A Study on the Effectiveness of Facebook's Advertisement Boost Function on the Success of Brands Awareness among Facebook Users

Yew, Sally (2017) A Study on the Effectiveness of Facebook's Advertisement Boost Function on the Success of Brands Awareness among Facebook Users. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

In this research, the researcher’s interest is to find out did Facebook, the top used social media has effectively helped organizations to create brand awareness by providing advertisement boost function. The variables which are Facebook advertisement boost function and brand awareness will be discussed thoroughly. In this research, if Facebook were found to be successful in creating brand awareness, this will not only benefit the organizations who discover the latest trend of promoting their brands but also to Facebook, whom will gain revenue from all the advertisement boosts that they provide to the organizations. There are two theories that would be engaged in this study; the limited-effect theory and class-dominant theory. In the third chapter, the methodology will be deliberated on the questionnaire survey designed to be distributed to 200 Malaysian Facebook users who are mainly young adults. Google Form has been used in disseminating the questionnaire which can generate the data and group them in the form of charts. The data collected from the survey will then be analysed with Microsoft Excel and three statistical tests have been used to analyse the data which are mean test, standard deviation test and Pearson’s Correlation Coefficient test. In the final chapter of this paper, the researcher has found that Facebook has overall succeeded in helping organizations to create brand awareness. This research has also found that brand awareness is not created directly but with the help of the advertisement boost function, the respondents are exposed to it more often and absorb the information given unconsciously despite the fact that they choose to ignore the advertisements most of the time. Keywords: Facebook, advertisement boost function, organizations, brand awareness, questionnaire survey, Malaysians, brand knowledge, limited-effect theory, class-dominant theory, indirect effect