... as a measure of effectiveness. Design/methodology/approach 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...

... and engagement contribution, for European wine brands. Design/methodology/approach Both quantitative and qualitative content analyses are conducted; a panel data analysis validates the impact of content type on the three stages of CE in social media. Findings The results indicate that remunerative...