Facebook 's Influence Peer Review Essay

1260 Words 6 Pages
Facebook Advertising’s Influence Peer Review “Facebook Advertising’s Influence on Intention-to-Purchase and Purchase amongst Millennials” is a peer reviewed article written by Rodney Graeme Duffett. The study was conducted by the Cape Peninsula University of Technology in Cape Town, South Africa. Continue reading to review the summary of this study. The purpose of this study was to see if advertisements on Facebook influenced Millennial viewers of South Africa (SA) to buy the products advertised. Interestingly, 25% of South Africa’s population is Millennials, which is why this study is especially important. Duffett decided to use Facebook because it is the largest online social medium in the world, with 1.32 billion active members. According to Duffett (2015), “Social media attitudes and usage may differ among Millennials from emerging countries when compared to their wealthier counterparts owing to technological infrastructure and different cultures” (p. 499). With this in mind, in the given study, the Millennial participants were both “advantaged” (suburbs) and “disadvantaged” (townships) in hopes of creating accurate, unbiased, results.
With the traditional means of advertisement such as television and newspapers declining, more and more companies are realizing the importance of appealing to online viewers: Millennials. This study predicted Millennials would have $2.45 trillion purchasing power by 2015 (Duffett, 2015, p. 500), leading Duffett to look into whether…

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