The influence of social media advertising on Al Akhawayn University students’ intentions to like brands
Dissertant
Thesis advisor
bu Shuayb, Abd al-Hamid Banani
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
Degree Date
2015
English Abstract
This study has been done on the influence of social media advertising formats on Al Akhawayn students’ intentions to like brands.
The study took place in Morocco, and applied the theory of planned behavior of Ijcek Ajzen (1991).
The influence of variables like attitude, subjective norms, and perceived behavioral control on the intention to like brands on social media advertising formats like Facebook brand pages, online videos, and blogs was tested.
The advertising formats were chosen because of their user’s familiarity.
The main findings from this study were that subjective norms and the ease of performing behavior were the most significant predictors of the intention to like Facebook brand pages and to watch online videos.
On the contrary, attitudes and normative beliefs predicted the intention to follow blogs.
Main Subjects
Arts & Humanities (Multidisciplinary)
Economics & Business Administration
No. of Pages
99
Table of Contents
Table of contents.
Abstract.
Chapter One : Introduction.
Chapter Two : Research questions.
Chapter Three : Literature review.
Chapter Four : The research framework : the theory of planned behavior.
Chapter Five : The research methodolog.
Chapter Six : Data analysis.
Chapter Seven : The statistical analysis.
Chapter Eight : Discussion.
Chapter Nine : Main implications.
Chapter Ten : Limitations.
Conclusion.
References.
American Psychological Association (APA)
Hassuni, Muhammad. (2015). The influence of social media advertising on Al Akhawayn University students’ intentions to like brands. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775267
Modern Language Association (MLA)
Hassuni, Muhammad. The influence of social media advertising on Al Akhawayn University students’ intentions to like brands. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2015).
https://search.emarefa.net/detail/BIM-775267
American Medical Association (AMA)
Hassuni, Muhammad. (2015). The influence of social media advertising on Al Akhawayn University students’ intentions to like brands. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775267
Language
English
Data Type
Arab Theses
Record ID
BIM-775267
