publication . Master thesis . 2017

why sponsored posts on facebook and instagram are effective online branding tools

Eggers, Raphael;
Open Access English
  • Published: 20 Jan 2017
  • Country: Portugal
Abstract
This research is motivated by the incongruence of how businesses and contemporary research evaluate paid social media advertisement as online branding tools. Therefore, we examine the possibilities of social media marketing: why sponsored posts on Facebook and Instagram are effective online branding tools. A questionnaire was utilized to approach the research, and answer the hypotheses. Results from 316 participants indicated that sponsored posts were effective for brand awareness and intended purchases on Facebook, and for brand engagement on Instagram. We therefore conclude that sponsored posts are effective online branding tools, and that Facebook and Instagr...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUSComputerApplications_GENERAL
free text keywords: Social media, Online branding, Paid advertisement, Sponsored posts, :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
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