Local Product Advertising on Facebook: Case Study of Sobella Products

Abstract

Facebook is a social media network site that was introduced by a student at Harvard University in 2004, Mark Zuckerberg. In 2020, Facebook is still at the top of the list of the most popular social media networks in Malaysia, which is 91.7% of all Internet users in Malaysia. Facebook actually experienced a decrease in users this year from 2018. Despite experiencing a slight decrease in Internet users of Facebook since previous years, Facebook is still seen as an active social media platform in Malaysia. Facebook is the best social media for friends and acquaintances no matter old or new acquaintances. In addition, Facebook can deliver a wide area reach and a high frequency of sending messages to the target segment at a low cost. Because of these characteristics, that advertisers expand their social networks and are also the choice to market and deliver messages about their products. This paper will discuss the research conducted on the advertising of Sobella Cosmetics products on Facebook by looking in terms of information search, entertainment, social interaction and brand awareness. The research method used is quantitative, which is by distributing questionnaires online to respondents among Sobella product users to obtain information. The results of the study found that the majority of respondents agreed that Sobella ads on Facebook can provide information that helps them, in addition the ads also contain entertainment features, allowing them to socialize and interact with each other also with the founder of Sobella and last but not least increase their awareness of the Sobella brand.