Have you noticed that some of your Facebook friends like certain advertisements? Marketers know what Facebook users like and are using that knowledge to influence users' friends. "Social context ads" are based on data collected on the likes and friends of Facebook users. When you click on ad indicating that you like it, you also give Facebook permission to share that preference with all your friends. Marketers like this feature because it appears as though you are endorsing the brand to your friends. Nike bought ads on users' homepages in twenty countries prior to the World Cup, and Ford uses Facebook's social context ads to promote the Explorer. Although most ads on Facebook costs as little as $1 per click for marketers, the total cost for a social context ad can be as much as $100,000.
1. Which factors are marketers advertising on Facebook using to influence consumers? Would you be influenced by an ad if you saw your friends liked it?
I, as a consumer, never really hinge on what other people think of the product. Whether they like it or not, I still have my own perception. Although it is actually quite a good thing that I’m able to see what my friends on Facebook likes since it is clearly a form of advertising, I get introduced to different and up to date products and services.
2. How would you feel about Facebook using your name in these types of ads?
I actually don’t have anything against this idea as long as my name just pops out when I really ‘liked’ the item. It’s actually a good way to also support the people who spend their time to manufacture a product that we use. I don’t even mind writing something about a product that’s really gotten my interest.
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