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Improving the Effectiveness of Advertising in Internet Social Networking

Copyright © 2012. 30 pages.
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DOI: 10.4018/978-1-61350-168-9.ch040
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MLA

Rejón-Guardia, Francisco, Juan Sánchez-Fernández and Francisco Muñoz-Leiva. "Improving the Effectiveness of Advertising in Internet Social Networking." Handbook of Research on Business Social Networking: Organizational, Managerial, and Technological Dimensions. IGI Global, 2012. 756-785. Web. 17 Sep. 2014. doi:10.4018/978-1-61350-168-9.ch040

APA

Rejón-Guardia, F., Sánchez-Fernández, J., & Muñoz-Leiva, F. (2012). Improving the Effectiveness of Advertising in Internet Social Networking. In M. Cruz-Cunha, P. Gonçalves, N. Lopes, E. Miranda, & G. Putnik (Eds.) Handbook of Research on Business Social Networking: Organizational, Managerial, and Technological Dimensions (pp. 756-785). Hershey, PA: Business Science Reference. doi:10.4018/978-1-61350-168-9.ch040

Chicago

Rejón-Guardia, Francisco, Juan Sánchez-Fernández and Francisco Muñoz-Leiva. "Improving the Effectiveness of Advertising in Internet Social Networking." In Handbook of Research on Business Social Networking: Organizational, Managerial, and Technological Dimensions, ed. Maria Manuela Cruz-Cunha, Patricia Gonçalves, Nuno Lopes, Eva Maria Miranda and Goran D. Putnik, 756-785 (2012), accessed September 17, 2014. doi:10.4018/978-1-61350-168-9.ch040

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Abstract

In this paper we review the most recent developments and contributions in the field of social media to business and professional networking, marketing, and critical success factors including case studies in communications actions. More specifically, we focus on the role of advertising in Internet social networks (ISN) and their function as a channel of communication from the consumer’s perspective. To do so, we describe the important role ISNs play today in business strategies aimed at relationship marketing as well as the most widely-used advertising formats. We apply the Elaboration Likelihood Model of behavior to ISNs to gain a better understanding of advertising effectiveness from the standpoint of degree of involvement; distinguishing between vehicle exposure and ad involvement. Finally, factors that reduce the effectiveness of advertising in ISNs are revised using a model that focuses on cognitive avoidance. In the research, cognitive avoidance and advertising effectiveness are considered to be consequences of undesirable perceptions that emerge during exposure to advertisements.
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Complete Chapter List

