product and services (Richard and Guppy 2014). Kara and
Coşkun (2012) indicated that succesfull facebook strategies of firms will increase the
company's awareness and consumer loyalty and effect sales positively. Richard and
Guppy (2014) examined the effects of facebook applications on purchasing intention and
found that while liking, place notification and sharing applications have positive effect,
comment has not a significant effect on consumer purchasing intention. In general studies
in literature are related to social networks, development ans usage of facebook, online
purchasing decisions. There is lack of studies about consumers’ usage of facebook as an
International Interdisciplinary Business-Economics Advancement Conference
ISSN: 2372-5885 163
online store platform (Richard and Guppy, 2014). Therefore the aim of this study is to
examine the effects of facebook applications on consumer’s purchase decisions.
Methodology
Sample
Consumers between 14-36 age that is known as Y Generation is constitute the main body
of the research. Research data collected by an online questionnaire applied to consumers
thar are between 14-36 age between 27/11/2015 05/02/2016. Sample size of the study
consists of 386 questionnaire.
Data Collection
The questionnaire has two parts and 18 questions. First part included questions regarding
the likes, friends likes, sharings, place notifications, electronic word of mouth
communication an purchasing trend. Second part consists of questions to determine
demographics. Items for each factors came from empirical studies in the literature and
adapted to study. All questions were measured by five-point Likert scale. For instance,
“1” expresssed as strongly disagree, “2” expressed as disagree, “3”, expresssed as neutral,
“4” expresssed as agree, “5” expresssed as strongly agree. For reserach and especially
creating scales study of Richard and Guppy (2014) was used.
Empirical Model
The aim of the study is to examine the effects of facebook applications on consumers’
purchase intentions. Social media usage rate increasing with day by day and is an
important part of human life. This situation allows consumers to use technology and
social media effectively in the online shopping process.
Figure 1: Empirical Model
H1: Likes have positive effect on consumers’ purchase intention positively
H2: Friends likes have positive effect on consumers’ purchase intention positively.
H3: Sharings have positive effect on consumers’ purchase intention positively.
H4: Place notification has positive effect on consumers’ purchase intention positively.
H5: Electronic word of mouth has positive effect on consumers’ purchase intention
positively
International Interdisciplinary Business-Economics Advancement Conference
ISSN: 2372-5885 164
Findings
Table 1: Demographic Characteristics of Consumers
Education
%
Age
N
%
Elementary Education
2,3
14-19
43
11,1
High School
17,4
20-25
143
37
Under Graduate
67,4
26-30
92
23,8
Graduate
13
31-36
108
28
Income
%
Visit Frequency
N
%
Under 1000 TL
42,5
1-4 hours
129
33,4
1001 1750 TL
24,6
5-10 hours
80
21,7
1751 2500 TL
13,2
10-20 hours
72
18,7
2501 3250 TL
14
20-40 hours
54
14
Above 3251 TL
5,7
40 hours and above
51
13,2
Gender
%
Total
386
100
Female
47,7
Male
52,3
As seen in table 1, dispersion of number of female (184) and male (202) in the sample are
close to each other. Also the majority of participants are under graduate with the 67.4%,
17,4% are high school, 13% are graduate and 2,3% are elementary school. 64% of
consumers have income under 1000TL, 24,6% have between 1001TL – 1750TL and 14%
have income between 2501TL – 3250TL. 37% of consumers are between 20-25 age
group, 28% of them are betweeen 31-36 and 23,8% are between 26-30 age group.
Majority of consumers (33,4%) visit facebook between 1-4 hours in a week and also
21,7% of them visit between 5-10 hours, 18,7% of them visit between 10-20 hours.
Reliabilty and Validity of Scales
To test the reliability, Cronbach's alpha coefficient was used. For the adoption of the
scale reliable, the calculated reliability coefficient must be over 0.70. The exploratory
factor analysis was conducted to test the construct validity of the scale. General Alpha
Coefficients of scales are found as 0,782 (Likes), 0,621 (Friends like), 0,796 (Sharings),
0,789 (Place notifications), 0,673 (e-WOM) and 0,677 (Purchase intentions). According
to this results it is possible to say that research is a good degree of reliable.
