Chapter OverviewThis chapter explains the effectiveness of online advertising on Facebook among UCSI students. The variables discussed in this chapter are the reaction of UCSI students after viewing an online advertisement, including informativeness, attractiveness, credibility, liking, and intent. Before discussing the effectiveness of online advertising, some questions need to be answered. For example, what is the Internet? What is advertising? What is online advertising? And what is social media? The Internet is made up of "networks of networks" that operate under a set of technical protocols that allow people around the world to access and exchange information using tools such as the World Wide Web, mail electronics, discussion forums and social networks. etc. (McMillan, 2004). As the world emerges from time to time, globalization has changed the ways of doing business, as well as the way of advertising. Advertising is a tool used by a business to attract the attention of the viewer with the aim of increasing sales, attracting attention and penetrating market share. Also recently, Richards and Curran updated the definition of advertising as follows: Advertising is a form of paid, mediated communication from an identifiable source, designed to persuade the recipient to take an action now or in the future . (Jef I. Richards, 2013). The message conveyed in advertising generally influences the consumer's purchasing decision. Nevertheless, the way of conveying a message has changed from the traditional way of newspaper, magazine and print advertisements to the Internet. The Internet itself has been used not only as an advertising vehicle itself, but also as a platform for new forms of interactive advertising, such as display ads, sponsorship, search ads and, more recently, blogs and microblogs, social networks...... middle of article ...... cherry on product damage on marketing effectiveness. Marketing Science, 230-245. Huntley, R. (2013). Boring, but effective: the power of online advertising. Retrieved from http://www.brw.com.au/p/business/annoying_but_effective_the_power_k8CKHTNAAe29nTfONBi1UNJef I.Richards, CM (May 2013). Oracles on “Advertising”: in search of a definition. Journal of Advertising, 63-77. Lee, A. (October 3, 2013). Retrieved from VS Daily: http://vsdaily.com/socialbakers-malaysia-has-over-13-million-facebook-users/Li, H. (2011). The interactive web. Journal of Advertising Research, 13-34. McMillan, S. J. (2004). Internet advertising: one or more faces? Internet Advertising: Theory and Research (2nd edition). Oberoi, A. (July 3, 2013). Retrieved from Ad Pushup: http://www.adpushup.com/blog/the-history-of-online-advertising/Puranik, R. (nd). Effectiveness of Internet Advertising.