Relevant bibliographies by topics / Social media advertising effectiveness / Dissertations / Theses
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Dissertations / Theses on the topic 'Social media advertising effectiveness'

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Published: 4 June 2021
Last updated: 10 February 2022

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1

Naidoo, Thirushen. "The effectiveness of advertising through the social media in Gauteng / Naidoo, T." Thesis, North-West University, 2011. http://hdl.handle.net/10394/7043.

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In this day and age, with the very strong impact of globalization, digitalization and social media, advertising is changing. Many companies and advertising role players are forced to implement new consumer and business models and apply innovative business strategies. Social media marketing has become a norm for most companies. The process of marketing is used through social media sites like Twitter, Facebook and YouTube. By utilising the social aspect of the web, social media marketing is able to connect and interact on a much more personalised and dynamic level than through traditional market
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Lazauskas, Darius, Sophia Vilhelmsson, and Huynh Tran. "Marketing Overload? : Investigating the effect of antecedents of marketing avoidance on social media advertising effectiveness." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65173.

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Recent developments in internet technology have ushered in unprecedented change when it comes to communication. This change has also given rise to social media, which has significantly changed the way modern communication occurs (Rosengren, 2000; Evans & McKee, 2010; Tuten & Solomon, 2015). While social media has gained enormous reach in recent years, with millions of new users joining social platforms every year, it has changed company-consumer relations as well (Akar & Topcu, 2011; Fan & Niu, 2013; Tuten & Solomon, 2015). Marketers are continuously turning towards social
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Jonsson, Amanda, and Ekeroth Julia Darnéus. "The Effectiveness of Personalised Advertising : An exploratory study on personalised advertising done on Facebook." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54413.

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Noyer, Camille, and Majo Stéphane Di. "Exploring brands celebrity endorsement on Facebook." Thesis, Karlstads universitet, Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-37164.

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Wärme, Erica, and Louise Olsson. "Influencer marketing and its effectiveness on consumers’ attitudes and purchase intention." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79709.

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Social media is nowadays one of the best ways to reach new potential customers. Social media platforms allow influencers to promote brands and reach even more customers. These new platforms are relatively untested as regards its effectiveness. The purpose of this thesis was to investigate if influencers affected customers´ attitudes and purchase intentions more than online adverts, regarding energy drinks. The thesis used an experiment in order to investigate this further. Combined with previous research in this area and the data from the study’s questionnaire, a result for this thesis could b
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You, Ya. "Social Media Effectiveness." Doctoral diss., University of Central Florida, 2013. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/6040.

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Over the last decade, the advent of social media such as online product reviews (e.g., Amazon.com),blogs and other social networking sites (e.g., Facebook.com) has dramatically changed the way consumers obtain and exchange information about products. This dissertation investigates the impact of various types of social media on product performance and compares the effectiveness of social and traditional media under various conditions. Specifically, the first chapter performs a meta-analysis of consumer-generated WOM elasticity in social media to identify the factors that influence the impact of
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Cui, Renhao. "Improved Utilization of Advertising through Social Media." The Ohio State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=osu1606917819967971.

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Fingalsson, Linn, Katalina Palma, and Sindi Sheri. "Attitude is everything : towards social media mobile advertising." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44828.

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Purpose: To explore what are the consumers’ attitudes towards mobile advertising in a social media context. Research questions: What are the consumers’ attitudes towards entertainment, credibility, irritation and informativeness in mobile advertising? What are the consumers’ attitudes towards permission-based advertising and incentivebased advertising in mobile advertising in social media context? Theoretical framework: This study was based on theories that helped to understand what are the consumers’ attitudes towards mobile advertising, what are the attitudes towards the dimensions of mobile
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Leavitt, Stacey. "Disability, identity and media : paralympians in advertising." Thesis, Lethbridge, Alta. : University of Lethbridge, Dept. of Kinesiology, c2012, 2012. http://hdl.handle.net/10133/3294.

