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
Google or Yahoo! (ComScore, 2011). However, it is striking that traditional marketing communications have been at the periphery of this explosion of social data despite the documented power of social influence on purchasing behavior.
The new kind of online advertising is becoming popular with the social networking communities. Facebook has more than 1.3 billion monthly active users and is the largest social networking sites now. In 2013 Facebook has a 22% Increase in users than 2012. In 2013 Facebook earned more than 6bn US Dollars, a 17 percent increase by 2012. (http://www.statisticbrain.com/facebook-statistics/) Facebook has many options to earn money such as gifts and payments but advertising is the most dominant part of Facebook revenue generator.Facebook made about $9.51 in advertising revenue per user in U.S. and Canada 2011. IAB reports that online advertising spend is more than £5.3m and increasing to more than £6m in 2013 which is peak up by 11 per cent. There is no doubt that online advertising increasing day by day on social networking sites. Social networking sites are the primary arena for highly targeted marketing and advertising. Therefore, it is necessary to study the effectiveness of brand communication strategy followed in social networking sites which are mainly accessed by Bangladeshi users. This research attempts to find the customer attitude toward social advertisements and brand communication strategy in social networking sites. The effectiveness is determined with the help of survey from people who use these sites.
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