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Effect of Gen Y's Affective Attitudes Towards Facebook Marketing Communications in South Africa

Type of Resource:
Journal Article

Year of Publication:

- Enablers

- Internet Based Entrepreneurship

Author(s): Rodney G Duffett

Facebook advertising vis‐à‐vis affective attitudes. Understanding what makes Gen Y like and develop a preference for their products that are promoted on Facebook, as well as the impact of various usage and demographics variables, thereby abetting the development and implementation of more effective marketing communications.


Region of Study:
South Africa,

Country of Study:
South Africa,

Study Quality