Regulating social media advertising

Author
Aw Cheng Wei

Supervisor
Prof Ang Peng Hwa

Year
2014

Abstract

The advent of social networking sites as advertising platforms is an attractive proposition for marketers. Currently, these sites are hitting new levels of reach. Unlike traditional media where messages are sent to an impersonal mass audience, social media advertising delivers commercial content to a more targeted audience. The main thrust of this paper is to recommend a set of regulatory mechanisms based on what mature advertising economies have done to regulate social media advertising and adapt to the Singapore context. It aims to provide countries that are looking to install regulatory frameworks for social media advertising with a deeper understanding of the areas of concern.

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http://hdl.handle.net/10356/59856