Effectiveness of Facebook Campaign on Target Marketing

2015

Background: The application of Web 2.0 has attain social networks users to communicate, share knowledge, review and rate products or services. Apparently, with the astounding popularity of Facebook as social networking, businesses try to gain attention from users by starting their marketing strategy.Some of people that doing sole business do not have organizations and only do online business by utilize Facebook as medium to market their product.On the other hand established company might use Facebook as complement to their traditional marketing to positioning their product brand among Facebook users.Therefore, this paper represents an exploratory effort to identify Facebook as marketing tools because it holds a potential success for businesses expand their market.

As the latest communication tools are developed, it is become very easy to communicate with any one, anytime without the time and distance limitations. This is only possible from the invention of internet and mobile technology. Later it extended to the Social Network. Now Social Networks are the wide networks in the networking world, which are majorly used for the purpose of sharing thoughts, experience, images, videos, sounds etc. When maximum people are attracted by these networks, the concept of advertising entered these networks and reaching its expected targets. Hence, it has become a popular tool for advertising. For the organizations these tools are the best way to promote their goods and services. Presently 80% organizations are happy with these online advertisements and reaching the expected objectives.

World Academics Journal of Management, 2020

Advertisement is one of the vital marketing activities in the modern business environment. It is any paid form of non-personal communication by an identified sponsor to promote products through mass media. In the era of information-technology, the support of social media has been adopted by marketers. Hence, Facebook has been a popular platform for the marketers of Nepal to promote their goods and services. The paper has tried to find out the effectiveness of advertisements posted in the Facebook portal by the Nepalese marketer. An online survey among the 200 random Facebook users mentioning Kathmandu addresses was conducted to fulfill the objective of the paper. The paper found that the Nepalese Facebook users were more concerned with products and services posted, quality and affinity of the product and services, entertainment, and customization for the effectiveness of an advertisement. The products and services itself and the quality and affinity generated for those displayed or posted products and services at the portal of the social media mainly at Facebook are seen as the major factors that make it an effective social media as a marketing tool.

The requirement of reaching the target audience in a short time and simultaneously, which is located at the core of new media environment, is one of the common goals of today's communication tools. The impediments between humans such as geography, language, limited information and limited visuals are now obsolete. Virtual environments, which have become a part of our everyday life with communication technologies, also create a study field in advertising. Delivering advertisements to the target audience at the lowest cost and in the shortest time, addressing to both individuals with the lowest financial sources and individuals with highest financial sources and allowing global multi-communication are factors that have helped virtual environments excel over other communication technologies and lent impetus to digital advertising. Social networking environments, where new advertising practices are observed in the new media, are defined as web-based services that connect worldwide computer networks and allow them to communicate. Facebook is one of such social networking environments. Hundreds of thousands of people are exposed to insistent and imposing advertisements on online environment due to advertisements posted via Facebook. A good design and creativity is required in order to successfully convince the target audience. Graphic design is, therefore, of great importance in the advertising industry. Graphic design in advertising combines elements that help convey the message to the consumer more quickly, easily and effectively. In this study, a literature review was conducted in terms of facebook ads, graphic design discipline, advertising, advertising strategies of agencies and these were investigated using qualitative research methods.

Journal of Retailing and Consumer Services, 2017

A growing number of researchers have examined the effects of personalized advertising in traditional media, however, little has been known about personalized advertising on Facebook. The primary objectives of this research are threefold: (1) Develop a comprehensive model that captures the effects of perceived personalized ads on Facebook on customer attitudinal and behavioral reactions (ad credibility, ad avoidance, ad skepticism, ad attitude, and behavioral intention) to the ad; (2) Test hypothesized relationships using two data sets collected through an online survey; and (3) Develop appropriate customer segments based on personal views of personalized ads on Facebook. The paper reveals that eleven out of thirteen hypotheses are supported and that three market segments are identified including Ad Lovers, Ad Accommodators, and Ad Haters. The paper concludes with conclusion and discussions highlighting managerial and research implications.

Strategic Innovative Marketing and Tourism, 2020

This study sought to investigate the impact of social network advertisements on providing actual information about products. Moreover, it also explored the effectiveness of online advertising in reaching out to consumers. This study was carried out using quantitative method and an online survey of 202 users of social networks, was conducted. This study has concluded that social network platforms, particularly YouTube, are very effective tools for companies to reach out the masses at a rapid pace with high cost advantage. In this work it has been found that in social media marketing, the persuasion and the valuation of the brands are indirectly but positively related to influence the consumer motivation and intention to buy. The higher the brand value, the greater the purchase intention, similarly, the greater the commercial persuasion. The higher is the purchase intention, the higher the advertising on social networks, the greater the purchase intention. The greater the advertising on social networks, the greater the valuation of the brands.

