Journal of
Marketing Development and Competitiveness
Scholar Gateway
Abstracts prior to volume 5(1) have been archived!Issue 5(1), October 2010 -- Paper AbstractsGirard (p. 9-22)Cooper (p. 23-32)Kunz-Osborne (p. 33-41)Coulmas-Law (p.42-46)Stasio (p. 47-56)Albert-Valette-Florence (p.57-63)Zhang-Rauch (p. 64-70)Alam-Yasin (p. 71-78)Mattare-Monahan-Shah (p. 79-94)Nonis-Hudson-Hunt (p. 95-106) 
JOURNAL OF APPLIED BUSINESS AND ECONOMICS
The Effectiveness of Online Advertising: Consumer’s Perceptions of
Ads on Facebook, Twitter and YouTube
Author(s): Bohdan Pikas, Gabi Sorrentino
Citation: Bohdan Pikas, Gabi Sorrentino, (2014) "The Effectiveness of Online Advertising: Consumer’s Perceptions of Ads on Facebook, Twitter and YouTubecope," Journal of Applied Business and Economics, Vol. 16, Iss. 4, pp. 70-81
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The growth of Internet usage has created a platform for businesses to attract and retain customers. While
online advertising strategies are used by many businesses, the effectiveness of these methods being used
can be debated. This study will provide an analysis of online advertising and its effectiveness. A study was
conducted to test the consumer’s perception of online advertising on the popular social webpages:
Facebook, YouTube and Twitter. Steps were also taken to test a possible gender difference when it comes
to consumer’s receptiveness to online advertising on these sites.
