Impact of Facebook Advertising on Purchase Intention

Abstract

Advertising trend has been changed and now businesses are moving towards social media advertising. There are a number of vital social media, however, this study focused on Facebook advertising. While many telecommunication companies in Thailand are now suffering due to advertising game-changing challenges, Facebook advertising plays an important role on consumer purchase intention; therefore, the objective of this study is to examine the role of Facebook advertising on purchase intention. Therefore, this study examined the effect of Facebook advertising attributes and Facebook page credibility on purchase intention among Thailand's telecommunication companies. This study preferred to collect the data from marketing department of different telecommunication companies in Thailand. Employees of these companies were considered as the respondents. Collected data were analyzed with the help of Partial Least Square (PLS). The study revealed that Facebook advertising attributes and Facebook page credibility are significantly related to how effective advertising on Facebook is. Both elements are positively associated with purchase intention. In addition, communication vitally plays as a mediating role between Facebook advertising and purchase intention.