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FACEBOOK USERS’ HABITS IN GETTING COMMERCIAL INFORMATION: A STUDY ON HONG KONG STUDENTS

FACEBOOK USERS’ HABITS IN GETTING COMMERCIAL INFORMATION: A STUDY ON HONG KONG STUDENTS Facebook has become a very popular channel for companies to promote their brands or products. However, according to a recent study (The Guardian, 2011) Facebook is currently losing users in US, UK, Canada, Norway and Russia. It becomes interesting to find out whether Facebook is really an effective marketing tool. Kietzmann et al. (2011) proposed seven functional building blocks of social media: identity, conversations, sharing, presence, relationships, reputation and groups. This paper aims to find out which of the functional blocks or anything else, is more important for Facebook. Moreover, this paper also aims to find out whether the Facebook users consider fan page plus tab apps should be the most acceptable format, which was regarded as the more successful fan page design by some practitioners. This paper is based a survey on university students’ usage habits on Facebook in Hong Kong to answer these questions. From the results, over 80% of the respondents chose “knowing how are things going on with people I know” as the major reason of using Facebook, which is consistent to previous studies. Among the respondents who have joined fan pages, over half of them claimed the main purpose was “to receive discounts and promotion” or “to get updates on future products.” It is suggested that updating product information and offering sales promotion may be more effective strategies for companies to attract Facebook users. JEL codes: M3; Z13; L81 Keywords: Facebook; social media; fan page, advertising; sales promotion http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Economics, Management, and Financial Markets Addleton Academic Publishers

FACEBOOK USERS’ HABITS IN GETTING COMMERCIAL INFORMATION: A STUDY ON HONG KONG STUDENTS

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Publisher
Addleton Academic Publishers
Copyright
© 2009 Addleton Academic Publishers
ISSN
1842-3191
eISSN
1938-212X
Publisher site
See Article on Publisher Site

Abstract

Facebook has become a very popular channel for companies to promote their brands or products. However, according to a recent study (The Guardian, 2011) Facebook is currently losing users in US, UK, Canada, Norway and Russia. It becomes interesting to find out whether Facebook is really an effective marketing tool. Kietzmann et al. (2011) proposed seven functional building blocks of social media: identity, conversations, sharing, presence, relationships, reputation and groups. This paper aims to find out which of the functional blocks or anything else, is more important for Facebook. Moreover, this paper also aims to find out whether the Facebook users consider fan page plus tab apps should be the most acceptable format, which was regarded as the more successful fan page design by some practitioners. This paper is based a survey on university students’ usage habits on Facebook in Hong Kong to answer these questions. From the results, over 80% of the respondents chose “knowing how are things going on with people I know” as the major reason of using Facebook, which is consistent to previous studies. Among the respondents who have joined fan pages, over half of them claimed the main purpose was “to receive discounts and promotion” or “to get updates on future products.” It is suggested that updating product information and offering sales promotion may be more effective strategies for companies to attract Facebook users. JEL codes: M3; Z13; L81 Keywords: Facebook; social media; fan page, advertising; sales promotion

Journal

Economics, Management, and Financial MarketsAddleton Academic Publishers

Published: Jan 1, 2016

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