The Role of Social Media on Advertising: A Research on Effectiveness of Facebook Advertising on Enhancing Brand Image

ABSTRACT: This research is based on Social media advertising which is one of the newest marketing topics. Marketers try to find out the best possible way to advertise their product and services in order to build relationship with customers and gain momentum to viral word of mouth marketing in social media. Social media advertising is a new version of corporate advertising which has been adopted as new techniques by many companies. Both two way communication and customized advertising are factors which maximize the effect of brand trust on customer’s perceptions. The purpose of this study is research the primary of the actions of those companies who simultaneously engage and advertise on social media channels such as Facebook in order to create sales and enhancing brand image and gain momentum to purchase intention. This research is base on the result of survey users who engage in Facebook.com regularly. In order to collect data for the research 100 e-questionnaires distributed to users at facebook.com in different countries. The results have shown that Facebook by taking two leverages as WOM and viral marketing could enhance the brand image and brand equity respectively which increase purchase intention of consumers. Keywords: Facebook, Social media, advertising, Brand image, viral marketing. …………………………………………………………………………………………………………………………