Social Media Advertising as Second Largest Digital Ad Segment
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2025
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| _version_ | 1866902309683855360 |
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| author | ÖZKIRAZ, Turhan Zahid, Professor Dr. |
| author_facet | ÖZKIRAZ, Turhan Zahid, Professor Dr. |
| contents | <p>The burgeoning realm of digital advertising has seen a seismic shift in recent years, with social<br>media platforms ascending to become pivotal arenas for marketers looking to engage with target<br>audiences. The rise of social media as a marketing channel is hardly surprising, considering the<br>massive potential audience available (Appel et al., 2019). Social media platforms, exemplified by<br>Facebook, boast user bases that dwarf the populations of entire nations, presenting unparalleled<br>opportunities for brands to connect with consumers on a global scale (“Integrated Marketing<br>Communications Plan,” 2004). This has led to the latest trend in marketing, advertising and<br>purchasing through social media (“Impact of Social Media Advertisement on Consumer<br>Purchasing Behaviour,” 2021). The fundamental characteristics inherent in social media networks,<br>such as the relatively low costs associated with developing advertising campaigns coupled with<br>the capacity to reach vast audiences, contribute to its attractiveness as a marketing tool (Ignatov,<br>2019). The capacity of social media to surmount geographical barriers and facilitate instantaneous<br>communication renders it exceptionally appealing to businesses aspiring to broaden their market </p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_16923560 |
| institution | Zenodo |
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| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Social Media Advertising as Second Largest Digital Ad Segment ÖZKIRAZ, Turhan Zahid, Professor Dr. <p>The burgeoning realm of digital advertising has seen a seismic shift in recent years, with social<br>media platforms ascending to become pivotal arenas for marketers looking to engage with target<br>audiences. The rise of social media as a marketing channel is hardly surprising, considering the<br>massive potential audience available (Appel et al., 2019). Social media platforms, exemplified by<br>Facebook, boast user bases that dwarf the populations of entire nations, presenting unparalleled<br>opportunities for brands to connect with consumers on a global scale (“Integrated Marketing<br>Communications Plan,” 2004). This has led to the latest trend in marketing, advertising and<br>purchasing through social media (“Impact of Social Media Advertisement on Consumer<br>Purchasing Behaviour,” 2021). The fundamental characteristics inherent in social media networks,<br>such as the relatively low costs associated with developing advertising campaigns coupled with<br>the capacity to reach vast audiences, contribute to its attractiveness as a marketing tool (Ignatov,<br>2019). The capacity of social media to surmount geographical barriers and facilitate instantaneous<br>communication renders it exceptionally appealing to businesses aspiring to broaden their market </p> |
| title | Social Media Advertising as Second Largest Digital Ad Segment |
| url | https://doi.org/10.5281/zenodo.16923560 |