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The Effectiveness of Facebook Marketing in Influencing the Consumers’ Purchase Intention

The aim of this study was the examination of an integrated model that extended the Theory of Planned Behavior (TPB) with an additional factor, trust, by investigating Malaysian Net Generations intention to shop online in Facebook. Based on a sample of 300 net generations, the study found that all th...

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Main Author: Chuah, Chong Sheng
Format: Thesis
Language:English
Published: 2011
Subjects:
HD28 Management. Industrial Management
Online Access:http://eprints.intimal.edu.my/577/1/MBA%20-%2036.pdf
http://eprints.intimal.edu.my/577/
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spelling my-inti-eprints.5772016-11-07T05:53:01Z http://eprints.intimal.edu.my/577/ The Effectiveness of Facebook Marketing in Influencing the Consumers’ Purchase Intention Chuah, Chong Sheng HD28 Management. Industrial Management The aim of this study was the examination of an integrated model that extended the Theory of Planned Behavior (TPB) with an additional factor, trust, by investigating Malaysian Net Generations intention to shop online in Facebook. Based on a sample of 300 net generations, the study found that all the independent variables significantly influenced their intention to shop online in Facebook. The results also showed that trust can enhances the predictive utility of the TPB for the intention of engaging in shopping online in Facebook, along with the three variables (attitude, subjective norm and perceived behavioral control) of the TPB. The findings illustrated that trust factor is the most influential predictor variable of intention to shop online in Facebook, followed by attitude, perceived behavioral control and subjective norm. 2011 Thesis NonPeerReviewed text en http://eprints.intimal.edu.my/577/1/MBA%20-%2036.pdf Chuah, Chong Sheng (2011) The Effectiveness of Facebook Marketing in Influencing the Consumers’ Purchase Intention. Masters thesis, INTI International University.
institution INTI International University
building INTI Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider INTI International University
content_source INTI Institutional Repository
url_provider http://eprints.intimal.edu.my
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Chuah, Chong Sheng
The Effectiveness of Facebook Marketing in Influencing the Consumers’ Purchase Intention
description The aim of this study was the examination of an integrated model that extended the Theory of Planned Behavior (TPB) with an additional factor, trust, by investigating Malaysian Net Generations intention to shop online in Facebook. Based on a sample of 300 net generations, the study found that all the independent variables significantly influenced their intention to shop online in Facebook. The results also showed that trust can enhances the predictive utility of the TPB for the intention of engaging in shopping online in Facebook, along with the three variables (attitude, subjective norm and perceived behavioral control) of the TPB. The findings illustrated that trust factor is the most influential predictor variable of intention to shop online in Facebook, followed by attitude, perceived behavioral control and subjective norm.
format Thesis
author Chuah, Chong Sheng
author_facet Chuah, Chong Sheng
author_sort Chuah, Chong Sheng
title The Effectiveness of Facebook Marketing in Influencing the Consumers’ Purchase Intention
title_short The Effectiveness of Facebook Marketing in Influencing the Consumers’ Purchase Intention
title_full The Effectiveness of Facebook Marketing in Influencing the Consumers’ Purchase Intention
title_fullStr The Effectiveness of Facebook Marketing in Influencing the Consumers’ Purchase Intention
title_full_unstemmed The Effectiveness of Facebook Marketing in Influencing the Consumers’ Purchase Intention
title_sort effectiveness of facebook marketing in influencing the consumers’ purchase intention
publishDate 2011
url http://eprints.intimal.edu.my/577/1/MBA%20-%2036.pdf
http://eprints.intimal.edu.my/577/
_version_ 1644541243928084480
score 13.211869

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