Influence of Facebook Advertising on Purchase Intention in Sudan

Abstract

This research investigates the Influence of Facebook Advertising on Purchase Intention among Sudanese Facebook users, this study focusing on two main points in Facebook advertising (Facebook advertising advantage and Facebook advertising trust). The methodology adopted in this research to collect the data was a questionnaire distributed through online and hard copy. The questionnaire yielded 236 usable respondents, from a total of 250, 66 females and 170 males participated. The data from the participants analyzed with the help of SPSS.              

The study discovered that Facebook advertising has greater advantage and 80 percent of consumers trusted Facebook advertising, that shows how effective Facebook advertising is. Both elements are positively correlating with purchasing intention. In addition, communication essentially plays as a mediating role between Facebook advertising and purchase intention.