THE EFFECT OF FACEBOOK ADVERTISING ON GENERATION Y PURCHASE DECISION

Authors

  • Hartini Azman
  • Xue Yi Chiang
  • Mariam Miri Abdullah

Abstract

This research is to benefit the marketers to more effectively reach Generation Y customers as in this globalisation era. Hence, the aims of this research is to investigate the effect of Facebook advertising on Gen Y purchase decision and moderating effect of demographic factors on the relationship between perception of Facebook and purchase decision.  The three perceptions proposed in the model, namely perceived trust, perceived informativeness and perceived risk with moderating effects of gender between perceptions of Facebook advertising and consumer purchasing decision. The quantitative research was used for 300 respondents from Gen Y participated were selected from Generation Y in Johor, Malaysia. Results of the research shows that perceived trust and  perceived  risk  have  a  significant relationship  with  purchase  decision,  but  perceived  informativeness  does  not  have  a significant  relationship  with  purchase  decision.  In addition, gender had a significant moderating effect  on  the  relationship  between  perception  of  Facebook  ads  and  purchase decision.

Downloads

Download data is not yet available.

Downloads

How to Cite

Azman, H., Chiang, X. Y., & Abdullah, M. M. (2018). THE EFFECT OF FACEBOOK ADVERTISING ON GENERATION Y PURCHASE DECISION. Journal of Technology Management and Technopreneurship (JTMT), 6(1), 31–46. Retrieved from https://jtmt.utem.edu.my/jtmt/article/view/5224

Issue

Vol. 6 No. 1 (2018)

Section

Journal of Technology Management and Technopreneurship

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-By 4.0 (CC BY 4.0)  that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).