Abstract:

The main objective of this research is to investigate the impact of Facebook engagement dimensions on customer’s purchase intention. The sample included people who buy through the Facebook platform from the age of 18 and over. The number of participants was 180. The 5-point Likert scale. Linear regressions were used to test the hypothesis. The findings of this study confirm the impact of customer engagement on Facebook on customers’ purchasing intentions. According to the data analysis findings of the number of likes on a Facebook post overall 'likes' is high, consumers are more likely to have more intention to make a purchase, and the number of post shares has a significant and positive influence on consumer purchase intentions, and the number of comments on Facebook affects the purchasing intention.