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Title

Social media advertising: an investigation of consumer perceptions, attitudes, and preferences for engagement

Author(s)

Bond, Camilla;  Ferraro, Carla;  Luxton, Sandra;  Sands, Sean

Abstract

The rapid rise of social media has captured the attention of marketers and consumers on a global scale, and together with a rapidly changing communications environment marketers now confront new challenges in terms of our understanding of consumer behaviour and consumption patterns in the new millennium. Social media brings with it powerful opportunities for brands to engage with consumers, one method being through interactive advertising. To broaden our understanding and assist in managing marketing communications effectively, this exploratory research investigates the role of social media within the broader advertising and communications mix. Qualitative focus groups were conducted with consumers to assess perceptions and attitudes towards social media advertising, and preferences for brand engagement through this channel. Findings suggest that use of social media advertising in a multichannel communications approach could have powerful impact on brand loyalty and engagement.

Publication type

Conference paper

Source

Proceedings of 'Doing more with less', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2010), Christchurch, New Zealand, 29 November-01 December 2010 / Paul Ballantine and Joerg Finsterwalder (eds.)

Publication year

2010

Keyword(s)

Advertising;  Brand engagement;  Consumer behaviour;  Consumer perceptions;  Social media

Publisher

Australian and New Zealand Marketing Academy

ISBN

9780473178208

Publisher URL

http://pandora.nla.gov.au/pan/25410/20110307-1059/anzmac2010.org/proceedings/papers.html

Copyright

Copyright © 2010 The authors. The published version is reproduced in accordance with the copyright policy of the publisher.

Full text

Peer reviewed