Keywords
How to Cite
Abstract
The aim of this research is to examine the impact of demographic variables and Facebook usage patterns on consumer behavior in relation to Facebook advertising.
The study’s setting, which included Kosovar citizens, was examined using a variety of statistical techniques, including discriminator validity testing, reliability analysis, descriptive statistics, and the Kruskal-Wallis H Test. In this study, 276 respondents or Kosovar citizens participated. Every Kosovo region has been met by these responders. The questionnaire was employed through the survey as a tool for gathering study data. Three sections comprised the questionnaire: questions on the respondents’ demographics, questions concerning the features of Facebook use, and statements indicating the extent to which Facebook ads influenced consumer purchases.
With the exception of income level, which has a significant correlation with consumer behavior for making purchases through Facebook ads, statistical testing has led us to the conclusion that there is no significant correlation between gender, age, education, residential area, and consumer purchase in terms of purchasing through Facebook ads.
The experiments indicate that the variables pertaining to the features of purchases on Facebook do not significantly influence consumer behavior when it comes to making purchases through Facebook adverts
References
Adamopoulos, Panagiotis, and Vilma Todri., (2015), “The effectiveness of marketing strategies in social media: Evidence from promotional events,” Proceedings of the 21th ACM SIGKDD international conference on knowledge discovery and data mining.
Aziz, Nergis (2016). “The Impact of Demographic Characteristics on the Relationship Between Trust, Individuals’ Attitudes Towards Social Media and Intention to Use Social Media in an Emerging Economy”, Journal Of Social, Humanities And Administrative Sciences, 9 (1).
Bannister, Alexandra, Joelle Kiefer, and Jessica Nellums (2013)., “College students’ perceptions of and behaviors regarding Facebook© advertising: An exploratory study,” The Catalyst 3 (1), 2.
Brown, Mark, Nigel Pope, and Kevin Voges (2003)., “Buying or browsing? An exploration of shopping orientations and online purchase intention”, European Journal of marketing, 37 (11/12), 1666-1684.
Chatterjee, Patrali (2008)., “Are Unclicked Ads Wasted? Enduring Effects of Banner and Pop-Up Ad Exposures on Brand Memory and Attitudes,” Journal of electronic commerce Research, 9 (1).
Ceku, Bardhyl (2010)., Marketing Direction. Tirana University Book Publishing House.
Clemes, Michael D., Christopher Gan, and Junli Zhang (2014)., “An empirical analysis of online shopping adoption in Beijing, China,” Journal of Retailing and Consuer Services, 21 (3), 364-375.
Cunningham, Isabella C., and Cunningh. WH (1973)., “The urban in-home shopper: Socio-economic and attitudinal characteristics, “ Journal of Retailing, Vol 49 (l), 42-57.
Dilham, Ami, Fivi Rahmatus Sofiyah, and Iskandar Muda (2018)., “The internet marketing effect on the customer loyalty level with brand awareness as intervening variables,” International Journal of Civil Engineering and Technology, 9 (9), 681-695.
Duffett, Rodney Graeme (2017)., “Influence of social media marketing communications on young consumers’ attitudes,” Young Consumers, 18 (1), 19-39.
Duffett, R.G. (2015)., Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, Vol. 25 No. 4, pp. 498-526.
Duffett, Rodney Graeme (2015)., “Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials,” Internet research, 25 (4), 498-526.
Fazal-ur-Rehman FU, Tariq Nawaz TN, Aminullah Khan AK, Shabir Hyder SH (2014)., “How advertising affects the buying behavior of consumers in rural areas: a case of Pakistan”, 405-412.
Mallery, Paul, and Darren George (2003)., SPSS for Windows Step by Step: A Simple Guide and Reference. 11.0 Update, 4th ed. Boston: Allyn & Bacon.
Girard, Tulay, Pradeep Korgaonkar, and Ronnie Silverblatt (2003)., “Relationship of type of product, shopping orientations, and demographics with preference for shopping on the Internet,” Journal of Business and Psychology, 18, 101-120.
Hair, Josehh F., Black C William, Barry Babin J, and Anderson Roleph E (2010)., Multivariate data analysis, Seventh ed. Prentice Hall.
Hollensen, Svend (2010)., Marketing Management: A Relationship Approach. Financial Times Prentice Hall.
