Radio Advertising Research Articles

Empowering consumers to purchase safe ready-to-eat chicken from street restaurants in Ouagadougou, Burkina Faso: impact of a multi-media behavior change campaign

Foodborne disease resulting from food sold at urban informal markets is a major public health challenge in Sub-Saharan Africa. This study assessed the impact of an innovative nine-months multi-media campaign engaging a key influencer, aimed at empowering consumers to choose safer ready-to-eat chicken meat at informal street restaurants in Ouagadougou, Burkina Faso. A two-wave panel study assessed associations between recall of TV, radio, billboard, and social media advertisements, and self-reported behavior regarding purchasing and consumption of ready-to-eat chicken at outlets, consumer intentions, knowledge, attitudes, norms, and agency. A panel of randomly selected adult consumers (n = 852) were interviewed pre- and post-campaign, 12 months apart. 60% recalled at least one of the campaign channels when prompted. Mixed-effects models showed associations between prompted recall and feeling better informed about food safety (aOR 1.449) and increased knowledge (0.132 unit increase on total score). Social media recall was associated with higher perceived access to information (aOR 1.449) and knowledge. Billboard recall increased odds of higher perceived health benefits of paying attention to food safety behaviors when purchasing chicken (aOR 2.046). TV ad recall was associated with a 0.159 unit decrease in the gap between consumers’ intentions and behavior. An engaging consumer food safety multimedia campaign that engages key influencers improved food safety awareness and knowledge, ultimately supporting consumers to choose safer chicken at markets.

РЕКЛАМНО-КОМУНІКАЦІЙНА ІНДУСТРІЯ УКРАЇНИ: ВПЛИВ ФАКТОРІВ МАКРОСЕРЕДОВИЩА

The article examines changes in the structure of the advertising market and its synergy with Digital. It was established that the structure of the advertising market, as of 2023, consists of four directions: media advertising, marketing services, digital advertising and PR market. In turn, media advertising includes: TV advertising (direct advertising, sponsorship); digital TV; advertising in the press (national, including sponsorship, regional, specialized); radio advertising (national, regional, sponsorship); OOH Media (outdoor advertising, transport advertising, DOOH, Indoor advertising); advertising in cinemas; Digital (Internet) Media advertising. Marketing services include: Trade marketing (Merchandising, Trade promo, Personnel motivation and control programs); Loyalty marketing (Mailing, DB management, Contact Center); Consumer marketing; Event Marketing and Sponsorship. Digital advertising includes: banner advertising, ads in social networks, rich media; digital video, incl. Youtube; search (paid publication in search engines), including part of GDN; influencer marketing and other digital. Quantitative indicators of the advertising market were studied and significant growth of Digital advertising in 2013-2022 was revealed. The influence of macroeconomic factors, in particular, digital technologies, the COVID-19 pandemic, the Russian-Ukrainian war on advertising and communication activities is analyzed. The study showed that the COVID-19 pandemic contributed to the development and increase of market volumes, and the war led to a significant decrease in the quantitative indicators of the media advertising, marketing services and PR market. The digital market also declined, but only to the indicators of the pandemic period. It was established that the technological factor had a significant impact on the advertising market, not only by changing traditional platforms, but also by additional opportunities in the field of production of advertising materials and creativity. The changes in the legislation of Ukraine introducing the norms of the European legislation into the national legislation through the implementation of certain provisions of the EU legislation in the field of audiovisual advertising are indicated.

Recruitment and retention of participants with obesity into a longitudinal birth cohort: the Breastfeeding and Early Child Health (BEACH) study.

The study aimed to evaluate how maternal pre-pregnant body mass index (BMI) impacts participant recruitment and retention. Participants were enrolled in a longitudinal study between 30 and 36 weeks of pregnancy as having normal weight (pre-pregnant BMI ≥ 18.5 and <25 kg/m2) or obesity (pre-pregnant BMI ≥ 30.0 kg/m2). Recruitment channels included Facebook, email, newspaper, phone calls, radio advertisements, flyers, and word-of-mouth. The stages of recruitment included eligibility, consent, and completion. Pearson's chi-square tests were used to evaluate the relationship between BMI and enrollment outcomes. Recruitment yielded 2770 total prospective participants. After screening, 141 individuals were eligible, 83 consented, and 60 completed the study. Facebook was the most successful method for identifying eligible pregnant patients with obesity, while a higher percentage of participants recruited through word-of-mouth and flyers consented to the study. Pre-pregnant BMI was significantly associated with the stage of recruitment completed by the participant (p = 0.04), whereby individuals eligible for the study with obesity were less likely to consent and complete study visits. We demonstrated that maternal obesity was significantly associated with enrollment outcomes in a longitudinal birth cohort study. This study showed that pre-pregnancy BMI influenced study participation. Therefore, tailored recruitment strategies to enhance the recruitment and enrollment of individuals with obesity in maternal-infant health research may be necessary.

