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.
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
5.1. Introduction
5.2. Conclusion and Discussion
5.3. Contribution to Knowledge
5.4. Recommendations
5.5. Research Limitations
5.6. Further Researches
Objectives and Research Themes
The primary objective of this dissertation is to investigate the effectiveness of Facebook as an advertising tool within the Egyptian market and to determine how marketers can leverage its unique features to stimulate consumer behavior and achieve successful advertising outcomes.
- Analysis of the relationship between social media socialization and advertising efficacy.
- Evaluation of traditional versus online advertising perceptions among Egyptian consumers.
- Empirical study of the factors influencing consumption stimulation on social networking platforms.
- Development of practical recommendations for marketers to optimize advertising strategies on Facebook.
Excerpt from the Dissertation
2.2. Facebook from Socializing to Advertising
Mostly Facebook is seen as one of the online social networking services that succeeded to replace even the social network sites that preceded it (Mital and Sarkar, 2011), a map that provide overviews of social spaces (Hansen, 2011), a personal weblog that opens users' thinking through sharing links or blogs that opens a door for interaction (Anklam, 2009) and a vital tool in the daily lives of many of the university – aged students (Chan, 2011). Yang and Lin (2014) approached Facebook from other perspective, they approached the users of the Facebook and they discovered that people may stick to Facebook for social, epistemic or hedonic values. Which means users might not all stick to Facebook because they use it, but we may find people using it because it is something new, out of curiosity, which means they might not keep the same trend. Facebook is known to be for the younger audience and this was true, but it didn’t stay at this point but this audience is becoming broader and older (Nielsen Company, 2009) which increases the possibility to target wider audience size. Moreover, talking about popularity and the word of mouth effect of Facebook Goldsmith and Lafferty (2002) affirmed that this popularity has grown in recent years and the time spent on Facebook is taken away from other media relating this to what Coulter and Roggeveen (2012) discovered about its powerful word of mouth effect on how consumers behave concerning product adoption, it can be expected that Facebook can have an effect on audience since they are spending more time on it and affected by the word of mouth transferred through it, than any form of mass media.
Moreover, Fan pages were found to be a result of the big effect of the word of mouth of Facebook and succeeded to be one of its most popular features because it encourages users to interact with companies (Hutter et al., 2013) supporting this point Ruiz-Mafe et al. (2014) confirmed that this has a positive effect on consumers’ brand awareness and purchase intention because users easily can have a wide range of fan pages with different products and services from which to choose.
Summary of Chapters
Chapter 1: Provides an introduction to the research, outlining the background of the study, the research problem, and the objectives regarding the use of Facebook as an advertising tool in Egypt.
Chapter 2: Reviews existing academic literature concerning social media, advertising paradigms, and the current challenges of traditional versus online advertising.
Chapter 3: Details the research methodology, explaining the quantitative strategy, survey design, and data collection process used to gather empirical evidence.
Chapter 4: Presents the empirical results and research findings derived from the statistical analysis of the collected survey data, including factor analysis and hypothesis testing.
Chapter 5: Concludes the dissertation by discussing the research findings, providing recommendations for marketers, and acknowledging research limitations and future study opportunities.
Keywords
Advertising, Egypt, Facebook, Marketing, Online Ads., Social Media, Traditional Ads., Consumption Stimulation, Socialization, Interaction, Brand Awareness, Purchase Intention, Quantitative Research, Word of Mouth, Digital Strategy.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on investigating the effect of Facebook as an advertising tool specifically within the context of the Egyptian market.
What are the primary themes discussed in the study?
The primary themes include social networking dynamics, the shift from traditional to online advertising, the power of word-of-mouth in digital spaces, and consumption stimulation.
What is the primary research question?
The research aims to determine if Facebook has a significant effect as a tool of advertising in Egypt and how marketers can best utilize its features to engage consumers.
Which scientific method was applied?
The study adopts a quantitative research approach, utilizing survey methods, descriptive analysis, factor analysis, and regression analysis to test the proposed hypotheses.
What topics are covered in the main body?
The main body covers a literature review of advertising criteria, a methodology chapter detailing data collection, empirical results from survey data, and a conclusion with actionable recommendations.
Which keywords best characterize the work?
Key terms include Facebook advertising, Egyptian consumer behavior, social media marketing, consumption stimulation, and digital engagement strategies.
Why is consumption stimulation considered a critical finding?
The study found that consumption stimulation is the most significant area of effectiveness for Facebook in Egypt, proving it is a powerful driver for product interest compared to other advertising aspects.
How does this study address the "magical formula" for Facebook advertising?
The dissertation identifies that while such a formula was previously missing, focusing on the consumption stimulation feature provided by Facebook’s interactive environment serves as a key component for successful advertising campaigns in Egypt.
- Arbeit zitieren
- Jaylan Azer (Autor:in), 2014, Facebook from Socializing to Advertising. An Empirical Study on the Effect of Facebook as Advertising Tool in Egypt, München, GRIN Verlag, https://www.grin.com/document/287959
