The Impact of Facebook Advertisements on the Purchasing Orientations of University Youth in the Palestinian West Bank

Document Type : Original Article

Author

Leadership and managment . Communication. USIM. Nelai. Malaysia.

Abstract

This research explores the impact of modern digital advertisements by Facebook on the drinking attitudes of Palestinian university students. The study aims to assess how these ads influence students' purchasing behavior. Data were collected from three universities in Palestine: Hebron University, Birzeit University, and An-Najah University. A simple random sampling technique was employed to select a sample population, resulting in 381 questionnaires distributed to undergraduate students who were willing to participate. The theoretical framework for this study is based on the uses and gratifications theory, and the theory of the tripartite model of attitudes holds that attitudes have three components: (The cognitive component, the emotional component, and the behavioral component). The researcher utilized a descriptive-analytical method, yielding significant results in all dimensions related to purchasing trends (cognitive, emotional, behavioral) among university students. The study found that digital advertisements on Facebook play a crucial role in providing information about goods and services that students are inclined to purchase. The findings revealed statistically significant differences among university students based on demographic variables such as marital status and income level. However, there were no significant differences in purchasing trends based on gender, age, or academic specialization. The results also showed that 43.85% of Palestinian university students frequently encounter digital advertisements on social media, while 36.59% rely on these ads to a limited extent for information about goods and services. Only 3.63% of students rely heavily on digital advertisements. The study recommends that digital advertising designers focus on creating engaging content that appeals to university youth. Digital advertisements should provide sufficient information about products and services at the appropriate times. Additionally, advertisers should conduct media and educational campaigns to increase consumer reliance on digital advertising.

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References

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