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Facebook Marketing Intelligence : the influence of Facebook marketing on consumer decision-making in the mobile phone and brewing industry

Groothuis, D.A. (2019) Facebook Marketing Intelligence : the influence of Facebook marketing on consumer decision-making in the mobile phone and brewing industry.

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Abstract:Facebook marketing is becoming an increasingly important tool for companies to influence consumer decision-making. However, there is currently little empirical knowledge about the extent of influence of Facebook marketing on the decision-making process of consumers. We focused on the mobile phone and brewing industry, because these industries will face major challenges in the coming years and there is no research to our knowledge that focused on these industries. This study contributes to these gaps in the literature and investigates the influence of Facebook marketing activities on the decision-making process of consumers. Additionally, this study explores the impact of Facebook marketing in the mobile phone and brewing industry. The theory revealed four Facebook marketing activities that affected the first two phases of the decision-making process. These Facebook marketing activities were advertisements, recommend/share, likes and reviews. Whether they actually had an impact has been tested with the help of survey among 112 students of the University of Twente in the Netherlands. The results of the regression analysis showed that all four Facebook marketing activities had a positive influence on the decision-making process. Furthermore, the results showed that the influence of Facebook marketing activities in the mobile phone industry were higher than in the brewing industry.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/77117
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