Daily routine and time pressure have become the reason for ignoring social media advertisements; because of thousands of messages on Internet, and social media, consumers need more reliable and differentiated messages. Today's customer is looking for utilitarian and hedonic attributes in the content of advertisement. Otherwise they would interpret advertisements as “time loss.” In this chapter, some suggestions are offered to companies as well as to the advertising agencies who should look for a new way of attracting customers to advertisement. Experiential components are becoming more and more vital, in advertisement as well as in marketing. Feel, sense, think, act, and relate as subjects of experiential marketing can be transferred into social media advertisements and touch consumer's heart for acquiring effective and efficient outcomes.

Abstract

Acting in a domestic market can be risky for new ventures in developing countries because of vulnerable economic and politic conditions. From the beginning of establishment, focusing on international markets can prevent local market risks which new entrepreneurs will probably encounter. Internationalization, entrepreneurship and international entrepreneurship are the main topics which scholars given more attention in the world. In this study, entrepreneurship education and it's effects on generating internationalization intention were evaluated by in depth interviews. Findings has shown that type of the institute, course content, classmates, qualification and background of the lecturer, plays important role on initiation of starting international business.

Entrepreneurship is not only one of the important topics of developed countries but also takes place in developing countries. State and government agencies, as well as private sector representatives spend efforts for increasing the number of entrepreneurs in an economy. Thus, it is expected to decrease unemployment rates, prevent unrecorded economy and accelerating innovation capability of a nation. To achieve these goals, it is crucial to understand who the entrepreneur is, how their potential will be brought out, what kind of support does he/she need. Especially in emerging economies, entrepreneurs should have vision of being international to gain competitive advantage. Because of that reason researches on internationalization of new ventures have been intensified for 20 years. After experiencing and observing the role of networks and networking on sustainable entrepreneurship, number of studies have been increased. In this study, we chose to conduct in depth interviews among the companies who are in business less 5 years and having an export percentage 10% in accordance with total sales. The findings of the research show that networking accelerates internationalization of new ventures.

With the rising number of Internet users and social media platforms, advertising found new source for flourishing. However, social media advertising contains different characteristics compared with conventional or mass media advertising. Social media advertising can provide peer-to-peer communication (instead of one-way communication as in mass media advertising). In the definition of advertising, we see that it is required to pay something for taking place in mass media, but in social media advertising, commonly there is no need for payment, if the right social networks are chosen. This chapter aims to evaluate the process of advertising planning in social media in the context of integrated marketing communication. This chapter contains detailed steps of advertising planning process in social media and comparison between planning process of mass media advertising.