Fifteenth International Conference on Interdisciplinary Social Sciences

Abstract

The world is continuously changing and revolving around new strategies and advancement of technologies. Nowadays, social media is a very powerful communicator and an effective tool used for commercial marketing and advertising of products, goods, and services. With the help of social media, advertisers and markets gain popularity, engagement, and interaction with their customers. This popularity of advertisements helps expand business all around the world. Recently, the standard way of advertising has been transformed to digital advertising. This digital transformation is having a great impact on our society, media, firms, and industries. Digital transformation in advertising industries also opens new ways for the advertisers and marketers to communicate with their consumers personally or face to face, which is beneficial from both sellers’ and buyers’ perspectives, as two-way communication in an online digital platform. The other advantages of digital advertising include money-saving, quick response of customers for adjustments and changes, fast delivery of results, and sales. The advancement of technologies and new tools in advertisement design software also makes advertising easy not only for advertisers but also for common people. This study examines the effects of digital transformation on social media advertising through qualitative content analysis. Although there are many benefits of digital adverting, it has some negative effects also. Studies show that digital media advertising faces many issues like copycat, media fatigue, time drain, and decentralizing can lead to the need for damage control operations.