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The effectiveness of social media advertising by means of using Facebook

by

Practical 2 presented to the Cape Peninsula University of Technology in Partial fulfilment of the requirements for the subject of Advertising and Sale Promotions of the National Diploma: Marketing

in the Faculty of Business

at the Cape Peninsula University of Technology

Lecturer:

Campus: Cape Town

Due date:

Declaration

I, Tom Brown (210000007), declare that the contents of this assignment represent my own unaided work, and that the assignment has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the Cape Peninsula University of Technology.

SignedDate

Table of Contents

Declarationii

1.Social media advertising effectiveness... (full title)1

1.1Internet usage in SA 1

1.2Social media 1

1.3Instant messaging (social networks for Facebook) 1

1.4Facebook 1

1.5Advertising/marketing communications on Facebook 1

1.6Current research on Facebook 1

1.7Generation Z 1

1.8Hierarchy response models 1

Reference list2

Appendices

Appendix A: Safe Assign report 3

Appendix B: Integrating multimedia semantic content analysis of MXit 4

Appendix C: The talk uploaded: MXit and the technicity of the body 5

Appendix D: Fat stigmatization on MXit: A content analysis 6

Appendix E: Flaming on MXit 7

Appendix F: MXit, Critical Pedagogy, and Media Activism 8

Appendix G: MXit as a source of information 9

Appendix H: MXit: an opportunity for consumer narrative analysis 10

Appendix: I: Advertising Effectiveness and marketing Potential on MXit 11 Appendix J: Predicting the Determinants of Users’ Intentions for using MXit 12

Appendix K: Social Interaction with MXit 13

1. The effectiveness of social media advertising by means of using Facebook

1.1Internet usage in SA
A resent study has shown 6.8% (6,800,000 people) of South Africans have access to the internet and 4,822,820 are Facebook users. ( www.internetworldstats.com ). 39% of urban South Africans are using their mobile phones to access the internet. That is 20 million South Africans aged 16 and older. (Anonymous, 2011).

1.2Social media
Social media (also known as social networking) is the share of information and resources as a result in the communication by people, made possible by different online technology tools. This can be done by means of text, online video, blogs, images, podcasts, and other multimedia communication. (Doyle, n/d )

1.3Instant messaging (social networks for Facebook)
Instant messaging is a feature of facebook that allows you to send or share information with your Facebook friends. The feature can be used at any time to communicate with other people on facebook. There is a bar on the right bottom corner of the screen where one can choose with whom one wants to connect and communicate with. (Reiss, 2010)

1.4Facebook
Facebook is the most popular Social network website on a global scale (www.pcmag.com) and second most popular social media website in South Africa (The Mobility 2011 research project). Facebook is a free site that makes most of it’s revenue by means of advertising. The site was first used as a means for Harvard students to get acquainted , but in 2006 the sit became available to everyone who wanted to join. The site has over 500 million users. (http://www.pcmag.com)

1.5Advertising/marketing communications on Facebook
Facebook has a number of advantages and disadvantages to use for your business. Some of the focus Facebook can provide is on branding, customer engagement, reputation...
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