What aspects of consumer, retailer relationships are most impacted by sponsored advertisements on consumers Facebook feeds?
(2017) What aspects of consumer, retailer relationships are most impacted by sponsored advertisements on consumers Facebook feeds?, no. 85.
Purpose This honours degree study aims to examine what aspects of retailer, consumer relationships are most impacted by sponsored advertisements on consumers' Facebook feeds. Methodology Secondary research was conducted in the form of a literature review to help identify the key themes within consumer, retailer relationships and how the recent phenomenon of advertising on social media, particularly Facebook influenced them. The research method that the study adopted was of a quantitative approach. An online questionnaire was distributed through the researchers Facebook gathering 394 responses between 119 males and 274 females. Findings The findings of this study showed that an aspect of consumer, retailer relationships are impacted by consumers' lack of trust when a retailer advertises on their Facebook feed. The results also indicated that consumers will show resistance against retailers when they repetitively advertise on their personal online space. The study has highlighted the importance for retailers to be aware of the consumers' negative attitudes towards advertising on Facebook and marketers should carry out further research to explore online consumer behaviour. Research Limitations The majority of the participants were of the same gender and age group, as well as the sample size being relatively small. Therefore, the findings cannot be made generalizable to the population as a whole.