Abstract
In the contemporary market, different companies need various forms of advertisement and the social media now forms the broadest and more advance form, due to the inter-connection of millions of people all over the world. This type of interconnection provides a large platform for the advertisement of business, research and sharing of information. Advertisement depends on the dynamics of the society, and social networking is a subject to the dynamics of the society. The social media, therefore, plays a vital role in the current market of business. The reasons pertaining to the investigation of the social media are the continuous stupendous growth of the social media. Currently the largest social Medias that exist is YouTube. This site offer connectivity that involves millions of people. Due to this connectivity, there is a need to research since there is a possible market for advertising companies and products from these companies.
Furthermore, Television advertisements are the old modes of advertising employed by these organizations. Managing internet advertising is a new challenge to them. This is mainly because this type of advertising reaches fragments of the consumers. This research will provide information about a comparison of the attitude of consumers in the New Zealand market towards You Tube and television advertisement.
The methodology suitable for this study will be a mixed method. Questionnaires will be sent out to respondents as well as interview sessions to gather the relevant data. These methods of collecting data will be employed for a number of reasons. The survey will result in numbers for the quantitative survey. The questionnaires and interviews will provide data that will provide insight about the consumers’ perception.
Furthermore, Television advertisements are the old modes of advertising employed by these organizations. Managing internet advertising is a new challenge to them. This is mainly because this type of advertising reaches fragments of the consumers. This research will provide information about a comparison of the attitude of consumers in the New Zealand market towards You Tube and television advertisement.
The methodology suitable for this study will be a mixed method. Questionnaires will be sent out to respondents as well as interview sessions to gather the relevant data. These methods of collecting data will be employed for a number of reasons. The survey will result in numbers for the quantitative survey. The questionnaires and interviews will provide data that will provide insight about the consumers’ perception.
Useful References
A. Book:
Useful - must refer to
1- Booth, D. (2012). Display Advertising : An Hour a Day. Hoboken, N.J: Wiley.
Call number: HF6146.I58.B66 2012eb
2- Jarboe, G. (2009). YouTube and Video Marketing : An Hour a Day..Hoboken, N.J: Wiley.
Call number: HF5415.1265.J37 2009eb
3- Proulx, M & Shepatin, S. (2012). Social TV: how marketers can reach and engage audiences by connecting television to the web, social media, and mobile. Hoboken, N.J: Wiley.
Call Number: HM742 .P76 2012 - The University of Waikato. Central Library, Level 3 Books
Call number: HF6146.I58.B66 2012eb
2- Jarboe, G. (2009). YouTube and Video Marketing : An Hour a Day..Hoboken, N.J: Wiley.
Call number: HF5415.1265.J37 2009eb
3- Proulx, M & Shepatin, S. (2012). Social TV: how marketers can reach and engage audiences by connecting television to the web, social media, and mobile. Hoboken, N.J: Wiley.
Call Number: HM742 .P76 2012 - The University of Waikato. Central Library, Level 3 Books
B. Journal Articles:
Useful-must refer to
1- Calder, B. J., Malthouse, E. C., &Schaedel, U. (2009). An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness.Journal of Interactive Marketing, 23(4), 321–331. doi:10.1016/j.intmar.2009.07.002
Abstract: The authors in this case explain about website engagement, define engagement produced by certain experiences, and prove that several media context engagement enhances advertising effectiveness. The author used social interactive and personal to determine advertising effectiveness. The article explores online advertisement and marketing strategies.
2- Cao, J., Knotts, T., Xu, J., &Chau, M. (2009).Word of mouth marketing through Online Social Networks. In Proceedings of the Americas Conference on Information Systems 2009 (pp. 1–6). Retrieved from http://hub.hku.hk/handle/10722/127325
Abstract: The article research analyses the studying factors that generally affect or influence market effectiveness in relationship to online communities. In this case, the authors propose a model which comprises of individual and network factors relating to online marketing and social network.
3- deVries, L., Gensler, S., &Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. doi:10.1016/j.intmar.2012.01.003.
