Facebook and print magazines: A Study on the benefits of single- and cross-media advertising

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dc.contributor.advisor Lee, Ki-Young
dc.contributor.advisor Boehner, Robert
dc.contributor.author Kelley, Amanda
dc.date.accessioned 2012-10-10T19:35:15Z
dc.date.available 2012-10-10T19:35:15Z
dc.date.issued 2012-05-25
dc.identifier.uri http://hdl.handle.net/1850/15375
dc.description.abstract Research regarding the utilization of Facebook as a marketing communication tool and effectiveness of cross-media advertising are vital as Facebook continues its eminent growth as a communication phenomenon and marketers look for enhanced ways to increase ad effectiveness. Drawing on extant website research (Schlosser & Kanfer, 1996; Kanso, Nelson & LeBlanc, 2005), this study examines the extent that marketers leverage the potential benefits of Facebook (data collection, mass collaboration, relationship and brand management, networking, global accessibility) and extent of integration between Facebook and print magazine ads. Content analysis results suggest that marketers are not equally and fully utilizing all benefits. Findings also reveal correlation between product category and utilization of benefit and lack of integration between print ads and Facebook. en_US
dc.language.iso en_US en_US
dc.subject Cross-media advertising en_US
dc.subject Facebook en_US
dc.subject Magazines en_US
dc.subject Print media en_US
dc.subject Social networking sites en_US
dc.subject.lcc HF5415.1265 .K45 2012
dc.subject.lcsh Internet marketing en_US
dc.subject.lcsh Facebook (Electronic resource) en_US
dc.subject.lcsh Advertising, Magazine en_US
dc.title Facebook and print magazines: A Study on the benefits of single- and cross-media advertising en_US
dc.type Thesis en_US
dc.description.college College of Liberal Arts en_US
dc.description.department Department of Communication en_US

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