Does the Use of Facebook Lead to Purchases?
- Publication Type:
- Conference Proceeding
- Proceedings of 2014 ANZMAC Conference, 2014, pp. 1169 - 1175 (6)
- Issue Date:
The ability of social media to attract large numbers of people around the world also makes these websites a platform of interest for advertisers. While these sites were hesitant at first to ‘sell out’ to massive amounts of advertising, advertising has produced for them a major revenue stream. However, an issue is whether the use of social media leads people to purchase. This paper will analyse the results of a survey of 169 Facebook users to determine the predictors for a purchase based on information from Facebook. The findings indicate that Facebook engagement, seeking friends, seeking information and gender are the main predictors of purchase.
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