| 英文摘要 |
Facebook has been used by Mongolians approximately, since 2008 until now. During this time, the number of users has grown rapidly to over 2 million. Entrepreneurs and marketing managers are actively using Facebook marketing to gain a competitive advantage, improve marketing activities and to promote and sell their products in the short term. This research is to examine how Facebook advertising affects consumer who buy yogurt and to determine the factors affecting Facebook user's different behavior and the purchasing decision-making process. The study used a quantitative approach to collect data through questionnaires. The research was collected from data through questionnaires 241 Facebook users who use Facebook and yogurt in Mongolia. The survey method consists of 6 factors and 29 variables. The data were analyzed and examined via statistical software known as SPSS 23.0 and MS Excel. These include Descriptive statistics analysis, Factor analysis and Reliability test, Regression analysis, Correlation analysis. The importance of research is the consumers will identify the advantages and disadvantages of selected products offer by Facebook advertising and the opinions and thoughts of other users. And entrepreneurs will know of target users who preferred which type, form, and content in Facebook advertising, identifying the difficulties and opportunities of the promotion policies currently in place for Facebook. There were results that Reaction, Comment, Post and Share on Facebook create an intention for yogurt purchase and influence on procurement positively. Also, attitude for the advertising of close friends, strangers, and celebrities affect purchases, too. In addition, depending on the content, form, and timing of your ads on Facebook differentiated to influence consumers' purchasing decisions. |
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