COMM 3020 - Research Report: Successful Social Media Advertising

This report addresses the use of social media for advertising purposes within an apparel company. It answers the research question of how beneficial social media platforms are for advertising and promotion. The report utilizes three academic sources to support its recommendations. The first source emphasizes the importance of perceived ad relevance, while acknowledging privacy concerns. The second source highlights the need for advertising education and data analytics in social media campaigns. The third source explores the impact of social media marketing on brand value, identifying Facebook as a strong predictor. Each source is used to inform the report's recommendations, focusing on targeted advertising, training in social media analytics, and leveraging social media to enhance brand awareness.

Running head: PROFESSIONAL COMMUNICATION
Professional Communication
Name of the Student
Name of the University
Author Note

1PROFESSIONAL COMMUNICATION
Task 1: Library worksheet assignment
Topic/Scenario:
I work for an apparel company whose supervisor is planning to use social media for
advertising purpose. The purpose of this report is to provide my superior with 4 to 5
recommendations based on what experts in market have argued about successful social media
advertising.
What research questions do you need to answer?
The research question that I need to answer includes how beneficial are the social media
platforms for advertising as well as promotional purpose when it comes to business.
What research sources have you found so far?
1. Jung, A. R. (2017). The influence of perceived ad relevance on social media advertising:
An empirical examination of a mediating role of privacy concern. Computers in Human
Behavior, 70, 303-309.
In this era of technological advancement, a good number of organizations offers consumers
advertisement massages based on their personal information. While this technique posses the
potential to enhance the revenue of the company by enhancing the number of purchases, this
method also poses a potential privacy concern. In the above mentioned article, the researcher has
examined the influence of perceived advertisement relevance as well as privacy concern on
social media advertises.
2. Lou, S. (2017). Applying Data Analytics to Social Media Advertising: A Twitter
Advertising Campaign Case Study. Journal of Advertising Education, 21(1), 26-32.

2PROFESSIONAL COMMUNICATION
The above mentioned article has focused on the importance of social media advertising social
media analytic techniques during advertising. The study includes primary data collection by
students and it has been found that the students requires to be provided with advertising classes
in order to provide them with better understanding of the role of secondary research and database
analysis in developing consumer profiles and making campaign decisions.
3. Koch, S., & Dikmen, A. (2015). Does Successful Social Media Marketing Affect Brand
Value?: An Empirical Investigation. Journal of Electronic Commerce in Organizations
(JECO), 13(1), 15-26.
The chief purpose of this study is to find out the degree to which social media marketing
posses the potential to enhance the brand value of the organization. In this research paper, data
has been collected from several organizations which use popular social media platforms like
Facebook, Twitter and others for social media advertising. According to researchers, only
Facebook is found to be a strong predictor of high brand value.
How will you use each source in your report?
1. The first report will be used by me in order to support perceived advertisement for
enhancing the number of consumer. Considering the fact that perceived advertisement
after gathering information from the social media platforms about the target consumers
helps the management of the organizations to address the specify requirements of the
consumers the management of organization should include this strategy of advertising
and marketing.

3PROFESSIONAL COMMUNICATION
2. The second article has helped me to understand the importance of training and
advertisement classes in order to enhance the knowledge and efficiency of the students in
social media advertising.
3. When it comes to the third article, it will help me to support the fact that social media
advertising posses the potential to enhance the brand value of an organization.
Considering the fact that a good number of consumers are present in the social media
platforms, advertising through these platform posses enhances the awareness of the
consumers about the brand.