Abstract: The popularity of social media has grown phenomenally over the past decade. Along with its growth has followed the growth of digital advertisements and the ways they are communicating messages to people around the world. Social media has been most commonly used for simple tasks such as communication and sharing of information, but as digital online platforms develop, social media continues to expand in its usage and variety of applications.
This study explores data and information regarding various popular social media, including Facebook, Instagram, YouTube, and several popular Korean platforms. Information and data was collected from official websites and publications by the social media companies that include details on their purpose and address their advertising systems. Previously explored studies on related topics conducted were also analyzed to address various perspectives and results.
From the studies explored, main findings show that the uses of social media are also changing over time with reductions in previously common uses such as communication and increases in newer uses such as shopping and entertainment. Advertisements have changed in how they approach and adapt to users; some take advantage of being implemented in the daily actions of users, while some track the activity of users to find and display related content, having led to some privacy issues. Search engines, streaming services, messaging apps, and many more social media platforms are adapting to a balance between user experience and commercialization. Advertisements are commonly associated with negative responses, but new data shows that the format and method of advertising impacts the response towards advertisements.
Keywords: Social media, online advertising, platform advertising, Korean SNS.
Title: The Use of Social Media in Advertising: Case Study of Korea
Author: Hoin Jenny Kim, Ethan Park
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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