Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type
Abstract
This study examines how consumers’ engagement with social media platforms drives engagement with advertising embedded in these platforms and, subsequently, evaluations of this advertising. Our survey (N = 1,346, aged 13 and older) maps social media users’ engagement experiences with Facebook, YouTube, LinkedIn, Twitter, Google+, Instagram, Pinterest, and Snapchat and their experiences with and evaluations of advertising on these platforms. Our...
Paper Details
Title
Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type
Published Date
Jan 2, 2018
Journal
Volume
47
Issue
1
Pages
38 - 54
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