2.1 Literarture Review Introduction and 2.2 Define Social Media

CHAPTER 2: LITERATURE REVIEW

2.1 Introduction

Marketing is all about networking. Now a day it goes online. The rise of social networking site like as Facebook, MySpace, Twitter, Yahoo, Google+, and YouTube over last few years has been phenomenal. It is explored that thesesocial networking sites have grown to new height, each sites currently boasts more than million genuine visitors each month. It is a common thinking to all marketing agency to cover all potential target. Through this new marketing policy marketer can convey their message to a large scale by providing less effort than other media. eMarketer (2012) project says “Social networking, a marketing activity that’s been around comparatively longer than mobile, saw even more significant attention from companies, according to AMIPCI’s findings. Although

1.5 Research Aim and Objectives, 1.6 Research Question, 1.7 Research Access, Limitations & Resources

1.5 Research Aim and Objectives

The proposed study aims to discuss a brief overview of social network advertising and to determine the consumers’ perception and understanding of advertisements on social networking sites. This paper has objectives of:
1. To describe the present scenario of social network advertisement in Bangladesh
2. To analyze consumer attitude to advertisements on social networks
3. To explore the impact of social network advertisements on consumers
4. To find out the importance of social network advertisements to know about products and companies from a consumer perspective
5. To investigate the importance of social network advertisement to build brand awareness and share product/service knowledge

1.3 Scope of the Research and 1.4 Research Rationale

Consumer Attitude toward Online Advertisements on Social Networking Web Sites

 

1.3 Scope of the Research 

Social networks advertising is a widely discussed issue today and a lots of researches have been conducted on the topic. Although social networking websites have become popular in recent times, but there are little academic researches and literature to describe this usefulness from consumers perspective. Advantage of social networking advertisement such as: Facebook, Twitter, YouTube, LinkedIn, etc., is that by using users’ demographic information advertisers can appropriately target their advertisements. The postmodern consumer trust the internet as transparent and paid placements and paid reviews will outweigh because of their recommendations of known friends.

1.2 Background : Consumer Attitude toward Online Advertisements on Social Networking Web Sites

Consumer Attitude toward Online Advertisements on Social Networking Web Sites

1.2 Background

On Advanced Internet Policy Report, (2009) it is demonstrated that Promotion on internet by advertising quickly acquiring the reliability of marketer than that other tools of Marketing. This report also explored that online advertising, which has a market value of $40 billion at 2009 that tend, doubled in 2010 (Advanced Internet Policy Report, 2009). A significant 92% of marketers said thatsocial media was important to theirbusinesses.This is an increase from 86% in 2013, whereonly 49% strongly agreed and 37% agreed. (Michael A. Stelzner, 2014 Social Media Marketing Industry Report, page 7, SocialMediaExaminer.com) This market value indicates a shift towards online advertisement from traditional marketing. Online advertising is alive for round the clock and that leads to gain the return on investment of advertisement. Social online advertising is preferable by the marketer because the target is more precise and provides specific measurement about the target than other marketing media.

1.1 INTRODUCTION : Consumer Attitude toward Online Advertisements on Social Networking Web Sites

Consumer Attitude toward Online Advertisements on Social Networking Web Sites

 1.1 INTRODUCTION

  

The introduction and transmission of the Internet phenomenon into the business arena guiding the marketing discipline to various changes and strong challenges.Since the revolution of online based market, marketing practice has been busy with integrating the potential of information and communication technologies through the utilization of databases and online marketing. Billions of potential consumers can now be reached this way. In recent times, online marketing has secured its place as the preferred marketing method. For an industry that emerged only within the past decade or so, online marketing has gained popularity quickly. It is now attracts a greater portion advertising dollar than any other media type, including TV, Radio, Print and others. For business to stay ahead, or perhaps even stay in the game,marketers need to have an effective online marketing strategy. Online marketing provides a new force of attracting more quality sales leads, increasing business revenue, enhancing business profitability, improving business sustainability in the competitive global market. Internet users spend a tremendous amount of time using exchange and communication services on the Web. According to Médiamétrie/NetRatings, internet users spend on average 3 hours and 40 minutes per month on instant messaging, 4 hours8 minutes on community networks, 2 hours and 40 minutes on emailing and 1 hour and 15 minutes on online auctions or classified ad websites (Microsoft Advertising France Générations et Communications Mode d’emploi, 2010). This new use of media, including community and social networking sites, generates additional advertising space which provides advertisers with remarkable targeting opportunities (through a greater targeting capacity and increased exposure times). Nevertheless, advertisers must assess the relevance and effectiveness of these new spaces in relation to their own communication objectives. Recent advances on the internet have allowed consumers to interact across digital social networks. This is taking place at unprecedented levels: Facebook was the most visited website in the US in 2010, accounting for 20% of all time spent on the internet, a higher proportion than