Advertising in social media: a review of empirical evidence

This article presents an up-to-date review of academic and empirical research on advertising in social media. Two international databases from business and communication studies were searched, identifying 51 relevant studies. The findings of the identified studies were organized by seven emerging th...

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Bibliographic Details
Published inInternational journal of advertising Vol. 35; no. 2; pp. 266 - 300
Main Author Knoll, Johannes
Format Journal Article
LanguageEnglish
Published Eastbourne Routledge 03.03.2016
Blackwell Publishers
Subjects
Advertising
Online advertising
research agenda
Research methodology
review
social media
social network sites
Social networks
Studies
Target markets
User generated content
web 2.0
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Summary:This article presents an up-to-date review of academic and empirical research on advertising in social media. Two international databases from business and communication studies were searched, identifying 51 relevant studies. The findings of the identified studies were organized by seven emerging themes: use of advertising in social media, attitudes about and exposure to advertising, targeting, user-generated content in advertising, electronic word-of-mouth in advertising, consumer-generated advertising, and further advertising effects. Besides researched topics and major results, year of publication, journal, theoretical framework, research method, sample, measured constructs, and way of analysis were examined regarding each article. The review concludes by providing an agenda for future research.
ISSN:0265-0487
1759-3948
DOI:10.1080/02650487.2015.1021898