Targeting College Students on Facebook? How to Stop Wasting Your Money Harvard Case Solution & Analysis

Short studies have investigated returns on advertising dollars marketers invest in this emerging medium while Facebook usage has seen explosive growth. Our two-stage study of eighteen-to-twenty five-year old college students indicates that a lot of the advertisements dollars consumer goods companies spend on Facebook are probably wasted.

This study emphasizes that, in addition to remaining connected with friends and relatives, Facebook users are mainly inspired by three want: (1) to voyeuristically peer into others' lives, (2) to produce a distinctive identity for themselves, and (3) to act on their internal narcissistic tendencies. These motivations also make them inferior prospects for advertisers, as users seem disinterested in Facebook advertisements and disengaged from marketers' attempts to construct brands. We discuss challenges for marketers, together with opportunities for building brands and driving sales via Facebook.

Targeting College Students on Facebook How to Stop Wasting Your Money case study solution

PUBLICATION DATE: September 15, 2012 PRODUCT #: BH493-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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