Evaluation of Digital Advertising Effectiveness on Social Media

• Authors: Dariia Doroshkevych , Oleg Venger

Abstracts

EN

With the advancement of information technology and the Internet, new and promising ways of promoting products and services are emerging for modern businesses. Successful promotion and positioning of an enterprise on the Internet is the key to success of its activity. At the same time, the lack of information about a company on the Internet today can even lead to the loss of a regular customer and, as a consequence, the effectiveness of an organization’s activity. Important innovative tools for advertising products and services of modern businesses online are the use of social media. In a broad sense, social media are an Internet service that is intended to disseminate certain information created by users, whereas any consumer of the service may be the author of such information. The emergence and rapid development of social media is due to the fact that the modern consumer is gradually losing confidence in traditional media and is ignoring them. Social media, as a new space for consumers, have their own features that differentiate them from the rest of the media, and accordingly their methods of work are also different from traditional ones. Therefore, the questions of the features of advertising on social media and the evaluation of its effectiveness are relevant and important in the organization of an enterprise’s marketing and in the process of promoting its products or services. The evolution of social media in the modern world has reached such a level that millions of people around the world create, disseminate and promote information about themselves, or about certain things. The concept of customers creating their own content on the Internet has become commonplace today. This has provided new opportunities for researchers to observe, communicate and collect information

Keywords

EN

Social Media; Digital Advertising; Effectiveness of Advertising; Criteria of Effectiveness

• Publisher: Wyższa Szkoła Gospodarki w Bydgoszczy. Wydawnictwo Uczelniane
• Journal: Zeszyty Naukowe Wyższej Szkoły Gospodarki w Bydgoszczy. Seria Ekonomia
• Year: 2019
• Volume: 10
• Issue: 34
• Pages: 143-154

Dates

published

2019

Contributors

author

Dariia Doroshkevych

• University of Economy in Bydgoszcz (WSG)

author

Oleg Venger

• International University of Finance in Kyiv

References

• Beginner’s guide: Social Media Metrics (2018). HootSuite. Available at Internet: http:// socialbusiness.hootsuite.com/rs/hootsuitemediainc/images/uberVU%20via%20 HootSuite%27s%20Beginner%27s%20Guide%20to%20Social%20Media%20 Metrics.pdf.
• Chmielecki, M. (2014). The use of Facebook for marketing purposes among SMEs as a modern marketing method – research results from Poland. Academy of management in Lodz. 11 p.
• Deming, W.E. (1986). Out of the Crisis. MIT Center for Advanced Engineering Study. ISBN 0-911379-01-0.
• Gray, N., Fox, M. (2018). Social Media Marketing. Second edition. San Bernardino, USA. 384 p.
• Lakshmanan, D., Rabiyathul Basariya, S. (2017). The Role of Social Media On Enhancing Advertising Effectiveness. International Journal of Civil Engineering and Technology. Vol. 8, Issue 9, pp. 1042–1047. ISSN Online: 0976-6316.
• Qazi, M., Raziq, M. (2018). The Social Media Advertising Model (SMAM): A Theoretical Framework. Journal of Managerial Sciences.
• Raudeliuniene, J., Davidaviˇciene, V., Tvaronaviˇciene, M., Jonuška, L. (2018). Evaluation of Advertising Campaigns on Social Media Networks. Sustainability. Issue 10., 14 p.
• Reddy, M., Kumar, Dr., Kuladeep, L. (2016). A Study on Effectiveness of Social Media Advertising in India. Available at SSRN: https://ssrn.com/abstract=2751745.
• Sajid, S. (2016). Social Media and Its Role in Marketing. Business and Economics Journal. Volume 7, issue 1. ISSN: 2151-6219 BEJ.
• Shewhart, W.A. (1980). Economic Control of Quality of Manufactured Product/50th Anniversary Commemorative Issue. American Society for Quality. ISBN 0-87389- 076-0.
• Slack, P. (2012). Social Rules for entrepreneurs and small business. Wheatmark. 344 p. ISBN: 978-1-60494-798-4.
• Sobowale, V. (2018). Is social media advertising more effective than traditional advertising? Academia. March Issue, 11 p.
• Stokes, R. (2013). eMarketing: The essential guide to marketing in a digital world. Fifth edition. Quirk eMarketing (Pty) Ltd. 305 p.
• The global state of digital in October 2019. (2019). We are social. Available at Internet: https://wearesocial.com/blog/2019/10/the-global-state-of-digital-in-october-2019.
• Types of Facebook Ad Formats [Electronic resource]. Facebook for business. Available at Internet: https://www.facebook.com/business/help/1263626780415224? id=802745156580214.
• Van Dijck, J. (2013). The Culture of Connectivity – A Critical History of Social Media. Oxford University Press, New York, 239 p.
• Voorveld, H., van Noort, G., Muntinga, D.G., Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47:1, 38-54, DOI: 10.1080/00913367.2017.1405754.

Identifiers

Biblioteka Nauki

1811784