Abstract: The article explains how social media fosters or supports customer relationship. The application of social networking as a method of marketing is addressed in this article whereby customers are attracted through creating brand fan pages. Customers then like the created pages whereby the article reveals that placing a brand post on the top of a brand fan page increases the popularity of the brand post.
4- Everson, M., Gundlach, E., & Miller, J. (2013).Social media and the introductory statistics course.Computers in Human Behavior.doi:10.1016/j.chb.2012.12.033
Abstract: The article discusses on different social sites including face book, YouTube, and twitter and their use on classroom settings. Generally, the author focuses on the use social sites like face book and YouTube in college education. The author also provides some recommendations for other instructors who need to study on the use of social media in own courses.
5- Freeman, B., & Chapman, S. (2007). Is “YouTube” telling or selling you something? Tobacco content on the YouTube video-sharing website. Tobacco Control, 16(3), 207–210. doi:10.1136/tc.2007.020024
Abstract: The author analyses how you tube is being used as part of the social media to connect the customers to the products of the company. For instance, the article explains how tobacco advertising is advancing in the social media. Companies just like the one for tobacco are using the strategy of internet marketing as the modern method of connecting to customers.
6- Hensel, K., &Deis, M. H. (2010). Using social media to increase advertising and improve marketing. Entrepreneurial Executive, 15, 87–97.
Abstract: The article explains on how businesses, faculty, and practitioners can best use the social media including face book and you tube. The article also discusses on a problem which involves mass media. In addition, the authors explain how the social media can be used best in advertisement and marketing.
7- Kelly, P., Lawlor, J., &Mulvey, M. (2010). A Review of Key Factors Affecting the Adoption of Self-Service Technologies in Tourism. Retrieved from http://arrow.dit.ie/tfschmtcon/1/
Abstract: The article explains on the application of Self-service technologies (SST) in marketing business operations and ascertains how the implementation of these technologies can improve the business in terms of efficiency and effectiveness. The paper also explains on the factors which influence the adoption and usage of SST by customers.
8- Khang, H., Ki, E.-J., & Ye, L. (2012). Social Media Research in Advertising, Communication, Marketing, and Public Relations, 1997-2010.Journalism & Mass Communication Quarterly, 89(2), 279–298. doi:10.1177/1077699012439853
Abstract: The article discusses on the exploration of social media in major disciplines such as research, education, and business. The research also implicate on increased use of social media in research. The authors also indicate that the use of social media in research is expected to increase same, as it will have increased impact for the use by scholars.
9- Wyllie, Zhang & Casswell, D. (1998). Responses to televised alcohol advertisements associated with drinking behaviour of 10-17-year-olds. Addiction, 93(3), 361-371. doi:10.1046/j.1360-0443.1998.9333615.x
Abstract: The article sets out to examine if a link exists between 10-17 yr old New Zealander’s drinking habits and alcohol based advertisements. The article employs the use of survey method involving ten 17 yr old new Zealanders’ to examine their responses to alcohol advertisements that led to the conclusion that alcohol based advertisements encouraged the young adults to engage in alcohol usage.
Abstract: The authors in this case explain about website engagement, define engagement produced by certain experiences, and prove that several media context engagement enhances advertising effectiveness. The author used social interactive and personal to determine advertising effectiveness. The article explores online advertisement and marketing strategies.
2- Cao, J., Knotts, T., Xu, J., &Chau, M. (2009).Word of mouth marketing through Online Social Networks. In Proceedings of the Americas Conference on Information Systems 2009 (pp. 1–6). Retrieved from http://hub.hku.hk/handle/10722/127325
Abstract: The article research analyses the studying factors that generally affect or influence market effectiveness in relationship to online communities. In this case, the authors propose a model which comprises of individual and network factors relating to online marketing and social network.
3- deVries, L., Gensler, S., &Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. doi:10.1016/j.intmar.2012.01.003.
Abstract: The article explains how social media fosters or supports customer relationship. The application of social networking as a method of marketing is addressed in this article whereby customers are attracted through creating brand fan pages. Customers then like the created pages whereby the article reveals that placing a brand post on the top of a brand fan page increases the popularity of the brand post.
4- Everson, M., Gundlach, E., & Miller, J. (2013).Social media and the introductory statistics course.Computers in Human Behavior.doi:10.1016/j.chb.2012.12.033
Abstract: The article discusses on different social sites including face book, YouTube, and twitter and their use on classroom settings. Generally, the author focuses on the use social sites like face book and YouTube in college education. The author also provides some recommendations for other instructors who need to study on the use of social media in own courses.
5- Freeman, B., & Chapman, S. (2007). Is “YouTube” telling or selling you something? Tobacco content on the YouTube video-sharing website. Tobacco Control, 16(3), 207–210. doi:10.1136/tc.2007.020024
Abstract: The author analyses how you tube is being used as part of the social media to connect the customers to the products of the company. For instance, the article explains how tobacco advertising is advancing in the social media. Companies just like the one for tobacco are using the strategy of internet marketing as the modern method of connecting to customers.
6- Hensel, K., &Deis, M. H. (2010). Using social media to increase advertising and improve marketing. Entrepreneurial Executive, 15, 87–97.
Abstract: The article explains on how businesses, faculty, and practitioners can best use the social media including face book and you tube. The article also discusses on a problem which involves mass media. In addition, the authors explain how the social media can be used best in advertisement and marketing.
7- Kelly, P., Lawlor, J., &Mulvey, M. (2010). A Review of Key Factors Affecting the Adoption of Self-Service Technologies in Tourism. Retrieved from http://arrow.dit.ie/tfschmtcon/1/
Abstract: The article explains on the application of Self-service technologies (SST) in marketing business operations and ascertains how the implementation of these technologies can improve the business in terms of efficiency and effectiveness. The paper also explains on the factors which influence the adoption and usage of SST by customers.
8- Khang, H., Ki, E.-J., & Ye, L. (2012). Social Media Research in Advertising, Communication, Marketing, and Public Relations, 1997-2010.Journalism & Mass Communication Quarterly, 89(2), 279–298. doi:10.1177/1077699012439853
Abstract: The article discusses on the exploration of social media in major disciplines such as research, education, and business. The research also implicate on increased use of social media in research. The authors also indicate that the use of social media in research is expected to increase same, as it will have increased impact for the use by scholars.
9- Wyllie, Zhang & Casswell, D. (1998). Responses to televised alcohol advertisements associated with drinking behaviour of 10-17-year-olds. Addiction, 93(3), 361-371. doi:10.1046/j.1360-0443.1998.9333615.x
Abstract: The article sets out to examine if a link exists between 10-17 yr old New Zealander’s drinking habits and alcohol based advertisements. The article employs the use of survey method involving ten 17 yr old new Zealanders’ to examine their responses to alcohol advertisements that led to the conclusion that alcohol based advertisements encouraged the young adults to engage in alcohol usage.
Useful - worth considering
10- Dumrongsiri, A. (2010). Impact of Electronic Word-of-Mouth to Consumer Adoption Process in the Online Discussion Forum: A Simulation Study. Retrieved from http://waset.org/journals/waset/v41/v41-27.pdf
Abstract: The article explains how web-based technologies have led to emergence of opportunities for electronic Word-of Mouth (eWOM). In addition, the authors discuss on impacts of factors which affect decision making and information adoption process. The electronic Word-of Mouth (eWOM) is analysed as the major factor which affect decision making and consumer adoption.
11- Montagne, M. (2011). Drugs and the media: an introduction. Substance Use & Misuse, 46(7), 849-851. doi:10.3109/10826084.2011.570609
Abstract: The article focuses on mass media reports focusing on the use of drugs and substance abuse. The article points out the importance that media has brought when it comes to the provision of essential information relating to drugs that patients as well as drug consumers find informative and useful in the long run.
12- By The Numbers. (2010). NZ Marketing Magazine, 6.
