Advertising on Social Networking Sites: Does Social Media Affect Consumer Decision Making?
Abstract
In today’s society, the use of social networking is important to most individuals; especially to the younger generation. Social networking now is not only used for personal use, but now has become a key factor for... [ view full abstract ]
In today’s society, the use of social networking is important to most individuals; especially to the younger generation. Social networking now is not only used for personal use, but now has become a key factor for businesses to integrate social networking into their marketing mix. Consumers use social networking as a method to connect with each other. Businesses are using social networking as a way to connect to their consumers, and change their purchasing behavior, but the effectiveness of the ads can be measured by the perceived usefulness (PU) if that particular consumer. Businesses use the sites like Facebook to facilitate their advertisements. This paper will answer the following questions:
Does advertising on social media site change purchaser behavior?
How is perceived usefulness used as a measurement tool?
How are businesses integrating social media into their marketing mix?
Keywords: social networking, perceived usefulness (PU), Facebook, consumer behavior
Authors
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Tyler Dawson
(Savannah State University)
Topic Area
Topics: Undergraduate Student Papers
Session
UP6 » Undergraduate Student Paper 6 (10:15 - Friday, 24th February, Kiawah)
Paper
Tyler_Dawson.pdf
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