Supriya Pathak

Effects of Social Media Advertisement on Buying Behaviour Supriya Pathak

The new era of social media advertising is here. It has created powerful opportunities to tell brand stories at scale, in context and direct to your target audiences online in a meaningful way. Globally, social media ad spending is estimated to rise 21 percent to $58 billion while video ad spending is rising 19 percent to $32 billion in 2018 and Mark Zuckerberg has created the most preferred social media platforms by advertisers. Digital ad spend is only going to continue to grow. It is no longer optional but now essential to leverage your marketing spend with targeted ads and digital campaigns across all social platforms. Social media is rapidly developing and increasingly assuming a significant role in the lives of consumers, especially the youth. Since the youth are growing up in a world of new and rapidly changing technologies, they are more likely to make use of the new media in their daily activities. Over the past decade, marketers have been actively targeting the youth market, since this market is a demographically and economically more attractive and rewarding market. Despite the enormous marketing potential, growing usage and widespread progression of social media, it is apparent that marketers have not fully capitalized on this opportunity and are hesitant to using social media as a medium for influencing purchasing behavior and conducting marketing . This book explains how to social media advertisement, influence the customer behaviour. The book explains when and why social media advertisement is necessary and then the strength of social media: likability, trustworthiness, and a great cause.