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International Journal of Civil Engineering and Technology (IJCIET)
Volume 8, Issue 9, September 2017, pp. 1042–1047, Article ID: IJCIET_08_09_116
Available online at http://http://www.iaeme.com/ijciet/issues.asp?JType=IJCIET&VType=8&IType=9
ISSN Print: 0976-6308 and ISSN Online: 0976-6316
© IAEME Publication Scopus Indexed
THE ROLE OF SOCIAL MEDIA ON
ENHANCING ADVERTISING EFFECTIVENESS
Department Of Commerce and Business Administration,
Bharath University, Chennai, Tamilnadu, India
Dr. S. Rabiyathul Basariya
Associate Professor, Department of Commerce and Business Administration,
Bharath University, Chennai, Chennai, Tamilnadu, India
Information Technology’s advancements are revolutionizing every business and
firms. Social media marketing is the process of gaining awareness, driving traffic and
engaging your customers and prospects using social media channels. Despite the
current boom of Social networking sites for marketing, this study reveals that
effectiveness of advertising through social networking sites. However, a Social
networking site provides the ideal platform for direct communication between
organizations and customers. Marketing on social network sites has to follow new
rules and principles and each organization has to clearly determine if social media
marketing is appropriate for them or not. Communication through internet is more
specified, with effective interactive strategy among its users. In recent days, internet
advertising has taken new forms which have more advantages over the traditional
mediums like print media, television and radio. Marketing communication is becoming
precise, personal, interesting, interactive and social. Different strategies of
communication are followed in various social networking sites like Facebook, Twitter,
LinkedIn and Orkut etc., they not only create effect over the users but also make them
interact with the marketing statistics created. People get attached to brand
communication in social networking sites than usual banner and pop up ads. The
study finds that social media marketing effectiveness is highly influenced by its
messages/contents quality, the company’s involvement, and its association with the
other marketing platforms. In addition, a complex and detailed analysis of the strategy
is needed in order to accurately measure the return on investment of the social media
marketing. The study also finds that generation Y might be the main users of social
media sites, but they are not the main target audience of the social media marketing.
Cite this Article: D. Lakshmanan and Dr. S. Rabiyathul Basariya, The Role of Social
Media On Enhancing Advertising Effectiveness. International Journal of Civil
Engineering and Technology, 8(9), 2017, pp. 1042–1047.
D. Lakshmanan and Dr. S. Rabiyathul Basariya
http://www.iaeme.com/IJCIET/index.asp 1043 email@example.com
Advertising on Social Networking Sites The best use out of social networks is not to make
money directly off them, but to harness their marketing potential and to use them to market
your own business. We put forth the concerned networking features, friend focus, search,
security, help & support. Social networks provide the ability to set profiles to private in some
way or another. Additionally they have the ability to report and block users. A good social
network goes above and beyond just allowing users to post profiles and update pictures.
Additional features includes music sections, video uploads, groups and more. The object of a
social network is to find friends and expand relationships. Top social networking websites
allows members to search for other members in a safe and easy to use environment. Common
search functions include search by name, city, school and email address. Social network sites
are self-explanatory. No doubt social network is a significant new way of reaching people, but
the market is far from being mature.
2. REVIEW OF LITERATURE
Silva et.al. (2017) conducted a survey on “Advertising on social networking sites” with the
objective of ascertaining the effectiveness of users towards advertisement messages. It also
aimed at assessing the influence of social networking sites on the consumer buying behaviour.
An amount of 39% increase in advertising spends on Social networking sites have been
forecasted for 2016. Results from the analysis indicated that social media is a very important
tool for networking among youngsters.
Hindshaw, (2016) has studied on “Effectiveness of advertisement in social networking
sites” with aim to measure both the positive and negative aspects of advertisements. He
concluded that the advertisement creators must concentrate moron the information and social
aspects in any advertising and must avoid for harm products. A questionnaire measuring
motivation, knowledge and effectiveness of advertisements
Bashar et.al., (2016) have done an empirical research to understand the effectiveness of
social networking sites as a marketing tool and an effort has been made to analyze the extent
social networking sites helps consumers in buying decision making. Results of paper
suggested that the medium is growing very fast and holds huge potential but is still in its
nascent stage in India. Therefore, it is time for the companies to make effective strategies and
execute them to win larger share of business through this revolutionary medium and become
the innovative firm of coming future.
Vijai, and Sharma, (2015) have done a study on social networking sites experience of
consumers and marketers in the State of Punjab. Based on the results of the study and
reviewed literature, the paper suggested the measures for effective of advertising on Social
networking sites (SNS) strategies that Above all, social networking sites marketing content
should be “interesting”, “informative”, “interactive” and “reliable”. Marketers should align
their social marketing effort with the changing tastes and preferences of customers. They
suggested that the advertisement promotes competition in the market which leads to supply
better quality products for consumers.
