Advertising in social media - effective or not?
Nopanen, Sanna-Liisa (2010)
Nopanen, Sanna-Liisa
Metropolia Ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010090912948
https://urn.fi/URN:NBN:fi:amk-2010090912948
Tiivistelmä
The purpose of this study was to investigate the methods of advertising that are currently in use in social media and especially in social network sites. Another aim was to find out if these methods are an effective way of promotion for the advertisers and are they effectively used as a part of the advertisers’ promotion mix.
This study was made using secondary and tertiary research from academic and business literature, articles from newspapers as well as from internet resources and furthermore studying some results from researches conducted on topics related to this thesis. An advertising expert has also been consulted when preparing some conclusions relevant to this research.
The results of the study were that social media is an effective channel for marketing, when a well planned strategy, consisting of several different marketing tools, is followed. However, it was also found that many times this is not the case and many advertisers count on using simply advertising elements without taking advantage of other more efficient promotional tools.
The principal conclusion was that the way advertising is currently used in social media, is not very effective since not all the possibilities are taken advantage of.
This study was made using secondary and tertiary research from academic and business literature, articles from newspapers as well as from internet resources and furthermore studying some results from researches conducted on topics related to this thesis. An advertising expert has also been consulted when preparing some conclusions relevant to this research.
The results of the study were that social media is an effective channel for marketing, when a well planned strategy, consisting of several different marketing tools, is followed. However, it was also found that many times this is not the case and many advertisers count on using simply advertising elements without taking advantage of other more efficient promotional tools.
The principal conclusion was that the way advertising is currently used in social media, is not very effective since not all the possibilities are taken advantage of.