Usage of the Basic Facebook Features as Befitting Marketing Tools

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Author(s): Fahima Khanam (Business Administration, BSMR Aviation and Aerospace University, Bangladesh), Muhammad Omar Al-Zadid (Carson College of Business, Washington State University, USA)and Mahmud Ullah (Department of Marketing, University of Dhaka, Bangladesh)
Copyright: 2023
Pages: 17
Source title: Encyclopedia of Data Science and Machine Learning
Source Author(s)/Editor(s): John Wang (Montclair State University, USA)
DOI: 10.4018/978-1-7998-9220-5.ch174

Keywords: Data Analysis and Statistics / Information Science Reference / Knowledge Management and Library Science / Machine Learning

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Abstract

Among all of the existing social media platforms, Facebook has been playing the most dominant role right from its inception, specially over the last one decade or so. It has become an integral and inevitable part of human lives in almost every single country all around the world. Marketers have taken advantages of this ever-growing popularity with an enormous client base to market their products and services using this unique and vast social media platform. Consequently, doing research on effectiveness, importance, and utilities of Facebook, the basic Facebook features to be more specific, as befitting marketing tools has become an obvious option and opportunity. This article attempts to find the impact of different technological, visual, content, usage, etc. aspects of Facebook illustrated by some universally accepted Facebook or SNS terminologies or glossaries on the perception of the businesspeople and customers about Facebook as an online shopping platform, and on the ultimate purchase intention of the customers using this platform.

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