Advertising and Social Media: A Research Study with Special Reference to Uses and Gratification Theory

Dr. Mahendra Kumar Padhy

doi:10.65301/ijcd.2014.4.2.3.6

Articles Vol. 4 Issue 2 & 3 Jul - Dec 2014

DOI 10.65301/ijcd.2014.4.2.3.6

Advertising and Social Media: A Research Study with Special Reference to Uses and Gratification Theory

Authors

DR

Dr. Mahendra Kumar Padhy

Sr. Faculty, Dept. of Mass Communication and Journalism, Babasaheb Bhimrao Ambedkar Central University, Lucknow

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Published 2014-12-30

Pages 19-25

Abstract

This research paper is an attempt to study social media (Facebook ) consumers and their perception towards advertising. Characteristics such as privacy, micro targeting, facebook use, awareness, and reactions, were all important factors that influenced these responses. The objective of this study is to see how postgraduate students from four universities across the country view Facebook and its advertisers. The results indicated that student reactions did not overwhelmingly lean in a particular direction. Individual users (consumers) perceive the social network site differently, and this determination directly correlates with the uses and gratification theory.

Keywords

Privacy Facebook consumers corporate advertising perception of ads effective advertising

References

Boyd, Danah. (2007). “Why youth (heart) social network sites: The role of networked publics in teenage social life.” Mac Arthur Foundation Series on Digital Learning – Youth, Identity, and Digital Media Volume ,Cambridge, MIT Press.
Gangadharbatla, H. (2008). “Facebook me: collective self-esteem, need to belong, and internet self-efficacy as predictors of the generation’s attitudes toward social networking sites.” Journal of Interacting Advertising, 8(2).Katz, E., Blumler, J. G., & Gurevitch, M. (1973 ). Uses and gratifications research. The Public Opinion Quarterly, 37,509-523.
Klaassen, A. (2010).Social shopping takes on new meaning with newsfeed purchasing. Advertising Age, 80(30).Learmouth, M, & Klaassen, A. (2010). Facebook’s plan to vamp up ad revenue. Advertising Age, 80(4).Lessin, S. (2013). Welcome to the world of nanotargeted ads. Advertising Age, 79(42).Neff, J. (2009). Study: ROI may be measurable in Facebook, MySpace after all. Advertising Age, 80(13).Sheldon, P. (2008). Student favorite: Facebook and its motives for use. Southwestern Mass Communication Journal,(39-53).
Sherman, E. (2008). What to target online? You better build trust. Advertising Age, 79.Snyder, B. (2012). What your favorite social net says about you. Advertising Age, 80(25).

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How to Cite

Dr. Mahendra Kumar Padhy . (2014). Advertising and Social Media: A Research Study with Special Reference to Uses and Gratification Theory. International Journal of Communication Development , 4(2), 19-25.

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IJC

International Journal of Communication Development

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ISSN 2231-2498

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[1] Boyd, Danah. (2007). “Why youth (heart) social network sites: The role of networked publics in teenage social life.” Mac Arthur Foundation Series on Digital Learning – Youth, Identity, and Digital Media Volume ,Cambridge, MIT Press.

[2] Gangadharbatla, H. (2008). “Facebook me: collective self-esteem, need to belong, and internet self-efficacy as predictors of the generation’s attitudes toward social networking sites.” Journal of Interacting Advertising, 8(2).Katz, E., Blumler, J. G., & Gurevitch, M. (1973 ). Uses and gratifications research. The Public Opinion Quarterly, 37,509-523.

[3] Klaassen, A. (2010).Social shopping takes on new meaning with newsfeed purchasing. Advertising Age, 80(30).Learmouth, M, & Klaassen, A. (2010). Facebook’s plan to vamp up ad revenue. Advertising Age, 80(4).Lessin, S. (2013). Welcome to the world of nanotargeted ads. Advertising Age, 79(42).Neff, J. (2009). Study: ROI may be measurable in Facebook, MySpace after all. Advertising Age, 80(13).Sheldon, P. (2008). Student favorite: Facebook and its motives for use. Southwestern Mass Communication Journal,(39-53).

[4] Sherman, E. (2008). What to target online? You better build trust. Advertising Age, 79.Snyder, B. (2012). What your favorite social net says about you. Advertising Age, 80(25).