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.
The current paper will focus on consumer attitude toward the social networks,Facebook, Twitter and YouTube and advertisements on those sites.
1.4 Research Rationale
A research is an opportunity to learn more about a specific subject area. The process of critical thinking skills are logical and effective decision making, analyzing data, developing solutions to problems and transferring learned skills to new situations. In recent times social networking websites not only provides a space for individuals to interact with other people, but also provides a good opportunity for businesses to reach their target customers by means of advertising. Form of advertising on online that focuses on and is given social networking sites is called social network advertising (Mrinal, 2008). These type of advertising has the potential to enable near-universal free or cheap access to services and content (Advanced Internet Policy Report, 2009). In the era of globalization, the Internet makes the world smaller social networks facilitates marketing and advertising to targeted customers by the help of databases of social networks. There are no national or territorial boundaries on the internet. The ease of consumers access to social networks round the clock make it a marketers priority choice to advertise on those networks with 24x7 availability and visibility. Previous research has not addressed about the consumers perception or motive towards the advertisements shown in the social networks in Bangladesh. Moreover, past research has not considered the situation of creating brand awareness where Bangladesh is a country where advertising on social media is increasing day by day. After research about customers’ attitude toward online advertisement on the social networks in Bangladesh, it will be more helpful and more informative for those who want to run an internet promotion through social networking sites. As online promotion and advertising is new in Bangladesh and also online approach of traditional businesses is also new, therefore it will possibly ensure the effective way to develop any kinds of business depends on social network popularity and social advertising.
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