How Does Types of Information Affect Facebookâ€™s Audience? A Study Using an Eye Tracker Device
Hasrini Sari
Journal of Multimedia Processing and Technologies, Vol. 10, No. 3, 2019.
DOI: https://doi.org/10.6025/jmpt/2019/10/3/112-121
Link: http://www.dline.info/jmpt/fulltext/v10n3/jmptv10n3_3.pdf
Abstract:
The internet causes the tendency of excess information faced by users. Therefore, the key for business now is how to deliver the right information for the targeted audience. The purpose of this research is to evaluate different types of information presented on a Facebook page. Three types of information are investigated, which are detailed information, interactivity information, and persuasive information. Experiment design is conducted using an eye-tracking device to find
out the relationship between types of information and intention to buy. A Facebook page of a clothing company based in Bandung is used as the research object. Then, data collected are processed using Least Square Robust regression analysis. It is found that detailed information and interactivity information on Facebook post has a significant effect to trust. However, persuasive information does not have a significant effect on trust. Besides, trust has a significant effect on intention to buy.