A framework for Facebook advertising effectiveness: A behavioral perspective

Wiese, Melanie; Martínez-Climent, Carla; Botella-Carrubí, Dolores

doi:10.1016/j.jbusres.2019.11.041

Cited by 77 publications

(62 citation statements)

References 85 publications

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“…Hasil penelitian (Dehghani & Tumer, 2015), (E.B, 2016), (Pancaningrum & Rahayu, 2017), (Tikno, 2017), (M.S et al, 2018), (Wiese et al, 2020), (S. Huang et al, 2020), (Chodick et al, 2020), (Chierici et al, 2019) menyatakan bahwa Facebook Ads berpengaruh terhadap peningkatan brand awareness. Sebaliknya, menurut hasil penelitian (Vries et al, 2017), (Sung et al, 2020), menyatakan bahwa Facebook Ads tidak efektif dalam meningkatkan brand awareness.…”

Section: Bertinus Sijabatunclassified

“…Facebook Ads (iklan Facebook) adalah stimulus yang dirancang untuk mendorong setiap konsumen untuk terlibat dengan merek atau produk. Efektivitas iklan biasanya diukur dari segi percakapan, rasio klik-tayang, tindakan perilaku menglik iklan, atau perilaku pembelian (Wiese et al, 2020). Facebook Ads memberikan kemudahan bagi para penggunanya untuk bisa mengiklankan sendiri bisnis sesuai dengan keinginan sang pemilik bisnis (Techfor, 2019) Indikator variabel Facebook Ads (Leanne, 2020) Brand awareness (kesadaran merek) adalah kemampuan konsumen untuk yang menyebutkan merek secara spontan sebagai merek yang beroperasi di industri tertentu tanpa bantuan kesadaran (Vries et al, 2017).…”

Section: Facebook Ads (X2)unclassified

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Analisis Keputusan Membeli Berbasis Brand Awareness sebagai Impak Google Ads dan Facebook Ads (Kajian Pelanggan Lazada)

Sijabat

2021

SLJIL

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Penelitian ini bertujuan untuk menguji analisis keputusan pembelian berbasis Brand Awareness sebagai dampak pada Google Ads dan iklan Facebook. Penelitian dilakukan terhadap 97 responden yang merupakan pelanggan Lazada. Hasil penelitian ini menunjukkan: 1). Variabel Google Ads (X1) dengan brand awareness (Y1) terbukti memiliki efek dan efek yang signifikan terhadap brand awareness, dengan parameter koefisien 0,5081 (P Value <0,05) sebesar 0,0000. Hal ini menunjukkan bahwa variabel Google Ads memiliki efek signifikan pada variabel brand awareness (Y1). 2). Variabel iklan Facebook (X2) dengan brand awareness (Y1) terbukti berpengaruh dan signifikan terhadap brand awareness dengan parameter koefisien 0,3447 dan P Value < 0,05 dari 0,0000. Ini menunjukkan bahwa variabel Iklan Facebook mempengaruhi variabel brand awareness (Y1). 3). Variabel Google Ads (X1) dengan keputusan pembelian (Y2) terbukti memiliki efek signifikan pada keputusan pembelian dengan parameter koefisien 0,2385 dan nilai P<0,05 sebesar 0,0009. Ini menunjukkan bahwa variabel Google Ads mempengaruhi variabel keputusan pembelian (Y2). 4). Variabel iklan Facebook (X2) dengan keputusan pembelian (Y2) terbukti memiliki efek dan efek yang signifikan pada keputusan pembelian yaitu dengan parameter koefisien 0,2761 dan P Value<0,05 dari 0,0020. Ini menunjukkan bahwa variabel iklan Facebook mempengaruhi variabel keputusan pembelian (Y2). 5). Variable brand awareness (Y1) dengan keputusan untuk membeli (Y2) terbukti berpengaruh dan signifikan terhadap keputusan pembelian dengan parameter koefisien 0,4497 dan nilai P < 0,05 dari 0,0000. Ini menunjukkan bahwa variabel Brand Awareness terbukti memiliki efek pada variabel keputusan pembelian (Y2).

