Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Turkish students’ perceived relevance of Facebook as a marketing tool

Turkish students’ perceived relevance of Facebook as a marketing tool PurposeThe purpose of this paper is to explore Turkish students’ perceived relevance of Facebook, the value of Facebook advertisements and the ethics of Facebook targeting users with advertisements.Design/methodology/approachLatent class cluster analysis is estimated to determine whether segments exist and whether covariates differ among segments.FindingsSegments differ on Facebook relevance and advertisement targeting ethics and usefulness and the covariates gender, hours spent on Facebook during the week and personality. The segment that finds Facebook most relevant and uses it the most disapproves of Facebook’s targeted advertisements. Facebook is an organization that relies heavily on advertising dollars for survival. This fact should be emphasized; otherwise, Facebook may not be able to sustain itself.Originality/valueThe paper provides an understanding of Facebook from a marketing perspective for a country at the crossroads of Europe and Asia. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Information, Communication and Ethics in Society Emerald Publishing

Turkish students’ perceived relevance of Facebook as a marketing tool

Loading next page...
 
/lp/emerald-publishing/turkish-students-perceived-relevance-of-facebook-as-a-marketing-tool-yf2qType4S
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1477-996X
DOI
10.1108/JICES-08-2016-0027
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to explore Turkish students’ perceived relevance of Facebook, the value of Facebook advertisements and the ethics of Facebook targeting users with advertisements.Design/methodology/approachLatent class cluster analysis is estimated to determine whether segments exist and whether covariates differ among segments.FindingsSegments differ on Facebook relevance and advertisement targeting ethics and usefulness and the covariates gender, hours spent on Facebook during the week and personality. The segment that finds Facebook most relevant and uses it the most disapproves of Facebook’s targeted advertisements. Facebook is an organization that relies heavily on advertising dollars for survival. This fact should be emphasized; otherwise, Facebook may not be able to sustain itself.Originality/valueThe paper provides an understanding of Facebook from a marketing perspective for a country at the crossroads of Europe and Asia.

Journal

Journal of Information, Communication and Ethics in SocietyEmerald Publishing

Published: May 8, 2017

References