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This thesis explores representations of Paralympians within media and advertising. Scholarly research on disability is extremely limited, with current research focusing on print media, and few studies going as far as to perform a discourse analysis. Media representations play a prevalent role in constructing “disability” and have the power to define what it means to be a disabled person. Using a poststructural theoretical framework, I undertake a critical discourse analysis of television advertisements produced by Nike and Visa to uncover what narratives regarding disability are circulating wi
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Rademaker, Claudia A. "Green Media : Exploring Green Media Selection and its Impact on Communication Effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-2033.

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Does the choice of a medium, by which a company’s advertising message is carried, communicate something about that company’s commitment to act responsibly towards the green environment? Does the choice of a medium that consumers perceive as more harmful for the green environment impact ad and brand evaluations more negatively than a medium that they perceive as less harmful? If so, to what extent do companies have knowledge of such change in consumer media behavior and thereby take into account the green environmental aspect with media selection? Driven by such questions, and by way of an expe
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Alpysbayev, Yesset. "The effectiveness of advertising in the hotel “Holiday Inn Almaty&#8221." Master's thesis, Česká zemědělská univerzita v Praze, 2017. http://www.nusl.cz/ntk/nusl-262794.

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This Diploma Thesis is focused on the evaluation and study of the main features of advertising in the hospitality industry. The first part is a theoretical part, which describes in detail the definition as advertising, media advertising, promotional function. Further detailed adertising types, their advantages and disadvantages. In the practical part is the presentation of the hotel "Holliday Inn Almaty". This part describes in detail the structure of the hotel, SWOT analysis, advertising activity by hotel. Another part of the analysis survey research, which based on advertising. The questionn
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Andreou, Athanasios. "Auditing, Measuring, and Bringing Transparency to Social Media Advertising Ecosystems." Electronic Thesis or Diss., Sorbonne université, 2019. http://www.theses.fr/2019SORUS009.

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La publicité sur les réseaux sociaux a fait l'objet de nombreuses plaintes concernant la protection de la vie privée. Les utilisateurs comprennent mal pourquoi ils sont ciblés. En réponse, des plates-formes telles que Facebook introduisent des mécanismes de transparence permettant aux utilisateurs de recevoir des explications sur les raisons pour lesquelles ils ont reçu une publicité et quelles données Facebook a inféré à leur sujet. Le but de cette thèse est d'accroître la transparence de la publicité dans les médias sociaux. Nous construisons une application, AdAnalyst, qui collecte les publ
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Zhang, Liu. "SOCIAL MEDIA AND VIRTUAL PROJECTS : An investigation into social media tools and team effectiveness." Thesis, Norges teknisk-naturvitenskapelige universitet, Institutt for industriell økonomi og teknologiledelse, 2011. http://urn.kb.se/resolve?urn=urn:nbn:no:ntnu:diva-15833.

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The purpose of this thesis is to explore the use, usability and the effects social media have on member effectiveness and satisfaction in virtual projects. This includes a classification and description of social media as well as the virtual component of projects. This also includes an analysis of possibilities and challenges concerning using social media in a project setting.Furthermore this master thesis should include an empirical component, including an investigation of to what extent such media are used in virtualized projects, experiences with such media and suggestions for improvements
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Greene, Amanda E. "Perceived Effectiveness of Social Media at NASCAR Tracks." Digital Commons @ East Tennessee State University, 2012. https://dc.etsu.edu/etsu-works/4957.

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Duffková, Pavlína. "Comparative effectiveness analysis of social media monitoring tools." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149911.

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The main objective of this master thesis is a comparative effectiveness analysis of selected social media monitoring tools. The theoretical part of the thesis first familiarizes the reader with the core terms, which will be used throughout the thesis. The next chapter focuses on the detailed specification of classic online marketing. It describes the growing trend of social media marketing and charts out its current status on the Czech online market. In addition, the vital SEO and SEM techniques are also described. The subsequent chapter is devoted to social network marketing, where the increa
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Bozzolo, Anita Marie. "A cognitive momentum analysis of program context and media placement as determinants of advertising effectiveness." The Ohio State University, 1993. http://rave.ohiolink.edu/etdc/view?acc_num=osu1374686301.

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Yuanxin, Ma, and Pittana Noichangkid. "Bored with Ads? : A Study Investigating Attitude towards Social Media Advertising." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-44402.

