Social media’s and online user-generated content’s role in services advertising

The aim of this paper is to present results from a study that examines the use of the Internet for collecting material and the attention people pay to advertisements through different media sources in the context of services. A representative stratified sample of 301 respondents of foreign arrivals of tourists in the Athens airport, Greece, collected in June and July 2014 was employed. We present which social media sources and user-generated material that promote advertisements were found to be important in capturing people's attention. Results illustrated the significant role that advertisements on Facebook play on the way people pay attention to. In fact, Facebook was found to be the second most important medium that people use when collecting material. In addition, Facebook was found to be the third source that respondents strongly agreed that they pay attention to advertisements, with the official websites/blogs to be the first source and travel guidebooks and travel magazines to follow, leaving traditional media far behind. Implications and suggestions are provided for online communication programs that may incorporate social media in services marketing communications campaigns. Libraries and corporate bodies may employ social media for advertising their services based on the significant role social media have.