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Investigating the Impact of Facebook on Consumer Attitude

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

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.

Kaynakça

  • [1] Archambault, A., Gurdin, J. (2012). A Longitudinal Study of Facebook, LinkedIn, & Twitter Use. Retrived July 2, 2020. From https://www.microsoft.com/en-us/research/wp-content/uploads/2017/01/ALongitudinal- Study-of-Facebook-LinkedIn-Twitter-Use.pdf.
  • [2] Asiegbu, I.F., Powei, D.M. and Iruka, C.H. (2012). Consumer attitude: Some reflections on its concept, trilogy, relationship with consumer behavior, and marketing implications. European Journal of Business and Management, 4(13), pp.38-50.
  • [3] Atanasova, A. (2016). Gender-specific behaviors on social media and what they mean for online communications. Social Media Today. Retrived July 10, 2020. From https://www.socialmediatoday.com/socialnetworks/ gender-specific-behaviors-social-media-and-what-they-meanonline- communications#:~:text=Social%20medi
  • [4] Bain, C.D. and Rice, M.L. (2006). The influence of gender on attitudes, perceptions, and uses of technology. Journal of Research on Technology in Education, 39(2), pp.119-132.
  • [5] Barreto, A., M. (2013). Does brands` participation on Facebook affect positively brand equity. Doctoral Dissertation.
  • [6] Barrett, J. (2020). Why Brand Perception Matters and How You Can Measure It. Getfeedback. Retrived August 20, 2020. From https://www.getfeedback.com/resources/cx/brand-perception/
  • [7] Chen, J. (2020 Jan 24). 5 Actionable strategies for social media branding. Sprout Social. Retrieved Jan 12, 2020. From https://www.quora.com/Whatis- the-difference-between-Instagram-and-Facebook
  • [8] Coleman, M. (2019). Brand Perception: What It Is, Why it matters and how to measure It. Retrieved August 6, 2020. From https://www.adtaxi.com/blog-roll/2019/2/12/brand-perception-what-it-iswhy- it-matters-and-how-to-measure-it?format=amp
  • [9] Dutot, V. and Mosconi, E. (2016). Social media and business intelligence: defining and understanding social media intelligence. J. Decis. Syst., 25(3), pp.191-192.
  • [10] D`Souza, W. (2008). Strategies of attitude change. Consumer behavior. Retrived Dec 20. 2020. From http://consumerbehaviour4vtu.blogspot.com/2008/09/strategies-of-attitudechange. html
  • [11] Ferreira, F. and Barbosa, B. (2017). Consumers' attitude toward Facebook advertising. International Journal of Electronic Marketing and Retailing, 8(1), pp.45-57.
  • [12] Frey, C. (2016, Nov 13). How to use content marketing to enhance brand perception. Retrieved August 13, 2020. From. https://contentmarketinginstitute.com/2016/11/content-marketing-brandperception/
  • [13] Gkioulekas, I. and Papageorgiou, L.G. (2019). Piecewise regression analysis through information criteria using mathematical programming. Expert Systems with Applications, 121, pp.362-372.
  • [14] Gülpınar Demirci, V. and Kaplan, B. (2020). Veri Madenciliği ve Pazarlama, In Dijital Pazarlama Güncel Konular (Eds. C. Soylemez and A. Kayabaşı), Ekin Kitabevi Yayınları, pp. 253-288.
  • [15] Haron, S.A. (2015). Gender difference in consumer attitude towards purchasing made in Malaysia products. Asian Journal of Social Sciences & Humanities Vol, 4, p.4.
  • [16] Hair J r, J . F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.). England: Pearson Education Limited
  • [17] Helbling, M. (2018). Consumer Brand Perception through Social Media: A study on the Influences of Brand Perception on Generation Y.
  • [18] Helmond, A. Nieborg, D.B. and van der Vlist, F.N. (2019). Facebook’s evolution: development of a platform-as-infrastructure. Internet Histories, 3(2), pp.123-146.
  • [19] Iedunote. (2017). 3 Components of attitude. Retrieved Jan 23, 2020 From. https://www.iedunote.com/components-of-attitudes
  • [20] Jaafar, S.N., Lalp, P.E. and Naba, M.M. (2012). Consumers’ perceptions, attitudes and purchase intention towards private label food products in Malaysia. Asian Journal of Business and Management Sciences, 2(8), pp.73-90.
  • [21] Kakri, A. (2019). Understanding the ABC model of attitude and live more intelligent. Retrive July 12, 2020. From https://nimblefoundation.wordpress.com/2019/05/03/understand-abcmodel- of-attitude-and-live-more-intelligently/
  • [22] Kaplan, B. (2015). Marketing Strategies For The Generation “C” Consumer Behavior: An Overview For The GSM Market in Turkey. In Handbook of Research on Developing Sustainable Value in Economics, Finance, and Marketing (pp. 463-475). IGI Global.
  • [23] Kwon, E. S. (2005). Exploring consumer’s attitudes and behavior toward product placement in television shows. Southern Illinois University at Carbondale