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Peng, Huihui. "Young People's Attitudes on Art Infusion Advertising on Social Media: Focus Groups with Chinese Students." Thesis, Virginia Tech, 2017. http://hdl.handle.net/10919/78373.

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In China, advertisements posted by online influencers on social media platforms have become a new trend of marketing. Through the lenses of art-infusion theory and the entertainment overcoming resistance model, this study focuses on a specific advertisement posted by a Chinese online influencer and explores whether this advertisement appeals to Chinese young people and why. Five focus group sessions were conducted with 29 Asian college students to explore the impact of artwork in advertising on participants' attitudes toward the ad and the advertised product. The results showed that 1) partici
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Tefertiller, Alec. "Your Friends Like Our Brand: Social Impact, Capital, and Connections in Social Media Advertising." Thesis, University of Oregon, 2018. http://hdl.handle.net/1794/23100.

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Social media networks such as Facebook enable advertisers to embed social connection information within advertisements. The purpose of this study was to better understand how social cues in social media advertising contribute to consumers’ brand attitudes and purchase intentions. Two theoretical constructs guided the study: social impact theory and social capital theory. Social impact theory suggests that the number, relational strength, and immediacy of individuals exerting social influence determine its effectiveness. Social capital theory posits that our social networks are a product of the
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Dey, Ken. "The effectiveness of social media in advancing transformational change." Thesis, Gonzaga University, 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=1537849.

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<p> The goal of this study is to determine the effectiveness of social media in advancing transformational change. Successfully implementing transformational change in an organization is heavily dependent on the support of key stakeholders. But engaging those stakeholders requires effective communication. Transformational efforts often fail because of the lack of credible communication or a failure to define a vision that can be easily communicated (Kotter, 2007). </p><p> Researchers say that the key to successful transformational change is embracing a communication based in the realm of c
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Guerzoni, Lorenzo. "L'impatto del colore predominante e della posizione nell'ambito del social media advertising." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2016. http://amslaurea.unibo.it/12292/.

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In questa tesi sperimentale cerco di verificare la seguente ipotesi: " Se il colore predominante di un’immagine - nell’ambito del social media advertising - è “caldo” piuttosto che “freddo”, allora l’annuncio ha un impatto più incisivo sull’utente."
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Källbäck, Joel. "Examines the benefits of social media marketing in contrast to traditional advertising." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74324.

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In the recent year’s internet have grown rapidly, and the digital world have grown along with it. This have led to new marketing methods such as social media marketing has developed which have shown to be good tool for building relationship with consumers and increase brand awareness. In the same time traditional advertising, which is a good tool for creating brand awareness, is losing its effectiveness for it. The purpose with this study is therefore to examine why companies continue using traditional advertising for brand awareness when the digital world is growing, and more people spend the
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Koskinen, S. (Siiri). "Targeted social media advertising and consumer decision making in online buying behavior." Master's thesis, University of Oulu, 2017. http://urn.fi/URN:NBN:fi:oulu-201706062561.

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The aim of this research is to understand how targeted social media advertising influences online buying behavior. More accurately, this research focuses on the five-stage consumer buying decision process model and how targeted social media advertisements affect each stage of the model. This research approaches the subject through phenomenography, where the objective is to concentrate on the attitudes and opinions of individuals and gain a deeper understanding by observing the phenomenon closely. Research theory examines prior research of social media marketing, targeted social media advertisi
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Puke, Viktor, and Rebecca Sjöberg. "Alla som ogillar annonser - räck upp en hand! : En attitydundersökning om reklam på Instagram." Thesis, Linnéuniversitetet, Institutionen för medier och journalistik (MJ), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53123.

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The aim of this thesis is to explain user attitudes toward advertising on Instagram. Two forms of marketing communication that we chose to focus on were native advertising and promoted advertising through celebrities. The main goal was to find out which attitudes Instagram users aged 18-35 years had toward these two types of advertising. The data was collected through a quantitative survey, which was conducted digitally on Facebook. Our empirical findings showed us a result that confirmed previous research in the area - that users have negative attitudes towards any type of advertising. We ide
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Han, Joon Hye. "The effectiveness of Corporate Social Responsibility advertising as a buffer against negative publicity." Thesis, University of Manchester, 2014. https://www.research.manchester.ac.uk/portal/en/theses/the-effectiveness-of-corporate-social-responsibility-advertising-as-a-buffer-against-negative-publicity(0bc26a58-4111-49e8-8413-25be8c9c8c0e).html.

