The focus of this research is in the area of the effect of Facebook as an advertising tool in Egypt. Such a study is important in order to maximize the benefits that marketers can get from the successful use of Facebook as a tool of advertising for their products or services, being of high popularity recently in Egypt among younger and older ages with no restrictions of use to a certain demographic class. The research methods consisted of a wide review of relevant literature coupled with collection and analysis of empirical data. The latter is based on a survey of 400 Facebook users from Cairo and Alexandria governorates. The research adopted the quantitative approach to examine the relationship between Facebook and advertising. To achieve the research objectives and verify the proposed hypothesis, descriptive analysis used to test the feel of data, Cronbach's alpha to ensure reliability of data, factor analysis for the reduction of variables and regression analysis for testing hypothesis. The research provided evidence that Facebook has a significant effect as a tool of advertising as it can stimulate consumption of products and services advertised through it. The main conclusion drawn from this study is that Facebook in Egypt has a significant effect as an advertising tool regarding the power it has to stimulate its users to consume the products or services advertised through it using the socialization and interaction features of Facebook. This dissertation recommends that Marketers in Egypt must concentrate on the powerful effect of Facebook as a consumption stimulation as a main aspect when planning for their advertising campaign, using different advertising models created especially for Facebook than those created for the traditional means of advertising to match the unique features of the Facebook that are already different from those of the mass media.
Inhaltsverzeichnis (Table of Contents)
- Chapter 1: Introduction
- 1.1. Preface
- 1.2. Research Problem
- 1.3. Research aims and Objectives
- 1.4. Research and Practical implications
- 1.5. Research Originality
- 1.6. Research Hypothesis
- 1.7. Research Questions
- 1.8. Research Scope and Limitations
- 1.9. Research Methods and Instruments
- 1.10. Outlines of the Subsequent Chapters
- Chapter 2: Literature Review
- 2.1. Introduction
- 2.2. Facebook from Socializing to Advertising
- 2.3. Traditional Means of Advertising
- 2.4. Online Versus Traditional Advertisements
- 2.5. Current Advertising Activities on Facebook
- Chapter 3: Research Methods
- 3.1. Introduction
- 3.2. Research Strategy
- 3.3. Data Collection
- 3.4. Framework for Data Analysis
- Chapter 4: Empirical Results and Research Findings
- 4.1. Introduction
- 4.2. Demographic Data Description
- 4.3. Factor Analysis and Reduction of Data
- 4.4. Reliability
- 4.5. Testing Hypotheses and Framework Development
- Chapter 5: Conclusion, Discussion and Recommendations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation aims to investigate the effectiveness of Facebook as an advertising tool in Egypt. The study seeks to understand how Facebook's social features influence consumer behavior and provide recommendations for marketers on optimizing advertising campaigns on the platform.
- The impact of Facebook advertising on consumer behavior in Egypt.
- A comparison of Facebook advertising with traditional advertising methods.
- The role of social interaction and socialization features in Facebook's advertising effectiveness.
- Development of recommendations for effective Facebook advertising campaigns in the Egyptian market.
- The limitations of using Facebook as an advertising tool in Egypt.
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1: Introduction: This chapter introduces the research topic, focusing on Facebook's role as an advertising platform in Egypt. It outlines the research problem, aims, objectives, and hypotheses. The chapter also details the research methodology, scope, limitations, and the structure of the dissertation. The unique contribution of this research to the existing literature is highlighted, setting the stage for the subsequent chapters. The research questions and practical implications of the findings are also clearly articulated. Chapter 2: Literature Review: This chapter provides a comprehensive review of existing literature on advertising, specifically focusing on the evolution of Facebook from a social networking site to a powerful advertising platform. It compares and contrasts traditional advertising methods with online advertising, particularly on Facebook. This chapter analyzes current advertising practices on Facebook and explores the theoretical frameworks underpinning the study, establishing a strong foundation for the empirical research presented in the following chapters. Chapter 3: Research Methods: This chapter details the research design employed in the study. It outlines the research strategy, data collection methods (including the survey of 400 Facebook users in Cairo and Alexandria), and data analysis techniques. The chapter justifies the chosen quantitative approach and explains the statistical methods, such as Cronbach's alpha for reliability and regression analysis for hypothesis testing, that will be utilized to analyze the collected data. A clear and detailed description of the analytical framework ensures transparency and reproducibility of the research. Chapter 4: Empirical Results and Research Findings: This chapter presents the findings of the empirical analysis. It describes the demographic characteristics of the surveyed participants and presents the results of the factor analysis used for data reduction. The chapter then presents the results of the reliability test (using Cronbach's alpha) and the hypothesis testing using regression analysis. This section provides a detailed account of the statistical findings related to Facebook's influence on consumer behavior in Egypt, offering concrete evidence to support the research's claims.
