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Challenges of Measuring Social Media Advertising
2021In the pre-social media era, the return on investment in advertising and the impact on sales was primarily monitored through the financial aspect. Brand owners measured how much was invested and in how much sales such an investment resulted in. Social media has brought new parameters that are monitored in advertising.
Vranešević, Tihomir, Marušić, Tajana
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Viral Advertising in Social Media
Journal of Interactive Advertising, 2011Shu-Chuan Chu
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Avoidance of Social Media Advertising
Proceedings of the 2018 ACM SIGMIS Conference on Computers and People Research, 2018Some individuals actively avoid social media advertising, for instance by scrolling over ads or ignoring ads. Therefore, this research aims to identify distinct profiles of individuals avoiding social media advertising. We build upon the advertising avoidance model and take a person-centered approach, using latent profile analysis to identify different
Jens Mattke +3 more
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Social Media Advertising Effectiveness
International Journal of Technology and Human Interaction, 2022Social media advertising effectiveness is a fundamental issue that remains poorly examined in academic research. The aim of this research is to investigate differences regarding user reactions to advertisements on Facebook. An online survey of Facebook users was conducted to test the hypotheses.
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Social media advertising value
International Journal of Advertising, 2014This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia.
William Van-Tien Dao +3 more
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Advertising & Society Quarterly, 2017
Abstract: This unit introduces what social media are, how and when they emerged, and how and why they have become essential tools for advertising in a digital age. Since their advent and subsequent maturation after the turn of the millennium, social media have become a central way for advertisers to reach audiences, and to use consumers' social ...
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Abstract: This unit introduces what social media are, how and when they emerged, and how and why they have become essential tools for advertising in a digital age. Since their advent and subsequent maturation after the turn of the millennium, social media have become a central way for advertisers to reach audiences, and to use consumers' social ...
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2019
Brands are ubiquitous for the last years, they are present in almost every space on the web and especially in social computing, social networks, and social media. Their presence is linked to different aims and accompanied by comments. Mainly, the professional point of view focuses on the idea that social media provide the possibility of a conversation ...
Caroline Marti, Karine Berthelot-Guiet
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Brands are ubiquitous for the last years, they are present in almost every space on the web and especially in social computing, social networks, and social media. Their presence is linked to different aims and accompanied by comments. Mainly, the professional point of view focuses on the idea that social media provide the possibility of a conversation ...
Caroline Marti, Karine Berthelot-Guiet
openaire +1 more source