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Table of Contents
Foreword
Leonel Morgado
Preface
Maria Manuela Cruz-Cunha, Patricia Gonçalves, Nuno Lopes, Eva Maria Miranda, Goran D. Putnik
Chapter 1
I.T. Hawryszkiewycz
The chapter provides a way for modeling large scale collaboration using an extension to social network diagrams called enterprise social networks... Sample PDF
Extending Social Network Diagrams for Large Scale Collaboration
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Chapter 2
Fjorentina Angjellari-Dajci, Kim Marcille Romaner, Donald A. Sofge, Tadd Patton, Stephen H. Hobbs, Alana Enslein, Chelsea Hodges, Kelsey Zuchegno, W.F. Lawless
Traditional social science models, including those for social network analysis (SNA), have so far not succeeded in establishing a valid... Sample PDF
Social Network Analysis and Bistability: From Theory to a Computational Model of Control
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Chapter 3
Sebastian Marius Rosu, George Dragoi
Transnational enterprises are assigning design and production around the world, but research is aimed to generate and support the enterprises’... Sample PDF
Virtual Enterprise Network Solutions and Monitoring as Support for Geographically Dispersed Business
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Chapter 4
José C. Delgado
Current social networks are centralized and driven by the providers’ formats, policies, and rules. Subscribing to several networks usually implies... Sample PDF
Bridging Provider-Centric and User-Centric Social Networks
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Chapter 5
Enrico Franchi, Agostino Poggi
The evolution of multi-agent systems theories and technologies has important relationships with the evolution of social networks. In fact, the study... Sample PDF
Multi-Agent Systems and Social Networks
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Chapter 6
T. T. Wong, Loretta K.W. Sze
Enterprises are now facing growing global competition and the continual success in the marketplace depends very much on how efficient and effective... Sample PDF
A Neuro-Fuzzy Partner Selection System for Business Social Networks
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Chapter 7
Sanaa Askool, Aimee Jacobs, Keiichi Nakata
Organisations have used information and communications technologies (ICT) to gain a competitive advantage. Presently, social media, in particular... Sample PDF
A Method of Analysing the Use of Social Networking Sites in Business
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Chapter 8
Fayez Hussain Alqahtani, Jason Watson, Helen Partridge
In the current economy, knowledge has been recognized to be a valuable organisational asset, a crucial factor that aids organisations to succeed in... Sample PDF
The Use of Social Technology to Support Organisational Knowledge
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Chapter 9
Claudia Canongia, Raphael Mandarino
This chapter introduces the theme of cybersecurity, its importance in the actual scenario, and the challenges of the new Information Society, whose... Sample PDF
Cybersecurity: The New Challenge of the Information Society
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Chapter 10
Ana Beatriz Cavaleiro dos Reis Velloso, Walter Gassenferth, Maria Augusta Soares Machado
System usability is a concept that goes beyond the ease of use, and includes several criteria for measurement. This study aims to evaluate the... Sample PDF
Evaluating IBMEC-RJ’s Intranet Usability Using Fuzzy Logic
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Chapter 11
Evelyn Paola Soto Rojas, Antonio Batocchio
Currently, to meet the continuous challenges of the business environment, which increasingly becomes more dynamic, competitive, and global... Sample PDF
Application of Collaborative Technologies: Enterprise 2.0 in Virtual Enterprise Context
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Chapter 12
Andrew Targowski
This study defines the nature, scope, pace, and consequences of the rapid development of social networking in the 21st century. The impact of INFOCO... Sample PDF
The Role of Social Networking in Civilizational Development: Towards Better Communication and Reasoning in the Global Virtual Nation and Virtual Nation
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Chapter 13
Stephen Brock Schafer, Thomas Palamides
Unprecedented advances in media technology have created the need to define ethics for a media-age ontology that combines the dynamics of physics and... Sample PDF
Designing an Ethical Structure for Social Influence Marketing (SIM)
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Chapter 14
Giorgio Bruno
SPN is illustrated with the help of a case study concerned with the election of a condominium administrator. SPN basically defines networks of... Sample PDF
An Approach to Defining Social Processes Based on Social Networks
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Chapter 15
István Mezgár, Sonja Grabner-Kräuter
New information and communication technologies and their integration extend the possibilities for people for high level collaboration independently... Sample PDF
Role of Privacy and Trust in Mobile Business Social Networks
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Chapter 16
Dário Elias Félix Oliveira Rodrigues
The digital technologies open a virtual world where making successful business over the Internet and especially on social networks imply unusual... Sample PDF
Cyberethics of Business Social Networking
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Chapter 17
Mina Seraj, Aysegul Toker
This chapter describes and discusses the specificities of membership commitment to online social networks. While delineating these specificities, we... Sample PDF
Social Network Citizenship
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Chapter 18
Blanca L. Delgado-Márquez, Nuria E. Hurtado-Torres, J. Alberto Aragón-Correa
