CONCEPTUAL ANALYSIS OF EFFECTIVENESS OF FACEBOOKADVERTISEMENTS IN INDIA AND ABROAD

Abstract

The communication technology revolutionized all aspects of life. Various new
innovations are introduced by this technology. One could see the example of social networking
websites. Although, these platforms are used primarily by the people for social networking,
however, through these media people also share their experience and ideas about a product or
service. Vast use of Facebook around the globe has made it a new and important advertising
platform, where businesses place their ads to reach their prospective customers. This is probably
because Facebook allows businesses to target specific customer and promoting their product or
services through effective advertisements. This study conceptually investigates the advertisement
patterns on Facebook and their effectiveness which also provide insights into whether consumers
take notice of their peer’s activity on Facebook and whether that activity influences consumer
purchase intention or not. Growing Facebook based advertising is perhaps an indication that it is
becoming an important source of business presentation and the firms are taking Facebook
advertisement as a useful strategy to attract customers. Just in a few years, it has become a part
of promotional mix of the firms to create awareness in target areas and influence customers
mind. Because of its popularity, businesses are placing their ads on Facebook for creating
awareness and influencing buying behavior.