Social Network Advertising Research Articles

Meta Ads digital advertising in social networks

A progressive tool for achieving the marketing goals of retail enterprises in digital advertising in social networks, taking into account the current situation in Ukraine, is Meta Ads. Advanced targeting parameters based on demographics, interests and own audience make Meta Ads a powerful tool for digital advertising professionals, allowing them to reach a wide audience with targeted messages. The study was conducted using the following methods: data analysis, synthesis and logical generalization of results; systemic, structural and statistical analysis with the use of graphical methods. The main sources of information are scientific papers, the results of marketing research, expert blogs in the field of digital advertising, and official statistical information from Internet resources. In the article there were considered the functions of generative artificial intelligence in Meta Ads, such as image enhancement, background generation, and ad text variations, which can reduce the time required to create advertising materials. Advantage+ tools that automate the process of creating advertising campaigns and targeting have been analysed, in particular Advantage+ Shopping Campaigns and Advantage+ Creative. The development trends of Meta Ads in the Ukrainian market, which will affect the results and efficiency of work with digital advertising, are substantiated. It was determined that the use of existing artificial intelligence technologies will allow enterprises to better find the target audience and work with advertisements

Comparative Analysis of Ensemble Learning Techniques for Purchase Prediction in Digital Promotion through Social Network Advertising

Comparative Analysis of Ensemble Learning Techniques for Purchase Prediction in Digital Promotion through Social Network Advertising

Personalised Advertising in Social Networks: Ethical Challenges and Threats

The article provides a comprehensive analysis of the phenomenon of personalised advertising on social media, emphasising identifying and considering the ethical challenges and potential threats arising in this context. Personalisation of social media advertising raises significant ethical concerns related to privacy, data security, consumer manipulation, moral dilemmas, bias and discrimination. The study shows that while personalised advertising can increase the effectiveness of advertising campaigns and consumer satisfaction, it also compromises consumers’ anonymity and may lead to misuse of personal data. The purpose of the article is to analyse the ethical challenges and potential threats associated with personalised advertising on social media. The author examines the impact of personalised advertising on the anonymity of Internet users, their freedom of choice and other rights. The research methods are based on a comprehensive approach that includes a theoretical review of the available literature, and case studies, as well as logical analysis and synthesis of the data obtained. A comparative analysis was used to compare different approaches to the regulation of personalised advertising. This allows us to better understand the mechanisms of personalised advertising and assess its impact on individual rights and freedoms. The scientific novelty lies in the extended analysis of the relationship between personalised advertising and ethical principles in the context of digital technologies. Considerable attention is paid to the study of the impact of personalisation on the privacy and anonymity of users, as well as the potential risks and threats that may arise from the uncontrolled collection and use of personal data. There is a lack of research in this area, which necessitates the development of new theoretical approaches and practical recommendations that meet the current challenges of the digital age. Conclusions. The article emphasises the need to strike a balance between the commercial efficiency of advertising campaigns and the protection of users’ rights. Recommendations are offered to strengthen security measures, ensure transparency in the collection and use of data, and develop ethical norms and standards in this area. The author highlights the critical need to develop effective mechanisms for regulating and controlling personalised advertising. The article proposes the introduction of clear ethical standards and legal restrictions governing the collection, processing and use of personal data, and emphasises the importance of raising awareness of users about their rights and protection mechanisms. The author emphasises the importance of establishing ethical, transparent and responsible practices in the field of digital advertising in order to ensure respect for the privacy and rights of users.

Comparing Personalization Strategies in Social Network Advertising: The Role of Impression Motivation in Persuasion Outcomes

Personalization is an essential tactic for enhancing social networking advertising (SNA) effectiveness. Brands leverage consumer data using artificial intelligence (AI) to pinpoint target audiences based on distinct behavioral and psychographic traits. This study examines the comparative effectiveness of behavioral and psychographic personalization, with a focus on impression motivation as a key moderator. Results from an online experiment involving 455 Facebook users showed that behavioral personalization significantly increased consumer digital engagement intentions, while psychographic personalization influenced consumers’ attitudes toward SNA and the advertised brands, contingent on the social desirability of the psychographic factors involved. Impression motivation proved to be a crucial factor in determining the success of psychographic personalization. These findings provide valuable insights into SNA personalization and offer practitioners empirical guidance to develop optimal SNA personalization strategies.

