The Impact of Facebook Communication on Fashion Clothing Buying Decision: A study on University of Gävle Students

Abstract: Aim: This research aims to discuss and analyze the different impacts and influences Facebook communication has on the buying behavior of consumers, taking the students of University of Gävle as a case study. Methodology: The adopted methodology is based on a questionnaire carried out through a quantitative research with the student of Högskolan i Gävle in Sweden. Accordingly, the data collection is based on the survey of 11 questions in total that was distributed to the university, to a sample of 150 students. The data was inserted into SPSS 17 to obtain the results that are discussed in the findings chapter. Subsequently, the gathered primary data is analyzed, discussed and compared with secondary data provided by academic journals, books, and trustworthy databases. Findings: The results confirm that Facebook Communication has an influence on consumers buying behavior (Purchase-intention or intention to purchase). Overall the results provided the influencing factors that marketers need to use those recognized influencing factors as suggested by the consumers for motivating and influencing consumers purchase intention towards fashion clothing products buying. A significant relationship is necessary to fill the gap between the marketers and consumers’ communication process. As per consumers’ expectations, the marketers would do well to create more influence on consumers buying behavior. Contribution: The study adds to the emerging theory of Facebook communication towards consumers buying behavior. The consumers’ suggestions are important for the fashion clothing products marketers for influencing consumers purchase intension. Limitations: The findings that are presented can be generalized, neither to other universities nor to countries in general. The scope of this study is limited to one specific group, providing students’ perceptions about various opinions and influence methods that Facebook communication can have on the decision buying behavior when buying fashion clothing. Therefore, the sample size is relatively small limiting the generalization of the study outcomes. Suggestions for Future Research: Studying and analyzing the consumers’ buying behavior can vary from one perspective to another; therefore, in order to perform similar studies in the future, the authors would suggest to broaden/expand the sample size than the one conducted in this study. Moreover, it would be also helpful to obtain more accurate data by specifying the fashion clothing brand in particular that consumers would react towards. Keywords: Facebook Communication, Facebook Advertising, Marketing Communication, Online consumer buying behavior, Online fashion clothing.