Yadav, (2015) has made an attempt to set up the significance of social networks as an
advertising medium and evaluated the existing advertising methods that are in trend via
certain case studies and concluded that social websites are not just a tool to interact with the
different people but also medium to reach the prospective customers.
The Role of Social Media On Enhancing Advertising Effectiveness
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3. STATEMENT OF THE PROBLEM
The present study identifies the outcomes of using social networking sites in promoting the
business. In this research we need to further know how effective and convenient on the part of
young marketers and entrepreneurs to use social networking sites as their tool for advertising
and marketing their goods and services and also the average business owners or marketers do
not fully understand the risks and challenges in it. The field is still so fresh that it is difficult
to evaluate the qualifications of social media “experts” who offer their services online. So,
before a company step into the field of social media marketing, they have to complete full
research on social media practices. An organization has to master basic principles and tactics
of using social media as an effective tool in order to survive in the field of social media
4. HIGHLY INFLUENTIAL FACTORS ON SOCIAL MEDIA
1. Content quality, not quantity
Blanchard (2015) suggests that millions of followers/fans could act as “ghost followers”,
which means these followers/fans have never been actively involved in the online
conversation. In addition, research published by the Advertising Age suggests that the number
of brand mentions are not the real indicator of the SMM effectiveness, especially when the
word is so generic, which can be misinterpreted by the social media monitoring tool. For
instance, an “accident”, which the researcher called “The Salt Lake City Effect” or “The
Bieber Distortion” when there was a sudden increase in number of mention for the word
“salt” on Twitter, which the researcher thought was caused by the release of Angelina Jolie’s
latest movie at that time entitled “Salt.” After spending some time to track back the individual
tweets, he finally found out that the increase was caused by pop star Justin Bieber who was
then on tour and has just arrived in Salt Lake City, where he tweeted “Salt Lake City is super
chill. Air just feels clean…” his fans retreats generated a big boost for the word “salt”. This
example also shows that managers should not totally rely on the monitoring software to
measure and analyze their social media campaign. The Twitter analysis shows that some
brands/companies (e.g. Microsoft, Charmin) used their Twitter account to connect and to
communicate with customers. Their tweets were about communicating and connecting with
their followers, through some personal conversations in subjects that were relevant to their
customers. As a result, they were able to beat their main competitors in financial
performances and Twitter activities.
2. Building trust and long-term relationship
Rust, Moorman, and Bhalla (2016) discuss that marketing approach has changed. It used to be
about persuading consumers to buy products by “bombarding” customers with numerous
advertisements. Today, marketing is about building relationships and trust through effective
two-way communications (e.g., talk about something that customers are interested in), and
creating products that will help to solve customers’ problems. Ironically, some of today’s
social media marketing campaigns are still driven by the old-fashioned marketing and focus
on short-term effect (sales), which is also known as incentive–induced behaviour. Blanchard
(2015) says that trust and genuine buyer/seller relationships achieved through consistent and
engaging conversation will increase the messages (SMM) level of influence.
D. Lakshmanan and Dr. S. Rabiyathul Basariya
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3. Offline community to extend their relationship and customers’ loyalty
Firms should start their involvement by inviting their customers or prospects to join their
social media community. For example, firms can post the icons of the social media sites that
they are a part of on their main website, or by giving some special deals to customers who
become their fans or followers. In the online community, firms should start writing more
effective posts. An effective post should reflect humbleness, honesty, and conciseness, which
Woessner (2015) suggests as key elements of an effective post. It should also be informative
to satisfy the customers’ need for information and experts’ opinions. Effective contents
should be able to elicit call-to-actions from the audience (conversion) so that by the end of
this process, fans/followers will place an order, subscribe newsletter, or participate on online
surveys. In the offline community, managers/executives should share their expertise with their
community by volunteering as a guest speaker in the local community, which will help to
attract more followers or fans and to strengthen their connection with the community. As was
discussed previously, it is important to maintain the content relevancy within customers’ main
interests and to not overwhelm the customers with too many posts/messages, which is really
important in keeping customers engaged. In doing so, it will help companies to increase their
brands/products awareness especially in the smaller community/market, enhance their
expertise among their colleagues in their industry as well as expand their influence, and
strengthen companies’ relationships with current customers.