When Facebook started to filter out unpaid promotional material in user news paid in 2014, marketers were hesitant as it could only mean additional expenses for paid advertising online. While Facebook is widely studied in its effectiveness, a relevant empirical evidence on how it works as a free marketing tool after the new rules and policies were set has to be explored further. Besides, attempts to discuss customer behavior on Facebook were varied, but the personal context of preference in line with emotions and needs remains less explored. Thus, this study attempted to understand consumer behavior at the personal context towards posted threads on Facebook by using articles with contents on emotions and needs. Using a negative binomial regression analysis, organic reach was found to improve the traffic of the blog. Employing a graphical trend presentation, the revenue of the blog was shown to have substantially improved. In addition, threads linked to human emotions were found to have substantial number of post engagement. Insights on the revenue study associated with Facebook free advertising were discussed. Keywords: Organic reach, post engagement, article thread, blog, social networking platform

INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT A Monthly Double-Blind Peer Reviewed (Refereed/Juried) Open Access International e-Journal - Included in the International Serial, 2016

Over the past few years, social media has become popular and account for a major portion of the time of internet users spend online. With the increase in the number of online users, advertisers are interested to explore and exploit the social media as a new platform for advertisement delivery. There are number of social networking sites like Facebook, Twitter, Youtube etc. Facebook is popular among the social media. The current study is focused on Consumer’s attitude towards advertisements through social media with special reference to Facebook. For the purpose of study, a convenient sampling survey was conducted among 100 respondents in Malappuram District with the help of interview schedule. The tools used for this study are Percentage analysis; one way Anova etc. Study reveals that consumers have positive attitude towards advertisements through Facebook

The present study aimed to examine the effectiveness of advertisements in enhancing consumers’ purchasing intention on Facebook in 2013. It is an applied study in terms of its goals, and a descriptive survey one in terms of methodology. The statistical population included all undergraduate students in Cypriot universities. An 11-item researcher-made questionnaire was used to compare and analyze the effectiveness of advertisements. Data analysis was carried out using SPSS17, the parametric statistical method of t-test, and the non-parametric Friedman test. The results of the study showed that Facebook advertising significantly affected brand image and brand equity, both of which factors contributed to a significant change in purchasing intention.

Postmodern Openings, 2017

Facebook is becoming a popular tool for public relations and advertising professionals to reach mass audiences. Facebook fan pages allow brands to create an online community of brand users on the social networking site. By pressing Facebook's "like" button, a Facebook user can become a fan of the page and can interact with the brand and other consumers. This research aimed to examine whether liking and interacting with a Facebook fan page has an effect on brand loyalty and purchase intentions, and if Facebook fan pages create an online brand community. Brands use this network to improve their overall image, promote themselves much easier, much faster, access to information being very easy, in a very short time and wherever it is in the world.This article highlights the reason why users access the Facebook page of a brand. An analysis of 104 online survey responses indicates that interaction with fan pages is not a strong indicator of consumer brand loyalty or purchase intentions, suggesting that brand communities are not formed on the basis of liking a page. The study may be a useful orientation for managerial involvement in marketing practice. With over 900 million users, Facebook is currently the largest social networking site. Facebook allows users to connect and interact with others, express themselves, and maintain social relationships.

Encyclopedia of Information Science and Technology, Fourth Edition, 2018

In recent years, social media have transformed the worldwide web into a participatory community where both users and companies co-create, share and modify content. The importance and the attention that social media has gained is widely studied among the scientific community as their growth seems unstoppable. The raise of online advertising has made companies to design new marketing plans to adapt both their strategic and tactic operations to meet multichannel customers' needs. Since Social media marketing is a core part of any firms' marketing strategy, companies and organizations are starting to use Facebook Ads as a marketing tool. In spite of the extensive statistics the software provides, little research is done on the effectiveness of social marketing campaigns according to gender. Therefore, the purpose of the study is to try to aim this gap by analyzing several Facebook campaigns in the education sector to discover which gender group reacts best to advertising.

International Journal of Procurement Management, 2020

The past decade has witnessed a rise in the use of social media for communication. Social media have created virtual spaces that businesses use to sell their goods and services. Platforms such as Facebook, Twitter, WhatsApp and Instagram (the Big Four) have become known for linking individuals through text, pictorial, and video messaging, thus creating a way of passing information to customers instantly in a way that creates appeal. An evaluation of the level of involvement of customers with the Big Four indicates that businesses choose their social media platform based on the likelihood of reaching customers. This study identified the reciprocal relationships that businesses have with their customers via the four main social media platforms. This relationship has been created because customers feel they have an individual space in social media, and because the businesses that advertise on social media use personalised messaging to their advantage. This ownership and personalisation speak to the degree to which relationships are formed between corporate entities and individuals in contemporary society.