摘要：Facebook, with its own advertising system, together with tools such as fan pages and other applications for generating electronic word of mouth (e-WOM), are popular among university students. Consequently, this study focuses on how students perceive advertisements, how they become involved in generating e-WOM and how far they are affected by these two different marketing communications on Facebook. In the study, advertising and e-WOM messages are compared in terms of effectiveness both for the collection of information and for making purchasing decisions. A two-stage approach was adopted; in the first study, three focus group interviews were conducted to develop questionnaire items, then, in study two, after expert reviews, these items were evaluated by 406 university students who are Facebook users. Factor analyses were carried out to identify factors for both e-WOM and advertising and then a number of non-parametric tests were conducted both for comparison and to associate user demographics and use patterns within the dimensions of e-WOM and advertising on Facebook
关键词：Facebook; Social Network Advertising; Electronic Word of Mouth
