广告
广告研究
样品(材料)
实证研究
社会化媒体
信息性广告
经验证据
社交媒体营销
在线广告
本土广告
业务
计算机科学
数字营销
互联网
万维网
认识论
哲学
化学
色谱法
标识
DOI:10.1080/02650487.2015.1021898
摘要
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.
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