This article presents an up-to-date review of academic and empirical research on
advertising in social media. Two international databases from business and communication …

In today's technology driven world, social networking sites have become an avenue where
retailers can extend their marketing campaigns to a wider range of consumers. Chi (2011 …

Social media is being increasingly used as a platform to conduct marketing and advertising
activities. Organizations have spent a lot of time, money, and resources on social media ads …

As digital and social media continue to grow in terms of usage and advertising expenditures,
the advertising industry has been forced to develop innovative strategies. One such strategy …

Social commerce is a new development in e-commerce generated by the use of social
media to empower customers to interact on the Internet. The recent advancements in ICTs …

Nowadays, we have been faced with an increasing number of people who are spending
tremendous amounts of time all around the world on YouTube. To date, the factors that …

Social media have provided new opportunities to consumers to engage in social interaction
on the internet. Consumers use social media, such as online communities, to generate …

Purpose This study aims to deepen the current understanding of social media advertising by
using the Ducoffe's advertising value model. The purpose of this paper is to examine the …

Purpose This study examined the relationship between perceived personalization and
positive electronic word of mouth, as well as the mediating impact of online advertising …

Brand pages on social networking sites (SNSs) have become the key platform where
consumers interact with brands. This study explored the types of consumer engagement with …