The effect of social media advertisement on customer decision-making : in case of Habesha breweries
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Date
2020-10
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Addis Ababa University
Abstract
This study was intended to investigate how social media characteristics or the
independent variables affect the decision making of customers in Habesha brewery. For
this study, a quantitative research method was used in order to collect the appropriate
data from the target respondents. A sample of 384 questionnaires was distributed via
social media platforms like email, telegram, and others because of the pandemic and 327
valid responses were collected.
A descriptive research method was conducted to present the demographic characteristics
of the respondents. whereas multiple linear regression analysis was used to investigate
the relationship between the five independent variables such as (Ease of use, Interaction
and broad participation, Fun and entertainment, Ease of communicating information to
the public, and High credibility) and the dependent variable (Decision making). GNU
PSPP 1.0.1 was used as an alternative of Statistical Package for Social Science (SPSS) in
order to generate the actual results that confirmed social media advertisement factors
Ease of use, Interaction and broad participation, Fun and entertainment, Ease of
communicating information to the public and High credibility) has a positive and
significant relationship with the dependent variable (decision making). This study can be
useful for marketing managers to manage their social media sites to be more effective for
customers to use and decide on the product easily
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Keywords
ease of use, interaction and broad participation, fun and entertainment