The importance of adverts effectiveness in social media marketing

Abstract

Purpose – The purpose of this research is to explore the awareness that the Maltese public has with regards to foreign adverts. Design/Methodology/Approach – The study looks into existing literature in the field of social media marketing and advertisement media effectiveness. A web-based survey was the main tool used to gather the primary data for this study. Recommendations for stakeholders and for future research were developed after looking at both the literature review and the results from the survey. Findings – The main findings of this research were that the main social networks used by the respondents were Facebook and YouTube. The main factor that makes an advert appealing to the respondents was humour. Other elements were animation, storyline, imagery and product demonstration. When comparing adverts together, over 60% of the respondents got to know about the adverts through social networks. Facebook was always a popular choice among more than half of the respondents. Research Limitations/Implications – Some respondents were too impatient to finish off the survey in full and an age percentage balance with the actual population was very hard to achieve. Practical Implications – As research has indicated, consumers are spending more time on social medias. It shows the fact that companies should integrate traditional advertising with social media in order to be able to reach more people; thus making the advert more effective. Originality/Value – Since social media has become an important tool for businesses, there is a growing need for further research regarding which factors make an advert more effective on these social networks.