Facebook's Advertising Influences on The Purchase Intention of Millennials Customers: The Evidence from Vietnam.

Abstract

This study examines the effect on the customer purchasing behaviour of Facebook's applications and activities and offers in-depth details on whether customers are paying attention to their peer-to-peer activities. This study applies a quantitative research methodology using a questionnaire survey. This study employed a survey among a sample of over 500 respondents via self-administered structured questionnaires in Vietnam. A generalised linear model was used to analyse the data. The findings confirm Reactions, Comments, Shares, Content and Key Opinion Leaders (KOLs) are five factors which influence purchase intention of customers on Facebook. Thus, online businesses should concentrate on these factors in making proper strategies in operating. Besides, online businesses should focus on the five factors to operate smoothly. In order to increase the number of shares and reactions, businesses have to boost interaction with online users. Since consumers' intention to purchase is affected by the number of reactions under the product they are interested in, businesses need to apply several methods to increase reactions to their posts.