Citation

Dorasamy, Magiswary and Jambulingam, Manimekelai and N. L., Balasundrasun and Matiah, Jayasutha (2019) The Structural Relationship Between ‘Like Clicks’ And Purchase Intention on Facebook Advertisements Among Millennial. Academy of Entrepreneurship Journal, 25 (4). pp. 1-10. ISSN 1528-2686

Text 71j.pdf - Published Version Restricted to Repository staff only Download (625kB)

Abstract

The purpose of this study is to investigate the causes that influence the inclusion of ‘Like Clicks’ of Facebook advertisements and examine the relationship between ‘Like clicks’ with intention to buy a product among millennials. The study adopted quantitative method and collected data through survey questions from 250 millennials to understand the factors that influences of adding ‘Like Clicks’ on Facebook advertisements and its relationship with the intention to buy the product on Facebook advertisements. The current study helps the entrepreneurs, to design the Facebook advertisements to attract more ‘Like Clicks’, to increase the value of advertisements and escalate the buyers’ intention to buy the product. Results indicated that product information such as the quality and economic value for money of product were identified as the important elements that significantly influences, the Facebook users to add ‘Like Clicks’ on Facebook advisements. The findings also revealed that, to certain extent, ‘Like Clicks ‘and comments influenced the intention buy the product among the millennials.

Item Type:	Article
Uncontrolled Keywords:	Facebook, Like Clicks, Product Information, Hedonic and Good Economic Value and Millennial.
Subjects:	H Social Sciences > HM Sociology > HM711-806 Groups and organizations
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	08 Apr 2022 00:33
Last Modified:	08 Apr 2022 00:33
URII:	http://shdl.mmu.edu.my/id/eprint/9350

Downloads

Edit (login required)