ABSTRACT
The online publication eMarketer, which covers digital marketing, marketing and commerce, tracks social media impact on traditional advertising and marketing. “Advertising is commonly defined as paid, one-way promotional communication in any mass media” (Tuten, 2008, p. 2). Social media, however, are interactive two-way consumer and brand communication. “Online, advertising becomes more about conversations, connections, and shared control and less about passive consumption of packaged content” (p. 3). Online advertising also blurs the traditional line between it and marketing functions, and it offers key advantages. “Because of the networked nature of online computers, the Internet has proven to be highly measurable” (Kelley, Jugenheimer, & Sheehan, 2012, p. 253).
