While Facebook usage has seen explosive growth, scant research has explored returns on advertising dollars marketers … advertising dollars consumer goods firms spend on Facebook are likely wasted. This study highlights that, in addition to staying … in touch with friends and relatives, Facebook users are primarily motivated by three desires: (1) to voyeuristically peer …

non-corporate source (publicity) generates more positive brand evaluations than a corporate source (advertising) when the …

Advertising plays an important role in affecting consumer demand. Socially responsible firms are expected to use … advertising judiciously, limiting advertising of “bad” products. An example is the advertising initiative adopted by several major … food manufacturers to limit the advertising of unhealthy food categories to children. Such initiatives are based on the …