Social Media: Deal or no deal? – a study by Kantar Millward Brown, Facebook and Saïd Business School, Oxford University

Facebook, the social network, and Saïd Business School at the University of Oxford partnered in the UK to look into whether social media can build brands.

Synopsis

In an age of zero-based marketing, marketers must be able to prove and ensure the value of advertising on social media.

Campaign effectiveness studies give advertisers a read on how specific campaigns perform on brand metrics – however until now there has been very little publicly available evidence to help marketers understand the brand impact of social advertising, and make informed investment decisions based on real information.

This project looked to understand the impact that social advertising has on key brand metrics, based on the most recent datasets. Through analysing data from Facebook and Instagram, we aimed to establish...

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