The factors that influence the effectiveness of Facebook marketing : in a Singapore context

Abstract

With increasing hype placed on social networking platforms in recent years, online marketing on

these platforms is fast becoming an important element in advertisers’ marketing strategies. One

such online advertising medium that is growing in popularity is Facebook. In view of the

expanding advertisement budget spent on this medium, we will look to examine the effectiveness

of the various Facebook applications for marketers and whether Facebook marketing can be

suitable for them.

Research for this medium will be the first of its kind, as to date no prior research has been done.

In this study, we will investigate the effectiveness (as well as the difference in their individual

effectiveness) of Facebook marketing applications on the users’ engagement and purchase

intention. In addition, we will investigate if a product’s brand awareness will influence Facebook

user’s engagement and purchase intention.

An understanding of Facebook marketing effectiveness and its marketing suitability to a brand

would allow advertisers to understand if the current trend of advertising through Facebook is truly

effective and worth spending on.