Facebook’s Ad Challenge Exposed on ‘MTSU On the Record’
The next “MTSU On the Record” radio program will explore the reasons why a major social media site has challenges with advertising effectiveness.
Host Gina Logue’s interview with Dr. Michelle Beauchamp, assistant professor of marketing at MTSU, is scheduled to air from 5:30 to 6 p.m. Monday, July 29, and from 8 to 8:30 a.m. Sunday, Aug. 4, on WMOT-FM (89.5 and www.wmot.org).
Beauchamp’s work was published in the January/February 2013 edition of The Journal of Applied Business Research. And, while recent reports show Facebook’s stock rising significantly, Beauchamp’s research finds that Facebook’s low click-through rates and negative user perceptions of Facebook ads could turn off corporate sponsors.
A click-through rate is the number of times a click is made on an online advertisement divided by the total number of times the ad was served to the users.
Despite having nearly1 billion users, four out of five users say they never have bought a product or service based on Facebook advertising.
To listen to previous programs, go to the “Audio Clips” archives at www.mtsunews.com.
For more information about “MTSU On the Record,” contact Logue at 615-898-5081 or WMOT-FM at 615-898-2800.