Challenges to Radio Advertising in the Face of Emerging Social Media and Digital Advertising

The traditional dominance of radio advertising in marketing strategies is increasingly challenged by the rapid evolution and widespread adoption of social media and digital advertising platforms. This research paper explores the nuanced challenges that radio advertising encounters in this shifting landscape, comparing its strengths and weaknesses against emerging digital alternatives. Drawing on comprehensive research and industry insights, the paper provides strategic recommendations for radio advertisers to effectively navigate and harness opportunities amidst these transformative changes.

Radio-Lect: Spanish/English Code-Switching in On-Air Advertisements

The 2020 census reports that 61.2 million Latinxs live in the US, totaling around 19% of all residents, forming the country’s largest minority population. With the growing number of Latinxs, there has been a higher level of contact between Spanish and English leading to language mixing or code-switching (CS) in mainstream American culture. This paper examines the Spanish/English CS in radio advertisements on Los Angeles’s 96.3 La Mega, a bilingual radio station geared towards today’s youth. Using Derrick’ 2015 sentential framework for the linguistic analysis of multilingual sentences, I carry out a sentence-by-sentence analysis of the linguistic nature of the on-air bilingual advertisements. I explore both national advertisements, as well as DJ-endorsed advertisements, to discern whether they follow the patterns previously pointed out in the literature for positive consumer evaluations of Spanish/English bilingual advertisements. Furthermore, I am interested in if these advertisements are in line with the ethos of 96.3 La Mega, which prides itself on being fully bilingual. This research will shed light on the linguistic nature of contemporary strategies being used in bilingual advertisements for the US Latinx community and marketing tactics designed to encourage their consumerism.

Customer Segmentation Using Machine Learning to Improve Marketing

Customer segmentation is the process of classifying customers according to characteristics they have in common. This enables organizations to effectively and accurately market to each group. In business-to-business marketing, a firm may divide its clientele based on a variety of criteria, such as location, industry, number of employees, and previous purchases made from the business. Marketers can more effectively target different audience subsets with their marketing efforts by using segmentation. These initiatives may pertain to product development as well as communications. In particular, segmentation aids in a business's ability to craft and deliver marketing communications that are specifically intended to appeal to some client segments while excluding others. Search and select the most effective communication channel. Based on the segmented clusters, this could be radio advertising, social media (Instagram, Telegram, Twitter, Youtube, etc.) email, or another strategy. We have used Gradio (an API for UI), the KNN Classification Algorithm (to classify new consumers), and the K-Means algorithm (to segment the customers) to accomplish this goal. Determine how to make goods or new opportunities for products or services better. It starts with collecting and evaluating data and concludes with taking suitable and useful action based on the information obtained. Key Words: Segmentation, targeted marketing, K-Means, KNN, Gradio.

Preference of voice and performance style in radio advertising

Preference of voice and performance style in radio advertising

A Comparative Analysis of Radio Advertising Versus Social Media Advertising

In today's dynamic marketing landscape, businesses have an array of advertising channels at their disposal. Two prominent contenders in this domain are radio advertising and social media advertising. This research paper aims to provide a comprehensive comparison between these two advertising mediums, considering various factors such as reach, targeting capabilities, cost-effectiveness, audience engagement, and effectiveness in achieving marketing objectives. By examining the strengths and limitations of both radio and social media advertising, this paper seeks to offer valuable insights for businesses in making informed decisions regarding their advertising strategies.

