SOCIAL-MEDIA MARKETING

Social media has been a battleground for marketers for many years now and navigating this diverse landscape is critical for brands.

• The Impact of Airing Super Bowl Television Ads Early on Social Media Jennifer Lee Burton (University of Tampa), Kristen M. Mueller (Accent Your Style Boutique), Jan Gollins (Delta Modelling Group), and Danielle M. Walls (BDJ Solutions)
• How Do Brands’ Facebook Posts Induce Consumers’ e-Word-of-Mouth Behavior? Taemin Kim (Incheon National University), Hyejin Kim (DePaul University), and Yunhwan Kim (Hankuk University of Foreign Studies)
• Consumers’ Responses to Facebook Advertising across PCs and Mobile PhonesCaroline Lancelot Miltgen (Audencia Business School), Anne-Sophie Cases (University of Montpellier), and Cristel Antonia Russell (Pepperdine University)
• How Measuring Consumer Conversations Can Reveal Advertising PerformanceBrad Fay, Ed Keller, and Rick Larkin (Engagement Labs)
• The Perceived Fit between Instagram Influencers and the Endorsed BrandPriska Linda Breves, Nicole Liebers, Marina Abt, and Annika Kunze (University of Würzburg)

View full current issue