USE OF SOCIAL MEDIA PLATFORMS FOR ADVERTISEMENT AMONG YOUTHS
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USE OF SOCIAL MEDIA PLATFORMS FOR ADVERTISEMENT AMONG YOUTHS
Chapter one
Introduction
1.1 Background of the Study
To grasp the transition from old to new media, it is critical to distinguish between the two and understand how they function as advertising tools. To grasp the value of using social media as an advertising tool, you must first understand how advertising used to operate and how it has evolved.
According to Mulhern (2009; 10), the media is undergoing a digital revolution, which is freeing news, information, and advertising from the constraints of old print and broadcast delivery systems.
Before delving into the transition of traditional media to social media and how to effectively communicate on social media, it’s vital to understand the distinction between the two types of media communication.
The word mainstream media refers to traditional types of advertising such as television, print, radio, direct mail, and outdoor. As displayed, the following is the portrayal of several media channels of communication.
Media advertising is a type of marketing communication that aims to persuade an audience to perform a desired action, which is usually to purchase a product or service.
The goal is to influence consumer behaviour by emphasising the product’s distinct value proposition. Advertisers aim to promote consumption by communicating and reinforcing the brand message to their target market. Advertisers have control over their message and brand. This is a show-and-tell exercise.
According to Kaplan and Haenlein (2010; 4), social media refers to Internet-based apps that enable user-generated content production and exchange based on Web 2.0 ideology and technology.
It includes a variety of Internet applications, such as blogs, social networking sites, content communities, collaborative projects, virtual gaming worlds, and social worlds.
Other researchers, such as Russell S. Winer (2009), agree that many businesses today use some or all of the new media to create targeted campaigns that reach specific categories and engage their customers to a much higher level than conventional media (Daugherty, 2008; 33).
Furthermore, Boyd and Ellison (2007) define social networks as “web-based services that allow individuals to
(1) construct a public or semi-public profile within a bounded system,
(2) articulate a list of other users with whom they share a connection, and
(3) view and traverse their list of connections as well as those made by others within the system” (Boyd and Ellison 2007). This description will serve as the cornerstone for our understanding of social media and how people interact with these platforms. Some of the most popular social networking sites are MySpace, Facebook, Twitter, WhatsApp, Instagram, LinkedIn, Flickr, and YouTube.
Social media differs from traditional or industrial media in several ways. For example, print media (such as newspapers and magazines) can only be consumed when in the reader’s physical possession.
Television may only be viewed when someone is seated in front of it. In the digital era, content is not only free of such limits, but it can also be duplicated and shared multiple times at little (if any) expense and with no decrease in quality.
This power for endless reproduction destroys the traditional business paradigm of making money by selling replicated material (Mulhern, 2009; 54).
As customers, we are accustomed to seeing news, entertainment, and advertising packaged neatly for our viewing enjoyment. However, a digital infrastructure allows these distinct elements to be separated. For example, a news piece may be unbundled from a specific medium (such as a newspaper) and supplied separately.
As a result, an advertisement may be bundled alongside the narrative without ever being tied to a newspaper. As a result, one does not need to buy an entire newspaper only for one story to be exposed to advertisements.
This strategy enables adverts to become modular and associated with pieces of information that are relevant to certain clients. Customers profit because they no longer have to wade through dense content to find what they’re looking for (Mulhern, 2009; 56).
Customers can now choose what they want to read, when they want, and ignore the rest. While there are numerous differences between traditional advertising and the new world of digital communications
none is more significant than the distinction between communications focused on the delivery of messages via media channels and communications specifically designed to facilitate and manage the connections between information (products) and people.
Naturally, like with traditional advertising, creative content is at the heart of these messages. Among Ahmadu Bello University students, the most memorable traditional media campaigns are those that piqued and sustained our interest, such as the Toss Radio Advert about a Secondary student (Form 1) whose uniform had faded so much that the principal mistook him for Form. Another example is the Pesa Pap promotion by Family Bank.
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