Search results

The digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing outcomes. Thus, the current study integrates native advertising with engagement literature to compare engagement outcomes between feed and banner placements before analyzing engagement outcomes of sponsored social media posts by advertising objective. This work aims to contribute to advertising effectiveness literature arguing for the importance of engagement as a measure of effectiveness.

Facebook advertising data were collected from a convenience sample of 10 Facebook advertisers that accounted for roughly $414,000 in advertising spend. Panel data, which are also called longitudinal or cross-sectional time-series data, used 26 months of data from the 10 advertisers to measure relationships between native advertising exposure and digital consumer engagement with advertising by advertising objectives of brand awareness, link clicks, conversions, post-engagement and video views.

Exposure to native advertising was a strong predictor of advertising processing and consumption using the three variables of interest: clicks, comments and shares. Ads reaching consumers while natively consuming content in their feed resulted in statistically significant improvements in impressions and clicks when compared to banner ads. Exposure to native ads was significantly related to all engagement outcomes of interest, except for advertisers who chose post-engagement as their advertising objective.

The results suggest that for advertisers seeking clicks, post-engagement objectives should likely be avoided. For this group, impressions were not related to link clicks but were related to comments and shares. Native advertising placements in the feed, however, are generally more effective than banner ads on Facebook for advertisers seeking engagement.

This research is one of few studies to use longitudinal advertising data to explore engagement effects using real-world data collected from a diverse set of Facebook advertisers over a 26-month period. This study shows that interactive marketers using a social media feed to reach consumers can expect positive outcomes in advertising consumption, affective and cognitive processing and advocacy, but those outcomes may vary by advertising objective.

Given the uniqueness of the data set, the findings contribute to native advertising literature and to the literature on digital consumer engagement with advertising in social media. The study also provides empirical support for the efficacy of native advertising.

The purpose of this paper is to explore the phenomenon of social media addiction among student Millennials. The authors use the consumption continuum as a theoretical framework.

The authors used a “media deprivation” methodology including both qualitative and quantitative measures.

The authors found that social media may exist in some respondents in a “near addiction” phase or the “social media addiction” phase according to the consumption continuum framework. Several themes are discussed.

While the sample is small, this paper is an exploratory study of social media addiction among Millennials and the first to apply the consumption continuum framework to this context (Martin et al., 2013).

This paper explores the idea of social media addiction and begins to examine the role that marketing plays in perpetuating this addiction.

This paper expands the idea beyond Facebook addiction (platform agnostic) and is the first to apply the consumption continuum framework.

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 purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising.

An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample (n=259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software.

The analysis indicated that Ducoffe's Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television).

In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (television) and non‐traditional media (SNSs). While Irritation did not play a significant role in value assessment, it was found to directly impact attitude towards advertising, a critical juncture in the consumer purchase cycle.

If practitioners seek to interact via SNSs with young female consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals.

This initial investigation provides the impetus for future research about consumers' perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.

WE are informed that a sufficient number of people have decided to participate in the visit to Paris at Easter to ensure the success of the project. We are asked to announce that further entries can be received until the end of this month, when the list will be closed definitely. The visit is a weekend one, costing seven guineas, a not unreasonable price nowadays, seeing that it covers everything. The headquarters will be the American Library in Paris, one of the most interesting libraries in Europe.

Discusses the supply of mobile services, regulatory issues, questions of access to mobile services, pricing trends and the future for this sector. Provides a snapshot of the current state of the mobile phone industry worldwide, beginning with an examination of the boom in mobile cellular subscribers. Uses Figures for explanatory emphasis.

Anatomy of a Murder, a beloved, highly influential, seemingly liberal 1959 classic law-film seems to appropriate some of the fading western genre’s features and social functions, intertwining the professional-plot western formula with a hero-lawyer variation on the classic western hero character, America’s 19th century archetypal True Man. In so doing, Anatomy revives the western genre’s honor code, embracing it into the hero-lawyer law-film. Concurrently, it accommodates the development of cinematic imagery of the emerging, professional elite groups, offering the public the notion of the professional super-lawyer, integrating legal professionalism with natural justice. In the course of establishing its Herculean lawyer, the film constitutes its female protagonist as a potential threat, subjecting her to a cinematic judgment of her sexual character and reinforcing the honor-based notion of woman’s sexual-guilt.

Externalities influence the career trajectories of self-initiated expatriates (SIEs) and their respective career crafting. This study aims to explore the international career crafting of SIEs (encompassing their proactive career reflection and construction), taking the combined external influences of complexity, chance and change into consideration.

The authors employ a qualitative (interpretative) approach, combining career crafting and the chaos theory of careers (CTC) to further understand, from an individual standpoint, the impact of externalities on the career crafting strategies of 24 SIEs who have relocated within the European Union.

The authors show that SIEs' proactively craft their careers to varying degrees and with varying frequency. The CTC – incorporating complexity, chance and change – allows for a more nuanced understanding of SIEs' career crafting.

This paper applies the concept of career crafting to an international context, exploring the impact of externalities on SIEs' careers. In this way, the authors combine two previously separate theories, extend the application of career crafting to an international career context and emphasise the role of temporality and the whole-life view of career in SIEs’ career crafting approach.