Facebook Advertising Effect: A Cross-Cultural Perspective

• Main Authors: Chanakarn Borisutsawat, 馬冰冰
• Other Authors: 張瑋倫
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/s25t4b

碩士 === 淡江大學 === 商管學院經營管理全英語碩士學位學程 === 106 === There are 2.13 billion monthly active Facebook users in the fourth quarter of 2017 in the worldwide. Over the past few years, the phenomenal growth in such a social network site has attracted the attention of companies to tap into these potential benefits. Facebook is also popular and successful both in Thailand and Taiwan. Digital Facebook advertisement spending will rise by nearly THB1 billion (about $29.2 million). However, Taiwan has the highest Facebook penetration rate and nearly 95 percent of Taiwanese use Facebook, which obviously makes it a comparatively better channel to display advertising. Consumers’ attitudes at each stage of the process can be used as an important measure in evaluating the effectiveness of marketing practice. Moreover, growing Facebook-based advertising is perhaps an indication that it is becoming an important source of business presentation and the firms are taking Facebook advertisement as a useful strategy to attract customers. Thus, this study proposes two questions: (1) what are the consumers’ attitudes toward Facebook advertising? (2) how does Facebook advertising effect on purchase decision? Existing researchers reveal the importance of conducting Facebook advertising strategy effectively is to choose the right target audience, customer attitude toward advertising and web strategy. This study takes three influential factors into account to propose a conceptual model in terms of personal factors, psychological factors, and web marketing mix 4S. This study collected 104 samples including Thai and Taiwanese respondents who have Facebook accounts. This study also provides cross analysis between the two countries of consumers’ attitudes toward Facebook advertising and purchase decision on the website. Meanwhile, we examine the perceived differences of nationality with different attitudes toward Facebook advertising. The result of Thai consumers’ attitudes toward Facebook advertising and consumers purchase decision on the website is quite similar to Taiwanese consumers. Firstly, image advertising and video advertising are most basic Facebook advertising types but they are worth running advertising campaigns. Secondly, consumers purchase decision on the website, collection advertising, video advertising and image advertising can motivate them to make purchases. The major reasons are price, promotion, and convenience. Finally, customers in different culture indicate less important of the website such as an offline store, email, and website error. We assumed that when consumers can purchase products or services from websites, they don’t want to go to physical stores. Moreover, email marketing can make them annoyed when emails urged them to buy products or services that they had already purchased. As the Internet has proliferated the business world, online advertising has become the core marketing strategy. This study explores the strategies of Facebook advertising based on different cultures. A gap of Facebook strategies from the customer perspective can be filled in the literature, which used to place weight on advertising from the marketer’s view. Firstly, companies attempted and examined every advertising strategy to reach their customers; therefore, they will know which strategy will help them achieve the marketing goals. Secondly, companies have to consider using multimedia content that communicates with customers. Thirdly, consumers can view more information about company’s brand, product or service and make purchasing decisions based on experience. Hence, companies should cooperate with a web design company to improve the look, functionality, and usability.