A carregar...
Publicação
The possibilities of social media marketing: why sponsored posts on facebook and instagram are effective online branding tools
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 326.19 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This research is motivated by the incongruence of how businesses and contemporary research
evaluate paid social media advertisement as online branding tools. Therefore, we examine the
possibilities of social media marketing: why sponsored posts on Facebook and Instagram are
effective online branding tools. A questionnaire was utilized to approach the research, and answer
the hypotheses. Results from 316 participants indicated that sponsored posts were effective for
brand awareness and intended purchases on Facebook, and for brand engagement on Instagram.
We therefore conclude that sponsored posts are effective online branding tools, and that Facebook
and Instagram complement one another.
Descrição
Palavras-chave
Social media Online branding Paid advertisement Sponsored posts