PELANGGARAN PRINSIP KESANTUNAN TINDAK TUTUR DALAM IKLAN BERBAHASA JAWA DI RADIO RRI SEMARANG

The language used in Semarang radio advertisements has its own characteristics, such as the use of Javanese dialect which sometimes sounds harsh. Many members of the public consider advertisements to be disrespectful, as can be seen from the language used in many advertisements. Obviously, this cannot be separated from the culture that surrounds it, because politeness and modesty are a reflection of society. It is hoped that the language used in Semarang radio advertisements will not change the intended meaning. The aim of this research is to describe the types of speech acts and violations of politeness principles contained in Javanese language advertisements on RRI Radio Semarang. This research is a qualitative research. The data source in this research is Javanese language advertisements on RRI Radio Semarang, while the data in this study is in the form of words and sentences in Javanese language advertisements on radio. The data collection technique carried out in this research was the SBLC technique (skilled free-involved listening technique). In analyzing the data, researchers also used the pragmatic matching method. The results of this research are that the types of speech acts in Javanese language advertisements on RRI Radio Semarang include assertive, directive, commissive, expressive speech acts and declarations as well as violations of politeness principles found in Javanese language advertisements on RRI Radio Semarang which occur in four maxims, namely the maxim of wisdom, generosity, praise and humility.

The Role of Price of Dasani Water and Advertising on the Consumer Buying Decision in Tanzania

The purpose of this study is to assess the role of the price of commodities and advertising on consumer buying, specifically on Dasani water in Tanzania. The study was conducted in Dar es Salaam and a total of 336 respondents. The study used a descriptive design, where Primary data were collected through questionnaires while secondary data were collected through reviewing various sources such as documents from the internet. Both quantitative and qualitative methods were used to analyse the collected data. The analysis of data obtained through questionnaires was cleared, coded, and analysed with the assistance of Statistical Package for Social Science (SPSS). The findings indicated that, price of Dasani water and advertising has a direct influence on consumer buying decisions as it creates customer awareness and buying habits of Dasani water. Further, the study shows that television and radio advertisements appeared as an influence factor over print and online advertisements. The study recommends that policymakers and companies seeking to make the most from advertising products through the media, especially Television, Radio and online advertisement. Online advertisement has begun to gain the trust of consumers in buying and selling products online, also it is low-priced, faster, easier and accessible worldwide.

Improving the Effectiveness оf Radio Advertising Campaigns вy Integrating Digital Monitoring Tools

The article discusses the method of increasing the effectiveness of advertising campaigns on the radio through by integrating digital monitoring tools. A methodology for evaluating the effectiveness of an advertising campaign on the radio based on the analysis of the linear regression model coefficients is proposed. The advertiser’s web application traffic, which directly affects the sales volume, is used as a target variable. The investments in various advertising channels for a certain period of time is considered as factors influencing the target variable. A structural model of an advertising campaign is presented. As a result of the research, an advertising system was implemented in the form of a web application (radioskidki.ru), which allows the integration of Internet and radio advertising channels. Traffic measurements were carried out over a time interval of 1 month with sampling in one day. The analysis of the measurement results proved the effectiveness of the proposed methodology and the developed tool. Thus, the proposed technique allows to generate additional web application traffic, and thereby increase the effectiveness of advertising campaigns on the radio.

Abstract A061: Understanding health-seeking delays for post-menopausal bleeding among Haitian women

