The effects of Facebook advertising on the behavioural intentions of 30-50-year-old CEFR English teachers
Marinova-Zaharieva, Marinela (2022)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022110822233
https://urn.fi/URN:NBN:fi:amk-2022110822233
Tiivistelmä
This is a research-based thesis for Company X, which plans to develop and offer interactive digital CEFR English teaching materials to teachers who use the Common European Reference for Languages when teaching different levels of English. The objective is to find what are the effects of Facebook advertising on the behavioral intentions of English teachers in terms of but not limited to purchasing the products Company X intends to offer. Additional objectives include understanding how effective Facebook advertising is in terms of reach and building brand awareness.
The theoretical part of the thesis presents key concepts related to consumer purchasing behavior, behavioral intentions as well as digital marketing, specifically related to Facebook advertising.
In addition to the desktop study, to achieve the objective, a survey was conducted to collect responses from the target group. The survey included questions related to the current behaviors of the target group on social media as well as their behavioral intentions in terms of engaging on Facebook and purchasing products related to their professions after seeing them advertised on Meta channels. The survey link was distributed using two separate Facebook ads specifically designed to reach the target group.
The result from the Facebook ads showed the author that as an advertising tool, Facebook can be effective in reaching particular audiences if ad campaigns are carefully designed and set up. In terms of building brand awareness, certain ad types are more effective than others, and when it comes to the behavioral intentions of the target group, Facebook can be used to successfully attract potential clients, provided that the author uses the more preferred and effective attention-grabbing ads, for example, video ads.
The different findings will be implemented by the author of the thesis in her future marketing efforts for Company X when using Facebook advertising.
The theoretical part of the thesis presents key concepts related to consumer purchasing behavior, behavioral intentions as well as digital marketing, specifically related to Facebook advertising.
In addition to the desktop study, to achieve the objective, a survey was conducted to collect responses from the target group. The survey included questions related to the current behaviors of the target group on social media as well as their behavioral intentions in terms of engaging on Facebook and purchasing products related to their professions after seeing them advertised on Meta channels. The survey link was distributed using two separate Facebook ads specifically designed to reach the target group.
The result from the Facebook ads showed the author that as an advertising tool, Facebook can be effective in reaching particular audiences if ad campaigns are carefully designed and set up. In terms of building brand awareness, certain ad types are more effective than others, and when it comes to the behavioral intentions of the target group, Facebook can be used to successfully attract potential clients, provided that the author uses the more preferred and effective attention-grabbing ads, for example, video ads.
The different findings will be implemented by the author of the thesis in her future marketing efforts for Company X when using Facebook advertising.