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Advertising effectiveness depends on good media selection. Media decisions are typically based upon consummatory, or usage, measures. Though perceived usefulness (instrumental media behaviour) is generally not a consideration, consumers′ perceptions of media types as useful have definite implications for advertising and promotional decisions. Moreover, perceived usefulness of a media type cannot simply be inferred from usage data. This study examines both the reported use of and perceived usefulness of media categories. Though newspapers were reported by respondents to be the most useful media type, the relationship between amount of use (consummatory) and perceived usefulness (instrumental) was strongest for magazines and radio. Findings suggest that television advertising may have less impact, and radio advertising greater impact than often assumed. Findings also suggest a segment of instrumentally prone media users.

Interviews Paul Jackson, chairman of Media Smart, which is a UK media literacy programme founded in 2002 and focusing on advertising; it is aimed at schoolchildren aged six to 11, is funded by the media industry and supported by Ofcom, the UK government and the European Commission. Introduces the Responsible Advertising and Children group, which Jackson also chairs and which represents European advertisers, agencies and media; it believes that media literacy for children is more effective than outright advertising bans. Outlines the Media Smart programme, which consists of three modules with materials and a DVD, and includes an introduction to advertising, commercial advertisements aimed at children, and non‐commercial advertising; perhaps the most interesting section is on controversies. Notes Jackson’s intention that Media Smart stay focused on advertising, rather than widening its scope in the way that Concerned Children’s Advertisers has done in Canada.

This study aims to establish two aspects: first, whether green advertising through multiple media (repetition versus reversal) generates a positive purchase intention than green advertising with a single medium repeat one medium at different levels of product involvement (high versus low level). Second, whether a green advertisement presented through multiple media influences green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and green purchase intention (GPI) than a green advertisement presented through single medium repetition under different level of product involvement, green advertising, media effects, consumer attitude, purchase intention and product involvement.

3 × 2 mixed factorial design is used to examine the audience exposure towards repetitive green ads on multiple media sources such as television, the internet and print. This has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and GPI compared to audiences exposed to the same ads on a single medium under high level and low level of product involvement.

The audience was exposed to several media situations, repeating green advertising, has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and purchase intention rather than for the audience who encounter a green ad with a high and low degree of product involvement in a single medium.

Only a few studies have measured media synergy effects, and to the best of the authors’ knowledge, no one has measured media effects on green advertisements. By examining different media combination effects of green ads on the audience, the knowledge of green marketing communication and its marketing strategies has been expanded.

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 antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook.

Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using exploratory factor analysis and structural equation modeling.

Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship.

Tourism marketers should focus not only on developing information-rich and entertaining social media advertisements but also a credible content of the ads. Furthermore, Facebook should be systematically integrated by tourism practitioners in their communication strategy as it affects the attitude and consequently the behavior of the consumers especially when the company using social media advertising has a good corporate reputation.

In the tourism context, the effectiveness of social media advertising remains little known to practitioners and scholars despite the frequent use of social media by tourism customers and companies in recent years. So, this research study contributes to a better understanding of the use of social media advertising on Facebook regarding tourism products and services.

The purpose of this study is to examine the relationship between consumers’ attitude toward social media advertising and their behavioural response and the moderating effect of corporate reputation in this relationship. Social media advertising is gradually gaining grounds among practitioners and researchers.

Survey design was used and the respondents totaled 441. They were selected using convenience sampling technique. Questionnaires were used to collect the data and analyzed using hierarchical regression.

Findings indicate that there is a significant relationship between consumers’ attitude toward social media advertising and their behavioural responses. Again, it was noted that corporate reputation moderates this relationship.

This study relied on convenience sampling and a cross-sectional survey design, which makes it difficult to generalize the findings and account for changes that occurred in the attitude of consumers.

This study contributes to the understanding of the moderating role of corporate reputation in consumers’ attitude toward social media advertising.

The purposes of this study are to examine how parents implement discussion-based parental mediation (i.e. active mediation) to influence the way children understand advertising on television, computers and smartphones and to investigate factors associated with parental mediation practices.

A survey was conducted with parents in Singapore whose children were watching television, using computers with internet access and using smartphones.

The degree to which parents engage in active mediation of advertising is similar across different media. Active mediation of advertising is more a function of parents’ attitudes toward advertising directed to children, parents’ concerns about media influence on their children and parental self-efficacy rather than the age of their children.

The survey was conducted in a single country and did not examine the consequences of parental mediation of advertising. Future research should consider cross-cultural perspectives and investigate the outcomes of parental mediation.

