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Over the past several decades, the development of social media has increased along with its usage by consumers. The COVID-19 pandemic was a sharp turn of reliance on the virtual sphere for the industry and consumers alike. Social media has created new channels of advertising for fashion houses to reach their target markets. [1]
Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications. [1] [2] [3] Many current examples of social advertising use a particular Internet service to collect social information, establish and maintain relationships with consumers, and for delivering communications.
Almost all mass media are advertising media and many of them are exclusively advertising media and, with the exception of public service broadcasting, are in the private sector. Their income is predominantly generated through advertising; in the case of newspapers and magazines from 50 to 80%.
In the inaugural issue of the Journal of Interactive Advertising, [1] editors Li and Leckenby (2000) defined interactive advertising as the "paid and unpaid presentation and promotion of products, services and ideas by an identified sponsor through mediated means involving mutual action between consumers and producers". This is most commonly ...
Elliott, Michael T.; Speck, Paul Surgi (1998). "Consumer perceptions of advertising clutter and its impact across various media". Journal of Advertising Research. 38 (1): 29–30. OCLC 86771724. Gale A54376730. Ha, Louisa (1996). "Advertising clutter in consumer magazines: dimensions and effects". Journal of Advertising Research. 36 (4): 76–85.
Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
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