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Facebook Sponsored Ads and Likelihood to Purchase
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| 2.12 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The changes in the technological environment have been reshaping the marketing industry. Sailing
through ‘newborn’ opportunities, businesses have options which can lead them to a new dimension
of success, whether it is a small, unknown, or very famous business. Companies are being forced
to consider another form of marketing and discover new strategies to gain better competitive
positioning in the market. One of the newest marketing tools is the Social Media Advertising
(Sponsored Ads) which is cost-effective and affordable approach to extend their target market.
With limited empirical research in this field, there is a need for further exploring of the Social
Media Advertising. Based on the review of the literature and different sources, an online survey
was disrupted to current users of Facebook. This paper investigates some of the variables that
affect likelihood to purchase. Likewise, the analysis of the responses demonstrates the ad
receptiveness of sponsored ads based on content and industry preferences. Based on the marketing
literature, this thesis explore already proposed factors that affect motives for using SM and
components that encourage content engagement and opening ads. It provides suggestions for
developing strategy which can have a powerful impact within rapidly changing consumer
environment.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
Palavras-chave
Social Media Marketing Sponsored Ads Likelihood to Purchase Industry Preferences Content Preferences