A recent edition of the “MTSU On the Record” radio program explored the reasons that 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, aired in August on WMOT-FM (89.5 and www.wmot.org ). You can listen to their entire conversation here.
Beauchamp’s work was published in the January/February 2013 edition of The Journal of Applied Business Research.
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 nearly 1 billion users, four out of five users say they never have bought a product or service based on Facebook advertising.
For more information about “MTSU On the Record,” contact Logue at 615-898-5081 or WMOT-FM at 615-898-2800. A video excerpt of the interview is available below.