Consumer perception of computer-mediated communication in a social network

To date, many firms are exploiting the new web based tools in order to achieve fast and efficient information on consumers needs and preferences. Indeed, there is a wide diffusion of advertising messages mediated by social networks. The aim of this research is to investigate how advertising through a social network like Facebook can affect consumers perception, in order to understand how firms can exploit this particular tool to influence consumers behaviour. Our research is based on the following variables: utility, interactivity and customization of the Facebook firms page, characteristics of the page, perceived security and satisfaction in the use of the page, and loyalty to the facebook page.