Targeting college students on Facebook How to stop wasting your money Case Solution

While using Facebook has experienced explosive growth, few studies have examined the profitability of advertising investment of income from marketing in this emerging medium. Our two-stage study of 18 – for students 25 years suggests that most advertising dollars companies spend on consumer goods are probably in vain Facebook. This study demonstrates that in addition to keeping in touch with friends and family, Facebook users are motivated by three main requirements: (1) for the voyeur scrutinize the lives of others, (2) create a distinct identity for them themselves and (3) to act on their internal narcissistic tendencies. These motivations are also poor prospects for advertisers, users seem uninterested in Facebook ads and clear attempts by traders to build brands. Here we discuss the challenges for retailers, as well as opportunities for brand and increasing sales through Facebook.
by
Hemant C Sashittal,
Sriramachandramurthy Rajendran,
Monica Hodis
Source: Business Horizons
13 pages.
Release: September 15, 2012. Prod #: BH493-PDF-ENG
Target students on Facebook? How to stop wasting your money Case Solution

Targeting college students on Facebook How to stop wasting your money Case Solution
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