Facebook from socializing to advertising: An empirical study on the effect of Facebook as an advertising tool in Egypt

This research aims to investigate if Facebook has a significant effect as a tool of advertising in Egypt and to present to marketers practical trends to use in order to close this gap of the missing formula. Quantitative approach based on an online survey of 400 Facebook users from Cairo and Alexandria governorates was used in this work. To achieve the research objectives, descriptive analysis was used to test the data, factor analysis was used to reduce the variables, and regression analysis was used to test the proposed hypotheses. The results demonstrate that Facebook has a consumption stimulation effect. The findings are limited to only two governorates in Egypt. The research findings give ideas about how firms can utilize Facebook communities to enhance their advertising campaigns using the consumption stimulation effect. Based on the reviewed literature approached Facebook, no other research managed to find the consumption stimulation as an effect of Facebook. Key words: Advertising, Egypt, Facebook, internet, marketing, mass media, online advertisements, social media, traditional advertisements.