Also, this study contributes to the existing knowledge of customer behavior in an online environment, in general,
and on social media websites, in particular, by providing insight through an examination of seven influential
variables on developing positive reactions to online advertisements.
5.2 Implications for Managers
Today, any marketer or business owner understands the importance of internet marketing. Marketing a business
on the web implies leveraging social media to create a lot of buzz in relation to a brand. Social media platforms
offer immense possibilities for fostering relationships with consumers in an online environment. This study
suggests different approaches for online marketers and managers looking to invest in advertising on social
networking sites and hence improve their ads’ performance regarding clicking the advert and generating positive
reactions towards it. One approach implies understanding the sources of trust in online information provided by
sources social media users may or may not know, and how their concern for privacy influences their reactions to
online advertising.
Managers should be aware of the importance of social media sites in influencing online shopping by identifying
and targeting different types of customers and taking initiatives to recognize and highlight customer interests.
In order to be successful in social media marketing, companies need to create a buyer persona and then develop
and constantly adjust the online marketing strategy according to the interests of customers for long-term success.
Figuring out what goes best for which particular audience leads to success. Regarding these aspects, companies
can use online reputation systems in order to provide the right online incentives to the right online customers