Schlüsselwörter (Keywords)
Advertising, Egypt, Facebook, Marketing, Online Ads, Social Media, Traditional Ads, Consumer Behavior, Social Interaction, Quantitative Research.
Frequently Asked Questions: Facebook Advertising Effectiveness in Egypt
What is the main topic of this dissertation?
This dissertation investigates the effectiveness of Facebook as an advertising tool in Egypt. It explores how Facebook's social features influence consumer behavior and provides recommendations for optimizing advertising campaigns on the platform.
What are the key research objectives?
The study aims to understand the impact of Facebook advertising on consumer behavior in Egypt, compare it with traditional advertising methods, analyze the role of social interaction in Facebook's advertising effectiveness, and develop recommendations for effective Facebook advertising campaigns in the Egyptian market. It also explores the limitations of using Facebook for advertising in Egypt.
What chapters are included in the dissertation?
The dissertation comprises five chapters: Chapter 1 (Introduction), Chapter 2 (Literature Review), Chapter 3 (Research Methods), Chapter 4 (Empirical Results and Research Findings), and Chapter 5 (Conclusion, Discussion and Recommendations). Each chapter is further subdivided into sections.
What is covered in the introduction chapter?
Chapter 1 introduces the research topic, focusing on Facebook's role in Egyptian advertising. It outlines the research problem, aims, objectives, hypotheses, methodology, scope, limitations, and the dissertation's structure. It highlights the research's unique contribution and articulates the research questions and practical implications.
What does the literature review chapter cover?
Chapter 2 provides a comprehensive review of advertising literature, focusing on Facebook's evolution as an advertising platform. It compares traditional and online (Facebook) advertising, analyzes current Facebook advertising practices, and explores relevant theoretical frameworks.
How are the research methods described?
Chapter 3 details the research design, including the research strategy, data collection methods (a survey of 400 Facebook users in Cairo and Alexandria), and data analysis techniques (quantitative approach, Cronbach's alpha for reliability, and regression analysis for hypothesis testing). The analytical framework is clearly described.
What are the key findings presented in the empirical results chapter?
Chapter 4 presents the empirical analysis findings, including demographic data of participants, results of factor analysis for data reduction, reliability test results (using Cronbach's alpha), and hypothesis testing results (using regression analysis). These findings relate to Facebook's influence on consumer behavior in Egypt.
What does the conclusion and discussion chapter include?
Chapter 5 concludes the dissertation by summarizing the findings, discussing their implications, and offering recommendations for marketers. It discusses the limitations of the study and suggests areas for future research.
What are the key words associated with this research?
The key words are: Advertising, Egypt, Facebook, Marketing, Online Ads, Social Media, Traditional Ads, Consumer Behavior, Social Interaction, Quantitative Research.
What is the overall contribution of this research?
The research contributes to the understanding of Facebook advertising effectiveness in the specific context of the Egyptian market, offering valuable insights and practical recommendations for marketers operating within this region. The unique contribution is highlighted in the introduction.
- Quote paper
- Jaylan Azer (Author), 2014, Facebook from Socializing to Advertising. An Empirical Study on the Effect of Facebook as Advertising Tool in Egypt, Munich, GRIN Verlag, https://www.grin.com/document/287959