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Section: Bertinus Sijabatunclassified

Section: Facebook Ads (X2)unclassified

Analisis Keputusan Membeli Berbasis Brand Awareness sebagai Impak Google Ads dan Facebook Ads (Kajian Pelanggan Lazada)

Sijabat

2021

SLJIL

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“…Another study investigating purchase intention for products promoted via social media in Jordan found that habit, perception of relevance, amount of information provided, expectation of product performance, interactivity, and hedonic motivation were the main features influencing customer's purchase intention (Alalwan, 2018). Facebook which is the most popular social media tool, is not only effective in advertising due to its interactive and integrative features in joining the social space of consumers without the sense of invasion (Wiese, Martínez-Climent, & Botella-Carrubi, 2020), but also through its recommending and sharing pages features followed by advertisements, reviews, and likes (Groothuis, Spil, & Effing, 2020).…”

Section: Social Mediamentioning

confidence: 99%

Media Consumption and Civic Engagement: The Reasoned Action Theory as a Way Forward to Determine The Relationship

Ramanair¹

2020

JKMJC

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Communication is important to enable ideas to be transformed into informed actions. As such, the media used for such communication is crucial and play an important role in broadcasting the information. The proliferation of the Internet has greatly enhanced the important role of the media and changed the landscape of the media industry. In addition to conventional media, consumers are now able to access a variety of social media applications. Both types of media are important and needs to be considered as it continues to be consumed across demographics and play important roles in communicating information. Further, both types of media are capable of informing and shaping the views of consumers in a variety of areas from the political to the social. The important question remains as to whether increased availability, access, and connectivity to the various types of media and the information provided have enabled opportunities to media consumers to engage in discussions to stimulate civic engagement leading to activism. Research investigating users' media consumption and civic engagement with issues explored is largely not well theorised and often offer inconclusive or conflicting results. As such, the ensuing discussion proposes a way forward utilising the Reasoned Action Theory to determine the relationship between media consumption and civic engagement.

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“…Based on a survey conducted in South Korea, about 9 out of 10 people own a smartphone and the usage time is steadily increasing ( Jeong et al, 2020 ). More than 2.23 billion people use Facebook monthly, and appear to share their thoughts on social issues and details of friends through this platform ( Wiese et al, 2020 ). In addition, more than 90% of adults in the United States visit social media websites, and in the United Kingdom people spend an average of 136 min a day on social media; such people make social comparisons through their use of social network services (SNS) and their behavior is significantly influenced by these social comparisons ( Oh et al, 2014 ).…”

Section: Introductionmentioning

confidence: 99%

Relation Between the Degree of Use of Smartphones and Negative Emotions in People With Visual Impairment

Park

2021

Front. Psychol.

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The use of smartphones has become commonplace, even among people with disabilities. The purpose of this study was to investigate the effect of smartphone use on the negative emotions of people with visual impairment. This study analyzed data from 30 respondents with visual impairments obtained from the 2016 Internet Overdependence Survey in South Korea. The analysis was based on partial least squares regression with information search, leisure, communication, and online transactions as independent variables, and negative emotions comprising depression, anxiety, and loneliness as the dependent variables. Among people with visual impairment, the use of smartphones as a means of communication decreased negative emotions while their use for leisure or information search was related to an increase in negative emotions such as depression and loneliness. Use for information retrieval was found to be associated with a low level of anxiety, and use for online transactions was associated with low loneliness. The results of this study showed that the use of the Internet can be a means of providing interaction opportunities and reducing negation emotions for people with visual impairment.

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A framework for Facebook advertising effectiveness: A behavioral perspective

Cited by 77 publications

References 85 publications

Analisis Keputusan Membeli Berbasis Brand Awareness sebagai Impak Google Ads dan Facebook Ads (Kajian Pelanggan Lazada)

Analisis Keputusan Membeli Berbasis Brand Awareness sebagai Impak Google Ads dan Facebook Ads (Kajian Pelanggan Lazada)

Media Consumption and Civic Engagement: The Reasoned Action Theory as a Way Forward to Determine The Relationship

Relation Between the Degree of Use of Smartphones and Negative Emotions in People With Visual Impairment

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