The growing usage of social media indicates a potentially effective new platform for advertisers. However, little academic research examines how advertisers use these platforms for marketing and communications. This study sought to provide an analysis of current commercial social media usage by conducting interviews at a digital creative agency and full-service agency, in addition to conducting a statewide online survey of advertising professionals.
Results indicated that advertisers use social media differently than they do traditional forms of advertising media. In the current digital media environment, advertisers must provide value or an added benefit to the consumer to gain their attention. Furthermore, companies should view social media platforms as long-term investments and, in doing so, invest time and resources to developing and sustaining them. Finally, whether or not a brand chooses to participate in social media, every company should understand these networks and use them for their researching capabilities. The results of this study not only provide background on social media usage in advertising, but also provide valuable insight for current practitioners and help reduce the academician-practitioner gap.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-04162010-153355 |
| Date | 16 April 2010 |
| Creators | Mabry, Emily Fay |
| Contributors | Porter, Lance, Song, Felicia, Osborne, Anne |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-04162010-153355/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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