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The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity

The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity

Ismail Erkan, Mehmet Gokerik, Fulya Acikgoz
Copyright: © 2019 |Pages: 21
ISBN13: 9781522563075|ISBN10: 1522563075|EISBN13: 9781522563082
DOI: 10.4018/978-1-5225-6307-5.ch019
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MLA

Erkan, Ismail, et al. "The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity." Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy, edited by Luísa Cagica Carvalho and Pedro Isaías, IGI Global, 2019, pp. 442-462. https://doi.org/10.4018/978-1-5225-6307-5.ch019

APA

Erkan, I., Gokerik, M., & Acikgoz, F. (2019). The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity. In L. Carvalho & P. Isaías (Eds.), Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy (pp. 442-462). IGI Global. https://doi.org/10.4018/978-1-5225-6307-5.ch019

Chicago

Erkan, Ismail, Mehmet Gokerik, and Fulya Acikgoz. "The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity." In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy, edited by Luísa Cagica Carvalho and Pedro Isaías, 442-462. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-6307-5.ch019

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Abstract

The advent of Facebook brought a new aspect for advertising since it allows ads to reach more targeted users on the internet. However, although the ads on Facebook have been found influential on consumers' purchase intentions, the possible impacts on brands have been relatively neglected. The purpose of this research is therefore to investigate the impacts of Facebook ads on brand image, brand awareness, and brand equity. With this purpose, a conceptual model was developed based on the advertising value model (AVM). The research model was tested by means of structural equation modelling (SEM) with the help of surveys applied for 194 university students. The results support the proposed model and confirm that Facebook ads play an important role on brand image, brand awareness, and brand equity. Theoretical and practical implications are discussed.

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