THE DECISION BEHAVIOR OF FACEBOOK USERS

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Description: Currently, lots of enterprises widely use social network site for marketing campaigns, however, there are still limited literature in the related fields. This study investigated the determinant factors for the successful implementation of Facebook marketing by enterprises. Using the marketing communication model developed by Hoffman & Novak [20] as well as source credibility, social ties, consumer value and the involvement theory, this study tested the impact transferring messages through media on the message receiver's decision-making behavior. A total of 256 smart phone Facebookers were selected as research samples, and the hypotheses was tested using regression analysis. The research findings suggested that advertising messages provided by close friends only affect consumer brand attitudes, but advertising messages provided by commercial sources affect both consumer brand attitudes and purchasing intentions. Utilitarian and recreational advertising messages affect consumer advertising attitude, brand attitudes, purchasing intentions and involvement. Lastly, consumer involvement partially mediates the effects of utilitarian advertising and recreational advertising on advertising attitude, brand attitudes and purchasing intentions. [PUBLICATION ABSTRACT]
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