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Mobile Phone Purchases and the Consumer Decision-Making Process: The Role of Facebook Online Advertising
Abstract
Facebook has been one of the popular Social Networking Sites (SNS) in recent years. With an increasing number of consumer groups using SNS, an understanding of consumer attitudes and behaviour towards its advertising becomes useful for businesses, in particular for those mobile phone companies that encounter consumer tastes in favouring technologically innovative products. Furthermore, greater attention needs to be paid to the function of online advertising in influencing the purchasing process. The study in this chapter contributes to our understanding of consumer behaviour towards SNS advertising. The differing behavioural segments identified show that Facebook advertising impacts the pre-purchase stages of the consumer decision-making process in mobile phone purchasing. Furthermore, the findings show that whilst social networking amongst peers is recognized as a key determinant of online engagement formal networking enabled by technical mechanisms on Facebook can be another key reason for using the site.
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