Investigating the Impact of Facebook on Consumer Attitude

Yıl 2021, Cilt: 7 Sayı: 1, 53 - 70, 01.04.2021

Aisha Amin Burçin Kaplan

Öz

The way a consumer thinks about a particular brand is one of the most
significant aspects in making purchase decisions. Nowadays organizations
aim to make their products memorable and create points of difference in
their products or strategies. In this study the perception regarding the brand
pages and their attitude towards Facebook advertisement are focused. An
online questionnaire was published. The respondents to the questionnaire
were all active Facebook users in Turkey. In this study among different
types of social media sites Facebook is considered, there are facilities
provided through Facebook that usually brands use them such as fan pages,
advertising. The findings based on the analyses suggest that there are no
significant differences between gender considering perception towards the
brand pages and no differences regarding consumer attitude towards
Facebook advertisements furthermore the perception of a brand page does
affect consumer attitude towards advertisements. This study concludes that
building a brand requires providing or enhancing online brand pages,
moreover, creating the most relevant ads and creating interaction with
consumers. There are vital strategies of building brand such as online
presence, communicating and using social networking sites as a platform
to reach the target audience.

Anahtar Kelimeler

Marketing, Advertising, Social media, Consumer Attitude, Brand Perception

Kaynakça

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