Impact of Facebook and Newspaper Advertising on Sales: A Comparative Study of Online and Print Media

Abstract

Marketing means the strategies and tactics an organization undertakes for attracting consumers to promote the buying or selling of a product or service. Active marketing is about receiving messages from potential buyers to create ways to influence their purchasing decisions. Advertising is one of the most prominent marketing strategies to promote products to consumers. It is well known that advertisement has a significant impact on the sale of certain goods or services. In this paper, we consider two mediums of advertisement, such as Facebook (which is an online medium) and Newspaper (which is a printed medium). We consider a dataset representing the advertising budget (in hundreds of US dollars) of an electronic company and the sales of that company. We apply the quantitative research approach, and the data which are used in this research are secondary data. For analysis purposes, we consider a statistical tool called simple linear regression modeling. To check the significance of the advertising on sale, definite statistical tests are applied. Based on the findings of this research, it is observed that advertising has a significant impact on sales. It is also showed that spending money on advertising through Facebook has better sales than newspapers. The finding of this research shows that the use of computer-based technologies and online mediums has a brighter future for advertising. Furthermore, a new statistical model is introduced using the Z family approach. The proposed model is very interesting and possesses heavy-tailed properties. Finally, the applicability of the proposed model is illustrated by considering the financial dataset.

Holistic Approach to R&D Products’ Evaluation for Commercialization under Open Innovations

“…Authors of the scientific papers [67][68][69] describe the methodology of the comparative approach. The scientists in [70] apply this approach in a plane of markets of various countries, while the scientists in [71]-as an element of modeling, [72]-base their approach on the principles of applying machine learning models.…”

Overview of 5G & Beyond Security

“…Telecommunications have demonstrated that an informatics program has changed dramatically. Technological evolution occurred in tandem with growing safety concerns [36].…”

Advertising on Facebook social network

“…Društveni mediji, odnosno platforme poput Facebook-a i Youtube-a omogućavaju brzo kreiranje i deljenje sadržaja od strane korisnika, pružajući im osećaj slobode i važnosti u izražavanju i mišljenju (Weinberg & Pehlivan, 2011). Imajući u vidu značaj marketinga u poslovanju svakog preduzeća i povezanosti potrošača sa proizvodom, svrsishodno je da preduzeća primenjuju strategije koje mogu uticati na odluku potrošača za kupovinu određenog proizvoda (Lin et al, 2021). U tom smislu, oglašavanje na društvenim mrežama, ima posebnu ulogu.…”

“…Rezultati istraživanja pokazuju da oglašavanje na društvenim medijima pozitivno utiče na prodaju određenih proizvoda ili usluga (Elrod & Fortenberry, 2020;Sciglimpaglia et al, 2020;Shen et al, 2016). Sa druge strane, nalazi jednog istraživanja pokazuju da je oglašavanje putem društvenih medija efikasnije od štampanih medija (Lin et al, 2021). Rezultati istraživanja sprovedenog u Pakistanu pokazuju da je marketing na društvenim mrežama značajno povezan sa namerom kupovine, kao i da angažovanje potrošača delimično posreduje u tome kako marketing na društvenim mrežama utiče na nameru potrošača za kupovinom (Husnain & Toor, 2017).…”

“…Ovde se posebno izdvaja Facebook zbog činjenice da je globalni lider na onlajn tržištu i ima skoro tri milijarde aktivnih korisnika. Takođe, oglašavanje putem Fecabook-a ili drugih društvenih medija je mnogo efikasnije od štampanih medija i drugih tradicionalnih oblika oglašavanja (Lin, 2021).…”