Artigo de Periódico
Publicidade no facebook e a intenção de compra pelo consumidor
Fecha
2016Autor
Luciana Gonçalves de Souza
Marlusa de Sevilha Gosling
Liliand Dominguez Santana
Institución
Resumen
The objective of this study is to investigate the influence of the motivations for the use of Facebook on the attitude towards advertising on the social network, as well as the effect of this attitude on the intention to purchase the advertised products. For this purpose, a descriptive quantitative research with the main theoretical basis of the studies was conducted Asghar (2015), Wu et al. (2008) and Duffett (2015). For four weeks we were applied online and face to face questionnaires to Facebook users. In all, the research included 362 valid questionnaires, from which proceeded to the Exploratory Factor Analysis and Structural Equation Modeling for hypothesis testing and validation of the hypothetical model. The results confirmed the strong influence that the attitude toward advertising has on the purchase intention, as well as the positive influence of motivations linked to consumption, social search and search information on trend of consumption and motivation to the general knowledge on the attitude toward advertising. The hedonic motivation trend, despite having a negative coefficient, as expected, had no significant influence on the attitude to advertising on Facebook.