Digital Impact of Facebook Advertising on Purchasing Decision : a Study on KFC Zinger Cheezilla Burger Facebook Advertising on Young Adults Purchase Decision

Lim, Yee Chien (2019) Digital Impact of Facebook Advertising on Purchasing Decision : a Study on KFC Zinger Cheezilla Burger Facebook Advertising on Young Adults Purchase Decision. Past Year Question Paper (Unpublished)

Text Lim Yee Chien_Full Text.pdf Restricted to Registered users only Download (934kB)

Abstract

The purpose of doing this thesis is to find out the digital impact of Facebook advertising on purchasing decision on the study of KFC Zinger Cheezilla Burger Facebook advertising on young adults purchase decision. The researcher has conducted a quantitative survey that include the question on the Facebook advertising in creating brand awareness, the influence of KFC Zinger Cheezilla Burger Facebook advertising on purchase decision and the other factors that affect young adults’ purchase decision. From the finding, the researcher receive that a majority of the respondents are aware of the Facebook advertising as nowadays young adult are more into the technologies device and frequently check on their social media. Thus, Facebook has the huge ability to create brand awareness to assist the marketer to focus on the target market more easily. The attractiveness and credibility of the advertisement also considered as the one of the reason consumer gain attention and trust on the information from social media. External factors also do affect the young adults’ purchase decision. The finding shows that power of word of mouth (WOM) is having the great influence on young adults’ purchase decision as the information will be shared among young adults. The curiosity from the respondents do lead them to try out the product.