Table 2: Results of Factor Analysis
Factors
Variance (%)
KMO
Bartlett Test
P
Likes
69,757
0,695
329,759
,000
Friends Likes
57,478
0,623
145,098
,000
Sharings
71,056
0,688
366,360
,000
Place Notification
70,364
0,702
338,974
,000
e-WOM
60,562
0,638
186,605
,000
Purchase Intention
61,029
0,644
188,499
,000
If variance of the scale is 0,50 and over, it can be say that structural validity of the scale
is a good level (Kalaycı 2010). KMO sample adequacy values of data of scales that used
in the research are appropriate to make Factor Analysis. Also, because significance level
is less than 0,01, Barlet Test is significant at %99 confidence level. Therefore it can be
International Interdisciplinary Business-Economics Advancement Conference
ISSN: 2372-5885 165
say that correlations between variables are high and data set is suitable for Factor
Analysis.
Results of Regression Analysis
According to β in table 3, electronic word of mouth is the most important factor for
purchasing intention and sharings is the second important factor. But there is not a
significant effect of place notifications, likes and friends likes on consumers’ purchase
intention. As seen in table 3 results of regression coefficients are accepted at 0,05
significance level.
Table 3: Results of Multiple Regression Analysis
Variable
B
Standart Error B
β
t
p
Constant
,745
,144
5,187
,000
F1 Likes
,058
,045
,063
1,298
,195
F2 Friends Likes
,081
,053
,082
1,519
,130
F3 Sharings
,253
,043
,292
5,950
,000
F4 Place Notification
,008
,047
,009
,160
,873
F5- EWOM
,407
,049
,415
8,396
,000
p: 0,000
Purchase Intention= 0,745 + 0,407 F5 + 0,253 F3 (1)
According to regression equation, while 1-unit increase in F5 (EWOM) increases
purchase intenion 0,407 unit, 1-unit increase in F3 (Sharings) increases purchase intenion
0,253 unit. As seen in equation while electronic word of mouth and sharings have
significant and positive effect on purchase intention; likes, friends likes and place
notification have not a significant effect.
Conclusion
With the development of the internet people have become to spend more time in onlne
environments. Especially social wetworks that allow people to communciate with others
and share information by creating online profiles, take part in millions of human life .
This informations and experiences about a product and service can affect other
consumers' purchase intention.
In the concept of the study it is aimed to examine the effects of likes, friends likes,
sharings, place notification and electronic word of mouth on consumers’ purchase
intention. As a result, it is founded that electronic word of mouth and sharings have effect
on purchase intention. But likes, friends likes and place notification have not a significant
effect on purchase intention.
Today, the rapid development of technology is consistent with the use of social media
more effectively. In today’s environment traditional marketing is not enough and so
business seek to communicate with consumers and use this channels effectively by
canalasing to social media environments. Because consumers become to spend more time
in the facebook marketers began to be more interested in those areas. In this regard,
International Interdisciplinary Business-Economics Advancement Conference
ISSN: 2372-5885 166
according to the results for users to share on facebook and make positive comments about
these shared products affect consumers’ purchase intention.
References
Allsop, D. T., Bryce R. B. & James A. H. (2007). Word of Mouth Research: Principles and Applications,
Journal of Advertising Research, 47(4), 398-411.
Balakrishnan K.P.D.B., Mohd, I. D. & Wong, J. Y. (2014). The Impact of Social Media Marketing Medium
Toward Purchase Intention and Brand Loyalty Among Generation Y, Procedia, Social and
Bahavioral Sciences, 148, 177-185.
Boyd, D. M. & Ellison, N. B. (2007 ). Social Network Sites: Definition, History and Scholarship, Journal
of Computer-Mediated Communication, 13 (1), 210-230.
Bronstein, J. (2013). Like me! Analyzing the 2012 Presidential Candidates’ Facebook Pages, Online
Information Review, 37(2), 173-192.
Carminati, B., Ferrari, E. & Perego, A. (2006). Rule-Based Access Control for Social Networks, Lecture
Notes in Computer Science, 4278, 1734-1744.
Chen, Y. F. (2014). See you on Facebook: Exploring Influences on Facebook Continuous Usage,
Behaviour & Information Technology, 33(11), 12081218.
Chu, S. C. & Kim, Y. J. (2011). Determinants of Consumer Engagement in Electronic Word of Mouth,
Journal of Advertising Research, 30(1), 47-75.
