The Link Between Data and Advertising
With the advent of popular Social media giants such as Twitter and Facebook, online social networking communities occupy the centre stage of economic commerce. Yet these online social networking communities must balance the trade-off between advertising revenue and user experience. Observing the sociology and advertising spectra, this literature outlines the link between data and advertising of social identity and group norms on community users’ group intentions to accept advertising in online social networking communities. By outlining how this type of group intention could influence community members’ perceptions and value judgments of such advertising, this article delineates possible mechanisms by which online communities may respond positively to advertising.
As new online technologies open doors to new opportunities in market research, the research industry must take care to uphold the integrity of its work in the online and mobile media space so that they can ensure that the research opportunities associated with online advertising are maximised.?
Advertising will have a certain impact on people’s consumption behaviour and social value orientation when conveying information. In the era of big data, online advertising has maximised the personalisation of advertising services, based on individual needs, and fully embodies the people-oriented concept. The advertising model has been transformed from a disturbance type (where people don’t feel attached to products) to a “service type,” meeting the needs of the audience in real-time and efficiently, reflecting a humanistic caring spirit from service companies.
With big data, online advertising achieves precise targeting of target audiences and accurate placement of advertisements, which effectively solves perennial issues of waste of resources in traditional advertising models which had huge budget allocations without reaching the target population. Real-time accurate control of delivery status and effects requires a complete advertising delivery management platform, real-time monitoring, timely feedback, and real-time correction.