Targeting Young Adults: The Effectiveness Of Social Media Use For Local Businesses

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Pia A. Albinsson PhD, Associate Professor (Creator)
Appalachian State University (ASU )
Web Site:

Abstract: Social media has been constantly evolving and growing in popularity since its development. Approximately 65% of adults are using some form of social media (Pew Research Center, 2015). Social media is also growing as a powerful marketing tool for many reasons, including its ability to reach a wide audience, provide immediate information, and build relationships. Research show that a majority of social media users think that companies should have a presence on social media and use it to interact with their consumers. Over half of current social media users feel a greater connection with companies they interact with via social media (Cone Communications, 2008). Social media is allowing companies to solve customer service issues immediately, gain feedback directly from consumers on their products or marketing campaigns, provide information on new products, and interact with consumers quickly and on a seemingly more personal level (Marginy Research Group, Inc., 2008). Companies can increase their engagement with consumers on social media through the use of polls, reviews, feedback, and contests (Mangold & Faulds, 2009).

Additional Information

Bitner, Amy and Pia A. Albinsson (2016), "Targeting Young Adults: The Effectiveness of Social Media Use for Local Businesses" in Atlantic Marketing Association Annual Proceedings. Publisher version of record available at:
Language: English
Date: 2016
Social media marketing, internet marketing, social media, millennials, young adults, local businesses

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