  • [24] Long-Crowell, N. (2020). How do I change consumer attitudes?. Retrieved Jan 23, 2020 https://smallbusiness.chron.com/change-consumerattitudes- 3352.html
  • [25] Madichie, N. O. (2012). Consumer attitude. Retrieved Feb 5, 2020. From file:///C:/Users/USER%201/Downloads/CB-TC_04%20(1).pdf
  • [26] Madsen, D.Ø. and Slåtten, K. (2015). Social media and management fashions. Cogent Business & Management, 2(1), p.1122256.
  • [27] Mcdonald, S. M. (2011). Perception: Concept of analysis. Doctoral dissertation University of Texas at Tyler.
  • [28] Nambisan, P. (2005). Online community experience: impact on customer attitudes. (Master Thesis Rensselaer Polytechnic Institute Troy, New York) Also Available on Proquest UMI Number: 3201894.
  • [29] Nauert, R. (2012). Gender Influences Perception of Objects. Retrieved June 5, 2020https://psychcentral.com/news/2012/09/18/gender-influencesperception- of-objects/44760.html
  • [30] Noel, J. (2020). Affective component of attitude: Definition & Overview. Study.com. Retrieved June 12, 2020. From https://study.com/academy/lesson/affective-component-of-attitudedefinition- lesson-quiz.html
  • [31] Olsenki, S. (2012). Are Brands Wielding More Influence In Social Media Than WeThought?. Retrieved June 10, 2020. From https://www.forbes.com/sites/marketshare/2012/05/07/are-brandswielding- more-influence-in-social-media-than-we-thought/#20b7a7a771e1
  • [32] Picken, J. (2005). Attitudes and Perceptions. Retreived June 20, 2020 From file:///C:/Users/Lenovo/Downloads/Attitudes_and_Perceptions%20(1).pdf
  • [33] Patterson, J. (2017). Female perception VS. male perception. Retrieved June 5, 2020 https://www.everydayhealth.com/healthy-living/femaleperception- vs-male-perception/
  • [34] Rai, P. (2011). Gender Difference in Privacy and Perception about Facebook Advertising: Urban Youth in India and Indian Youth Living In United States of America (Doctoral dissertation, Hawaii Pacific University).
  • [35] Ramle, O. and Kaplan, B. (2019). The Power of Instagram Brand Communities: An Overview About Cosmetic Brands On Instagram. Florya Chronicles of Political Economy, 5(1), pp.1-14.
  • [36] Romaniuk, J., Sharp, B. (2002). Measuring brand perceptions: Testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, 11 (3), 218–229
  • [37] Sehl, K. (2020). 9 of the most important Facebook trends to watch right now. Hootsuite. Retrieved June 20, 2020. From https://blog.hootsuite.com/facebooktrends/ https://www.singlegrain.com/facebook/facebook-ads-trends-2020/
  • [38] Siu. E. (2020). 5 Facebook Ads Trends You Can’t Ignore in 2020. Single grain. Retrieved June 10, 2020. Fromhttps://www.singlegrain.com/facebook/facebook-ads-trends-2020/.
  • [39] Smith, K. (2015). The Importance of Brand Perception. Retrieved August 1, 2020https://www.brandwatch.com/blog/marketing-theimportance- of-brand-perception/
  • [40] Tauber, S. (2014). Perception VS Atttitude- What is the difference. Retrieved July 6, 2020. http://sarahtauber.com/interestingwords/ perception-vs-attitude-difference/
  • [41] Tuskej, M. (2010). Brand perception study. Retrieved August 13, 2020. From.file:///C:/Users/Lenovo/Downloads/BPS_MM_creativ.pdf
  • [42] Vermeren, I. (2015). Men Vs. Women: Who is more active on social media. Brandwatch. Retrived July 9. 2020. From https://www.brandwatch.com/blog/men-vs-women-active-social-media/
  • [43] Webb, L.M. and Temple, N. (2015). Social media and gender issues. In book: Handbook of Research on the Societal Impact of Digital Media, 638- 669. doi: DOI: 10.4018. ch025.
  • [44] Weisberg, J., Te`eni, Dov, Arman, L. (2011). Past purchase and intention to purchase in e‐commerce: The mediation of social presence and trust. Journal of Internet research, 21 (1), 82-96
  • [45] Welbers, K & Opgenhaffen, O. (2019) Presenting News on SocialMedia. Journal of Digital Journalism, 7:1, 45-62
  • [46] WR, J. W. (2015). Perceived Factors Influencing Consumer Trust and Its Impact on Online Purchase Intention in Indonesia. Journal of Science and Research, 6(8).
  • [47] Ye, L., Robertson, T. M. A. (2012). Gender Identity: Does It Matter for Consumers’ Perceptions? Journal of Business Diversity, 12(3), 81-92
  • [48] Yoon, B., Chung, Y. (2017). Consumer attitude and visit intention toward Food-trucks: targeting Millennials. Journal of Foodservice business research. 21(2),187-199.
  • [49] Zhang, X. (2013). Facebook Users' Experience and Attitude Toward Facebook Ads (Doctoral dissertation, Oklahoma State University).
  • [50] Zhou, Z. (2002). ‘Users’ attitudes toward web advertising: effects of internet motivation and Internet ability’, Advances in Consumer Research. 29(1), 71–78.
Yıl 2021, Cilt: 7 Sayı: 1, 53 - 70, 01.04.2021