Abstract Introduction: Black women have the highest risk of Endometrial cancer (EC) among any racial group in the US. When disaggregated, Haitian women specifically have been shown to have a higher incidence of high-grade EC, present at more advanced stages, and have lower overall survival compared to US-born Blacks. There is no screening test for EC, and women are diagnosed when they develop symptoms. The most common symptom of EC is postmenopausal bleeding (PMB). Little data exist about understanding/perception of PMB and subsequent care-seeking delays in this population of at-risk women. Utilizing the Safer and Anderson model of total patient delay, our objective was to qualitatively evaluate perceptions of PMB and how these may guide care-seeking behaviors among a healthy population of at-risk postmenopausal Haitian women. Methods: Nineteen women were included. Participants were 1) Haitian Black women; 2) ≥ 50 years of age; 3) living in South Florida; and 4) without a personal or family history of breast or gynecologic cancer. Participants were recruited through a mix of purposive and snowball sampling strategies via multiple channels (community outreach, radio advertisements, social media). Women participated in focus group discussions, conducted in Creole, and guided by a semi-structured interview guide designed to capture perceptions about PMB. Sessions were audio recorded, transcribed, and coded by a team of 5 raters. Dedoose software was used for content analyses and identification of emerging themes. Results: Three key themes that aligned primarily within the Safer and Andersen constructs of appraisal delay and illness delays were identified: 1) There was a significant lack of knowledge about the meaning of PMB. Resumption of fertility, PMB as a normal part of aging, and interpreting the symptom as reflective of a benign disease (e.g., food poisoning) were common. Cancer was not a primary concern in the setting of PMB, and there was consistent low perceived severity of the symptom. In fact, there was a conveyed sense of invulnerability to cancer purely due to the nature of being Haitian. 2) Women would preferentially use cultural-specific coping strategies in lieu of seeking immediate medical care. Such strategies included use of home remedies such as teas, and prayer/reliance on God. 3) Appraisal of PMB and discussion of severity involves consultation with spiritual leaders and others in the community for guidance. There was a perception that community members may dissuade the pursuit of traditional medical care. The use of the Internet as a facilitator for care was not considered primary. Conclusion: This study underscores the complexity of factors impacting potential help-seeking delays among Haitian women experiencing PMB. Our findings highlight the need for culturally-tailored, comprehensive educational interventions to increase awareness of the meaning of PMB and its health relevance to improve earlier care-seeking and timely diagnosis of EC. Citation Format: Maurice J. Chery, Vanessa Morales, Lashae Rolle, Alejandra Casas, Diana Zapata, Sophia H.L. George, Matthew P. Schlumbrecht. Understanding health-seeking delays for post-menopausal bleeding among Haitian women [abstract]. In: Proceedings of the 16th AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2023 Sep 29-Oct 2;Orlando, FL. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2023;32(12 Suppl):Abstract nr A061.

Effectiveness of Recruitment Sources in a Multicenter Clinical Trial for Dementia Prevention ‐ rrAD study

AbstractBackgroundExercise and Intensive Vascular Risk Reduction in Preventing Dementia (rrAD Study) was a NIH‐funded multisite, clinical trial. The rrAD Study assesses the effects of aerobic exercise training and intensive pharmacological reduction of vascular risk factors on cognitive performance in older adults at high risk for Alzheimer’s disease (AD). The enrollment goal was 640 participants across the span of two years. We report herein our recruitment and enrollment results of the rrAD Study.MethodThe major inclusion criteria were older adults, age 60‐85, who had family history (FH) of dementia or subjective memory complaints, hypertension, and a sedentary lifestyle. Individuals with dementia and other neurodegenerative diseases, or unstable medical conditions were excluded (NCT02913664). 3,291 potential participants were recruited and 2,747 were phone screened to participate in the rrAD Study. 513 cognitively normal older adults, aged 60 to 85 years with hypertension and increased risk for AD were randomized.ResultThe rrAD Study had a 15.5% recruitment yield of total phone screened individuals to randomization. E‐mail brought in the largest number of phone screen contacts and was the overall most cited recruitment source (20.9%, n = 574, Figure 1), followed by interviews/editorials (18.7%, n = 515), other/unknown source (17.9%, n = 492), and broadcast advertising (11.8%, n = 325). E‐mail and interview/editorials led to greatest number of consented and randomized participants. However, the recruitment sources that were more likely to lead to consent/participation were, professional referral (i.e. physician, 57.1% yield), social media (49.2% yield), and mail/phone from site (45.2% yield).ConclusionFrom this outreach, the utilization of multiple recruitment sources prove to be a dominant factor to meet recruitment and enrollment goals. E‐mail and interview/editorials demonstrate to be the most effective recruitment sources that led to the greatest number of phone screens, consents, and randomizations. In future studies, we might limit the broadcast advertisement effort since it did not lead to a high volume of consents and randomization; this could be due to the limited amount of study information stated on a 60‐second radio advertisement. Whereas, e‐mail and interview/editorials may produce more qualified participants since these sources can provide a wide scope and detailed information about the study.

Strategies for recruiting African Americans into aging research: The Health and Aging Brain Health Disparities (HABS‐HD) Study.