4. Integration with other marketing platforms.
Some managers are worried that their social media campaign can affect the number of their
main website’s visitors, because more and more customers switch to Facebook or Twitter. If
the social media program is done correctly, website’s visitors will not be affected by the
growth of companies’ fans/followers in the social media sites. This is because in the end
customers should be directed to the company’s main website. As a result social media
marketing becomes the medium to increase the website’s traffic as well as the company’s e-
commerce. A research shows that “most successful salespeople, over two-thirds believe social
media is integral to their sales success”, because social media has enabled marketers to
engage with customers along their buying process. From the Twitter/revenue analysis, AT&T
did a good job on combining some its marketing platform in its Twitter account. AT&T has
utilized its Twitter account as an additional tool to answer any questions from its customers
regarding AT&T’s services as well as to handle some complains for its customers/followers
(e.g. customer service and customer support), which clearly has increased the quality of its
customer service department and its customer satisfaction.
5. METHODS TO MEASURE THE EFFECTIVENESS OF
1. Establish a baseline
Managers should list all the data that they are trying to measure (i.e. sales volume, net
transactions, number of brand mentions) as the baseline of their campaign also supports this
idea, and emphasizes the importance of taking benchmarks before firms launch their
campaign to see “before and after” impact of the SMM.
2. Create activity timelines
Companies should plot all of the activities from all departments and media platforms that
might have an effect on the non-financial outcomes. One way to do this is by creating a
The Role of Social Media On Enhancing Advertising Effectiveness
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shared document that will allow all departments to integrate their campaign, which will
prevent any misinterpretations/misassumptions when analyzing the result.
3. Monitor the volume of mentions
There are two things that firms need to do in this step. First, staffs need to measure the brand
mentions all across the web (i.e. social media sites, blogs, news sites) using social media
monitoring tools. Second, to measure the mix of sentiment of the brand mentions that is
measured from the previous step.
4. Measure transactional precursors
This is where the firm need to measure the non-financial outcomes that may indicate the
changes in consumers’ behaviours resulted from their SM activities such as number of fans,
followers, shares, recommendations, RSS subscriptions, content downloads
5. Look at transactional data
In this stage, companies need to measure the financial data by combining both the changes in
net transacting customers and the number of net transactions. This will give the firm more in
depth analysis as for which customers (e.g. new or current customers) contribute to the sales
6. Overlay all data (steps 1-5) onto a single timeline
This is where managers need to put the baselines, and add other relevant data such as
competitors’ press release, important events (i.e. natural disasters, new technology
introduction) during certain timelines that might affect the firm’s SMM activities.
7. Look for patterns
There are three different patterns that demonstrate some possible impacts of the firm’s social
media campaign. The first pattern shows that there is an increasing trend even before the
campaign was launched. The impact of social media activities is difficult to determine from
this pattern, due to lack of significant changes on the firm’s performance. On the other hand,
the second pattern (flat line) shows that there is lack of influence from the SM program. In
this case, executives need to look closer for any particular factors that might cause this
pattern. This might also be caused by the firm’s activities’ outside the social media. For
instance, the SMM was successful to bring some new customers to the store, but there was not
stock available at the store, which interrupted this conversion process. The last pattern is the
desired outcomes of the SMM. It indicates that there is a significant increase shortly after the
social media campaign started, and it also shows that there might be some relations between
the SMM and this performances increase, which will be discussed on the next stage.
8. Prove and disapprove relationship
In order to prove that the 3rd pattern resulted from the firm’s SMM, executives need to work
their way backward from the outcome to trace the correlation between the change in firm’s
performances and its SMM by connecting the firm’s performance metrics with the timeline
from step 6. For example, whether there is a correlation between the firm’s Face book
campaigns during the new product’s introduction with an increase in volume of customers’
conversations about the product, increase in website’s visitors, and ultimately an increase in
the product’s sales. In doing so, it will give executives clear analysis of how the firm’s SM
activities contribute to the outcomes.
D. Lakshmanan and Dr. S. Rabiyathul Basariya
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The social media provides new opportunities, paving way for enhancing brand image‘s firms
that need to put it in their top priority. Also the new and old brands would use the social
media to improve their competitiveness in the market and to gain momentum with their
consumers in order to achieve customer satisfaction. Through the use of social media would
easily reach the user-friendly interactive system, understanding customers’ special and unique
needs in a way that clients themselves are can adapt and understand well. In the course of data
analysis many consumers turned to doing word of mouth for brands, making them a brand’s
indirect advertisement force. Even so some firms believe that using social media extensively
would cheapen the way of enhancing brand image businesses because evidences as available
by checking out social media pages, blogs, forums and such we can understand that customer
satisfaction has been increased in a way that while these networks are not the backbone of
service providers, they got better feedback regarding the use of these networks and media.
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