Friends Fans Followers Essay
Do ads Work on Social Networks?
How Gender and age Shape Receptivity
DaVID G. TaYLoR sacred Heart university taylord44@sacredheart. edu
JEFFREY E. LEWIN
social-networking sites (sNs) such as Facebook and Twitter are growing in both popularity and number of users. For advertisers and the sites themselves, it is crucial that users accept advertising as a component of the sNs. Anecdotal evidence indicates that social-networking advertising (sNA) can be effective when users accept
university of North Texas
it, but the perception of excessive commercialization may lead to user abandonment.
Empirical support for these propositions, however, is lacking. Based on media …show more content…
that the propensity of unwanted and unsolicited
with an average of 150 friends—agreed to post
advertising messages contributed significantly to
recommendations, which the company estimates
MySpace’s woes (Vara, 2006).
resulted in approximately 225,000 positive adver-
These concerns suggest a delicate balancing act
tising impressions (York, 2009). Faced with declin-
for social-networking advertising (SNA). On one
ing sales in the wake of safety recalls, Toyota used
hand, advertising provides revenue that enables
a combination of YouTube videos and Facebook
sites to survive (or, in some instances, to thrive).
pages to promote its Sienna minivan. Creating a
On the other hand, overt and/or excessive com-
fictional couple who “believe they are cool despite
mercialization in the form of advertising can dilute
all evidence to the contrary” (Elliott, 2010), the
the appeal of SNSs. Thus, the key to successfully
automobile manufacturer broadcast a series of vid-
integrating advertising into SNSs is consumer
eos through the YouTube site, then solicited Face-
acceptance (i.e., positive attitudes toward SNA).
book fans, combining both forms of social media.
Consumers appear to be willing to accept SNA, but
Within a few weeks, each of the YouTube videos
sites that do not manage advertising carefully may
had been sought out and viewed an estimated