One of the major debates currently in the literature about trust and management relies on the perspective of trust-building in organizations. In... Sample PDF
Social Networks and Trust-Building Processes: Implications for Organizational Environments
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Chapter 19
Yóris Linhares de Souza, Fernanda Farinelli, George Leal Jamil, Maria Celeste Reis Lobo de Vasconcelos, Gutenberg Marques Dias
Knowledge as a result of people’s interaction is an essential factor for organizations facing actual business complexity. Social networks, whose... Sample PDF
Virtual Communities of Practice as a Support for Knowledge Sharing in Social Networks
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Chapter 20
Xenia Ziouvelou
Internet technology has undoubtedly revolutionised our personal and business lives, however “the ‘killer application’ of the internet turns out to... Sample PDF
From Social to Business Networks: A Taxonomy
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Chapter 21
Jürgen Dorn, Stefan Labitzke
We present an analytical approach to detect relationships between persons in the real world, such as friendship, rivalry, or others, out of the... Sample PDF
Extracting Social Relationships from Social Software
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Chapter 22
Norazah Mohd Suki, T. Ramayah, Michelle Kow Pei Ming
This chapter aims to examine the factors influencing employed job seekers’ acceptance of social networking sites as a job search tool. It was found... Sample PDF
Job Searches via Social Networking Sites: Employed Job Seekers Intentions
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Chapter 23
Kathleen P. King
Today, the preparation that learners receive in higher education often fails to meet the needs and demands of the world of work, research, and... Sample PDF
Social Media as Positive Disruption in Education, E-Learning and B-Learning
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Chapter 24
António Amaral, Madalena Araújo
Our proposal is aimed at creating an organisational framework for managing the knowledge produced, as well as incorporating the lessons learned in... Sample PDF
Knowledge Management and the Organisational Learning: Towards a Framework Definition
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Chapter 25
Jelena Zašcerinska, Andreas Ahrens, Olaf Bassus
The aim of the following chapter is to analyze students’ view on Enterprise 2.0 and 3.0 of Web technologies in engineering and business education.... Sample PDF
Enterprise 2.0 and 3.0 in Education: Engineering and Business Students’ View
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Chapter 26
Adamantios Koumpis, Epaminondas Christofilopoulos, Nikos Melanitis
Services both as a science and as a practice in today’s corporate environments are seriously suffering from many different suboptimalities. Some of... Sample PDF
Valuating Business Social Networking Services as Intangible Corporate Assets: Experiences and Ideas
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Chapter 27
Paul T. Kidd
Addressed in this conceptual contribution is the use of Social Networking Technologies in the context of support for development of sustainable... Sample PDF
Social Networking Technologies as a Strategic Tool for the Development of Sustainable Production and Consumption: Applications to Foster the Agility Needed to Adapt Business Models in Response to the Challenges Posed by Climate Change
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Chapter 28
Ammar Memari, Jorge Marx Gómez, Waad Asaad
In this chapter, we present PurpleBee, a tool on top of Instant Messaging networks that serves as a communication point between the company and... Sample PDF
Social Software in Customer Relationship Management: A Study Exemplified in Instant Messaging Networking
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Chapter 29
Danijela Lalic, Ugljesa Marjanovic, Bojan Lalic
Today, technological achievements that significantly influence communication management are Social Networks in virtual environment. The latest... Sample PDF
The Influence of Social Networks on Communication Satisfaction within the Organizations
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Chapter 30
Jayantha P. Liyanage
Managing industrial complexities and inherent risks in the modern economic climate has become quite a challenging task for more sectors than ever... Sample PDF
Hybrid Intelligence through Business Socialization and Networking: Managing Complexities in the Digital Era
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Chapter 31
Ari-Veikko Anttiroiko
In this chapter we analyze business networks as a part of a multi-domain innovation ecology, which includes global production and innovation... Sample PDF
Innovation 2.0: Business Networks in the Global Innovation Ecology
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Chapter 32
Ritesh Chugh
As expected, online social networking offers pros and cons for businesses, and it could be argued that this recent invention has taken the world by... Sample PDF
Social Networking for Businesses: Is it a Boon or Bane?
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Chapter 33
José António Porfírio, João Correia Dos Santos
In this chapter we will raise the main challenges deriving from the increased use of online social and business networks and their impact on the way... Sample PDF
Online Social and Business Networks’ Implications for Corporate Strategy
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Chapter 34
José António Porfírio, Marc Jacquinet, Tiago Carrilho
In this chapter, we propose an analysis to these features, trying to devise not just what may be the major changes but also what could be the major... Sample PDF
From Local to Virtual Business Networks: The Issues at Stake
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Chapter 35
Mariano Corso, Antonella Martini, Fiorella Crespi
Enterprise 2.0, or E2.0, refers to a set of organisational and technological approaches steered to enable new organisational models based on open... Sample PDF
