Question 2 (Marks: 40) Read the following case study and then answer the questions that follow: Meta Inc. (FB), the company that owns Facebook, primarily makes money by selling advertising space on its various social media platforms. Those platforms include websites and mobile applications that allow users the ability to connect and communicate with family and friends. The company's sites and apps include social networking site Facebook, photo-and video-sharing app Instagram, and messaging apps Messenger and WhatsApp. Meta also provides an ecosystem that allows users to connect through its Oculus virtual reality products. Meta competes with other companies that sell advertising to marketers, as well as companies that provide platforms for communicating and sharing content among users' various social networks. Meta generates substantially all its revenue from selling advertising to marketers. Ads are displayed on Meta's main social networking site, as well as Instagram, Messenger, and other third-party affiliated websites or mobile applications. Marketers pay for ads based on the number of impressions delivered or the number of actions, such as clicks, undertaken by users. Source: https://www.investopedia.com/ask/answers/120114/how-does-facebook-fb-makemoney.asp [Accessed 10 May 2022]. Note: In your answers, you will be awarded more marks for integrating the theory and facts from the case study than if you discuss them separately. Q.2.1 Explain how data-driven marketing is used at Facebook. (10) Q.2.2 Discuss the concept of virtual communities, with application to Facebook. (10) OT The independent Institute of Education (Pty) Ltd 2022 Page 5 of 8