value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … links between the implementation of the advertising campaign and the overall performance of companies. The essence and … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …

Understanding consumer behavior in media advertising enables companies to effectively direct marketing activities …. Although online advertising methods are a relatively new concept compared to the established traditional ways of advertising …

communication between buyers and sellers. Advertising on social networks is relatively low, which is attractive to businesses …

information from the advertiser and embed it in a two-sided market setting with an advertising market. Our results show that …

Measuring the causal effects of digital advertising remains challenging despite the availability of granular data …. Unobservable factors make exposure endogenous, and advertising's effect on outcomes tends to be small. In principle, these concerns … in the advertising industry enables observational methods to recover the causal effects of online advertising. Using data …

The effect of self-profiling on advertising responses remains unexplored. This research proposes a conceptual model … examining the path from self-profiling (i.e., nickname and avatar) and its antecedents to advertising engagement from the … authenticity self-profiling of avatar is a crucial determinant of advertising engagement, whereas nickname is not. Moreover, social …

testimonial will increase social media advertising effectiveness. This paper uses data from field experiments conducted by two …

The advertising efforts in social networks grow every year. Since their appearance in the late 1990s Social Network Web … possibilities of advertising in each of these groups as well as the disadvantages of using the sites of the particular group for the … advertising purposes …

personalized messages. This approach is expected to increase the value of advertising for both users and marketers in terms of … limited, especially how online factors influence users’ perceptions and attitudes towards advertising on SNS’s. This paper … aims to examine the online factors that influence consumers’ perceptions and attitudes towards advertising on Facebook. A …

indeed responsive to firm-sponsored messages. To explore whether early propagators of trending topics respond to advertising … both field tests, we consistently find that early propagators of trends are less responsive to advertising than consumers …