Improving the Effectiveness of Advertising in Internet Social Networking

Improving the Effectiveness of Advertising in Internet Social Networking

Francisco Rejón-Guardia (University of Granada, Spain), Juan Sánchez-Fernández (University of Granada, Spain) and Francisco Muñoz-Leiva (University of Granada, Spain)
DOI: 10.4018/978-1-4666-2919-6.ch056
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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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