... 09 2024 25 01 2025 28 06 2025 12 07 2025 17 07 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Advertising Video marketing Social media advertising Video advertising has become one of the most prevalent...

...Áron K. Szabó; Ariel Zoltán Mitev Purpose Amid increasing advertising noise on social media, this study examines the phenomenon of reactance in response to call-to-action (CTA) imperative messages in social media advertisements and investigates whether users are more likely than not to avoid ads...

... in conversations on social media and foster long-term consumer-brand relationships through brand memes. Social media advertising Social media marketing Branding Brand management Mobile marketing the Humanity and Social Science Youth foundation of Ministry of Education of China 22YJC630074 Shantou...

... 27 10 2021 14 01 2022 23 03 2022 31 05 2022 29 07 2022 16 08 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Consumer engagement Native advertising Facebook Panel data Social media advertising Sponsored...

... , H.A.M. , van Noort , G. , Muntinga , D.G. and Bronner , F. (2018), “ Engagement with social media and social media advertising: the differentiating role of platform type ”, Journal of Advertising , Vol. 47 No. 1 , pp. 38 - 54 , doi: 10.1080/00913367.2017.1405754 . Wang...

... Sponsored post Message appeal Message strategy Engagement Congruence Social media advertising Native advertising Social appeal Personal appeal Consumer behavior Ariel University Research Authority and the Institute for New Media One of Facebook's advertising formats is sponsored...

... engagement because of the interactive and co-creative nature of social media. The behavioral aspects of consumer engagement are often used as the key metrics in previous studies to evaluate a consumer’s response to social media advertising (Parveen et al., 2015 ; Coursaris et al., 2016...

... perspectives, especially the impact of a more intimate and personal first-person view. © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Social media marketing Branding Consumer behavior Consumer behavior internet Advertising Social media advertising...

... consumption of green products. Young Kyu Kim can be contacted at: kimy11@southernct.edu 28 10 2019 16 07 2020 19 10 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Online consumer behavior Social media advertising...

... Lim can be contacted at: hlim@utk.edu 25 09 2018 26 09 2019 27 01 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media marketing Advertising Social media advertising Consumer psychology Brand management...

...)-based models, indicates that these frameworks mainly test engagement with social media advertising but seldom other types of brand-driven engagement on SMSs. In addition, many U&G studies focus less than TAM studies do on outcome variables such as behavioral intentions and behavior. Thus...

... was tested using the bootstrapping approach in AMOS and Sobel test. Findings The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image...

... Limited Licensed re-use rights only Facebook Social media advertising Brand The concept of engagement has received much attention from many scholars. For instance, many researchers have studied the concept of engagement in sociology, political science, educational psychology...

... Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only YouTube Social media advertising Video marketing In terms of novelty, Hopp and Gangadharbatla (2016 , p. 114) mentioned that interactive novel presentations that augment a consumer’s physical surroundings...

...William F. Humphrey Jr; Debra A. Laverie; Shannon B. Rinaldo Purpose The paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media environment, this paper aims to extend incidental...

... rights only Facebook Consumer behavior Social networking sites Social media advertising These Facebook conditions, and SCT, reveal a foundational hypothesis: H1. Facebook usage is positively related to (a) narcissism and (b) envy. Facebook usage has proliferated...

...Henry Boateng; Abednego Feehi Okoe Purpose – The purpose of this study is to examine the relationship between consumers’ attitude toward social media advertising and their behavioural response and the moderating effect of corporate reputation in this relationship. Social media advertising...

... or messages by liking, commenting, and/or sharing them by using various plugins. © Emerald Group Publishing Limited 2013 Services marketing Facebook Marketing communications B2B marketing Social media advertising Social media is extensively used by business-to-consumer (B2C) companies...