Impact of Social Media Advertising Campaigns on Buyers' Decisions

Starting with Facebook, YouTube, LinkedIn, Twitter, etc., the social networks are becoming an important part of our lives. Moreover, here is the gathering point for people from all over the world, having different background, culture, education, etc. and it is the space where everybody can freely express their feelings, opinions or can share information, news, interesting facts, etc. But beside this, the social networks are also an important meeting point between suppliers and their customers, the communication channel between them being partially shaped through the advertising campaigns. As one of the main end points of a campaign is influencing the buyers' decisions, in this study, the relationship between these two elements is presented. For this, some elements taken from grey systems are used, namely the grey absolute, relative and synthetic degree of incidence. A case study is also putted forward in order to underline the obtained results.