Facebook and Advertising (2)

Journal of Advertising Research, 2011

To generate brand awareness for its Old Spice fragrance line, Procter & Gamble invited Facebook users to "Turn Up Your Man Smell" by becoming "fans" of its products. Within a week, the brand's fan page had more than 120,000 new fans (Morrisey, 2009). Not content merely to draw fans to its Facebook page, the Red Robin restaurant chain enlisted Facebook users as "brand ambassadors," asking them to send pre-written recommendations to online friends. Some 1,500 customers-each with an average of 150 friends-agreed to post recommendations, which the company estimates resulted in approximately 225,000 positive advertising impressions (York, 2009). Faced with declining sales in the wake of safety recalls, Toyota used a combination of YouTube videos and Facebook pages to promote its Sienna minivan. Creating a fictional couple who "believe they are cool despite all evidence to the contrary" (Elliott, 2010), the automobile manufacturer broadcast a series of videos through the YouTube site, then solicited Facebook fans, combining both forms of social media. Within a few weeks, each of the YouTube videos had been sought out and viewed an estimated 12,000 to 15,000 times, with approximately 2,000 Facebook users signing on as fans of the Sienna. In these and similar cases, social-networking site (SNS) users not only embraced advertising-related content but actively promoted it. Yet, according to one industry-sponsored study, only 22 percent of consumers had a positive attitude toward social media advertising-and 8 percent of consumers studied had abandoned an SNS because of what they perceived as excessive advertising (AdReaction, 2010). For example, although much of the decline in MySpace usage has been due to users' abandonment of the site in favor of the "next big thing" (i.e., Facebook), many users have suggested that the propensity of unwanted and unsolicited advertising messages contributed significantly to MySpace's woes (Vara, 2006). These concerns suggest a delicate balancing act for social-networking advertising (SNA). On one hand, advertising provides revenue that enables sites to survive (or, in some instances, to thrive).

2008

Social networking sites rely on the joint collaboration of members, creators, and sponsors. An implicit contract exists between these three parties; members provide content, while creators and sponsors provide the virtual environment enabling connections and interaction.. This joint effort, multiple creative sources, and dynamic content make social networking sites somewhat more difficult to define and categorize than more traditional media. At the same time, social networks offer the promise of better-defined and targetable audiences for advertising, along with the power to spread their endorsement to dozens of friends almost instantaneously. This aspect of social networking sites is extremely promising as a marketing and advertising tool, but there are few examples of it being harnessed in genuinely effective ways. It is not that people necessarily dislike advertising, but their demand for both relevance and entertainment value in exchange for their endorsement seems to be quite high. These communities often operate by their own rules, however, of which marketers must be aware. As de facto co-creators, members feel a strong connection with the site itself. Users of these sites resemble fan communities in many ways, often of the social networking site itself. Participants in social networks are similarly invested in the nature of the community. Behavior in a social network often parallels users' interactions with others in real life, and when the usual rhythms are threatened, they will speak up, even defecting to another venue if they feel they are being pushed to conform in ways they do not agree with. This paper explores how social networking sites can be used to increase engagement with media properties and brands by discussing how brands and producers foster stronger, more active, more engaged relationships with their consumers, who are now increasingly powerful word of mouth marketers and, to varying degrees, producers of content in their own right.

International Journal of Innovative Research and Growth, 2020

In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well became the first social network to reach 1 billion active users every month. The presence of social media is an expectation for brands instead of an exception to the rule. Social events and shared information within your target market will help you understand developments in the industry. The opportunity to expose patterns in business in real-time is a potential business intelligence goldmine. The worldwide rate of social penetration reached 49% in 2020, with the highest penetration rates in East Asia and North America. Instagram enables users, through their standards of credibility, authenticity, and transparency, to develop themselves. Influencers from social media have a personal recognizable identity, also known as the "true brand" An influencer has tools and values that can motivate many other followers to increase their presence in the media. Even if these leads do not directly buy via social, awareness-raising can lead them to become full-time buyers. The overwhelming majority of users on Instagram are under the age of 30 according to recent Social Media demographics. Marketers face a dilemma: increased people want businesses to take a social stand, but 79% of CMOs fear that their capacity to attract consumers will be adversely affected. Businesses can mitigate negative emotions by providing positive information to popular social media users. Marketing managers will encourage consumers through tournaments and influencer programmers to engage in contact practices so customers can evangelize and encourage their loyalty to the organization through the creation and delivery of user-generated content.

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.

International Journal of Social and Humanistic Computing, 2013

Recently, social network marketing has gained tremendously in popularity. There are increasing numbers of web-based companies that focus their marketing strategies on social network platforms such as Facebook, Twitter, etc. Even if social network marketing is perceived as a huge success, little or nothing is known about how well such social network-based marketing campaigns perform. To contribute to this field of research, we present in this paper the results of an ad-driven social network-based marketing campaign centred on the social network Facebook. In particular, we demonstrate in the extent to which ads placed on the user's social stream and generated by the Facebook tools and applications can increase the number of visits, profit or ROI of a web-based platform called VirWoX. In addition to these findings, we present an analysis of a number of simple real-time measures to detect the most 'valuable' users on Facebook. To the best of our knowledge, this is the first work that provides such detailed results of a social stream marketing campaign using Facebook. This paper is relevant for engineers, researchers or teachers who are interested in the field of social media marketing.

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 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.

Journal of Indonesian Economy and Business, 2019

Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and...

2015

Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity. Many people also perform searches at social media sites to find social media content. Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine. Perhaps the greatest value of social media marketing is the ability to foster and engage with a community of other people. That engagement is at the heart of social media.