Analyse comparative des publicités sur les réseaux sociaux

Abstract

Social media have known a rapid growth during the last decade. They are more present than ever in everyone's life and they constitute a tremendous weapon for advertisers. Indeed, more and more money is invested in advertising on social media, aiming to deliver the right message to a determined target. However, scientific and managerial references tend to be relatively rare and advertisers might feel a bit confused among the growing number of alternatives in front of him. This study aims to fulfil this need of information concerning the advertising tools available on several social media. Systematic characteristics of each studied social media are identified, so that it is possible to compare and facilitate strategic decision regarding communication campaigns.