Cvijikj, I.P., Cetin, G., Karpischek, S. & Michahelles, F. (2010). Influence of Facebook on Purchase
Decision Making, (http://cocoa.ethz.ch/downloads/2013/05/1071_ThingBook.pdf, Access date: 04
January 2016.
Ellison, N. .B., Steinfield, C. & Lampe, C. (2007). The Benefits of Facebook “Friends:” Social Capital and
College Students’ Use of Online Social Network Sites, Journal of Computer-Mediated
Communication, 12, 1143-1168.
Isra A. D., Elham A. M. & Sara I. (2015). The Impact of Social Media on Consumer Buying Behaviour,
Special Topics in Information Systems, 1-12.
Iyengar, R., Han, S. & Gupta, S., (2009). Do Friends Influence Purchases in a Social Network, Harvard
Business School Working Paper, (http://www.hbs.edu/faculty/Publication%20Files/09-
123_0218aa20-e683-49b2-a886-837c09b552d5.pdf, Access date: 05 January 2016.
Kalaycı, Ş. (2010). Faktör Analizi”. SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ed. Ş. Kalaycı.
Ankara: Asil Yayın Dağıtım LTD.ŞTİ., 321-331.
Kang, M. & Scuhett, M.A. (2013). Determinants of Sharing Travel Experiences in Social Media, Journal of
Travel,Tourism Marketing, 30, 93107.
Kara, Y. & Coşkun, A. C. (2012). Sosyal Ağların Pazarlama Aracı Olarak Kullanımı Örneği, Afyon
Kocatepe Üniversitesi, İİBF Dergisi, 16(2), 73-90, http://www.statisticbrain.com/facebook-
statistics/, Access date: 05 February 2016.
Muller, P., Mette D., Annabel L., Mark L. & Julia H. (2011). Consumer Behaviour in a Digital
Environment, (http://www.europarl.europa.eu/RegData/etudes/etudes/join/2011/464441/IPOL-
IMCO_ET(2011)464441_EN.pdf, Access date: 05 January 2016.
Nelson-Field, K., Riebe, E. & Sharp, B. (2012). What's Not to "Like?" Can a Facebook Fan Base Give a
Brand the Advertising Reach It Needs?, Journal of Advertising Research, 52(2), 262-269.
Rehman, F., Ilyas, M., Nawaz, T. & Hyder, S. (2014). How Facebook Advertising Affects Buying
Behavior of Young Consumers: The Moderating Role of Gender, Academic Research
International, 5(4), 395-404.
Şener, G. (2009). Türkiye’de Facebook Kullanımı Araştırması, XIV. Türkiye'de İnternet Konferansı.,
(http://inet-tr.org.tr/inetconf14/bildiri/4.pdf, Access date: 05 January 2016.
Van der Heijden, H., Tibert V. & Marcel, C. (2003). Understanding Online Purchase Intentions:
Contributions From Technology and Trust Perspectives, European Journal of Information
Systems, 12, 41-48.
Weinberg, T. (2009). The New Community Rules: Marketing On The Social
Web”,(http://www.shopsecretary.com/shopsec_account_resources/1/ebooks/The%20New%20Co
mmunity%20Rules%20Marketing%20on%20the%20Social%20Web.pdf, Access date: 03
February 2016.
http://www.statisticbrain.com/facebook-statistics/, Access Date: 12. April, 2016.
... In another study, it was discovered that Facebook was able to influence the intent of the students vis-a-vis the promotion of foreign degree programmes in Malaysia (Ishola et al., 2017). Relatedly, the purchase intentions of consumers were revealed to be influenced by Facebook (Yildiz et al., 2016). It was also revealed in another study that young consumers had been influenced heavily through Facebook advertising and the Facebook environment (Rehman et al., 2014). ...
