Academic journal article Global Media Journal

Knowledge and Perception of Social Media Advertising among Students of Kogi State University, Anyigba

Academic journal article Global Media Journal

Knowledge and Perception of Social Media Advertising among Students of Kogi State University, Anyigba

Article excerpt

Introduction

The advent of social media has brought several possibilities for information exchange and communication between individuals and publics on various spheres of human endeavors. It is a tool through which an individual to communicate with other people all over the world about an organization, product or service. Internet-based social media has been around for a very long time. The word 'social' means exchange of thoughts and ideas among parties, individuals and the groups as members of the society. Media is a system of communication and interaction between peoples of different thoughts and views, while social media is the interaction among people which they create, share, and or exchange information and ideas in several communities and networks. It allows creation and exchange. The difference between social media and traditional media lies in the quality, frequency, reach, accessibility, usability, immediacy and performance.

Social media technologies can be in different forms such as magazines, internet forum, weblogs, social blogs, social networking, pictures, teleconferencing, and social bookmarking, among others. Advertising on social media gains attention through website traffic, as well as linkages with social media sites. It creates contents with the aim of attracting readers' attention, while keeping them abreast of the information. Examples of social media advertisements include ads placed on Twitter, Facebook, Google+, LinkedIn, Yelp, Foursquare, Instagram, YouTube, Blogs, among others. The internet-based social media creates the opportunity for transactional process of communication between marketers and consumers and gives abilities to customize messages.

Following the major shift from traditional media to second generation of internet-based applications, example, Web 2.0 in the last decade, or what Shih calls the fourth revolution, users generate, transmit and control communication, holds great promise to significantly improve marketing efforts with viral marketing campaigns [1]. This innovation presents opportunities for social relationships building, not only among peers, but also between marketers and prospective consumers. Recent studies show that the corporate adoption of social media by the fastest growing US corporations is now at record pace [2]. This is because branded social marketing and campaigns provide additional melting points to foster consistent interaction between the consumer and the messages passed by marketers. This constant linkage deepens consumer-brand relationships, helps marketers explore more ways of meeting consumer demand and satisfaction, since the functions of marketers have become easier through persuasion of consumers to engage with online content. Messages passed across to the consumers change their thoughts, feelings, perceptions, images, and experiences from these interactions and form a set of associations with the brand in consumer memory. There are several strategies marketers can use within the social media landscape for branding such as placing paid display advertising, participating in social networks as a brand persona, developing branded engagement opportunities for consumer participation within social networks, and publishing branded content (known as content marketing or social publishing) in social channels, using the unique selling points [3]. Brands may utilize social media marketing as an integrated component in a marketing communications campaign, as a continuous corporate communications channel or as a series of micro publicity specifically designed for digital exposure.

In addition, social media has an interpersonal aspect in that, normative and informational influences may work for, or against the brand or product, depending on consumer engagement [4] Consumers informatively and strategically select the brands they discuss on the pages of social media to construct positive or negative images. Also, marketers care about these brand choices because a brand commitment connects an individual to stable set of self-meanings, which leads to purchase behavior. …

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