Why Do Advertisers Need to Use Lead Generation?

The growing popularity of social networks such as Facebook and LinkedIn demonstrates how the internet is changing; users are no longer simply downloading static data, but are increasingly uploading and sharing content among themselves, leading to a proliferation of social networks and other user-generated content sites (Harris & Rae, 2009). Li and Bernoff (2008) refer to this basic transfer of power from institutions to individuals and communities as ‘‘the groundswell’’ and it forms the title of their thoughtful and thoroughly researched book on the topic. The user, upon entering into the cyberspace, shows some behaviors. For instance, the user, seeing the homepage of a given website, reacts to it and may click on an advertisement. However, the main question is that what features of the ad have been able to attract the user and persuade him to click on? Regarding ABSTRACT