The effect of Facebook advertising in generating word-of-mouth amongst young adults: A study of Cape Peninsula University of Technology and University of the Western Cape students

Founded in 2004, the establishment of Facebook has altered conventional advertising by enhancing a basic human need to communicate by allowing businesses to both listen and interact with consumers directly. The sharing of information with people of similar interests not only allows consumers to connect with friends and loved ones, but also allows companies to gain, monitor and retain information (whether good or bad) from consumers. This has been supported by the rapid growth of mobile access for users in South Africa. Researchers conducted an investigation on the Cape Peninsula University of Technology and the University of the Western Cape students regarding the effectiveness of Facebook advertising in creating word-of-mouth (WOM). A survey was conducted on a sample of 400 Generation Y participants. Results show that WOM advertising is a conventional form of communicating with customers and, if planned and executive effectively, can lead to profitable returns it terms of brand awareness. Results displayed that Facebook generates WOM with little or no effort. It is now vital for a brand to keep its positioning in the minds of consumers and this can effectively be done through emotional and functional brand awareness campaigns