This chapter explains the effectiveness of online advertising on Facebook among UCSI students. Variables that will covered in this chapter is the reaction of UCSI students after viewing online advertising, include informativeness, attractiveness, credibility, preference and intention.
Before the discussion of the effectiveness of online advertising, there are some questions need to be answered. Such as what is internet? What is advertising? What is online advertising? And what is social media?
The internet is the ‘networks of networks” that operates on a set of technical protocols that enables people from around the world access and exchange information using tools such as the World Wide Wed, e-mail, chat rooms and etc. (McMillan, 2004). As the world emerges from time to time, globalization has changed the ways of doing business, and the way of advertising as well. Advertising is a tool used by company to grab viewer’s attention with the purpose of increase sales, grab attention and penetrate the market share. Also recently, Richards and Curran updated the definition of advertising to: Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future. (Jef I.Richards, 2013). The message carried in the advertising usually influences the purchase decision of the consumer. Nonetheless, the way to convey a message has shifted from the traditional way of newspaper, magazine, print ads to the internet.
The internet itself has been used not only as an advertising vehicle itself but as a platform for new forms of interactive advertising, such as display ads, sponsorship, search ads, and more recently blogs and micro blogs, social website, user generated content and apps. (Li, 2011 ) Furthermore, internet advertising or online advertising carries the meaning of the use of a company web site in conjunction with online promoting techniques such as search engines, banner advertising, direct email and links or services from other websites to acquire new customers and provide services to existing customers. (Chaffey, D., Mayer, R., Johnston, K., & Ellis-Chadwick, F, 2006). To define what is an internet advertisement, it must fulfill four elements within the advertisement. The four characteristics are: a) a message that is mediated, b) someone who can be identified pays for that message, c) the primary purpose is to persuade and d) the action that results from that persuasion may take place now or in the future. (McMillan, 2004)
Social media carry the meaning of the combination includes the various online technology that enable people to communicate easily via the internet to share information and resources, Social media include text, audio, video, images, podcasts and other multimedia communications. (Doyle) Some of the examples of social media are Facebook, Twitter , YouTube, Linkedln and many others more. Social media advertising is a term that use...