Pinto, Diego CostaŠtemberger, Mojca IndiharPaunoska, Stefani2021-05-072021-05-072020-04-08http://hdl.handle.net/10362/117294Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies ManagementThe 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.engSocial Media MarketingSponsored AdsLikelihood to PurchaseIndustry PreferencesContent Preferencesmaster thesis