An analysis into how social media and interactive web platforms are changing the way advertisers advertise with specific reference to virtual methodologies

Smith, Lucinda (2012) An analysis into how social media and interactive web platforms are changing the way advertisers advertise with specific reference to virtual methodologies. BA dissertation, University of Portsmouth.

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    Abstract

    As technology and the internet evolve, businesses now have a broader range of methods with which they can advertise targeting specific audiences as required. Using data gathered via reviewing existing literature and interviews with various businesses who have an online presence, this dissertation aims to examine and analyse online advertising through different platforms. Although various platforms are now available the research conducted focuses upon search engines and social media sites.
    Due to a recent dramatic shift in preferred methods of advertising there is substantial literature available on this subject area, providing us with various views on the internet as a medium for marketing. The use of a virtual ethnography to collect primary data enables a relationship to be identified between existing research and the results gained as part of this study.
    There are a number of conclusions that can be drawn from this study. A key finding that resonates through both the previous research available and that which was carried out specifically for this study is the amount of organizations budgets that are now being spent on online advertising, in comparison to the other methods of advertising on offer. This shows that there is a significant increase in the popularity of this web medium over traditional forms of advertising such as print and television. The feedback received from the participants interviewed would suggest that this is a trend that is likely to continue to grow in the years to come as it is proven beneficial in increasing their sales.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Media and Performing Arts
    Depositing User: Jane Polwin
    Date Deposited: 23 Jan 2014 14:33
    Last Modified: 28 Jan 2015 12:32
    URI: http://eprints.port.ac.uk/id/eprint/14160

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