Öz

Kaynakça

  • [1] Archambault, A., Gurdin, J. (2012). A Longitudinal Study of Facebook, LinkedIn, & Twitter Use. Retrived July 2, 2020. From https://www.microsoft.com/en-us/research/wp-content/uploads/2017/01/ALongitudinal- Study-of-Facebook-LinkedIn-Twitter-Use.pdf.
  • [2] Asiegbu, I.F., Powei, D.M. and Iruka, C.H. (2012). Consumer attitude: Some reflections on its concept, trilogy, relationship with consumer behavior, and marketing implications. European Journal of Business and Management, 4(13), pp.38-50.
  • [3] Atanasova, A. (2016). Gender-specific behaviors on social media and what they mean for online communications. Social Media Today. Retrived July 10, 2020. From https://www.socialmediatoday.com/socialnetworks/ gender-specific-behaviors-social-media-and-what-they-meanonline- communications#:~:text=Social%20medi
  • [4] Bain, C.D. and Rice, M.L. (2006). The influence of gender on attitudes, perceptions, and uses of technology. Journal of Research on Technology in Education, 39(2), pp.119-132.
  • [5] Barreto, A., M. (2013). Does brands` participation on Facebook affect positively brand equity. Doctoral Dissertation.
  • [6] Barrett, J. (2020). Why Brand Perception Matters and How You Can Measure It. Getfeedback. Retrived August 20, 2020. From https://www.getfeedback.com/resources/cx/brand-perception/
  • [7] Chen, J. (2020 Jan 24). 5 Actionable strategies for social media branding. Sprout Social. Retrieved Jan 12, 2020. From https://www.quora.com/Whatis- the-difference-between-Instagram-and-Facebook
  • [8] Coleman, M. (2019). Brand Perception: What It Is, Why it matters and how to measure It. Retrieved August 6, 2020. From https://www.adtaxi.com/blog-roll/2019/2/12/brand-perception-what-it-iswhy- it-matters-and-how-to-measure-it?format=amp
  • [9] Dutot, V. and Mosconi, E. (2016). Social media and business intelligence: defining and understanding social media intelligence. J. Decis. Syst., 25(3), pp.191-192.
  • [10] D`Souza, W. (2008). Strategies of attitude change. Consumer behavior. Retrived Dec 20. 2020. From http://consumerbehaviour4vtu.blogspot.com/2008/09/strategies-of-attitudechange. html
  • [11] Ferreira, F. and Barbosa, B. (2017). Consumers' attitude toward Facebook advertising. International Journal of Electronic Marketing and Retailing, 8(1), pp.45-57.
  • [12] Frey, C. (2016, Nov 13). How to use content marketing to enhance brand perception. Retrieved August 13, 2020. From. https://contentmarketinginstitute.com/2016/11/content-marketing-brandperception/
  • [13] Gkioulekas, I. and Papageorgiou, L.G. (2019). Piecewise regression analysis through information criteria using mathematical programming. Expert Systems with Applications, 121, pp.362-372.
  • [14] Gülpınar Demirci, V. and Kaplan, B. (2020). Veri Madenciliği ve Pazarlama, In Dijital Pazarlama Güncel Konular (Eds. C. Soylemez and A. Kayabaşı), Ekin Kitabevi Yayınları, pp. 253-288.
  • [15] Haron, S.A. (2015). Gender difference in consumer attitude towards purchasing made in Malaysia products. Asian Journal of Social Sciences & Humanities Vol, 4, p.4.
  • [16] Hair J r, J . F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.). England: Pearson Education Limited
