Impact of Facebook Marketing on Lebanese Athlete's Decision-Making Process.
This dissertation tackles the impact of Facebook marketing on Lebanese sports community. The study is approached from the perspective of the consumer. It examines the different components constituting the Decision-Making Process of the consumer, its relationship with Facebook marketing, and the extent of impact Facebook marketing leaves on consumers. Hypotheses were advanced to analyse the relationships between Facebook Interaction, Daily Exposure to Facebook, and Brand Ambassadors Facebook ads on one hand, and the Decision-Making Process of the consumers on the other. Our study is carried out on a sample of 385 athletes and comprised 18 sports clubs, NGO’s, associations, distributors and societies. The results of the empirical study reveal a positive relationship between Facebook marketing and the Decision-Making Process of sports society. Furthermore, it stresses the importance of Facebook Interaction as it is deemed to be a catalyst to brand’s image, and thus its sales by extension. Brand Ambassadors are shown to play an important role as well in enhancing brand’s sales. Our work could be extended in the future to cover a larger Lebanese population sample, and to include other factors and traits.
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