The Experimental Study On the Effectiveness of Social Media Ad Campaign: Like, Comment, Share

Sania Usmani, Syed Fawaz Ali, Kiran Imtiaz, Hamza Ghani Khan

Abstract


The popularity of social media outlets has forced us to inquire about marketing effectiveness in any area of the industry. Social media has rapidly risen in popularity as a new advertising platform that allows users to connect with one another and engage with brands.  This research has attempted to explore the attitude of people over the advertisements in what formats most people prefer to like, comment or share. We focus top trended social media sites Facebook, Twitter and LinkedIn to demonstrate the consumer engagement on advertisements placed on these sites. This research has identified the factors which influence the users to keep an eye out on advertisements that make them want to continue watching it as they spend their daily time on these social media websites and apps. To determine what makes Ads and online marketing campaigns successful we used variables such as Vividness, Content of Posts, Position of Posts, Scheduling and Call to Action.  It was conducted on 300 respondents. We used the questionnaire to collect the data and used a semantic differential scale. We questioned about the ads to respondents which were based on our variables. Results showed that our research is decisive but the variable call to action has an insignificant effect and other variables such as vividness, the position of post, the content of the post, schedule have a significant relation with customer engagement.


Keywords


Social Media, Engagement, Vividness, Call to action, Scheduling, Content, Position of post

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