Restaurants Facebook Advertising and Consumers Purchase Intention

Abstract

Purpose: This main aim of this study is to find out the effects of Facebook ads on Jordanian consumers’ purchase intentions in the restaurant industry. Design/methodology/approach: The design of this research takes a descriptive quantitative approach; a sample of 202 participants answered an online questionnaire, the collected data were analysed by Standardized Multiple Linear Regression and Stepwise Multiple Linear Regression. Findings: The study concluded that restaurants’ Facebook advertising dimensions (Informativeness, Entertainment, Perceived Relevance, Incentive) affect Jordanian consumers’ purchase intention, incentive was the most influential dimension, followed by Perceived relevance, while informativeness and entertainment, was not statistically significant. Research limitations/implications: Only Facebook advertising was considered, whereas future studies could examine other SNS such as YouTube, Google+, Twitter, and LinkedIn. Moreover, it is suggested to lengthen the study time later and have a more representative sample to get more generalizable results.