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Effect of Ad Repetition and Relevance in Social Media Advertising

New advertising media are emerging at a rapid rate and along with this we are witnessing a shift in advertising away from traditional media into newer ones such as search advertising and social media. Academic and practitioner research has examined characteristics of these new media such as LinkedIn, Twitter, Facebook and their effectiveness on consumer behavior. However, more work remains to be done to improve our understanding of the role of consumer behaviors, previously studied in the context of traditional media, in today’s new media. In this research paper, we will examine the role of ad repetition, remarketing /retargeting and the mere exposure effect.