Jashari, Fitore, and Visar Rrustemi (2017)., The impact of social media on consumer behavior–Case study Kosovo,” Journal of Knowledge Management, Economics and Information Technology, 7 (1), 1-21.
Kahraman, Medya (2010)., Social Media, Introduction to Social Media for Marketing Experts. Istanbul: Mediacat Yayinlari.
Montague, Iris B., Kathryn Arano Gazal, and Janice K. Wiedenbeck (2019)., “Social media use in the wood products industry: Impact on the consumer purchasing process”, BioProducts Business, 27-40.
Kietzmann JH, Hermkens K, McCarthy IP, and Silvestre BS (2011)., “Social media? Get serious! Understanding the functional building blocks of social media”, Business horizons, 54.3, 241-251.
Koch, Stefan, and Asli Dikmen (2015)., “Does successful social media marketing affect brand value?: An empirical investigation”, Journal of Electronic Commerce in Organizations (JECO), 13.1, 15-26.
Kosovo Association of Information and Communication Technology (2013)., “Internet penetration and usage in Kosovo”, Prishtine.
Kotler, Philip and Keller Kevin (2006)., Marketing Management, 12th Edition. Prentice Hall, Upper Saddle River.
Kotler, Philip, Armstrong, Gary, Saunders, John, and Wang Veronica (2006)., Principles of Marketing, Fourth European Editation. Pearson Education Limited.
Charles W. Lamb, Joe F. Hair, and Carl McDaniel (2011)., “Marketing”, South-Western, Cengage Learning.
Lukka, V. and James, P.T.J (2014)., “Attitudes towards Facebook Advertising”, Journal of Management and Marketing Research, 1-26.
Madahi, Abdolrazagh, and Inda Sukati (2012)., “The effect of external factors on purchase intention amongst young generation in Malaysia”, International Business Research, 5.8 153.
Madden, Mary, and Kathryn Zickuhr (2011)., “65% of online adults use social networking sites”, Pew Internet & American Life Project.
Montague, Iris B., Kathryn Arano Gazal, and Janice K. Wiedenbeck (2019)., “Social media use in the wood products industry: Impact on the consumer purchasing process”, BioProducts Business, 27-40.
Mouakket, Samar (2015)., “Factors influencing continuance intention to use social network sites: The Facebook case”, Computers in Human Behavior, 53,102-110.
Nekatibeb, Tesfaye (2012)., “Evaluating the impact of social media on traditional marketing”.
Newberry, Christina (2018)., “A long list of Facebook statistics that matter to social marketers,” (accessed Semptember 30, 2024), https.V/blog. hootsuite. com/Facebook-statistics/.
Paul, Justin (2020)., “Marketing in emerging markets: A review, theoretical synthesis and extension”, International Journal of Emerging Markets, 15.3, 446-468.
Priyanka, and Padma Srinivasan (2015)., “An insight on using social media as a strategy to facilitate growth in the Indian retail Industry”, Ge- International Journal of Managment Research (GE-IJMR).
Rrustemi Visar, S. and Jashari Fitore (2016)., “The Impact of Social Media on Consumer Behavior in Kosovo”, SSRN Electronic Journal.
Schiffman, L. G., and Leslie Lazar Kanuk (2013)., “Consumer Behavior (8th editio)”, Nrw Jersey: Prentice Hall.
Solomon Michael, Bamossy Gary., and Askegaard Søren (2006)., Consumer Behaviour: A European Perspective. 3rd Edition. London: Prentice Hall.
Stamenovski, Aleksa and Boshko Jaqovski (2013)., Promotion and behavior with consumers. Skopje.
Vahl, A (2011)., “Create EPIC Facebook Ads, “ Publication of Hubsport, 2, 2-33.
Vranješ, Marija, Dragoljub Jovičić, and Dragana Gašević (2019)., “Analysis of the effects of demographic variables and characteristics of the Facebook social network on purchasing”, Škola biznisa, 1, 86-106.
Wiese, Melanie, Carla Martínez-Climent, and Dolores Botella-Carrubi (2020)., “A framework for Facebook advertising effectiveness: A behavioral perspective”, Journal of Business Research, 109, 76-87.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright (c) 2024 Kaltrina KRASNIQI