Predicting the probability that a user will click on a specific advertisement has been a
prevalent issue in online advertising, attracting much research attention in the past decades …

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 …

Digital marketing is leading the way in offering new features to reach, inform, engage, offer,
and sell products and services to customers, and is expected to continue to be at the …

Social media has become the modus operandi of the 21st century. Building on the
foundation of Web 2.0, social media applications have facilitated unprecedented growth in …

Social media outlets constitute excellent vehicles for fostering relationships with customers.
One specific way to do this is to create brand fan pages on social networking sites …

Facebook users are increasingly using the site to conduct commercial activities, by posting
advertisements in groups and then buying or selling items from each other. This type of …

While sponsored posts by social media influencers (SMIs) on Instagram have dramatically
increased as an advertising strategy, empirical results on their efficiency have yet to emerge …

With the increasing usage of digital media by consumers, more companies are using digital
marketing to reach their target markets. The purpose of this study is to examine various …

This study aims to establish actionable guidelines and provide strategic insights as a means
of increasing the social media effectiveness of consumer brands. Post-related factors in …

Companies use social media to foster ongoing relationships with customers. One specific
way companies do this is by fostering brand communities through fan pages on social …