AbstractBackgroundDespite the increase in Alzheimer’s disease (AD) research among ethnic and racial minority populations, they are underrepresented in research and successful recruitment of diverse cohorts remains challenging. Culturally specific recruitment strategies and community engagement are needed to increase diverse participant enrollment in aging research. In 2020, we designed and implemented a strategy to recruit 1,000 African Americans (AA), 50 years and older into the Health &amp; Aging Brain Study‐ Health Disparities (HABS‐HD) project. In this study, we examined the effectiveness of recruitment strategies among this group.MethodHABS‐HD is an epidemiological study of cognitive aging among diverse communities. The team recruited an initial cohort of 1,000 non‐Hispanic whites and 1,000 Mexican Americans using a community‐based approach. This foundation was expanded to reach the AA community through the engagement of key stakeholders and the use of an integrated marketing and outreach strategy. Recruitment methods included an integrated approach combining traditional marketing (print, radio); social media (influencers and online ads), and in person community recruitment and education events at local churches, barbershops, health fairs, etc. The reach and enrollment data were collected and analyzed.ResultOut of 4066 participants that were interested in HABS‐HD, 1362 (33.5%) identified as AA. While recruiting the AA cohort outreach team participated in over 140 community events, ranging from state fairs, barbershops, and church events. Enrollment data indicated participants heard of us through word of mouth (35%); community events (21.6%); news (12.7%); refer a friend program (6.8%); print media (6.4%) radio (4%); and social media (3.6%). In terms of traditional marketing and overall general study awareness, the social media approach reached 179,200 individuals. Of this number12.1% of people interacted with the landing site and then a further 747 clicked to sign up. The reach of our radio advertising was 2,200,000 listeners.ConclusionRecruiting diverse communities into research involves targeting the recruitment techniques and materials to the target population. The creation of a culturally appropriate media campaign and utilizing community based methods such as outreach, engagement, and collaboration between the research team and key stakeholders in the community led to the successful recruitment of AA into our study.

THE IMPORTANCE OF DIGITAL MARKETING IN COMPANIES AS A VITAL TOOL

Digital marketing (or online marketing) are all the actions and strategies that use the internet, digital devices and online platforms to promote, sell or communicate everything related to products or services, customer service and performance monitoring. . This research focuses on analyzing the importance of it in companies as a vital tool, detailing fundamental strategies to achieve proposed goals.The methodology used in the research is Quantitative, data collection was carried out through a survey with semi-open questions.The results indicate that Digital Marketing is extremely important for companies, as well as being a useful tool for them, but the familiarity of the respondents with this system is quite regular.Effective strategies such as television and radio advertising were identified to increase the customer base and improve the profitability of a company. Likewise, effective traditional marketing strategies such as social networks and influence marketing are mentioned, since social networks play a fundamental role in the digital marketing strategy within companies.As a result of the research, useful tips are proposed to implement within companies and promote digital marketing in companies. These include the use of social media and transparent client communication

Looking at Listening: Gender and Race in Commercial Advertising for Radio Sets in Southern Africa from the 1950s to the 1970s

ABSTRACT This article takes a visual approach to the study of an aural medium. It argues that the radio set had a powerful visual presence in popular culture in Southern Africa between the 1950s and the 1970s when most people bought their first radio sets. Advertisements for radios carried by the press offer the most prominent examples of this iconography. In South Africa, Rhodesia and Zambia, radio advertisements developed a distinctive aesthetic that blended global and local influences and framed the relationship between the new technology and society. Although the radio set was presented as part of a forward-looking, ostensibly inclusive vision of modernity, sales strategies also served to associate radio with whiteness and masculinity by looking backwards to the racial and gendered hierarchies of the colonial past. The homogeneity of advertising on both sides of the liberation divide demonstrates the pervasive cultural influence of settler colonialism both before and after formal decolonisation.

Characteristics of Recurrent Visions of the Nonphysical World Among Cognitively Unimpaired Elders of the Ojibwe Tribal Nation.