Article
Full-text available
Communication has initiated a paradigm shift from the traditional to new the new social media. This study investigated the influence of Twitter messages and Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services in Enugu: an innovation adoption theory & hierarchy of effects model exposition. The specific objectives of the study were to ascertain the extent of the influence of Twitter messages on consumer brand awareness and patronage of Nike Lake Resort services. Also, to determine the extent of the influence of Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services. This study contributed to the extant gap in marketing literature by using Twitter messages and Facebook messages to promote Nike Lake Resort services in Enugu. The population of the study includes guests of Nike Lake Resort selected through a convenient sampling technique. The survey method was adopted and the sample size of 384 was determined using Freud and William’s formula known as the Z-score method. Cronbach’s alpha was used to determine the reliability of the instrument of 0.870. The Pearson product-moment correlation coefficient was used to analyse data. Findings revealed a significant positive influence of Twitter messages on consumer brand awareness and patronage of Nike Lake Resort services (r = 0.937, p < 0.05). Also, it was revealed that there is a significant positive influence of Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services (r = 0.943, p < 0.05). Twitter messages and Facebook messages are effective marketing tools for communicating Nike Lake Resort services to consumers. There is need for Nike Lake Resort to continuously improve on the use of Twitter messages and Facebook messages channels to help boost consumer awareness and patronage in future.
Article
Full-text available
As a result of the rapid improvements paved through global advertising pathways, marketers have started to promote their products through social media platforms and among that; Facebook had become the most popular mode of communicating out of all. The study was conducted with the objective of comprehensively investigating the influence of Facebook marketing on consumer buying intention of clothing using evidence of young adults. Predominantly, the research focused upon identifying the superiority of Facebook as a social media communication platform and its relevant impact upon advertising. Majority of the businesses aims toward increasing the reach, whereas Facebook users expect clear experience through Facebook rather than watching typical pop ups, web banners and adds. However, Facebook marketing was identified to be positively and negatively influencing the companies and users. Therefore, focus was to analyze the impact to consumer’s buying intention from Facebook marketing. The companies can identify the effectiveness of the advertising and the improvement to be done. The study has undertaken a comprehensive survey to achieve the objectives of the research and those data was analyzed through component factor analysis, regression analysis and correlation coefficient. As per the results of the analysis, researchers have accomplished the stated objectives of the study. In conclusion, it was identified that there was a strong relationship between independent and dependent variables except E-WOM. Among that, Likes and sharing are the most important variables in Facebook marketing. According to outcomes, E- WOM was not an important variable, nonetheless researchers recommend focusing on E-WOM in order to convert this variable in to positive way to make better results, as previous researches stated that E-WOM can make massive impact to consumer purchase intention.
Article
Full-text available
This study assessed the affects of Facebook advertisement and Facebook environment on buying behavior of young consumers, while moderating effects of gender. The study used quantitative approach to collect data through questionnaires based survey. The collected data were analyzed through step wise regressions. Results indicated that Facebook advertisement and Facebook environment have significant effects on buying behavior of young consumers, while gender has moderating effect on Facebook advertisement and no moderating effect on Facebook environment. Further, it was noted that females have negative perceptions' toward Facebook environment as compared to male.
Conference Paper
Full-text available
People rely on opinions of other individuals or groups when making purchase decisions. This paper describes a system for evaluating the behavioral impact of Facebook on the decision making process. We have developed ThingBook, a prototype Facebook application for creating repositories of things and sharing opinions with friends. The paper describes initial results obtained from an online survey. These results confirm the existing statements from sociologists that people see their friends as the most reliable source of information.
Article
Full-text available
A marketer with a Facebook Fan base has at least some ability to advertise to that audience. What quality of reach, however, does this sort of "earned media" deliver? The landmark discovery by Andrew Ehrenberg of the negative binomial distribution (NBD) implies that the most effective advertising requires media that reach across both heavy and light buyers of the brand. This article investigates the buying concentration of the Facebook Fan base of two different brands (both Fast Moving Consumer Goods (FMCG) categories) and compares it to the brands' actual buying bases. The buyer base of each of the brands is distributed in the typical NBD, whereas the Fan base delivered by Facebook is skewed in an opposite pattern-skewed toward the heaviest of the brands' buyers-making the quality of Facebook's reach appear rather unappealing.
Research
Full-text available
This research study the impact of social media on consumer buying behavior. It is done as part of "Research in Information System" Course in the university. This is the start point for me in the research path. I hope enjoyable and beneficial reading for all readers.
Article
Full-text available
The advent of Internet-based social media technologies has enabled travelers to quickly and conveniently share their travel experiences. Shared information on social media sites is recognized as an important information source which may influence travel decision making for potential travelers. This study tests a conceptual framework which examines why travelers share their travel experiences on social media based on the social influence theory and its three conceptual foundations—identification, internalization, and compliance. Data were collected using an online survey and the research model was tested with 543 respondents who were social media users. Results showed that identification and internalization are critical determinants that positively increase actual travel-experience sharing on social media as mediated by perceived enjoyment. Our research extends prior literature on social media by identifying specific determinants that can impact travel-experience sharing. Suggestions are provided for academics, the travel industry, and those working with social media.