The Social Network and Community Approach for Enterprise 2.0: Drivers and Barriers in Marketing
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Chapter 36
Pedro Guedes de Carvalho
This chapter is written to describe a different vision on how to make use of a simple network diagnosis instrument in order to identify and describe... Sample PDF
The Keystone Sector Analysis
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Chapter 37
Calin Gurau, Ramzi Benkraiem
The influence of business social networks on the financial performance of entrepreneurial ventures was extensively studied in the literature.... Sample PDF
The Influence of Social Business Networks of Top Managers on the Financial Performance of UK Biopharmaceutical SMEs
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Chapter 38
Romana Xerez, Paulo Figueiredo, Miguel Mira da Silva
This chapter examines social networks in the Portuguese society, and the impact of these social networks on organizations regarding... Sample PDF
Social Networks and Computer Mediated Communication: The Emerging of a Social Structure in a Portuguese Bank
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Chapter 39
Mustafa Sagsan, Tunç Medeni
This paper aims at studying a discussion group/forum at one Professional Networking site (LinkedIn) for understanding and exemplifying “KM... Sample PDF
Understanding “Knowledge Management (KM) Paradigms” from Social Media Perspective: An Empirical Study on Discussion Group for KM at Professional Networking Site
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Chapter 40
Francisco Rejón-Guardia, Juan Sánchez-Fernández, Francisco Muñoz-Leiva
In this paper we review the most recent developments and contributions in the field of social media to business and professional networking... Sample PDF
Improving the Effectiveness of Advertising in Internet Social Networking
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Chapter 41
Damjan Obal
The following chapter investigates an emerging shift in the corporate world that is now more often than ever engaging with the global community of... Sample PDF
Crowdcasting: A Platform Fostering Open Innovation
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Chapter 42
José Antonio Álvarez Bermejo, César Bernal Bravo, Manuel Jesús Rubia Mateos, Javier Roca Piera
Recent studies are focusing on how social networks impact the learning process and how students organize themselves to face collaborative tasks via... Sample PDF
Social Networks in the Higher Education Framework- Understanding the University as an Organization: Inlumine, Our Study Case
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Chapter 43
Daniela Favaro Garrossini, Ana Carolina Kalume Maranhão, Luis Fernando Ramos Molinaro
The research developed in this study is an analysis of the National Health Council and the Subnational Councils, formed by the State Councils and... Sample PDF
The Integration Challenge of Brazil’s Public Policy Networks: The Case of Brazilian Health Councils
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Chapter 44
Karoll Haussler Carneiro Ramos, Joselice Ferreira Lima, Flávio Elias de Deus, Luis Fernando Ramos Molinaro
This chapter analyzes some case studies about social media in organizations’ administration. To do this, social media’s epistemological base will be... Sample PDF
Analysis of Social Media in Administration: Epistemological and Practical Considerations
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Chapter 45
Pasquale Del Vecchio, Valentina Ndou, Laura Schina
By contrast, empirical studies show that there are many large and small companies which do not grasp the opportunities provided by the customers’... Sample PDF
Exploiting Technological Potentialities for Collaborative New Product Development
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Chapter 46
Leonilde Reis, Luísa Carvalho, João Grãos Duros
Information technology and communication can expedite the assessment process of Portugal’s current economic situation, and subsequently of families... Sample PDF
Social Market: A Case Study
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Chapter 47
Steffen Ortmann, Peter Langendörfer, Michael Maaser
Social networks recently came under severe criticism for easy-going handling of user data. Millions of users voluntarily release private and... Sample PDF
Social Networking and Privacy: A Contradiction?
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Chapter 48
Rafael Studart Monclar, Jonice de Oliveira, Fabrício Firmino de Faria, Lucas Vargas Freitas Ventura, Jano Moreira de Souza, Maria Luiza Machado Campos
Considering the importance of cancer control in contemporary society, the INCT (National Institute of Science and Technology) for Cancer Control was... Sample PDF
The Analysis and Balancing of Scientific Social Networks in Cancer Control
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Chapter 49
Toni Ferro, Mark Zachry
With the growing popularity of online services that allow individuals to consume and contribute Web content with social groups of self-selected... Sample PDF
Networked Knowledge Workers on the Web: An Examination of US Trends, 2008-2010
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Chapter 50
Badreya Al-Jenaibi
This study includes topics related to social networking and teamwork in the United Arab Emirates organizations. The paper focuses on different... Sample PDF
Public Relation Practitioners, Independency, and Teamwork in the UAE Organizations
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Chapter 51
Antonio José Caulliraux Pithon, Ralfh Varges Ansuattigui, Paulo Enrique Stecklow
The networks are transorganizational arrangements forming a structure and, in a more abstract and generic manner, are built from the interactions... Sample PDF
Networks of Co-Authorship: A Case Study of the Postgraduate of CEFET-RJ
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Key Terms in this Chapter

