Does the Use of Facebook Lead to Purchases?
- Publication Type:
- Conference Proceeding
- Proceedings of 2014 ANZMAC Conference, 2014, pp. 1169 - 1175 (6)
- Issue Date:
Copyright Clearance Process
- Recently Added
- In Progress
- Open Access
This item is open access.
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.
Please use this identifier to cite or link to this item: