Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Evaluating the Effectiveness of Facebook as the Source of Job Advertisements in Bangladesh: An Empirical Study

Author(s): Nayeema Sultana, Shamsul Huq Bin Shahriar, Silvia Akter, Maria Rahman

Purpose of this paper is to evaluate the effectiveness of Facebook, as the source for job advertisements. This study also examined the basic characteristic of the contents of these job advertisements at local Facebook groups and brand pages. Both qualitative and quantitative approach was adopted for the study. Results confirmed that, from the organization’s perspective, it is the cost effective source. From the applicant’s perspective, it is a source of direct communication; still serious dilemma was reported on the question of privacy and security. Finally, according to academic experts, the advertisements characteristic has some problems of poor content, which could have serious effects on corporate reputation.

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