Marketing

Demography

Descriptive statistics

Biology

Statistics

Brand image

Statistical analysis

Business

Paleontology

Test (biology)

Advertising

Psychology

Mathematics

Population

Sociology

Purchasing

Computers in Human Behavior

The present study aimed to examine the effectiveness of advertisements in enhancing consumers’ purchasing intention on Facebook in 2013. It is an applied study in terms of its goals, and a descriptive survey one in terms of methodology. The statistical population included all undergraduate students in Cypriot universities. An 11-item researcher-made questionnaire was used to compare and analyze the effectiveness of advertisements. Data analysis was carried out using SPSS17, the parametric statistical method of t-test, and the non-parametric Friedman test. The results of the study showed that Facebook advertising significantly affected brand image and brand equity, both of which factors contributed to a significant change in purchasing intention.

A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers