Abstract
Abstract
Social media advertising has become a crucial communication channel for enhancing advertising effectiveness. However, despite the importance of social media advertising, there is limited research that focuses on understanding the semiotics of persuasion to identify effective strategies for social media advertising. Therefore, this study aims to utilize semiotics to analyze social media advertising and reveal the hidden meanings and factors that affect its effectiveness.
The research will investigate the attitudes of adults towards social media advertising through an experimental process based on semiotics analysis. The study will analyze 580 advertisements on Facebook, with two main research questions: (1) what are the visual or textual components that effectively capture customers' interest? and (2) what are the new sign representations used in social media advertising? The findings of this research will assist firms in identifying effective strategies to respond to customers' interests and attract favorable investments from their advertisements.
Social media advertising has become a crucial communication channel for enhancing advertising effectiveness. However, despite the importance of social media advertising, there is limited research that focuses on understanding the semiotics of persuasion to identify effective strategies for social media advertising. Therefore, this study aims to utilize semiotics to analyze social media advertising and reveal the hidden meanings and factors that affect its effectiveness.
The research will investigate the attitudes of adults towards social media advertising through an experimental process based on semiotics analysis. The study will analyze 580 advertisements on Facebook, with two main research questions: (1) what are the visual or textual components that effectively capture customers' interest? and (2) what are the new sign representations used in social media advertising? The findings of this research will assist firms in identifying effective strategies to respond to customers' interests and attract favorable investments from their advertisements.
| Original language | English |
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| Publication status | Published - 26 Feb 2019 |
| Event | The 6th Asia-Pacific Conference on Business & Social Science (APCBSS) - Mercure Okinawa Naha Conference Hall, Okinawa, Japan Duration: 26 Feb 2019 → 28 Feb 2019 |
Conference
| Conference | The 6th Asia-Pacific Conference on Business & Social Science (APCBSS) |
|---|---|
| Country/Territory | Japan |
| City | Okinawa |
| Period | 26/02/19 → 28/02/19 |
Keywords
- Social media advertising
- Semiotics persuasion
- Semiotics
- Social media