Is Facebook really a confirmative business platform?
Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45) › 32_Refereed conference paper (with ISBN/ISSN) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 11th International Marketing Trends Conference |
| Publisher | International Marketing Trends Conference |
| ISBN (Electronic) | 9782953281194 |
| Publication status | Published - Jan 2012 |
Conference
| Title | The 11th International Marketing Trends Conference |
|---|---|
| Place | Italy |
| City | Venice |
| Period | 19 - 21 January 2012 |
Link(s)
| Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(0372717f-c869-4269-bc49-ab6e5a4cbdf3).html |
|---|
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 effective marketing tool. This paper aims to explore university students’ usage habits on Facebook in Hong Kong. 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.
Research Area(s)
- Facebook, Social Media, Fan Page, Advertising, Sales Promotion
Citation Format(s)
Is Facebook really a confirmative business platform? / Cheung, Fanny Sau-Lan; Leung, Wing-Fai.
Proceedings of the 11th International Marketing Trends Conference. International Marketing Trends Conference, 2012.Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45) › 32_Refereed conference paper (with ISBN/ISSN) › peer-review