  • [17] Helbling, M. (2018). Consumer Brand Perception through Social Media: A study on the Influences of Brand Perception on Generation Y.
  • [18] Helmond, A. Nieborg, D.B. and van der Vlist, F.N. (2019). Facebook’s evolution: development of a platform-as-infrastructure. Internet Histories, 3(2), pp.123-146.
  • [19] Iedunote. (2017). 3 Components of attitude. Retrieved Jan 23, 2020 From. https://www.iedunote.com/components-of-attitudes
  • [20] Jaafar, S.N., Lalp, P.E. and Naba, M.M. (2012). Consumers’ perceptions, attitudes and purchase intention towards private label food products in Malaysia. Asian Journal of Business and Management Sciences, 2(8), pp.73-90.
  • [21] Kakri, A. (2019). Understanding the ABC model of attitude and live more intelligent. Retrive July 12, 2020. From https://nimblefoundation.wordpress.com/2019/05/03/understand-abcmodel- of-attitude-and-live-more-intelligently/
  • [22] Kaplan, B. (2015). Marketing Strategies For The Generation “C” Consumer Behavior: An Overview For The GSM Market in Turkey. In Handbook of Research on Developing Sustainable Value in Economics, Finance, and Marketing (pp. 463-475). IGI Global.
  • [23] Kwon, E. S. (2005). Exploring consumer’s attitudes and behavior toward product placement in television shows. Southern Illinois University at Carbondale
  • [24] Long-Crowell, N. (2020). How do I change consumer attitudes?. Retrieved Jan 23, 2020 https://smallbusiness.chron.com/change-consumerattitudes- 3352.html
  • [25] Madichie, N. O. (2012). Consumer attitude. Retrieved Feb 5, 2020. From file:///C:/Users/USER%201/Downloads/CB-TC_04%20(1).pdf
  • [26] Madsen, D.Ø. and Slåtten, K. (2015). Social media and management fashions. Cogent Business & Management, 2(1), p.1122256.
  • [27] Mcdonald, S. M. (2011). Perception: Concept of analysis. Doctoral dissertation University of Texas at Tyler.
  • [28] Nambisan, P. (2005). Online community experience: impact on customer attitudes. (Master Thesis Rensselaer Polytechnic Institute Troy, New York) Also Available on Proquest UMI Number: 3201894.
  • [29] Nauert, R. (2012). Gender Influences Perception of Objects. Retrieved June 5, 2020https://psychcentral.com/news/2012/09/18/gender-influencesperception- of-objects/44760.html
  • [30] Noel, J. (2020). Affective component of attitude: Definition & Overview. Study.com. Retrieved June 12, 2020. From https://study.com/academy/lesson/affective-component-of-attitudedefinition- lesson-quiz.html
  • [31] Olsenki, S. (2012). Are Brands Wielding More Influence In Social Media Than WeThought?. Retrieved June 10, 2020. From https://www.forbes.com/sites/marketshare/2012/05/07/are-brandswielding- more-influence-in-social-media-than-we-thought/#20b7a7a771e1
  • [32] Picken, J. (2005). Attitudes and Perceptions. Retreived June 20, 2020 From file:///C:/Users/Lenovo/Downloads/Attitudes_and_Perceptions%20(1).pdf
  • [33] Patterson, J. (2017). Female perception VS. male perception. Retrieved June 5, 2020 https://www.everydayhealth.com/healthy-living/femaleperception- vs-male-perception/
  • [34] Rai, P. (2011). Gender Difference in Privacy and Perception about Facebook Advertising: Urban Youth in India and Indian Youth Living In United States of America (Doctoral dissertation, Hawaii Pacific University).
