Research Insights 12.2 Engagement with Social Media and Social Media Advertising

Digital and Social Media Marketing

Source: Voorveld, H., van Noor, G., Muntiga, D.G., and Bronner, F. (2018). Engagement with social media and social media advertising: the differentiating role of platform type. Journal of Advertising, 47(1), 38–54.

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 D 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 findings show that engagement is highly context specific; it comprises various types of experiences on each social media platform such that each is experienced in a unique way. Moreover, on each platform, a different set of experiences is related to advertising evaluations. It is further shown that engagement with social media advertising itself is key in explaining how social media engagement is related to advertising evaluations. The general conclusion is that there is no such thing as "social media".

Insight:

This article examines how consumers’ engagement with social media platforms drives engagement with advertising embedded in these platforms. The findings show that engagement is highly context-specific, suggesting that social media advertising will have to be adapted to the specifics of the platform being used. In fact, the authors argue that there is no such thing as ‘social media’ advertising.

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