Article
Full-text available
Social media has become the modus operandi of the 21st century. Building on the foundation of Web 2.0, social media applications have facilitated unprecedented growth in human interaction in modern times. This study attempts to study the impact of social media marketing medium toward brand loyalty and purchase intention in Generation Y. Surveys are conducted randomly and questionnaire distributed to undergraduate students of Malaysian universities. Two Hundred questionnaires were distributed with 75 percent response rate. Two propositions and three hypotheses were developed and tested using mean and regression analysis. The result indicated that the online marketing communications, specifically, E- WOM, online communities and online advertisement are effective in promoting brand loyalty and product purchase intention through company website and social media platforms. These finding indicate to marketing managers that social media marketing medium has become an important marketing tool to reach emerging younger generation consumers. It also indicates that cyber world play an important role in modern marketing, enabling marketers to reach customers faster and more efficiently. This research provides a guideline for global brand players in considering applying social media marketing activities to promote their product, and brand.
Article
Facebook is a computer-mediated social network site (SNS) that has become a popular communication medium. Facebook permits individuals to construct a public profile within a bounded system, articulate a list of other users with whom they share a connection, and view their list of connections within the system. This study examines influences on Facebook continuous usage in Taiwan. An online survey was performed on a sample of 409 Facebook users. Structural equation models are used to examine hypotheses within the theoretical framework. Analytical results indicate that personal innovativeness, attachment motivation, and subjective norm (SN) positively affect perceived enjoyment (PE) and user attitude (ATT) towards Facebook. PE is positively related to user ATT. Furthermore, users are willing to continuously use Facebook when SN, PE, and user ATT are high.
Article
Purpose – The present study aims to report the findings of a qualitative and quantitative content analysis of the Facebook pages of the two presidential candidates. Design/methodology/approach – The sample contained 513 posts collected during the last three months of the 2012 US presidential election. The analysis of the candidates’ pages consisted of three phases: the identification of the different elements of the Aristotelian language of persuasion, the identification of the subjects that appear on the posts, and the identification of additional roles that the Facebook pages play in the campaigns. Findings – Findings show that both candidates used an emotional and motivational appeal to create a social capital and to present a personal image that revealed very little of their personal lives. Statistical analysis shows the numbers of comments and likes given to the posts were influenced by the element of persuasion used on the posts. Results show that campaigns wanted to retain control of the message displayed on the pages by posting information on a small number of non‐controversial subjects. Finally, the content analysis revealed that the Facebook pages were used for fund‐raising purposes, and for the mobilization of supporters. The Facebook pages of both candidates present an alternative way to do politics called fandom politics that is based not on logic or reason but on the affective sensibility of the audiences, discouraging dissent and encouraging affective allegiances between the candidate and his supporters. Originality/value – This study presents an innovative way of analyzing the use of social media sites as a tool for the dissemination of political information and reveals utilization of these media for the creation of social and economic capital by politicians.
Article
Word of mouth (WOM) is an important component of a complex and dynamic marketplace environment, and as such, WOM research is best undertaken as part of a holistic research program. Five principles describing the operation of WOM are discussed, supported by data, and examples drawn from recent research studies. Complexity science modeling is introduced as an effective method for simulating the real-world operation of WOM in a given market category and identifying ways in which marketers can influence it to their advantage. Key business issues where WOM research can inform decision making are listed.
Article
This paper explores factors that influence consumer's intentions to purchase online at an electronic commerce website. Specifically, we investigate online purchase intention using two different perspectives: a technology-oriented perspective and a trust-oriented perspective. We summarise and review the antecedents of online purchase intention that have been developed within these two perspectives. An empirical study in which the contributions of both perspectives are investigated is reported. We study the perceptions of 228 potential online shoppers regarding trust and technology and their attitudes and intentions to shop online at particular websites. In terms of relative contributions, we found that the trust-antecedent ‘perceived risk’ and the technology-antecedent ‘perceived ease-of-use’ directly influenced the attitude towards purchasing online.European Journal of Information Systems (2003) 12, 41–48. doi:10.1057/palgrave.ejis.3000445