Visual hallucinations are a core feature of dementia with Lewy bodies and primary psychiatric disease, yet identification of a hallucination vs normal spiritual experience depends on cultural context. Almost no information exists in the medical literature regarding normal spiritual experiences in American Indian participants in the context of a neurocognitive evaluation. To assess the characteristics of a normal spiritual experience in an Ojibwe Tribal Nation. This prospective, cross-sectional study was conducted between August 1, 2021, and August 31, 2022, among an Ojibwe Tribal Nation in northern Minnesota. Participants were evaluated at their tribal nation clinic. Cognitively unimpaired tribal Elders who were enrolled members of the tribal nation and aged 55 years or older were invited to participate via fliers, radio advertisements, and health fair presentations. Thirty-seven tribal Elders volunteered. Each participant was asked whether they experienced hallucinations or visions of people, animals, or objects that are not part of the physical world. This was an a priori formulated question and part of a comprehensive neurocognitive evaluation consisting of history and physical examination (including cognitive screening with a subspecialty-trained behavioral neurologist); blood tests for metabolic, nutritional, and thyroid conditions; and noncontrast magnetic resonance imaging brain scan. Four patients were excluded from the present analysis due to having mild cognitive impairment or dementia. Thirty-three cognitively unimpaired tribal Elders (mean [SD] age, 66.0 [7.5] years; 22 women [67%]) were included. Sixteen (48%) answered affirmatively, reporting recurrent visions of the nonphysical world. Generally, these visions were well formed, benevolent in nature, and transient; started in preadolescence; involved spirits or ancestors; and were congruent with cultural and spiritual beliefs of the Ojibwe people. No patients had accompanying dream enactment behavior, dysautonomia, parkinsonism, sleep transition-related hallucinations, or moderate to severe depression to suggest a prodrome of an α-synucleinopathy, hypnopompic or hypnagogic hallucinations, or psychosis. Although based on only 1 Ojibwe Tribal Nation, this study suggests that formed visions of the nonphysical world are common among cognitively healthy Ojibwe individuals and can represent normal spiritual experiences. Clinicians would benefit from careful consideration of cultural or spiritual context to avoid misdiagnosis of neuropsychiatric disease.

Effect of advertising on sales performance of fast-moving consumer goods in Akwa Ibom State

The study examined the effects of advertising on sales performance in fast moving consumer goods in Akwa Ibom State. The specific objectives were to examine the relationship between radio advertisement and sales performance of FMCG, investigate the relationship between television advertisement and sales performance of FMCG, and determine the relationship between billboard advertisement and sales performance of FMCG. The research design used for this study is the survey method. Primary data were collected from a judgmentally determined sample of 200 respondents from the qualified population of FMCG’s consumers in Uyo metropolis. The data treatment techniques adopted correlation coefficient as a statistical tool for analyzing or testing hypothesis level and comparing on dependent and independent variables. Based on the results, it was revealed thus:, Radio advertisement has a significant impact on sales performance of FMC, there was a significant impact of television media advertisement on sales performance of FMCG, and there was a significant relationship between billboard advertisement and sales performance of FMCG. The following recommendations were made: Companies should devise effective strategies on how advertising will lead to growth of the organization. The management should monitor the activities of the company's sales force so that marketing objectives could be properly determined. The organization should implement policies on advertising and how it could be well planned.

Effect of Advertising on the Consumer Buying Behaviour of New Products in Ajinomoto Foods Nigeria Limited, Katsina-Nigeria

This study explores the effect of advertising on the consumer buying behaviour of new products (Delidawa &amp; Madish) in Ajinomoto Foods Nigeria Limited, using 550 respondents drawn from different streets of Katsina town, Nigeria. The study adopts a cross-sectional survey research design, favouring the collected structured questionnaire at a single point in time. The study employed both descriptive and multiple regression techniques to analyze the data. The main findings of the research reveal that television advertising has a positive and statistically significant effect on consumer buying behaviour; radio advertising has a negative but significant effect on consumer buying behaviour, and outdoor advertising has no significant effect on the consumer buying behaviour of Delidawa and Madish products in the Katsina town. The study concludes that although advertisement mainly, through television, has the potential to create the needed awareness about a product, arouse consumer’s interest, and spark desires, which leads to the ultimate demand for a product, other factors such as elasticity of demand, price, quality of the product, income level and taste among others are also determining factors of the consumer buying behaviour for a product. The study recommends, among others, that Ajinomoto Foods Nigeria Ltd should increase the frequency of the television advertisement as doing so can enhance the consumer buying behaviour of the new products

Merits and Pitfalls of Social Media as a Platform for Recruitment of Study Participants.

Efficient and effective methods of recruiting participants for studies have characteristically come with many challenges. The unprecedented rise of social media platforms such as Facebook and Instagram has revolutionized the ease of recruiting participants as compared to more traditional methods such as newspaper or radio advertisements. While these new advancements may seem to increase the success of recruitment, they are not without their own faults and limitations. In this paper, we intend to dissect the advantages and disadvantages of social media platforms in recruiting participants. Specifically, we will discuss the advantages of targeted and rapid recruitment, engagement, and cost reduction as well as the disadvantages of representativeness, privacy concerns, limited control, and limited access.