ADVERGAMING: (Advertising and Gaming) Is the practice of using video games to advertise a product, organization or viewpoint. Advergames theoretically promote repeated traffic to websites and reinforce brands.

AdSense: A system developed and run by Google is one example of an advertising format that uses targeting. Website owners can enroll in the program to enable text, image, and video advertisements on their websites. These advertisements are administered by Google and generate revenue on either a per-click or per-impression basis. Google uses its search technology to embed ads according to the content of the web page being visited by the user, the user’s geographical location (by means of IP) and other data such as previous search histories in Google or pages visited by the user, cookies, length of session, operating system, browser used, etc.

Perceived Ad Clutter: Is a consumer’s conviction that the amount of advertising in a medium is excessive, because the increase number or proportion of advertising in the media vehicle.

Sponsored Links and Contextual Advertising: This form of advertising mimics the aspect of the web content on the ISN. It contains brief information about the indexed link and redirects users through clicks to an external web page or a fixed section of a brand or product on the Internet.

Pop-Up Ads & Pop-Under Ads: Pop-ups are a type of floating formats advertising that is automatically displayed in second browser window (generally without being requested by the user) when accessing certain web pages. Pop-ups are used to display an ad unit in an intrusive manner. Pop-unders are a similar advertising format that opens a new browser hidden behind the active window being used. Pop-unders interrupt users less, but are not seen until the window is closed, making it more difficult for users to determine which web site opened them.

Integrated Formats: Type of ad that includes: Sponsored links, AdSense, Banners, buttons, Full-page ads, skyscrapers.

Interstitials & Superstitials: Are a type of transitional formats,. The terms interstitial and superstitial mean “in the medium” or “over the medium” and can appear in a separate window when a web page requested by the user is being downloaded. These are web page advertisements that are similar to television commercials.

Ad Intrusiveness: Depending on the degree to which the advertisement interferes with the user’s cognitive process, perceived intrusiveness will be detectable to a lesser or greater degree.

Video Advertising: There are two main types of video formats: video formats which are placed in the content of a website known as in-page formats, and those in which advertisers embed their video message directly into video content. The latter, known as in-stream video formats can be divided into three different types: pre-rolls, mid-rolls and post-rolls. Pre-rolls show the advertisement before the main video content starts, mid-rolls are placed between two parts of video content and post-rolls present the video ad after the main content has finished.

Word of Mouth in Internet Social Networks (ISN-eWOM): e-Wom type that occurs in social networks and online media (i.e., social networks, blogs, forums and other 2.0 media).