The Impact of Facebook Applications and Activities on Young Egyptian Consumers’ Purchase Intentions

نوع المستند : المقالة الأصلية

المؤلفون

The British University in Egypt, El‐Sherouk City, Egypt. Faculty of Business Administration, Economics and Political Science

المستخلص

Purpose- Due to the social networking platforms simplicity, like Facebook, many firms have resorted to it as a means of communication and connection with youth customers. Using social networking sites to vend products could make youngsters more prone to purchase. Therefore, this paper aims to assess Facebook applications and activities including the number of likes, friend likes, sharing, comment posting and location-based check-in on young Egyptian consumers’ purchase intentions.      
Design/Methodology/Approach- Using a quantitative method, a descriptive research design in the form of an online questionnaire was employed, targeting 404 respondents who reside in greater Cairo, using a convenient sampling technique. To analyze the model, the study deployed SPSS.                                                   
Findings- Results indicated that Facebook ‘friend likes’ button, ‘location-based check-in’ service, ‘comment posting’ and ‘sharing’ applications positively impact consumer’s intention to purchase products via Facebook, whereas the ‘like’ button has no significant impact on consumer purchase intention.                      
Originality- This is one of the first papers that assess the concept of shopping via Facebook as a new function of this social media platform in Egypt. It offers ripe ground for further research and presents several implications for scholars and practitioners including e-marketers.

الكلمات الرئيسية

المجلة العلمية للإقتصاد و التجارة
المجلد 54، العدد 2
ابحاث فى تخصصات ادارة الاعمال - المحاسبة - الاقتصاد - الاحصاء باللعة العربیة واللغة الانجلیزیة
يوليو 2024
الصفحة 63-88

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