Social Media Advertising and Its Impact on Consumer Behaviour

This title is printed to order. This book may have been self-published. If so, we cannot guarantee the quality of the content. In the main most books will have gone through the editing process however some may not. We therefore suggest that you be aware of this before ordering this book. If in doubt check either the author or publisher’s details as we are unable to accept any returns unless they are faulty. Please contact us if you have any questions.

Social media (SM) is inevitable in modern human life and business. People use it not only for networking but also for shopping, education, investment, politics, social cause, marketing, and generally, it has become an integral part of their life. Similarly, modern businesses regard social media as the most effective way to market their offerings to consumers. More than 160 million businesses around the world have adopted it as an integral element of promotion mix, since it enables direct communication with customers (Cooper, 2020; Hootsuite, 2020; Mangold & Faulds, 2009). As a result, marketer"s dependence on traditional tools (i.e. television and newspapers) has reduced and social media has become an advertising battleground for brands.