How Facebook Advertising Affects Buying Behavior of Young Consumers: The Moderating Role of Gender

This study assessed the affects of Facebook advertisement and Facebook environment on buying behavior of young consumers, while moderating effects of gender. The study used quantitative approach to collect data through questionnaires based survey. The collected data were analyzed through step wise regressions. Results indicated that Facebook advertisement and Facebook environment have significant effects on buying behavior of young consumers, while gender has moderating effect on Facebook advertisement and no moderating effect on Facebook environment. Further, it was noted that females have negative perceptions’ toward Facebook environment as compared to male.