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Corporate Social Responsibility (CSR) advertising is a type of corporate image advertising which promotes the CSR-based identity of a company in order to build and/or improve a socially responsible image. A CSR-based image and a good reputation for CSR at large has been regarded as a reservoir of goodwill which can function as a buffer against negative publicity. With this in mind, this thesis examines the effectiveness of CSR advertising for the purpose of insulating a firm from the negative impacts of crisis news by creating a positive image as a socially responsible company. This study also
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Reis, Gitaine. "EFFECTIVENESS OF SOCIAL MEDIA MARKETING STRATEGIES FOR BEAUTY ACCOUNTS ON INSTAGRAM." Scholarly Commons, 2021. https://scholarlycommons.pacific.edu/uop_etds/3748.

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Social media content strategies have been created and used for years as a way to advertise and influence market decisions in various industries. The reason for their effectiveness should be adequately studied so that we can have a better understanding of which strategies are successful and which ones are not. This study identifies effective social media content strategies, with a focus on brand and customer-centric strategies. After a content analysis of 251 Instagram posts from Huda Beauty and Glossier’s accounts, the hypotheses stating that brand-centric strategies will be more effective and
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Magalhães, Ana Filipa Veloso de. "The effectiveness of the Media Smart Program on promoting the critical thinking of children towards the use of celebrities in television advertising." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10330.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>The aim of this project was to try to prove the effectiveness of the Media Smart Program in Portugal, a program that helps children to understand and be critical towards advertising. Until now, there were no quantitative studies about this subject in Portugal. Therefore, it was used a structured questionnaire, semi-structured interviews and an Observation in Media Smart Classes. The results suggested that this program was not effective in a s
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Govender, Kerensa A. "Towards the development of a framework for measuring the effectiveness of product placement." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/97608.

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Thesis (MBA)--Stellenbosch University, 2014.<br>ENGLISH ABSTRACT: A product placement or placement occurs when a brand is integrated into a film, game or sitcom for advertising purposes. This integration can either be in the form of a visual placement, verbal placement or both. The practice of product placement has become popular due to the loss of advertising effectiveness of traditional media channels. This is due to the advent of technology, which allows the consumer to avoid advertisements. Marketers have therefore sought alternative, more effective forms of advertising, leading to an incr
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Li, Meng. "Narrative Advertising." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etd/2485.

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Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing na
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Takemura, Aiko. "Challenges facing the profession of advertising in the digital age : An empirical study of Swedish advertising professionals." Thesis, Södertörns högskola, Institutionen för kultur och kommunikation, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16359.

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This thesis investigates how Swedish advertising professionals experience their work in the digital age. Findings from semi-structured qualitative interviews conducted with 15 people are organized using the concept of “media logic” re-interpreted by Mark Deuze, which covers four aspects of media work: institution, technology, organization and culture. The institution feature covers three developments occurring at the industry level, which are concentration, fragmentation and convergence. How these trends determine the way advertising professionals work is the main topic of this section. The fi
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Abrons, Irene Michel. "Social Media Marketing Among Small Retail Clothing Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4769.

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Social media marketing influences consumer trust in businesses, and trust accounts for about 37% of consumer purchasing decisions. The purpose of this multiple case study research was to identify the barriers to social media marketing that owners of small retail clothing businesses must overcome to be competitive. The conceptual framework was the technology acceptance model. Collected data consisted of company documents and semistructured interviews with 3 small retail clothing business owners in Chicago, Illinois, who had experience with social media marketing. Data analysis consisted of an o
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Wagner, Darci. "Managing Negative Comments Posted on Social Media." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1556.

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Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study's conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing so
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Schmidt, Nicholas. "The Determinants of Firm Profitability: The Effect of Social Media." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/cmc_theses/958.

