Volume 7 Issue 2

Gayathree D. A. G. P. K.

Senior Lecturer, University of Kelaniya, Sri Lanka

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Bandara B. S. S. U.

Senior Lecturer, University of Kelaniya, Sri Lanka

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Navodani Thennakoon

Undergraduate, Department of Marketing Management, Kelaniya, Sri Lanka

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ABSTRACT

 Advertising plays a significant role in the current business world. In the digital platform, social media advertising is a new trend in developed and developing countries. In Sri Lanka, Facebook advertising covered a vaster audience compared to other platforms. There is a significant challenge to the business organizations in designing Facebook ads to successfully attract the target audience and motivate them to purchase the advertised products. Therefore, the primary purpose of the study is to analyze the effect of Facebook advertising to predict millennial consumers' purchase intention.

The conceptual framework comprises of performance expectancy, along with informativeness and perceived relevance. Further, gender plays a moderating role in this study. The data was collected using a self-directed questionnaire distributed among 200 participants. The findings revealed that gender moderates the relationship between perceived relevance and performance expectancy and informativeness and performance expectancy. Informativeness of advertisements was a significant factor in purchasing intention.

Keywords: Facebook Advertising, Gender, Informativeness, Perceived Relevance, Performance Expectancy, Purchasing Intention, The Millennial Generation

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