Evaluating the Relevance of Contextual Hyper-Advertising on Social Media: An Empirical Study

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Author(s): Dhote Tripti (Symbiosis Institute of Telecom Management, Symbiosis International University, India)and Zahoor Danish (Symbiosis Institute of Telecom Management, Symbiosis International University, India)
Copyright: 2018
Pages: 10
Source title: Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-5187-4.ch080

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The ever-rising middle class coupled with high disposable incomes and burgeoning internet culture in the country has driven the e- commerce industry like never before. The resultant cluttered scenario has put pressures on the competing players & a rapid desperation to rise across social media and create relevance for their brand. Contextual hyper advertising by leveraging technology to own up key words is one such strategic formula applied by major players to make their brands more meaningful for optimally reaching out to consumers in the fastest and most economical way possible. The paper aims at evaluating the overall appeal of Contextual hyper-advertising as a strategy in creating Brand Relevance by adapting to certain models in integrating communication.

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Evaluating the Relevance of Contextual Hyper-Advertising on Social Media: An Empirical Study

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