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This study seeks to explore whether social media plays an important role in determining a firm’s profits. Using data from 392 Large American firms from the period 2005-2013, obtained primarily from the database, COMPUSTAT, I find that a firm’s adoption of Social Media plays a minor role in determining profits, while higher Lagged Profits, Lagged Productivity, Firm Sizes, and Advertising Expenses lead to higher profits.
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Yaro, Walita, Adissa Asmar, and jahf Heidi von. "The Effects of Having a Presence in Social Media : Swedish advertising agencies' awareness of social media and its contributing opportunities and risks." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26843.

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Emerging from traditional marketing platforms in the early millennium is a brand new marketing form called social media. Having a presence in social media is a growing part of marketing communication and it gives companies a voice and a means to converse with their existing and prospective customers. Social media is starting to become a great tool for businesses to develop and maintain strong relationships with customers and is therefore a vital platform for organizations to communicate with their customers. Having a presence in social media will require businesses to be aware of the opportuni
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Adams, Jonna, and Louise Gejrot. "Just another ad?" Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-23051.

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Marketers often target women because they represent over half of the population in Canada and Sweden and because they are the purchasing agents for 85% of household items. Advertisers and marketers use targeted marketing on Social Media platforms in the hopes of engaging the audience enough to initiate a purchasing action. For this paper the goal was to understand the relationship between women aged 55+ and their attitudes and perception of targeted advertising, to see whether it was effective in engaging them as consumers. Through interviews and the think-aloud method we found that while the
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Nakai, Maiko, and Maiko Nakai. "Using Social Media to Address Preventable Crises: Focus Groups with Moms." Thesis, University of Oregon, 2012. http://hdl.handle.net/1794/12527.

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This study examines how an organization can use social media to solve preventable crises. Focus groups with a total of 14 moms are conducted to discuss a controversial Motrin babywearing advertisement and how Johnson & Johnson should have responded to the social media backlash. The results are explored based on dialogic public relations theory and its five components. Additional insights regarding the use of different social media channels and culture jamming YouTube videos suggest theoretical and practical implications on organizational responses on social media during preventable crises. The
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Greene, Amy E., Andy R. Dotterweich, and Mauro Palmero. "Social Media: Perceived Effectiveness as a Marketing Tool for NASCAR Speedways." Digital Commons @ East Tennessee State University, 2012. https://dc.etsu.edu/etsu-works/3764.

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Connolly, Amy J. "The Use and Effectiveness of Online Social Media in Volunteer Organizations." Scholar Commons, 2014. https://scholarcommons.usf.edu/etd/5203.

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Volunteer organizations face two challenges not found in non-volunteer organizations: recruiting and retaining volunteers. While social media use is increasing amongst individuals, its use and effectiveness for volunteer recruitment and retention by volunteer organizations is unknown. The dissertation reports the results of three studies to investigate this important question. Using a mixed-methods approach, it addressed the dual nature of social media and its effectiveness by including volunteer organizations and social media users. This dissertation found that although volunteer organization
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Tingley, Christopher. "Social Media Marketing Strategies to Engage Generation Y Consumers." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1216.

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Consumers of the Generation Y cohort, also referred to as Millennials, include approximately 75 million Americans who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore advertisements that are targeted to them. Previous studies on social media marketing to Generation Y consumers have focused on consumer input but lacked data from marketing professionals. The purpose of this phenomenological study of social media marketers in the United States was to determine successful strategies to engage Generation Y on social media. The study's co
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Ivory, Adrienne Holz. "Sexual Orientation: A Peripheral Cue in Advertising?" Thesis, Virginia Tech, 2007. http://hdl.handle.net/10919/32151.

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Although advertising featuring gay male and lesbian models can be an effective means of targeting the significant gay and lesbian market, few empirical studies examine how consumers respond to gay-themed advertisements. To address the absence of message-processing research dealing with heterosexual responses to gay-themed advertising, this thesis examines how sexual orientation of model couples featured in magazine advertisements affects heterosexual viewersâ responses using the elaboration-likelihood model as a guiding framework. A 3x2x2x3 experiment tested the effects of model couplesâ
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Miia, Andrada, and Kaili Dong. "Avoiding Personalized Ads on Social Media : Understanding how YouTube users experience personalized advertising and what leads to ad avoidance in the context of personalization." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44135.

