Article Summaries

a) Voorveld, H. A., Noort, G. V., Muntinga, D. G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising,47(1), 38-54. doi:10.1080/00913367.2017.1405754

i) The objective of this paper was to give insight into the effectiveness of SNS (social network sites) advertising.

ii) The research methods used in this paper were three different experimental studies. The first focussed on comparing advertising on SNSs and TV. The second focussed in synergy between SNSs and traditional media. The third focussed on the role of perceived persuasive intent in campaigns combining SNSs and TV.

iii) The main results/conclusion was that if the aim is to entertain or to create positive bran and campaign evaluations, organizations should focus on using TV. If the goal is to establish new brand associations, or to inform, SNS campaigns might be more useful. The most effective way is to combine SNSs and traditional media because it can lead to campaigns which are more effective than ones only using TV, and can be more cost-effective. They are also less perceived as advertising, which can have a positive influence on consumer responses.

iv) This paper is relevant to my topic because it gives insight on using SNS and traditional media for advertising. 

b)Voorveld, H. A., & Noort, G. V. (2014). Social Media in Advertising Campaigns. Journal of Creative Communications,9(3), 253-268. doi:10.1177/0973258614545155

i) The objective of this paper was to examine how consumers' engagement with social media platforms drives engagement with advertising embedded in these platforms.

ii) The research method used in this paper was a survey on social media users' engagement experiences with Facebook, YouTube, LinkedIn, Twitter, Google, Instagram, Pinterest, and snapchat. 

iii) The main results/conclusions are that engagement is highly context specific.

iv) This paper is relevant to my topic because it studied consumers engagement with social media and advertisements. 

c)Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D., & Wallace, M. (2008). The Effects of the Social Structure of Digital Networks on Viral Marketing Performance. Information Systems Research, 19(3), 273-290. doi:10.1287/isre.1070.0152

i) The objective of this paper was to better understand viral campaigns and the effect social media has on them.

ii) The research methods used in this paper were experimental studies to understand the effects of social networks on viral marketing campaigns, and then to develop a process for modeling viral marketing campaigns and then to conduct experiments to explore the influence of controlled and external factors on viral campaigns. 

iii) The main results/conclusions were that the social structure of digital networks play a critical role in the spread of a viral message.

iv) This paper is relevant to my topic because it shows the impact that social media has on viral marketing. 

d) Chu, S. (2011). Viral Advertising in Social Media. Journal of Interactive Advertising, 12(1), 30-43. doi:10.1080/15252019.2011.10722189

i) The objective of this paper was to examine the potential link of Facebook group participation with viral advertising responses.

ii) The research method used was an online survey.

iii) The main results/conclusions were that college-aged Facebook group members engage in higher levels of self-disclosure and maintain more favorable attitudes toward social media and advertising in general than do nongroup members.

iv) This paper is relevant to my topic because it explores more deeply into advertising in one specific type of social media.