Academy of Entrepreneurship Journal (Print ISSN: 1087-9595; Online ISSN: 1528-2686)

Abstract

The Structural Relationship Between Like Clicks And Purchase Intention On Facebook Advertisements Among Millennials

Author(s): Manimekelai Jambulingam, Magiswary Dorasamy, Balasundrasun N.L, Jayasutha Matiah

The purpose of this study is to investigate the causes that influence the inclusion of ‘Like Clicks’ of Facebook advertisements and examine the relationship between ‘Like clicks’ with intention to buy a product among millennials. The study adopted quantitative method and collected data through survey questions from 250 millennials to understand the factors that influences of adding ‘Like Clicks’ on Facebook advertisements and its relationship with  the  intention to buy the product on Facebook advertisements. The current study helps the entrepreneurs, to design the Facebook advertisements to attract more ‘Like Clicks’, to increase the value of advertisements and escalate the buyers’ intention to buy the product. Results indicated that product information such as the quality  and economic value for money of product  were identified as the important elements that significantly influences, the Facebook users to add ‘Like Clicks’ on Facebook advisements. The findings also revealed that, to certain extent, ‘Like Clicks ‘and comments influenced the intention buy the product among the millennials.