Impact of Facebook sponsored advertisements on Egyptian youth’s attitudes and purchase intention
<p align="center">This research paper is trying to examine the impact of Facebook sponsored advertisements on Egyptian youths’ attitudes and purchase intentions. It aims at exploring the relationship between Facebook sponsored advertisements’ personalization, perceived usefulness, pe...
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| Format: | Article |
| Language: | English |
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Academy Publishing Center
2024-05-01
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| Series: | Insights into Language, Culture and Communication |
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| Online Access: | http://apc.aast.edu/ojs/index.php/ILCC/article/view/790 |
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| author | Nashwa Mohamed Ayman Hanan Gunied Asmaa El-Mously |
| author_facet | Nashwa Mohamed Ayman Hanan Gunied Asmaa El-Mously |
| author_sort | Nashwa Mohamed Ayman |
| collection | DOAJ |
| description | <p align="center">This research paper is trying to examine the impact of Facebook sponsored advertisements on Egyptian youths’ attitudes and purchase intentions. It aims at exploring the relationship between Facebook sponsored advertisements’ personalization, perceived usefulness, perceived ease of use and consumers’ attitudes and purchase intentions. In addition to investigating the influence of age and gender on attitudes and purchase intention. The theoretical framework of this paper includes the Technology acceptance model. An online questionnaire was distributed through social media platforms with a sample of 417 young men and women who are Facebook users and their age is between 25-34 from Cairo and Giza. The findings showed that personalization, perceived usefulness and perceived ease of use have a positive influence on their attitudes and purchase intentions. The results also showed that attitudes mediate the relation between all these independent variables and purchase intentions, and are considered a factor that affect consumers’ purchase intentions. Also, it was found that there is no significant relation between gender and attitudes and purchase intentions, while those who are younger (25-30) had higher purchase intentions.</p><p align="center"><strong>Received: 14 January 2024 </strong></p><p align="center"><strong>Accepted: 05 February 2024 </strong></p><p align="center"><strong>Published: 16 May 2024</strong></p> |
| format | Article |
| id | doaj-art-e07f2958c47347b491f048b84eb8ca79 |
| institution | Kabale University |
| issn | 2812-4901 2812-491X |
| language | English |
| publishDate | 2024-05-01 |
| publisher | Academy Publishing Center |
| record_format | Article |
| series | Insights into Language, Culture and Communication |
| spelling | doaj-art-e07f2958c47347b491f048b84eb8ca792025-08-20T03:28:07ZengAcademy Publishing CenterInsights into Language, Culture and Communication2812-49012812-491X2024-05-01419010410.21622/ILCC.2024.04.1.790352Impact of Facebook sponsored advertisements on Egyptian youth’s attitudes and purchase intentionNashwa Mohamed Ayman0Hanan Gunied1Asmaa El-Mously2Media Department, College of Language and Communication, Arab Academy for Science, Technology and Maritime Transport, Cairo, Egypt.Faculty of Mass Communication, Cairo University, Giza, EgyptCollege of language and Communication, Arab Academy for science, Technology and Maritime Transport, Cairo, Egypt<p align="center">This research paper is trying to examine the impact of Facebook sponsored advertisements on Egyptian youths’ attitudes and purchase intentions. It aims at exploring the relationship between Facebook sponsored advertisements’ personalization, perceived usefulness, perceived ease of use and consumers’ attitudes and purchase intentions. In addition to investigating the influence of age and gender on attitudes and purchase intention. The theoretical framework of this paper includes the Technology acceptance model. An online questionnaire was distributed through social media platforms with a sample of 417 young men and women who are Facebook users and their age is between 25-34 from Cairo and Giza. The findings showed that personalization, perceived usefulness and perceived ease of use have a positive influence on their attitudes and purchase intentions. The results also showed that attitudes mediate the relation between all these independent variables and purchase intentions, and are considered a factor that affect consumers’ purchase intentions. Also, it was found that there is no significant relation between gender and attitudes and purchase intentions, while those who are younger (25-30) had higher purchase intentions.</p><p align="center"><strong>Received: 14 January 2024 </strong></p><p align="center"><strong>Accepted: 05 February 2024 </strong></p><p align="center"><strong>Published: 16 May 2024</strong></p>http://apc.aast.edu/ojs/index.php/ILCC/article/view/790facebook sponsored advertisements, personalization, consumers’ attitudes, purchase intentions, technology acceptance model. |
| spellingShingle | Nashwa Mohamed Ayman Hanan Gunied Asmaa El-Mously Impact of Facebook sponsored advertisements on Egyptian youth’s attitudes and purchase intention Insights into Language, Culture and Communication facebook sponsored advertisements, personalization, consumers’ attitudes, purchase intentions, technology acceptance model. |
| title | Impact of Facebook sponsored advertisements on Egyptian youth’s attitudes and purchase intention |
| title_full | Impact of Facebook sponsored advertisements on Egyptian youth’s attitudes and purchase intention |
| title_fullStr | Impact of Facebook sponsored advertisements on Egyptian youth’s attitudes and purchase intention |
| title_full_unstemmed | Impact of Facebook sponsored advertisements on Egyptian youth’s attitudes and purchase intention |
| title_short | Impact of Facebook sponsored advertisements on Egyptian youth’s attitudes and purchase intention |
| title_sort | impact of facebook sponsored advertisements on egyptian youth s attitudes and purchase intention |
| topic | facebook sponsored advertisements, personalization, consumers’ attitudes, purchase intentions, technology acceptance model. |
| url | http://apc.aast.edu/ojs/index.php/ILCC/article/view/790 |
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