Selection of Social Media Sites for Advertising: Literature Review and a Model Proposal

Abstract

The rapid increase and spread of Social Network Sites (SNSs) have initiated new opportunities for marketing practice, especially for promotion activities. Numerous companies use various type of advertising and take advantage of social network sites for reaching their target audience. However, selecting the right SNSs for advertising has become a complex and multi criteria decision making process for marketing managers. The purpose of the current study is to develop a model for determining optimum SNSs for advertising activity.