Social Media Marketing
The marketing literature has acknowledged how advertising influences consumers, beyond the traditional effects on their preferences. That is, a second channel is important insofar as it changes consumers' awareness of a product. This awareness, in turn, determines consumer's choice sets; among the large number of products in the market, consumers are only aware of a few of them when they make their choices. Many marketers today are advertising using different types of social networking sites. Calderet al. studied the concept of how consumer engagement with a website can increase advertising effectiveness. Kotler and Keller define the advertising as "any paid form of nonpersonal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor”. According to Media-manager advertising awareness defines as "Extent to which a brand's or product's advertising is recognized by lts target. Advertising awareness measures parallel brand awareness measures as they have top of mind, spontaneous and aided components (Dib & Awad Alhaddad, 2015)