Native Advertising in Food Blogs: Formats, Genres, Impact Tools

The article is devoted to the genre and language features of native advertising texts integrated into the content of food blogs. The authors consider the advantages of native advertising in social networks and propose a typology of genres of native integrations in food blogs, since, as the analysis showed, one can talk about the genre specifics of organic advertising in gastronomic blogs. The material for the study was the content of food blogs for 2022, posted on social networks and containing advertising information.

The relationship between the perception of advertising, FOMO, social network fatigue and privacy concerns among social network users

The aim of this study was to examine the relationship between factors of social network advertising, attitudes towards social networks, social network advertising, brands and perception of intrusiveness of social network advertising, and factors of social networks user behaviour (FOMO and privacy concerns). The research was conducted online on a sample of 212 respondents, who are digital natives aged 18 to 45. For the purpose of examining these variables the following was used in the research: a semantic differential scale taken from Elliott and Speck (1998) to measure the attitude towards advertising, an adjusted Facebook Intensity Scale (FBI scale) (Ellison et al., 2007), a questionnaire on attitudes towards brands (Bearden et al., 2011), an adjusted media intrusion scale (Li et al., 2002), the Gartner Inc. (2011) version of the social network privacy questionnaire, the Croatian version of the Fear of Missing Out Scale – FoMOs (Omajec and Čorkalo Biruški, 2020), and the Gartner Inc. (2011) version of the social media fatigue scale. The results indicate that positive attitudes towards advertising, higher levels of privacy concerns and FOMO are predictors of higher levels of social network fatigue, while attitudes towards social networks and perceptions of intrusiveness did not prove to be significant predictors of social network fatigue. The implementation of hierarchical regression analysis revealed the mediating effect of FOMO on the relationship between the attitude towards social network advertising, the attitude towards brands and social network fatigue, while the significance of mediation was verified by the Sobel test. The paper describes the findings, research limitations and offers suggestions for future research.

Analyzing the Effectiveness of Interaction Between Brand Awareness and Social Network Advertising

Although social network advertising has become part of the online marketing strategy, there is still a lack of research related to the interaction between brand awareness and advertising contents in social network advertising. Using the semiotic theory to explain the interaction in social network advertising, this study introduced sign-interpretation-object triangle to analyze the interactions of advertising content and brand awareness as signs, users’ experience as interpretation, and social networks advertising effectiveness as object moderated by social facilitation. This study was made in an experiment followed by an online survey, which contains 303 participants in Mainland China. This study shows some major findings. There is an interaction effect on advertising content and low brand awareness in a social network. The moderating role of social facilitation is significant in advertising content with high brand awareness.

Medical advertising in social networks: awareness and medical school education.

this study analyzed medicine students' knowledge regarding medical advertising on social media. this is a cross-sectional study carried out between January and May 2022 with 179 medical students from public and private institutions from Curitiba - PR, using a structured questionnaire with nine problem situations on medical advertising. It was established as "sufficient" knowledge ≥70% of the problem-situations based on current professional codes and resolutions. five questions had the highest percentage of correct answers resulting from the acquisition of knowledge from different sources. Most students did not learn about medical marketing in their undergraduate course (84.9%), having already shared patients' pictures on social media (89.9%), and fell the lack of discussions about medical advertising (96.6%). there is a need to direct undergraduate education towards the ethical use of advertising in order to better prepare them for professional practice.

