Effectiveness of Advertising on Social Network Sites: A Case Study on Facebook
Published 1 January 2011
Christian Maurer, Rona Wiegmann
Citations61
Generate an AI Snapshot to get a quick, structured summary of this paper.
Study Snapshot
ObjectiveStudy objective
MethodsResearch methodology
PopulationPopulation studied
Sample sizeSample sizes
OutcomesStudy outcomes here
ResultsStudy results comes here
LimitationsResearch study limitations comes here
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
TL;DR
Despite the current boom of Facebook for marketing, this study reveals that users’ purchase decisions are not influenced by advertisements and users do not actively use Facebook as an information source.
Abstract
Social network sites like Facebook, MySpace and StudiVZ have recently gained enormous popularity for marketing communications. Facebook especially describes itself as the perfect marketing tool because its developers have created an advertising system which allows businesses to use the information of each Facebook user for targeted advertising. Despite the current boom of Facebook for marketing, this study reveals that users' purchase decisions are not influenced by advertisements and users do not actively use Facebook as an information source. However, Facebook provides the ideal platform for direct communication between organisations and customers. Marketing on social network sites has to follow new rules and principles and each organisation has to clearly determine if social media marketing is appropriate for them or not.
Keywords
Social SciencesDecision Sciences
Journal of Computer-Mediated CommunicationSocial Network Sites: Definition, History, and Scholarship
16,091 Citations2007danah boyd, Nicole B. Ellison
This introductory article describes features of SNSs and proposes a comprehensive definition, and one perspective on the history of such sites is presented, discussing key changes and developments.
Choice Reviews OnlineWikinomics: how mass collaboration changes everything
3,402 Citations2007
"Wikinomics" is the definitive investigation into how small businesses can achieve success by using a dynamic ecosystem of partners to co-create and peer-produce value in this newly-emerging, networked economy.
Lecture notes in computer scienceImagined Communities: Awareness, Information Sharing, and Privacy on the Facebook
1,871 Citations2006Alessandro Acquisti, Ralph Gross
It is found that an individual's privacy concerns are only a weak predictor of his membership to the Facebook, and also privacy concerned individuals join the network and reveal great amounts of personal information.
AIS Electronic Library (AISeL) (Association for Information Systems)Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace
1,202 Citations2007Catherine Dwyer, Starr Roxanne Hiltz +1 more
It is shown that in an online site, the existence of trust and the willingness to share information do not automatically translate into new social interaction, and online relationships can develop in sites where perceived trust and privacy safeguards are weak.
Journal of Consumer CulturePutting Consumers to Work
692 Citations2008Detlev Zwick, Samuel K. Bonsu +1 more
Computer Standards & InterfacesPrivacy-Enhancing Technologies—approaches and development
647 Citations2003Vanja Seničar, Borka Jerman-Blažič +1 more
This article analyses some of the key privacy-Enhancing Technologies and provides view in the on-going projects developing these technologies.
Convergence The International Journal of Research into New Media TechnologiesNew Media, Networking and Phatic Culture
441 Citations2008Vincent Miller
E-commerce: Business, Technology, Society
404 Citations2002Kenneth C. Laudon, Carol Guercio Traver
E-Commerce: Concepts and Issues provides an overview of the current and next generations of e-commerce and offers in-depth coverage of concepts in technology, the Internet, economics, marketing, IS/IT, accounting, privacy, intellectual property, equity, and governance.
Choice Reviews OnlineMarketing to the social Web: how digital customer communities build your business
338 Citations2007
An updated and expanded Second Edition of the popular guide to social media for the business community, author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth.
International Journal of Engineering Technologies and Management ResearchE-COMMERCE- BUSINESS- TECHNOLOGY- SOCIETY
314 Citations2020R. Tamilarasi, N. Elamathi
The Business, technological and society forces that have shaped the growth of e-commerce are identified.
New Media & SocietyWielding new media in Web 2.0: exploring the history of engagement with the collaborative construction of media products
246 Citations2009Teresa M. Harrison, Brea Barthel
It is argued that, from the perspective of theoretical treatments of the 'active audience', audiences or media users have created media content on a long-term and consistent historical basis for purposes related to radical and community movements.
Choice Reviews OnlineAdvertising 2.0: social media marketing in a Web 2.0 world
229 Citations2009
Advertising 2.0 ensures that readers understand the advertising options possible in the Web 2.0 environment, provides examples of companies using these options, and offers guidelines for their application, and explores the rapidly burgeoning world of social media marketing.
The New Rules of Marketing and PR
226 Citations2015
Information and Communication Technologies in Tourism 2008
194 Citations2008Peter O’Connor, Wolfram Höpken +1 more
Web 2.0: A study of online travel community
127 Citations2008Jin Young Chung, Dimitrios Buhalis
It was found that online community members perceive functional benefits, including information acquisition and experience sharing, as the most influential element on level of participation and attitude.
John Wiley & Sons, Inc. eBooksThe new rules of marketing and pr: how to use news releases, blogs, podcasting, viral marketing, & online media to reach buyers directly
80 Citations2007David Scott
Internet Marketing: a practical approach
61 Citations2011Alan Charlesworth
A guide to building a B2C online presence through search engine optimization, advertising, and social media marketing.
Interactive MarketingeMarketing eXcellence: The Heart of eBusiness
40 Citations2003Danny Meadows-Klue
Information and Communication Technologies in Tourism 2006
36 Citations2006Hitz, M., Sigala, M. +1 more
Butterworth-Heinemann eBooksemarketing excellence : the heart of ebusiness
31 Citations2002Pat Smith, Dave Chaffey
MySpace, My Friends, My Customers
30 Citations2008Patricio Carrera, Chia-Yu Chiu +4 more
This case study examines a Web 2.0 exemplar — MySpace — as a marketing tool for an Australian company targeting youth, Go Workabout (GW), and illustrates difficulties and benefits of using MySpace as a Marketing tool.
CERN Document Server (European Organization for Nuclear Research)Facebook: The Missing Manual
25 Citations2008Ekant Veer
e-Marketing, Past and Present: Some ideas for future research agendas
4 Citations2007Robert Govers, Frank M. Go
This paper identifies that processes of disintermediation and a loss of social interaction and personal trust - e-marketing related issues that were identified towards the end of the last century and the beginning of the present one - seem to be turning around currently, with increasing popularity of consumer to consumer and otherwise human interaction andpersonal communications between individuals, but now in computer mediated environments.