Effectiveness of Social Media Advertisements on Buyer Behavior

Running head: SOCIAL MEDIA ADVERTISEMENTS
Social media advertisements
Name of the student
Name of the university
Author note

1SOCIAL MEDIA ADVERTISEMENTS
Table of Contents
Introduction......................................................................................................................................2
Research problem............................................................................................................................2
Research question............................................................................................................................3
Literature review..............................................................................................................................3
Utility of the social media platforms...........................................................................................3
Effectiveness of the social media platforms................................................................................4
Effectiveness of the social media advertising in meeting the diverse trends..............................7
Conclusion.......................................................................................................................................9
Reference.......................................................................................................................................10

2SOCIAL MEDIA ADVERTISEMENTS
Introduction
The current complex business state of affairs is leading the complexities in the case of
marketing activities as well. This is due to the reason that with the more number of factors
getting relevant for the contemporary business management, it is also getting more important to
initiate new mediums of marketing, promotions and advertising to stay ahead in the competition.
This should also be noted that taste and preference pattern of the customers is also getting
changed with time in more rapid and frequent manner. Thus, it is challenging for the business
entities to meet the customer purchase criterions by means of newer mediums of advertisements
and in this case, the social media is gaining the importance. However, it is important to review
the effectiveness of the social media advertisements on the buyer behavior due to the reason that
it will help to identify the extent to which the social media is effective enough in meeting the
changing customer trends and the areas of improvement.
Moreover, there are different opinions being given by different authors in view to the
effectiveness of the social media advertisements in meeting the buyer behavior and how they
should be communicated. This report will initiate the literature review process to resolve the
above raised question based on the opinions of different authors. Each of the articles to be used
will be critically analyzed in order to review their shortcomings.
Research problem
The research problem is meeting the changing requirements and trends of the customers
by initiating the newer forms and approach of the social media marketing. It is challenging
because approach of the social media cannot be changed as per the change in the market trends
and for different customer segments.

3SOCIAL MEDIA ADVERTISEMENTS
Research question
How the social media platforms can be effective in meeting the changing customer
behavior?
Literature review
Utility of the social media platforms
Prior to the determination of the effectiveness of the social media advertisements, it is
important to note the points where the social media is ahead of other traditional alternatives.
According to Whiting and Williams (2013), the major reason behind the extensive usages of the
social media in the current time is their conveniences. This is due to the reason that with the help
of the help of the social media platforms, the customers can have direct communication process
with the businesses and can communicate their feedback. The time and intermediaries involved
in the communication process through social media are low compared to the other alternatives.
As per the authors, it the main reason behind the extensive usages of the social media platforms
by the current sets of customers. However, on the other hand, it is also identified that conclusion
and findings in this report is entirely based on the qualitative interview gathered from the 25
respondents. Determination of the broader subject like the effectiveness of the social media on
the basis of only 25 responses is not adequate. The feedback of the 25 respondents cannot be
enough for determining the holistic attitude of the customers towards the social media platforms.
On the other hand, Knoll (2016) stated that advertising through the help of social media is having
higher probability of reaching out to the target market audiences. This is due to the reason that
the major section of the global population is using the social media platforms and they can be
targeted at one go. Moreover, it is also stated by the authors that with the help of the social media