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1、TheJournalofAppliedBusinessResearch–January/February2009Volume25,Number1DoWordOfMouthAndAdvertisingMessagesOnSocialNetworksInfluenceThePurchasingBehaviorOfCollegeStudents?DawnWallace,SoutheasternLouisianaUniversity,USAJosieWalker,SoutheasternLouisianaUniversity,USATaráLopez,SoutheasternLouisia
2、naUniversity,USAMikeJones,SoutheasternLouisianaUniversity,USAABSTRACTManyonlineadvertisersareexploringtheuseofInternetsocialnetworkingtobuildbrandawarenessandloyalty.Socialnetworkingisparticularlypopularamongtheyounger,15-24year-oldgeneration,whoismorecomputersavvyandspendsmoretimeontheInterne
3、tthanadults.Whilethisgenerationhassubstantialpotential,theyalsorepresentachallengetoadvertisers.Thisgroupisnotoriouslyskepticalofbeing“advertisedat.”Theyexpectamorepersonal,interactiveexperience.Thepurposeofthisresearchistodeterminewhichtypesofsocialnetworksareusedmostbycollegestudentsandwhatt
4、ypesofonlinemarketingimpacttheirpurchasingchoices.Incarryingoutthisresearch,thefollowingresearchquestionswereaddressed:whichsocialnetworksareusedmostbycollegestudents;dofactorssuchasstudentand/orparentincome,studentage,classification,gender,maritalstatus,oremploymentstatusinfluenceuseofsocialn
5、etworks;doadsonsocialnetworksimpactpurchasingdecisions;doesadvicefromotherusersofsocialnetworksimpactpurchasingdecisions;anddoonlinegames,scavengerhunts,andcontestsinfluencepurchasingdecisions?Theresearchprovidesabetterunderstandingofsocialnetworkuseandprovidesinsightintoeffectiveonlineadverti
6、singtocollegestudents.INTRODUCTIONheInternetwascreatedwithouttheintentofcommercialadvertising.However,intheearly1990stheTprimarypurposeoftheInternet,sharingofinformationamongresearchersandeducators,wasinevitablychangedwiththeintroductionoftheWorldWideWeb.TheWorldWideWebincorporatedhypertextand
7、multimedia,whichmadeiteasiertolinkcomputers.Navigating,interacting,purchasingandconductingbusinessbecameeasierforusers.ThesubsequentgrowthoftheWebcreatedalargeinternationalmarketplacechanginghowbusinesswasconducted,andovertime,creatinga