МЕТОДИКА ТА МЕХАНІЗМИ ВИКОРИСТАННЯ ВІДЕОКОНТЕНТУ В РЕКЛАМНОМУ ІНТЕРНЕТ-СЕРЕДОВИЩІ

The article analyzes the peculiarities of video advertising on the Internet and in social networks in particular. It has been proven that despite the multimedia nature of Internet resources, video content is becoming the most popular among consumers. Such an arrangement of forces indicates the relevance and necessity of active involvement of video content in advertising activities.Video advertising becomes one of the most effective tools for the promotion of goods and services, as it provides a high level of visual perception and contributes to the formation of an emotional connection with the audience. Historically, it has been proven that for effective existence, enterprises should choose such a strategy in order to create reliable competitive advantages in the conditions of the market of free competition. One of the components of such strategies can be the use of video content and social networks to improve their positions in the market. To be competitive, it is necessary to look into the future and predict new trends. The main reasons why it is important to implement video marketing in the promotion strategy include the ability of video to convert ordinary consumers into customers, perfect compatibility with a smartphone, which is a tangible advantage in the era of total digitalization, and most importantly, video content helps to establish the most trusting relationship between the brand and the consumer. This format shows the company as transparent and honest as possible. In addition, the use of video content in social media profiles ensures high visibility. Users will watch, react and share videos. Based on the analysis of advertising video cases in the social networks YouTube, Instagram, and TikTok, conclusions were drawn regarding the features of advertising video content in social networks. Emphasis is placed on the formation of a complex of mechanisms for the use of video advertising in social networks. It has been proven that video advertising can be easily adapted to different content formats and target audiences, which provides flexibility and the ability to reach a wide range of consumers.

Рецепція серіалу «Гра в кальмара» у світових медіа: причини популярності

The article studies the phenomenon of the popularity of the South Korean dystopian series “Squid Game”, which was released on September 17, 2021 on the streaming service “Netflix” and became its biggest success, as well as a global cultural sensation by the number of views in at least 90 different countries. Many world media outlets reacted to this success with the articles not only of a news nature, but also with their own hypotheses regarding its causes. Therefore, the objective of the article is to investigate the reasons for the popularity of the TV series “Squid Game” based on reception of the world’s leading English-language media. Thus, the object of this study was the reports about the series “Squid Game” in “BBC News”, “BuzzFeed News”, “CNN”, “Financial Times”, “Forbes”, “London Review of books”, “NBC News”, “The New Yorker”, “The Guardian”, “The New York Times”, “The Wall Street Journal”, “The Washington Post”, “Time”, “New York Post”, as well as “Digital Trends”, “Impacter”, “The Sun”, “The Straits Times”, “Vox”, “USA Today”, “Vulture”, etc. The subject is their meaning palette. It was found that the global interest in the Korean cultural product was listed among the reasons for the popularity of “Squid Game” in the media; advertising in social networks from the users based on the principle of “word of mouth”; the genre “competition for survival”; the topic “economic inequality”, known to the most consumers; the heroes are selected from the different strata of population, which promotes empathy. In turn, we believe that the popularity of the series “Squid Game” is due to its relevance, namely: reflection of the modern viewer’s fears about the lack of money and debts, aggravation of conspiracy theories with the emergence of coronavirus pandemic and the markers of fairy tales familiar from childhood, which represent the same plots similar as in the series. Developing the citation by one of the journalists that the unexpected brutality of the show contributes to catharsis, we believe that, indeed, the series operates according to the scheme of the ancient Greek theater, where the main function of watching the heroes of drama was to clear oneself of one’s fears and problems.

A Hybrid Machine Learning-Optimization Framework for Modeling Supply Chain Competitive Pricing Problem Under Social Network Advertising

A Hybrid Machine Learning-Optimization Framework for Modeling Supply Chain Competitive Pricing Problem Under Social Network Advertising

ІНСТРУМЕНТИ ДЛЯ ПРОСУВАННЯ ПРОЦЕСУ БРЕНДИНГУ НА ПІДПРИЄМСТВАХ ЛЕГКОЇ ПРОМИСЛОВОСТІ УКРАЇНИ В УМОВАХ ПАНДЕМІЇ

This work is devoted to the analysis of tools for promoting the branding process in light industry enterprises of Ukraine in a pandemic. The author defines the concepts of "brand" and "branding". It is established that in the conditions of a pandemic the use of social networks is an effective tool for promotion of branding process at the enterprises of light industry of Ukraine. Research reveals the theoretical foundations of social communication and the principles of its operation. The benefits of using social media to promote a domestic company's brand during a recession are well known. The analysis of the target audience of Instagram is carried out, the ways and means of effective brand advertising are determined, the main advantages of brand advertising in social networks are considered. The advanced tools of digital marketing are analyzed and the necessity of their application in promotion of a company brand or goods in crisis conditions is substantiated. The rules of creating and maintaining the activities of the corporate platform in the social network Instagram are systematized, and the need to use them to promote the brand on social networks is justified. It is proved that the use of social networks in marketing communication allows the company to specifically influence the target group, choose platforms on which the audience is more represented, identify the most appropriate communication channels, build long-term relationships with consumers, manage company's image and reputation. It is established that the implementation of a competitive brand is one of the main directions of marketing activities of new enterprises. Large global organizations, which at one time successfully withstood the competition in the market and became favorites in their field, owe much to the development of a successful brand. At the same time, in conditions when the main factors of enterprise triumph are customer relations, personnel and intangible assets, the doctrine of branding becomes more important and becomes the main means of ensuring the competitiveness of goods and services.

