preference for Facebook advertising emanates from the platforms capacity to

Preference for facebook advertising emanates from the

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preference for Facebook advertising emanates from the platform’s capacity to reach a wide range of potential and existing customers ( Lee, Hosanagar, & Nair, 2018). Since 2015, Home24 has dedicated most of its adverts to social platforms with Facebook being the most used medium by the company. Home24’s strategy is to use the social networking site to generate sales and revenue through increased brand visibility and awareness. Khang, Ki, & Ye (2012) mention that social media remains a favorite platform for advertisers owing to the numerous advantages it offers. In particular, social media helps in minimizing marketing costs with regards to personnel and finances. The platform requires a few employees to keep updating customers of the company’s offerings and running the site does not require any special training or qualifications. The internet is relatively inexpensive and the reduced cost of communicating in Facebook and social media in general creates opportunities for corporations to interact seamlessly and regularly to thousands or millions of potential customers (Flew, 2008). Voorveld & van Noort (2014) put similar assertions forth in a study, which found that the influx of targeting ads, particularly towards demographics and tight laws regulations on ad quality has made Facebook advertising a feasible traffic builder and marketing choice for all types of businesses. What is more, Facebook is viewed as a desirable medium for online
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ADVERTISING AND SOCIAL MEDIA 4 advertising due to the massive number of users in addition to levels of users’ activities on this social networking platform. Notably, a report by Kumar et al. (2016) outlined that a fifth of Facebook users had bought goods based on comments and adverts they came across on the site. Besides, approximately 4 percent of people purchased something within a month after exposure to convincing brand impressions from a retailer. Creating Content Intended for Potential Customers Home24 employs every targeting option that is available on Facebook including product audiences (DPA), lookalikes, interest based audiences (keywords), and custom audiences (Website, E-Mail). Nonetheless, lookalike or interest based audiences are working in limited capacities compared to website custom audiences and dynamic product ads ( Leung, Bai, & Stahura, 2015). Users in Custom Audiences and DPAs are persons who have some interest in Home24’s products; website, or content while internet based and lookalikes audience are likely to have never heard of the company and the products it sells ( Khang, Ki, & Ye, 2012). The firm’s dynamic product ads are computerized with data gleaned from the products feed. With Smartlys Dynamic Image Template, Home24 is able to customize adverts (add logos, prices, quantity robotically). Additionally, the company uses regular creatives to create content that is appealing to the target audience.
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  • Fall '15
  • Mr. Njoroge
  • Advertising, Social network service

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