Abstract: The article presents statistical data aimed at establishing the number of New Zealand citizens who engage in the use of media channels and the frequency with which they engage in the use media. Data obtained indicated that 7 percent on New Zealanders’ use twitter whereas 61 percent use face book. New Zealand citizens aged between 18 to 54 years were reported to using the television at least once a day. Online purchases of up to 43 percent were made by New Zealand citizens in the year 2009 with a rise in that percent by 26 percent in the year 2006.
Abstract: The article explains how web-based technologies have led to emergence of opportunities for electronic Word-of Mouth (eWOM). In addition, the authors discuss on impacts of factors which affect decision making and information adoption process. The electronic Word-of Mouth (eWOM) is analysed as the major factor which affect decision making and consumer adoption.
11- Montagne, M. (2011). Drugs and the media: an introduction. Substance Use & Misuse, 46(7), 849-851. doi:10.3109/10826084.2011.570609
Abstract: The article focuses on mass media reports focusing on the use of drugs and substance abuse. The article points out the importance that media has brought when it comes to the provision of essential information relating to drugs that patients as well as drug consumers find informative and useful in the long run.
12- By The Numbers. (2010). NZ Marketing Magazine, 6.
Abstract: The article presents statistical data aimed at establishing the number of New Zealand citizens who engage in the use of media channels and the frequency with which they engage in the use media. Data obtained indicated that 7 percent on New Zealanders’ use twitter whereas 61 percent use face book. New Zealand citizens aged between 18 to 54 years were reported to using the television at least once a day. Online purchases of up to 43 percent were made by New Zealand citizens in the year 2009 with a rise in that percent by 26 percent in the year 2006.
Low Value- can ignore
13- Galleni, L. (1995). How Does the Teilhardian Vision of Evolution Compare with Contemporary Theories? Zygon®, 30(1), 25–45
Abstract: The article discusses on the mechanisms in relation to contemporary evolutions which aim at proposing for a new theory for biological evolution. In essence, the article evolves around the issue of biosphere science and the author contributes towards a new discipline in the sector of science.
14- Gauld, R., & Williams, S. (2009). Use of the Internet for health information: A study of Australians and New Zealanders. Informatics For Health & Social Care, 34(3), 149-158. doi:10.1080/17538150903102448
Abstract: A presentation of data descriptive in nature from prior surveys conducted to get information relating to the use of health information obtained from the internet is analyzed in this article. The data obtained led to the conclusion that the male gender was more receptive to the use of emails as a source of health care information. The article also suggests the need for doctors around the world to formulate strategies aimed at assessing the credibility of health care information obtained from the internet by patients.
Abstract: The article discusses on the mechanisms in relation to contemporary evolutions which aim at proposing for a new theory for biological evolution. In essence, the article evolves around the issue of biosphere science and the author contributes towards a new discipline in the sector of science.
14- Gauld, R., & Williams, S. (2009). Use of the Internet for health information: A study of Australians and New Zealanders. Informatics For Health & Social Care, 34(3), 149-158. doi:10.1080/17538150903102448
Abstract: A presentation of data descriptive in nature from prior surveys conducted to get information relating to the use of health information obtained from the internet is analyzed in this article. The data obtained led to the conclusion that the male gender was more receptive to the use of emails as a source of health care information. The article also suggests the need for doctors around the world to formulate strategies aimed at assessing the credibility of health care information obtained from the internet by patients.
C. Websites- Useful-must refer to
1- Statistics New Zealand
Retrieved from http://www.stats.govt.nz/
2- Easy Social Media Marketing (esmm)
Retrieved from http://socialmediamarketingmadeeasy.co.nz/
3- Open directory project (dmoz)
Retrieved from http://www.dmoz.org/
Retrieved from http://www.stats.govt.nz/
2- Easy Social Media Marketing (esmm)
Retrieved from http://socialmediamarketingmadeeasy.co.nz/
3- Open directory project (dmoz)
Retrieved from http://www.dmoz.org/