FACEBOOK USER EXPERIENCE OF SOCIAL MEDIA MARKETING

Researchers have been focusing mostly on the strategic use of social media marketing instead of users’ experience. As a result, some social media users do not trust social media marketing as they feel that their personal information is being stolen. Therefore, it is important that research needs to be conducted to minimise these challenges. The aim of this study is to investigate the Facebook user experience of social media marketing in South Africa. The methodology used in the study is quantitative research and the positivism research paradigm as they are both suit the objectives of the study. An online survey was used to test the theoretical grounded set of hypotheses. Convenience sampling was used to select the respondents for the study and collect data utilising an online questionnaire that had 203 responses. The study was only limited to Facebook users who have been using this platform for at least 3 months. The empirical results reveal that the measuring instrument used was both valid and reliable as the Cronbach Alpha values were above the recommended guideline value of 0.7. The study found that for Facebook two independent variables (entertainment & perceived value) were found to have a significantly positive relationship with the dependent variable (user experience of social media marketing). The study recommends that marketers should ensure that they always have the aim of entertaining Facebook users first while delivering their message.