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Turkish students’ perceived relevance of Facebook as a marketing tool

Stephen L. Baglione ( Saint Leo University , Saint Leo, Florida, USA)
Talha Harcar (Pennsylvania State University at Beaver, Beaver, Pennsylvania, USA)
John Spillan (Department of Management, Marketing and International Business, School of Business, University of North Carolina at Pembroke , Pembroke, North Carolina, USA)

Journal of Information, Communication and Ethics in Society

ISSN: 1477-996X

Article publication date: 8 May 2017

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Abstract

Purpose

The purpose of this paper is to explore Turkish students’ perceived relevance of Facebook, the value of Facebook advertisements and the ethics of Facebook targeting users with advertisements.

Design/methodology/approach

Latent class cluster analysis is estimated to determine whether segments exist and whether covariates differ among segments.

Findings

Segments differ on Facebook relevance and advertisement targeting ethics and usefulness and the covariates gender, hours spent on Facebook during the week and personality. The segment that finds Facebook most relevant and uses it the most disapproves of Facebook’s targeted advertisements. Facebook is an organization that relies heavily on advertising dollars for survival. This fact should be emphasized; otherwise, Facebook may not be able to sustain itself.

Originality/value

The paper provides an understanding of Facebook from a marketing perspective for a country at the crossroads of Europe and Asia.

Keywords

Citation

Baglione, S.L., Harcar, T. and Spillan, J. (2017), "Turkish students’ perceived relevance of Facebook as a marketing tool", Journal of Information, Communication and Ethics in Society, Vol. 15 No. 2, pp. 125-144. https://doi.org/10.1108/JICES-08-2016-0027

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited