GR Semicolon EN

Show simple item record

dc.contributor.author
Paramytha, Maria
en
dc.date.accessioned
2023-04-27T08:28:33Z
dc.date.available
2023-04-27T08:28:33Z
dc.date.issued
2023-04-27
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/30203
dc.rights
Default License
dc.subject
Facebook ads
el
dc.subject
Instagram ads
el
dc.title
Factors affecting Consumers' Brand Engagement in Facebook & Instagram Ads
en
heal.type
masterThesis
en_US
heal.dateAvailable
2023-04-01
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Science and Technology, MSc in e-Business and Digital Marketing
en_US
heal.publicationDate
2023-04-01
heal.abstract
This research intends to examine and analyze the factors affecting consumers' brand engagement and purchase intention on Facebook and Instagram ads. To attain this goal, we develop some relevant hypotheses to be tested. Firstly we made thorough research into the literature in order to gain enough knowledge regarding the potential factors affecting brand engagement and the purchase intention of consumers. From the literature, it was concluded that among the most interesting factors to examine are: trust, perceived value, perceived risk, loyalty, and customer satisfaction. It was also essential to examine the connection between Social Media Marketing, and more specifically the use of ads on Social Media Platforms (Facebook & Instagram) regarding the examined constructs. To achieve this, two questionnaires were constructed and distributed to a sample of participants. Eventually, we gathered 154 answered questionnaires. For analyzing the data we used the R-studio statistical model and the SPSS. From our research, we had some significant results. We found out that trust, perceived value, loyalty, and customer satisfaction are positively associated with Purchase Intention. One finding also was that loyalty has a positive association with Brand Engagement. On the contrary, our hypothesis that Perceived Risk will have a negative association with Purchase Intention was not accepted. The results indicated that there are significant differences between a known brand for the customer and an unknown brand. Participants showed that they trust more a brand they know and they anticipate getting more value from it compared to an unknown brand. In addition, the level of loyalty consumers show to a known brand, as well as the level of Customer Satisfaction is also greater than an unknown brand. Lastly, regarding Perceived Risk, there were again significant differences between the questionnaires, as consumers seem to find it riskier to buy from an unknown brand. All the results mentioned, are thoroughly discussed in this paper.
el
heal.advisorName
Tzafilkou, Aikaterini
el
heal.committeeMemberName
Bozanis, Panayiotis
el
heal.committeeMemberName
Akritidis, Leonidas
en
heal.committeeMemberName
Tzafilkou, Aikaterini
el
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US


This item appears in the following Collection(s)

Show simple item record

Related Items