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Attitudes Towards Brands’ Facebook Pages Across Different Age Groups

In: Social Commerce

Author

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  • Rosy Boardman

    (University of Manchester)

Abstract

As the number of Facebook users has grown rapidly, this once personal social media site has evolved significantly and witnessed an increasing number of retailers using it as a digital marketing platform. This chapter explores how consumers feel about the increased presence of retailers on Facebook as well as how much they engage with retailers on there and, if so, their motivations for doing so. Furthermore, the chapter will investigate if age influences consumers’ attitudes towards retailers’ Facebook pages, and whether younger users are more likely to engage with them than older users for instance, or whether or not they have different motivations for viewing retailers’ Facebook pages.

Suggested Citation

  • Rosy Boardman, 2019. "Attitudes Towards Brands’ Facebook Pages Across Different Age Groups," Springer Books, in: Rosy Boardman & Marta Blazquez & Claudia E. Henninger & Daniella Ryding (ed.), Social Commerce, chapter 7, pages 117-133, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-03617-1_7
    DOI: 10.1007/978-3-030-03617-1_7
    as

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