Experimental Analysis of Facebook Marketing Using Conjoint Analysis and Eye Scanning

• Main Author: Hildur Einarsdóttir 1985-
• Other Authors: Háskólinn í Reykjavík
• Format: Thesis
• Language: English
• Published: 2013
• Subjects: Sálfræði; Rafræn viðskipti; Kauphegðun; Psychology; Internet marketing; Consumer behavior; Reykjavík; Varan; Iceland; Reykjavik University
• Online Access: http://hdl.handle.net/1946/16690

The main objective of the study is to understand how different attributes, presented in the online Facebook environment, affects the consumer’s perception towards displayed item and the likelihood of purchase. To achieve the objectives, two studies were conducted. First study involved identifying th...