Digital, Marketing and Online Vídeo Ads: Brand Studies.

Digital marketing and online advertiding are researched domains that result in a variety of articles with increasingly relevant results for science and organizations. In this second regular issue of 2021 of the International Journal of Marketing, Communication and New Media (IJMCNM), in three of the four articles, problems of digital marketing, online advertsising and video ads are analyzed. Digital marketing is one of the most sought-after trends by modern companies, currently allowing innovation and new types of integration between channels (Cabrero, 2016, p.13). Investing in online advertising in social networks has several advantages (Miranda, 2018, p. 130): brand awareness; knowledge of the consumer profile; high segmentation; generation of leads, traffic, conversions, and remarketing. Miranda (2018) also mentions that in online advertising, namely on YouTube, one should look at the creativity that accompanies the video as well as the segmentation. However, as Martínez-Costa; Serrano-Puche; Portillla and Sánchez-Blanco (2019) state, online advertising should adapt its languages and formats for mobile because mobile devices are more used by young adults who are the generation of the future, and also because the use of ad blockers is more frequent on computers than on mobile devices. Feijoo-Fernández; Sádaba-Chalezquer and Bugueño-Ipinza (2020) even highlight that "The new audiences, compared to previous generations, do not reject advertising or brands, but choose the advertising content in which they are genuinely interested" (p.3). Having given this brief introduction, I invite the reader to read all the articles in this issue to learn more about the results achieved in studies developed by researchers from universities and research centres in Brazil, Algeria, Egypt and Saudi Arabia.

Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?

Although marketers spend billions of dollars on social media platforms in an effort to make a connection with their customers, few know if their social media activation in the form of Social Network Advertising (SNA) is positively affecting their business. For example, little research exists as to which types of Digital Consumer Engagement (DCE) (if any) are associated with purchase frequency. Advancing a theoretical framework of social media engagement, the authors test the association between various forms of DCE and customer behavior using archived field data. By matching store visit data from 1,066 loyalty program members of a leading national fast casual restaurant with their engagements on the brand's Facebook page, the authors are able to compare the strength of the relationships between various forms of engagement and store visit frequency. Results reveal that some Facebook engagements are significantly associated with increased or decreased store visits while others exhibit no discernible effects. Empirical support is provided for a proposed hierarchy of DCE, with engagements perceived as reflecting strong DCE being more strongly associated with purchase frequency than those with moderate or weak DCE.

The Role of TARP Factor in Social Network Advertising in Brand Awareness and Purchase Intention of Sport Brands

The Role of TARP Factor in Social Network Advertising in Brand Awareness and Purchase Intention of Sport Brands

РЕКЛАМА В СОЦИАЛЬНЫХ СЕТЯХ: ИССЛЕДОВАНИЕ ВОЗДЕЙСТВИЯ НА ПОТРЕБИТЕЛЯ В АСПЕКТЕ СЕМИОТИЧЕСКОЙ ПАРАДИГМЫ

The purpose of the article is to expand the understanding of the impact of advertising in social networks on consumers in the aspect of the semiotic paradigm. The authors presented the dynamic effects of advertising exposure on consumers in social networks, which can deepen the understanding of the nature and effectiveness of this method of advertising. The article demonstrates the theoretical basis for using the semiotic triangle for advertising on social networks. This broadens the understanding of the dynamic effects of advertising on social networks arising from the influence of two factors: social support and social presence. The data obtained indicate the practical possibility of using the semiotic paradigm when creating advertising in social networks through the mechanism of mental interaction. The study proves that the mental activity of users is a measurable parameter when studying the impact of advertising on social networks. The data obtained will allow advertisers to create a mechanism for mental interaction between users and advertising on social networks.

