The Success Factors Of The Effectiveness Of Facebook Advertisement Among Facebook Users In Malaysia

Razali, Nor Shafinaz (2014) The Success Factors Of The Effectiveness Of Facebook Advertisement Among Facebook Users In Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

In this globalization era, it is impossible for a person to not having a Facebook account. Due to this trend, a lot of marketers take it as an opportunity to approach the customers and advertise through Facebook using Facebook advertisement. The purpose of this research is to determine the effectiveness of Facebook advertisement. The research chooses Malaysian Facebook users as the respondents. A survey is conducted by distributing questionnaires to approximately 150 respondents of Facebook users in order to gather primary data. The data collected are analyzed using Statistical Package for Social Science (SPSS) version 22 and the methods used are regression analysis, correlation analysis and reliability analysis. The analysis results indicate that there are relationship between actual profile, growing number of Facebook users and friends on Facebook with the effectiveness of Facebook advertisement and are discussed and briefly explained. The future research for next generation can study on other variables which are related to the effectiveness of Facebook advertisement. The research can be practically useful guideline for advertisers in practice.

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