Investigating facebook's social media marketing features and their impacts on purchase intention

Rahamat, Nur Fakhriah (2018) Investigating facebook's social media marketing features and their impacts on purchase intention. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Social Media Marketing have recently gained enormous popularity for marketing communications. In recent times, businesses are choosing their customers online to relate with them and attending to their complaints online, at the same time, consumers are going online to make purchases. Facebook describes itself as a perfect marketing tool because it has been created many features which allows businesses to use all the features for targeting advertising. Therefore, Facebook can be solution for them by exploited their features such as Personal Profile Page, Comment Construct, Brand Fan Page, Facebook Group and Like Construct for marketing purposes. Currently, users purchase intention on Facebook are not influenced by advertisement on Facebook and users do not actively use Facebook as an information source. Therefore, this study contributes to investigate Facebook’s features and their impacts on purchase intention. A conceptual framework has been developed based on Theory of Planned Behaviour to understand the impacts that influences customer behaviour toward purchase intention. The survey data was collected from 280 respondents in Malaysia through distribution of questionnaire. The gathered data were analyzed by using Statistic Package for Social Science (SPSS) software for Exploratory Factor Analysis (EFA) and Multiple Regression. This research also gives implications to knowledge and practical contribution. Limitations and future research also proposed for the future research.

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