Amanda Kelley


Research regarding the utilization of Facebook as a marketing communication tool and effectiveness of cross-media advertising are vital as Facebook continues its eminent growth as a communication phenomenon and marketers look for enhanced ways to increase ad effectiveness. Drawing on extant website research (Schlosser & Kanfer, 1996; Kanso, Nelson & LeBlanc, 2005), this study examines the extent that marketers leverage the potential benefits of Facebook (data collection, mass collaboration, relationship and brand management, networking, global accessibility) and extent of integration between Facebook and print magazine ads. Content analysis results suggest that marketers are not equally and fully utilizing all benefits. Findings also reveal correlation between product category and utilization of benefit and lack of integration between print ads and Facebook.

Library of Congress Subject Headings

Internet marketing; Facebook (Electronic resource); Advertising, Magazine

Publication Date


Document Type


Department, Program, or Center

Department of Communication (CLA)


Lee, Ki-Young

Advisor/Committee Member

Boehner, Robert


Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: HF5415.1265 .K45 2012


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