‘’ THE EFFECT OF SOCIAL MEDIA ON ADVERTISING MANAGEMENT’’

 ABSTRACT (SUMMARY) - The study uses data to analyse if social media and advertising activities
affect affiliate marketing results.The results from affiliates using social media are analyzed and
then compared to the results of affiliates not using social media. The study adds to the affiliate
marketing literature by analysing the used ad media, commission amount, length of partnership,
and business focus as campaign variables. Further, it adds to the multichannel literature: micro
blogging social media activities of affiliates positively affect the number of ad impressions and to
a lesser extent the number of affiliate leads. As social media activities of affiliates affect the
results of the affiliate marketing campaign, merchants may include social media data to get a
more detailed picture of affiliate activities and performances. Researchers and brand managers
have limited understanding of the effects social media communication has on how consumers
perceive brands.Growing popularity of social media compelled the marketers to think about this
media along with traditional functional areas of marketing. Social media is based primarily on
internet or cellular phone based applications and tools to share information among people. The
results of the empirical studies showed that user-generated social media communication had a
positive influence on both brand equity and brand attitude, whereas firm-created social media
communication affected only brand attitude. Both brand equity and brand attitude were shown
to have a positive influence on purchase intention. In addition, we assessed measurement in
variance using a multi-group structural modeling equation. The findings revealed that the
proposed measurement model was invariant across the researched industries. However,
structural path differences were detected across the models.


INTRODUCTION:
Social media is primarily internet or cellular phone based applications and tools to share
information among people. It expedites conversation and connection among people. It includes
popular networking websites, like face book and twitter; as well as bookmarking sites like Digg or
Reditt and uses web page technology. Initially social media may have begun for social engagement,
but the commercial value soon became apparent and it has become the marketer‟s new best friend
too. As social media use become popular and number of social media users has increased more than
the population of some of the countries, marketers have had to seriously alter their game plan to take
this shift in the media landscape into account. The industry is rewriting its conventional strategies and
transforming the basic campaigning structure. Social media once devoid of any commercial content
has had such a significant impact on the marketing industry. Social media is a significant part of social
lives as well as main source of news for many users. As a result, social media ads blend seamlessly
into the news feed, and are therefore more effective than interruptive banner formats, especially on
mobile devices.

 OBJECTIVES:
To determine the factors of advertisement when it comes to social media
To identify how social media helpful in advertising

 BODY OF THE SEMINAR PAPER

Social media has become a powerful flat form for marketing due to the high brand exposure and great
return on investment. The biggest effect of social media marketing is that you can reach to your
targeted audience, stay engaged with them and respond to their queries quickly. Social media is a
great way to evaluate your competition by monitoring their social media pages. Social media have
evolved from their initial idea of enabling socializing and sharing content with others to presenting
interactive outlets for businesses and consumers alike. Platforms such as Facebook, YouTube,
Instagram, or Twitter have not only transformed the way Internet users are communicating among
each other but also how marketing and advertising messages can effectively be spread among highly
relevant target groups. The impact social media have within the realm of consumer behavior ranges
from emphasizing the power of word-of mouth to strengthening business to -consumer relationships.
With social media, advertisers can reach much larger audiences than ever before, enabling them to
increase brand awareness, engage with customers, and cultivate new leads, so they continue to spend
more and more of their advertising dollars on social. There is simply no denying social media’s
effectiveness as a marketing tool. The key to embracing it lies in the advertiser’s ability to adapt to
each platform and use it in a way that’s effective. Social platforms give advertisers a unique chance to
interact with consumers on a human level, with YouTube, Facebook, and Instagram holding the top
three spots. YouTube is a giant when it comes to consumers spending time on one particular site.
More than 73 percent of adult consumers spend their screen time browsing here. This creates huge
potential for advertisers to connect and give their brand a face that their consumers will respond to.
YouTube has over one billion users, and this statistic alone could easily lead to massive exposure for
an advertiser. These users watch hundreds of thousands of hours of YouTube videos each and every
day, from 88 countries and in 76 different languages.
Facebook
The second most popular platform is Facebook, where 68% of consumers spend time. This gives
advertisers the ability to get their ads out to a vast pool of consumers. Facebook ad campaigns are
easy to customize to suit the advertiser—there are currently over 50 million Business Pages on
Facebook. Instagram claims the spot as the third most popular social media platform, with just over
one billion active users at the start of 2018. It’s one of the fastest-growing social media platforms to
date, with monthly updates to improve the user’s experience. There are currently over one million
active advertisers on this platform, and they’re projected to earn upwards of 6.84 billion U.S. dollars
in ad revenue by the end of the year.
What does this mean for advertisers? The popularity of social media platforms is going to keep
increasing, so there will continue to be a shift away from traditional marketing techniques as
advertisers focus more on social media.
Advertisers’ goals will continue to evolve to keep pace with the ever-changing marketing
environment. Their task will be to take advantage of the opportunities that are unique to social media
and develop advertising strategies that will maximize their brands’ potential, conversion rate, and
engagement with new consumers. 
While most advertisers feel that social media is worth the investment, they still face challenges when
implementing a strategy.

 CONCLUSION
The impact of social media on advertising is part of a larger shift: consumers are moving away from
traditional channels and toward digital channels. As the popularity of social media is growing and
there is no turning back it seems social media will overtake to other functional areas of marketing
to a large extent. Social media is trying to fill the gap between marketers and consumers through
continual dialogue, building trust and interacting with right audience in right way, as fast as
possible.