Consumer Attitudes Towards Social Network Advertising: Predictors and Outcomes

Purpose – This study explores the impact of perceived trust, search for novelty and perceived usefulness on consumer attitudes towards social network advertising, and the impact of those attitudes on buying intention, buying and word-of-mouth information spread. Design/Methodology/Approach – The research included convenience sample of 265 respondents. Online survey distributed through Facebook and Instagram was used as a research method. The data was analysed using a multiple regression analysis. Findings and implications – The results show that positive attitudes towards social network advertising depend on perceived trust and usefulness. The impact of the search for novelty on consumer attitudes towards social network advertising proved to be insignificant. Furthermore, buying intention, buying and disseminating information by word-of-mouth represent relevant outcomes of consumer attitudes towards social network advertising. This research has implications for companies in terms of a better understanding of the relevant predictors and outcomes of consumer attitudes in on-line advertising context. Managers can also benefit from the findings when creating successful communication strategies. Limitations – A major research limitation is the use of non-probability convenience sample that did not capture the population as a whole. Therefore, this may be regarded as a future research direction. Originality – This study sheds new light on relevant predictors and outcomes of consumer attitudes towards social network advertising, which was not previously researched from the proposed framework perspective.

COMMUNICATION EFFECTIVENESS OF SMM FOR SMALL AND MEDIUM-SIZED ENTERPRISES (A CASE STUDY OF ADVERTISING PUBLICATIONS IN SOCIAL NETWORKS)

The study focuses on the communication effectiveness of SMM for small and medium-sized enterprises. The task of the article is to determine the effectiveness of advertising in social networks. The general set was production, trade enterprises, and service enterprises of the Udmurt Republic. The sample analyzed 180 advertising posts published in April and May 2019. For enterprises and advertising publications in the sample, a number of indicators of communication effectiveness were measured: the number of group members, the level of publication activity, coverage, the number of reactions, the quality of advertising posts, the level of community involvement. The analysis showed that over half of small and medium-sized companies practically do not use advertising in social networks. This applies to both INSTAGRAM accounts and VKontakte communities. At the same time, the average number of subscribers in communities is quite high for the market of the region in question. It was found that the quality of advertising publications is rather low on a number of key parameters, which include the level of novelty, emotional saturation, motivation to action, etc. The level of community involvement in INSTAGRAM was identified as low. At the same time, it is significantly higher than the one we calculated for the VKontakte social network. Based on this analysis, the article made a number of proposals for small and medium-sized businesses to more effectively use commercial accounts in social networks for advertising purposes.

Social Network Advertising: The Moderating Role of Processing Fluency, Need for Cognition, Expertise, and Gender

In this study, we contribute to the social network advertising literature by examining the impact of individual differences (e.g. need for cognition, processing fluency, expertise, and gender) on the attitudes toward social network advertising. In addition, we examine the interrelationships between the attitudes toward social network advertising and consumers’ intention to engage in eWOM and intention to purchase. Our proposed model is an extension of the Technology Acceptance Model. In our model, we propose an indirect casual effect (via attitudes toward social network advertising) of perceived usefulness, perceived ease of use, incentive offering, advertisement intrusiveness, need for cognition, processing fluency, expertise and gender on intentions to engage in eWOM and on intention to purchase. Moreover, we propose a direct causal effect of attitudes toward social network advertising on intention to engage in eWOM and on intention to purchase.

Exposing the Risks of Social Media Recruitment in Adolescents and Young Adults with Cancer: #Beware.

Enrolling adolescents and young adults (AYAs) in psychosocial research studies during cancer treatment is challenging. Successful AYA study recruitment not specific to oncology patients supports social media network advertising and recruitment strategies. However, this brief report describes several challenges to recruiting an appropriate and credible anonymous sample while conducting Institutional Review Board-approved research using social media recruitment. Namely, ethical oversight impeded access to AYAs with cancer and monetary remuneration allured many noneligible AYA participants who accessed the online survey. Lessons learned from this study provide caution for researchers interested in a similar approach and illustrate ways to determine credibility of findings.