Observing the organically evolving Facebook advertising marketplace, this paper sets out to study how the adoption of randomized control trials (RCTs) for policy evaluation impacts firms’ behavior and performance on the platform. Findings indicate strong positive effects from the adoption of...

Why do some online video advertisements go viral while others remain unnoticed? What kind of video content keeps the viewer interested and motivated to share? Many companies have realized the need to innovate their marketing strategies and have embraced the newest ways of using technology, as...

To contribute to the debate on the role of social media in responsible business, this article explores blogger buzz in reaction to food companies’ press releases on health and obesity issues, considering the content and the level of fit between the CSR initiatives and the company. Findings...

Social Media platforms’ integration is a technology of creating a unique user experience by providing a common web-platform, wherefrom the user can access different social media vehicles. This paper checks the patterns and modes of usage of different social media platforms. This demographic...

In the digital economy, influencing and controlling the spread of information is a key concern for firms. One way firms try to achieve this is to target firm communications to consumers who embrace and propagate the spread of new information on emerging and `trending' topics on social media....

This annual report, the eleventh in a series dating back to 2012, provides an in-depth analysis of the current state of social media in the Middle East. As the most comprehensive and up-to-date study of its kind, it is an invaluable resource for anyone interested in the region's digital...

More and more business customers use social media to express their opinions about products, services and brands. This study aims to make a step further in understanding consumer engagement in electronic word of mouth (eWOM) on Facebook and its impact on recommending and purchasing products. To...

Nowadays we are faced with a growing number of people using social media. The most popular of these are YouTube and Instagram. Their users are exposed to the content generated by influencers - social media creators with loyal audiences. The aim of this paper is to investigate the impact that...

Galician Abstract: O impacto socio-económico do turismo está atraendo a atención dos estudios de políticas públicas. A actividade turística pode producir relevantes beneficios económicos, pero pode tamén producir impactos negativos nas comunidades locais, o seu patrimonio cultural así...

The skippable ad format, commonly used by online content platforms, gives a viewer the option to skip part of an advertisement after seeing some limited information, and jump directly to her desired content. It also enables these platforms to charge advertisers only when viewers attend to the...