Facebook vs. Traditional Print Advertising: Examining Influence Over Information

Abstract

Mass media advertising is more complex and fragmented today than ever, contributing to the already difficult task of targeting and reaching consumers in an effective and efficient manner. Conventional marketing methods, such as television, print and radio, are not as effective as they were just 10 years ago (Smith, Coyle, Lightfoot and Scott 2007). Thus, marketers of goods and services continually search for more productive communication channels through which to advertise their messages to the relevant audiences. For example, in today’s environment, a myriad of people including public health officials and academicians are trying to promote positive attitudes and behaviors related to the environment and sustainability.