It’s a tried and tested model and represents the current marketing thoughts of advertising effectiveness and has been used since the 1960s. Following is a graphical representation of the AIDA Model. The AIDA Model identifies cognitive stages an individual goes through during the buying process for a product or service. It's a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase. It's no longer a relationship purely between the buyer and the company, since social media has extended it to achieving the different goals of AIDA via information added by other customers via social networks and communities.
Social Media Affects People: Making A Better and Modern Life In the 21st century, the Internet becomes more and more widespread and deeply influences our daily life. As an important part of the Internet, social media plays a significant role and affects every sides of people’s everyday. People are in love with their social media and are using them multiple times a day. According to data, Facebook has more than one billion of registered users around the world. In China, WeChat and Weibo are two most popular social medias.
2.31 Adidas, a giant leader in sports goods industry Adidas, founded in 1949 in Germany, one giant of leading brands in sporting industry, designs and manufactures sports clothing, footwear, sport accessories and equipment. This global organization hires more than 53000 employees in over 160 countries and produces more than 660 million product units every year. Net sales amounted to about 16.92 billion Euros in 2015. As an international leading sports brand, Adidas never misses chances to expand itself in the whole world. It came to China in 1997, and has won great popularity of Chinese people step by step.
Social Media’s growth and impact over the last decade has been monumental. The significance of social media and social media platforms has changed society as a whole. Over the last decade, social media has changed from an underground and/or meek existence to the main source of communication as a whole, or the norm. This is an important point for businesses to consider. The new always on mentality of the consumer as well as the actual 24/7 nature of social media, readily available literally all the time, has truly changed the face of marketing, advertising and business functionality.
In 2012 until 2013, social media users are very significant from 12 years old so social media will belong to everyone. People prefer use product with a good brand by having a social media account. This proves that social media serves as marketing, because social media is widely used by industry players. Marketing by using social media encourages us to determine marketing costs. As well as media marketing social media as public relations because many
Introduction Nowadays, social media act an important role in marketing, it allows people share informations and express ideas throughout the internet, it changes the way of communication between companies and consumers. Companies are focusing more on the social media marketing and concern about the interaction with the consumers. People are more likely to see the world through the social media, they spend more and more time interacting with social media and this phenomenal changes the consumer behaviour. Consumer’s purchasing decision is no longer only affected by the traditional advertising such as TV commercials or magazines, but the digital advertising - the social media. Consumers are more likely to be influenced by the social environment around them, be active on social platform and willing to trust the “word of mouth” among the social media.
The second is knowledge of the uses and benefits of the product or service. This is followed by the third step involving the liking of the product or service. Preference for the particular product or service over others is the fourth step in this model. At the fifth step, the consumer would have developed the conviction to purchase the product and they do that in the final step by taking action to purchase the product or service (See Figure 2.3). The Lavidge and Steiner’s Hierarchy-of-Effects model stresses the importance of satisfying each step involved and also the fact that the advertising process does not always lead to instant responses or purchase from the consumers.
As seen above, although studies reveal that less than 5 percent of sales coming from social media , they indeed play a huge role, albeit a supplementary one. It acts as a ‘assisting channel’, which builds awareness, consideration, and intent in the customer. Social media functions as a means to influence purchases rather than be directly responsible for them. In addition to this, Social media can benefit e-commerce in the following ways: • Promote brand awareness: social media marketing generated more business exposure. • Help overcome customer reluctance to purchase: Social media can serve as a channel to help consumers overcome their buying reluctance, mainly by serving as a catalyst for ‘word of mouth’
1. A) ADIA’s mission is to sustain the long- term prosperity of Abu Dhabi by prudently growing capital through a disciplined investment process and committed people who reflect ADIA’s culture values, ADIA’s culture values guide the way they work and the way decisions are made. They provide direction for how they think and behave as individuals and as a unified institution. These values play fundamental role in driving their people and the organization forward to achieve long-term growth and business success. The three ADIA cultural values that they encourage employees to demonstrate are: 1) Prudent Innovation.