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Social Media & Marketing: Online Networking & Advertising
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Social Media & Marketing: Online Networking & Advertising
A thesis submitted in fulfillment of the requirements for the award Bachelor of Arts(Communication) (Honours)
ByWeng Wah, Wong
School of CommunicationFaculty of ArtsCharles Sturt UniversityFebruary 2008
Social Media & Marketing: Online Networking & Advertising
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Declaration of Authorship
I certify that the work presented here is, to the best of my knowledge and belief, original andthe result of my own investigations, except as acknowledged, and has not been submitted,either in part or whole, for a degree at this or any other University.________________________Weng Wah, WongFebruary 2008
Social Media & Marketing: Online Networking & Advertising
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Abstract
Whilst once the domain of the information seeker and the passive web surfer, the Internet hasevolved to become a truly social media environment; an interactive environment that nowsees a free-flow of information and conversation. In line with this evolution we have seen thebalance of power shift from the marketer to the consumer, from the communicator to thereceiver through social media platforms such as YouTube, MySpace and more recently,Facebook.Currently it is estimated that during an average adult’s day, a total of nine hours is spentsurfing the net. It is anticipated that this time commitment will increase significantly as socialnetworking becomes mainstream.Since consumers are now able to control the ebb and flow of information, marketers andadvertisers are coming to recognize that, in order to succeed in the new digital world, theyneed to re-think their strategies.Social media is seen as an emerging communication environment for many, therefore little todate has been written on it. Indeed it appears that many media practitioners, marketingagencies and advertising agencies are continuing to apply traditional planning strategies inthis new environment.In this thesis, my objective is to highlight the growing importance of online advertising,especially social advertising in the social media environment. The thesis seeks to do this by
Social Media & Marketing - Online Networking & Advertising February 2008
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Sections
« prev | next »- 3.1.3 Research Questions
- 3.1.4 Definitions
- 3.2 Research Method
- 3.2.1 Research Type
- 3.2.2 Research Strategy
- 3.2.3 Data Analysis
- 4.1 Australian Advertising Industry
- 4.1.1 Media Landscape in Australia
- 4.1.2. The Internet
- 4.1.3 Media 2.0
- 4.1.4 Consumers 2.0
- 4.1.5 Conclusion
- 4.2.1 Social Media Marketing Framework
- 4.2.2 Social Networking
- 4.2.2.1 Social Advertising
- 4.2.3 Case Studies
- 4.2.3.2 MySpace
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