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Recent trends and developments in the fields of Big Data, Machine Learning, and Artificial Intelligence are completely transforming the way brands are engaging and communicating with their audience, allowing more personalized communications than ever. With the spread of social networking sites, such as Facebook, YouTube or Instagram a new opportunity arises for companies to connect to their consumers. However, since social media personalization implies the collection and analysis of highly personal data, consumers may develop negative reactions, attitudes or perceptions towards personalized ad
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Lupo, Crystal Victoria. "Social Media Marketing Strategies in Landscape Industry Small Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5095.

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Almost 50% of small businesses close within 5 years in part because of inadequate marketing strategies. The purpose of this multiple case study was to explore how landscape industry small business owners have successfully used social media marketing to help ensure business viability. The population for this study was landscape industry small business owners in central Alabama, who have been successful in using social media marketing. The conceptual framework for the study included adoption theory to understand the successful implementation of social media as a marketing tool, and social exchan
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Souza, Ana Clara, and Rexhinaldo Durro. "Digital marketing: Online advertising tricks and consumer irritation." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31317.

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The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effe
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Chakroff, Jennifer Leigh. "Parental mediation of advertising and consumer communication the effectiveness of parental intervention on young children's materialistic attitudes /." Columbus, Ohio : Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1190001119.

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Dean, Julie Helen. "The social construction of the body : the communicative content of media advertising for adolescent females /." Title page, contents and abstract only, 1987. http://web4.library.adelaide.edu.au/theses/09P/09pd281.pdf.

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Jordan, Rochelle Shivon. "Social Media Marketing Strategies Used by Small Retail Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5883.

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Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers's diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face i
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Spangler, Robert J. "Social Media Strategies to Increase Professional Membership Association Dues Income." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/4683.

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Social media strategies can play an important and specific role in nonprofits by increasing membership dues income. However, insufficient data exists supporting effective strategies for social media in professional membership associations, potentially affecting both business managers within those associations and the stakeholders they represent. The purpose of this qualitative single case study was to explore social media strategies that nonprofit marketing professionals used to increase professional membership association dues income. The sample included 7 nonprofit marketing professionals in
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Goodwin, Sandi. "The effectiveness of social media marketing strategies among microbreweries: a perceptual analysis." Thesis, Cape Peninsula University of Technology, 2019. http://hdl.handle.net/20.500.11838/3030.

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Thesis (MTech (Business Administration))--Cape Peninsula University of Technology, 2019<br>Craft beer has taken a large interest within the liquor market in South Africa, hence there are microbreweries targeting this niche market and the competition is on the rise. The craft beer market is unique and requires different marketing to mass-produced beer, social media marketing has been on the rise and suites the user demographics of the craft beer drinker. With this study, the researcher will analyse the perceptions of the micro-brewers as to whether they perceive social media marketing technique
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Bentley-Steyn, Lesmarie. "The effectiveness of social media marketing communication for institutions of higher education." Thesis, Cape Peninsula University of Technology, 2019. http://hdl.handle.net/20.500.11838/3088.

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Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2019<br>Several studies have been done showing that universities across the world are using social media platforms, to a lesser or greater degree, in their marketing communication strategies; however, the success of this recruitment method is relatively untested. In order to determine the effectiveness of social media marketing communication on potential university students’ selection of a university, first-year students from the University of Johannesburg were studied. Through a quantitative descriptive res
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Svede, Elina. "The integration of online advertising: the effects of source expertise and certainty level of the message on consumer involvement and persuasion in the context of user-generated advertising." Master's thesis, NSBE - UNL, 2012. http://hdl.handle.net/10362/9525.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>This study examined user-generated (UG) advertising in the context of social media networks. The focus was on how people, whether an expert in the area, a non-expert or a friend, influence the reader of the advertisement. Furthermore, the study analyzed how the certainty level of the UG advertisement influences the person viewing the ad. The study showed that for the friend source a high certainty message was more persuasive. However, re
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