Abstract
Since the inception of the Internet, firms have developed strategies to incorporate the Web in their business models. Most recently, the explosion of social networking sites has changed the business world. This study looks into the phenomenon of social networks and its impact on advertising. Firms are gravitating toward social networking sites to reach target markets, create brand awareness, promote positive attitudes toward their brand names and develop brand trust. This study will investigate how social networking sites can be used as a marketing tool and how social networks can assist marketers in identifying and communicating with target markets.
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© 2015 April Harris and Reginald Leseane
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Harris, A., Leseane, R. (2015). The Value of Social Networks in the World of Advertising. In: Arora, A.S., Bacouël-Jentjens, S. (eds) Advertising Confluence: Transitioning Marketing Communications into Social Movements. International Marketing and Management Research. Palgrave Pivot, New York. https://doi.org/10.1057/9781137492265_8
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DOI: https://doi.org/10.1057/9781137492265_8
Publisher Name: Palgrave Pivot, New York
Print ISBN: 978-1-349-50458-9
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