For advertising practitioners, this study argues that it is important to understand how parents view different forms of advertising. For media educators and policy makers, this study suggests that various parental factors should be considered to develop effective guidelines for parents.

This study adds novel insights to the literature on consumer socialization by investigating how parents – the primary socialization agents in children’s development of consumption-related behaviors – help children understand advertising across different media.

Social media usage has become ubiquitous in our society – consumers are spending upwards of 20 percent of their media time on social sites interacting with friends, family and brands (Adler, 2016) and all of this usage is driving fatigue. The purpose of this paper is to examine how advertising factors such as attitude and intrusiveness impact social media fatigue as well as two consumer behavior factors, fear of missing out (FOMO) and privacy.

A 190-item questionnaire was developed and administered to an opt-in subject pool recruited for web-based research (i.e. online panel). A representative sample of 750 US social media users was recruited for the survey of which 518 respondents were valid and usable.

Results indicate that FOMO has the greatest impact on social media fatigue, not advertising factors as predicted. In addition, privacy concerns continue to plague consumers and should be monitored by advertisers.

With regard to limitation, the survey contained a variety of self-reported measures that can tend to be under-reported, especially when it comes to social media usage as evidenced in a recent study (Adler, 2016).

This research undertook an investigation of consumer perceptions of social media advertising and how those relate to social media fatigue and psychological factors such as privacy and FOMO. In looking at these constructs, a clearer picture of how consumer perceptions of advertising impact levels of social media fatigue has emerged. In addition, the results provide a better understanding of FOMO, a psychological factor that significantly contributes to social media fatigue.

The primary aim of this article is to identify theoretical foundations that can be used in research on social media in the context of international advertising research. An additional objective is to identify future research directions for theory building in this research area.

The article draws on the extant literature to identify three key theoretical foundations that can be used in research on advertising in media from an advertising perspective: networking capability; image transferability; and personal extensibility. For each of these perspectives, the current state of knowledge, theoretical challenges, and future research directions are summarized.

The three key theoretical perspectives (networking capability, image transferability, and personal extensibility) provide strong potential for better understanding the advantages and disadvantages of social media use for advertisers. They are also useful for identifying important research gaps that need to be filled in the future.

Research on social media advertising in an international context is still in its infancy, and needs further attention. As few cross‐cultural studies have been conducted, the theories and their application will likely evolve in the future.

A review and conceptual framework pertaining to theoretical perspective used in social media research in an international advertising context has been practically non‐existent. Thus, this article is designed to serve as a solid starting point for future research endeavors.

The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices.

Quantitative content analysis and multiple correspondence analysis are used to examine female representations in the advertising of personal care products on social media. The sample includes brand posts from 15 brands on two social media platforms.

The results demonstrate that non-luxury brands use femvertising to a greater extent compared to luxury brands. In particular, this study shows that luxury brands rely more on stereotyped gender expressions and use more sexualisation in their advertising, relative to non-luxury brands.

This study provides an analysis of luxury and non-luxury brands’ femvertising practices on social media. In doing so, this study extends the study of femvertising to the context of luxury and social media, which is currently underexplored. In terms of practical implications, this study sheds light on the extent of the application of femvertising across luxury and non-luxury brands on social media.

The findings drive a number of suggestions for luxury marketers, including the use of more independent gender roles and more racial diversity in their social media advertising and the lessening of unrelated sexuality.

To the best of the authors’ knowledge, this study is the first to compare femvertising practices of luxury and non-luxury brands on social media, delineating different facets of femvertising (e.g. gender roles, diversity, etc.) and extending scholarly understanding of the possible facets of this concept.

This study aims to provide an assessment of the existing literature on the role of social media advertising in hospitality, tourism and travel (HTT) as well as an agenda for future research.

Covering a 15-year time span (2004–2019), this study is focused on journal papers archived in two academic databases in social sciences: Business Source Complete and Communication and Mass Media Complete. Each of the 192 papers collected was coded for 8 major variables: journal, year of publication, research topic, country studied, type of social media investigated, method, theoretical underpinning and key findings.

Three major topic areas are identified in this study: use of social media from consumer’s perspective, use of social media from organization’s perspective and effects of social media.

Although a few prior papers have provided a literature review of social media in tourism and hospitality, no review-based papers have ever examined social media as an advertising vehicle in the context of HTT. Most reviews to date have been limited to general social media studies, without much advancement of theory building in advertising research.

To the best of the authors’ knowledge, this paper represents the first theoretical review of academic research on social media advertising in HTT. The review concludes by suggesting a theoretical framework for studying social media advertising in HTT and offering an agenda for future research.