Abstract
Today, people use social media for communicating and browsing the internet during their spare time. Additionally, people are using social media as a means of leisure during their free time. When Facebook launched its Facebook Live streaming application in 2016, the phenomenon created new opportunities for marketers. Recently, Facebook Live streaming is getting popular among companies in promoting their products and services. This research aims to investigate the factors that influence consumers’ purchase intention using Facebook Live streaming. The dependent variable of this study is the purchase intention whereas the independent variable is the attitude towards the broadcasters, interactivity, peer influence, perceived risk and product quality. There were 200 Generation Y respondents from whom information was collected via Facebook using a questionnaire. The result of the study showed that attitude and peer influence affect the consumer purchase intention when watching Facebook Live. This study gives marketers insight into improving their strategies in influencing consumer purchase intention when using Facebook Live streaming.
Highlights
The advancement in internet technology has made social media sites such as Facebook, Instagram, Twitter, and YouTube an integral part of everyday life
This study aimed to identify the influence of attitude towards broadcasters, interactions, peer influence, perceived risk and product quality towards the consumer purchase intentions on Facebook Live streaming
The respondents consisted of 52% male and 48% females from Generation Y
Summary
The advancement in internet technology has made social media sites such as Facebook, Instagram, Twitter, and YouTube an integral part of everyday life. This social network community has become highly relevant for marketers today (Casteleyn et al, 2009). Social media is a platform for sharing or communicating information and for businesses to reach and disseminate information to their customers (Hu et al, 2019). Facebook is the most popular social media site in the world, with around 2.79 billion users worldwide. The user population in the United States of America (USA) is projected to increase from 228.6 million in 2015 to 237.8 million in 2025 (The Statista, 2021). Generation Y and X are the heaviest users of Facebook, whereby 87% of Generation Y use Facebook at least once per week (Cox, 2019)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
