Targeting college students on Facebook How to stop wasting your money Harvard Case Solution & Analysis

While using Facebook saw explosive growth, scant studies have examined the impact of advertising dollars, marketers are investing in this new environment. Our two-stage study of 18 - to 25-year-old college students showed that many advertising dollars consumer goods firms spend on Facebook, probably nothing. This study emphasizes that, in addition to staying in touch with friends and family, Facebook users are primarily motivated by three desires: (1) to voyeuristically peek into the lives of others, (2) to create an identity for themselves, and (3) to act on the internal narcissistic tendencies. These motifs also make them weak prospects for advertisers, since users do not seem interested in the ads Facebook and disconnected from marketers trying to build brands. Here we discuss the challenges for marketers, as well as opportunities to build brands and increase sales through Facebook. "Hide
by Hemant C Sashittal, Rajendran Sriramachandramurthy, Monica Hodis Source: Business Horizons 13 pages. Publication Date: September 15, 2012. Prod. #: BH493-PDF-ENG

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