Sashittal, Hemant C.; Sriramachandramurthy, Rajendran; … - In: Business Horizons 55 (2012) 5, pp. 495-507
While Facebook usage has seen explosive growth, scant research has explored returns on advertising dollars marketers … advertising dollars consumer goods firms spend on Facebook are likely wasted. This study highlights that, in addition to staying … in touch with friends and relatives, Facebook users are primarily motivated by three desires: (1) to voyeuristically peer …