The paper "Consumer Perceptions of Ads on YouTube and Facebook " is a perfect example of a marketing case study. The changing communication setting is well documented in the literature as are the results of effective communication with the ever short-lived audiences. The aspect of communication that is under much limelight is those that are driven by the social media phenomenon. The various user-centric multimedia applications such as YouTube, Twitter, Facebook, LinkedIn, and MySpace have been flourishing. Though the uptake figures of use of the above applications are well known, the impact of the applications on marketing is an area that is under-researched.
It is essential for literature to discuss the role that social media plays in communication in a bid to offer the best practice. It is essential for marketers to note that that the global online advertisement spend grew from about 6% to 10% and there are growing expectations in social media marketing spend from $716 million in the year 2009 to about $3.1 billion by the year 2014. Based on a research by Forrester Research (Martinez 2010), retailers amounting to 70% are making use of MySpace and Facebook, while another half makes use of Twitter to promote their brands to both the current and prospective consumers.
Internationally, consumers are integrating social media applications into their lives, with Facebook taking care of about 400 million people. Facebook also accounts for 7% of the American web traffic, and it is the most visited site (Dougherty, 2010). Internationally there are over 1 billion Facebook users. Twitter also accounts for over 200 million users. And it is among the most favourite sites today.
Despite the growth in both retail and consumer usage, very little is known when it comes to the use of social media as a communication tool in relation to its alleged value for consumers and businesses. Literature review on consumer perceptions Facebook, Twitter, and YouTube Ads Although a lot of research exists when it comes to the aspect of online communication, not all kind of literature can be transferred to deal and explain the aspects of social media. For instance, the literature offers differing definitions of social media. This paper will adopt the definition presented by Kaplan and Haenlein 2009, who defines them as internet-based applications that play an essential role by helping the consumers to share insights, opinions, perspectives, and experiences.
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