  • [35] Ramle, O. and Kaplan, B. (2019). The Power of Instagram Brand Communities: An Overview About Cosmetic Brands On Instagram. Florya Chronicles of Political Economy, 5(1), pp.1-14.
  • [36] Romaniuk, J., Sharp, B. (2002). Measuring brand perceptions: Testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, 11 (3), 218–229
  • [37] Sehl, K. (2020). 9 of the most important Facebook trends to watch right now. Hootsuite. Retrieved June 20, 2020. From https://blog.hootsuite.com/facebooktrends/ https://www.singlegrain.com/facebook/facebook-ads-trends-2020/
  • [38] Siu. E. (2020). 5 Facebook Ads Trends You Can’t Ignore in 2020. Single grain. Retrieved June 10, 2020. Fromhttps://www.singlegrain.com/facebook/facebook-ads-trends-2020/.
  • [39] Smith, K. (2015). The Importance of Brand Perception. Retrieved August 1, 2020https://www.brandwatch.com/blog/marketing-theimportance- of-brand-perception/
  • [40] Tauber, S. (2014). Perception VS Atttitude- What is the difference. Retrieved July 6, 2020. http://sarahtauber.com/interestingwords/ perception-vs-attitude-difference/
  • [41] Tuskej, M. (2010). Brand perception study. Retrieved August 13, 2020. From.file:///C:/Users/Lenovo/Downloads/BPS_MM_creativ.pdf
  • [42] Vermeren, I. (2015). Men Vs. Women: Who is more active on social media. Brandwatch. Retrived July 9. 2020. From https://www.brandwatch.com/blog/men-vs-women-active-social-media/
  • [43] Webb, L.M. and Temple, N. (2015). Social media and gender issues. In book: Handbook of Research on the Societal Impact of Digital Media, 638- 669. doi: DOI: 10.4018. ch025.
  • [44] Weisberg, J., Te`eni, Dov, Arman, L. (2011). Past purchase and intention to purchase in e‐commerce: The mediation of social presence and trust. Journal of Internet research, 21 (1), 82-96
  • [45] Welbers, K & Opgenhaffen, O. (2019) Presenting News on SocialMedia. Journal of Digital Journalism, 7:1, 45-62
  • [46] WR, J. W. (2015). Perceived Factors Influencing Consumer Trust and Its Impact on Online Purchase Intention in Indonesia. Journal of Science and Research, 6(8).
  • [47] Ye, L., Robertson, T. M. A. (2012). Gender Identity: Does It Matter for Consumers’ Perceptions? Journal of Business Diversity, 12(3), 81-92
  • [48] Yoon, B., Chung, Y. (2017). Consumer attitude and visit intention toward Food-trucks: targeting Millennials. Journal of Foodservice business research. 21(2),187-199.
  • [49] Zhang, X. (2013). Facebook Users' Experience and Attitude Toward Facebook Ads (Doctoral dissertation, Oklahoma State University).
  • [50] Zhou, Z. (2002). ‘Users’ attitudes toward web advertising: effects of internet motivation and Internet ability’, Advances in Consumer Research. 29(1), 71–78.
Toplam 50 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Ekonomi
Bölüm Araştırma Makalesi
Yazarlar

Aisha Amin Bu kişi benim 0000-0002-2891-5283

Burçin Kaplan Bu kişi benim 0000-0003-4967-8405

Yayımlanma Tarihi 1 Nisan 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 7 Sayı: 1

Kaynak Göster

APA Amin, A., & Kaplan, B. (2021). Investigating the Impact of Facebook on Consumer Attitude. Florya Chronicles of Political Economy, 7(1), 53-70.


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