How Do Clients Perceive Businesses That Advertise on Facebook: The Case of Palestinian Companies

Abstract

The research aimed to investigate the client’s perception of the businesses advertising on Facebook in conjunction with the case of Palestinian companies. The positivism research paradigm was selected to investigate an explanatory research design. The quantitative data approach helped in collecting the findings from the sample of 200 customers of the Palestinian companies through an online and face to face survey. Findings were analysed using descriptive as well as inferential statistics such as descriptive statistics, cross-tabulations, frequency analysis, regression analysis and correlation analysis. The first regression analysis has confirmed the significant effects of the Facebook advertisement on clients’ purchase decision factors (F value = 9.150, P-value = 0.000) such as the influence of Facebook on a consumer of Palestinian products, the influence of Facebook friend’s suggestions instead of direct advertisement, and influence of specialized individuals instead of direct advertisement by the Palestinian companies. Similarly, a second regression analysis has confirmed the significant effects of the Facebook advertisement on clients’ perception factors (F value = 6.405, P-value = 0.000) such as impulsivity, recalling, and appeal and the effects of such factors on the overall positive perceptions. The study concluded a positive and significant impact on the client's perceptions of Facebook advertisements. Palestinian organisations should consider social media marketing strategies such as familiarity with the product, graphical images, content, and Facebook feature to increase the effects of direct advertisement.