Facebook Brand Page: an Exploratory Study of Facebook Brand Page Attributes and Their Influence on Purchase Intentions

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Description

This study explored attributes of a Facebook brand page (FBP). Seven variables were derived from the framework and applied to FBPs. The goals of this research were to discover which attributes contribute to a successful FBP, determine which attributes increase purchase intentions, and help marketers determine where to focus their efforts. A total of 421 surveys were gathered from men and women ages 18 and older. The methods of this research included factor analysis and multiple regression analysis. Results yielded two loading factors for the trustworthiness variable and supported hypotheses of trustworthiness increasing purchase intentions. It was also discovered that ... continued below

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Karam, Marian T. December 2013.

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This thesis is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 293 times . More information about this thesis can be viewed below.

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  • Karam, Marian T.

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Description

This study explored attributes of a Facebook brand page (FBP). Seven variables were derived from the framework and applied to FBPs. The goals of this research were to discover which attributes contribute to a successful FBP, determine which attributes increase purchase intentions, and help marketers determine where to focus their efforts. A total of 421 surveys were gathered from men and women ages 18 and older. The methods of this research included factor analysis and multiple regression analysis. Results yielded two loading factors for the trustworthiness variable and supported hypotheses of trustworthiness increasing purchase intentions. It was also discovered that participation positively influences purchase intentions. It is advised that information content be monitored to avoid information overload.

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UNT Theses and Dissertations

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  • December 2013

Added to The UNT Digital Library

  • Nov. 8, 2014, 11:56 a.m.

Description Last Updated

  • Nov. 16, 2016, 4:01 p.m.

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Citations, Rights, Re-Use

Karam, Marian T. Facebook Brand Page: an Exploratory Study of Facebook Brand Page Attributes and Their Influence on Purchase Intentions, thesis, December 2013; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc407753/: accessed October 19, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .