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There is an escalating use of Facebook among marketers. Naturally, the research in this field has also been escalating in recent years. Businesses need to understand Facebook and its benefits in achieving effective advertising campaigns. Further investigation is still needed to understand how effective social media and particularly, Facebook are for advertising. This study aimed to understand if there is a relationship between Facebook advertising effectiveness and benefits gained from such advertising. Statistical reasoning was used to measure the extent of two advertising benefits and their correlation in creating effective advertising campaigns on Facebook. Pearson’s bivariate correlation and linear regression analysis were implemented on data obtained from carrying out a survey on undergraduate students. The benefits of “customer relationship management” and “promoting new products” were tested in relation to Facebook advertising effectiveness. The results supported that Facebook is seen as an effective medium for advertising and it has a strong association with the described benefits of “customer relationship management” and “promoting new products”.

Using statistical reasoning techniques to describe the relationship between Facebook advertising effectiveness and benefits gained