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Online Appendix 1Future research directions and sample papersFuture ResearchKey references (chronological order)Social media influencersKozinets, de Valck, Wojnicki, and Wilner (2010)Evans, Phua, Lim and Jun 2017De Veirman, Cauberghe and Hudders 2017Personalized advertising and marketing in social mediaDe Keyzer, Dens, and De Pelsmacker, (2015)Vilnai and Tifferet (2015) Van Reijmersdal et al. (2017). Ethical considerations about social media marketing and advertisingHoy and Milne (2010)Jeong and Coyle (2014)Van Noort, Antheunis and Verlegh, (2014)Boerman, Willemsen , Van der AA, (2017) Mosteller and Poddar (2017) Pagani and Malacarne (2017)Ardiansyah , Harrigan, Soutar and Daly (2018)Focus on platform characteristics rather than on FacebookSmith, Fisher and Chen (2012) Seo et al. (2018)Voorveld et al. (2018b)The integration of social media in the marketing communication program and the consumer decision processHewett, Rand, Rust, van Heerde (2016)Kumar, Choi, and Greene 2017De Vries, Gensler and Leeflang (2017)Jayson, Block and Chen (2018)Yoon, Li, Ji, North, Hong and Liu (2018)Voorveld et al. (2018a)Use of real social media dataLiu-Thompkins (2012)Langley et al. (2014)Hennig-Thurau, Wiertz and Feldhaus (2014)Liu, Burns, and Hou (2017)Roy et al. (2017)Araujo, Neijens, and Vliegenthart (2017)Voorveld et al. (2018a)Kupfer et al. (2018)Research among practitionersMoran and Gossieaux (2010)Rydén, Ringberg and Wilke (2015) Note. Sample papers resulting from a key word search using the same key words as described in the paper in Journal of Advertising, International Journal of Advertising, Journal of Advertising Research, Journal of Interactive Advertising, Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of Interactive Marketing, in May 2018.REFERENCESAraujo, Theo, Peter Neijens, and Rens Vliegenthart (2017), "Getting the word out on Twitter: The role of influentials, information brokers and strong ties in building word-of-mouth for brands," International Journal of Advertising, 36 (3), 496-513.Ardiansyah, Yusfi, Paul Harrigan, Geoffrey N. Soutar, and Timothy M. Daly (2018), "Antecedents to Consumer Peer Communication through Social Advertising: A Self-Disclosure Theory Perspective," Journal of Interactive Advertising, 18(1),55-71Boerman, Sophie C., Lotte M. Willemsen, and Eva P. Van Der Aa (2017), "“This Post Is Sponsored”: Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook," Journal of Interactive Marketing, 38, 82-92.De Keyzer, Freya, Nathalie Dens, and Patrick De Pelsmacker (2015), "Is this for me? How consumers respond to personalized advertising on social network sites," Journal of Interactive Advertising, 15 (2), 124-134.De Veirman, Marijke, Veroline Cauberghe, and Liselot Hudders (2017), "Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude,” International Journal of Advertising, 36 (5), 798-828.De Vries, Lisette, Sonja Gensler, and Peter SH Leeflang (2012), "Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing," Journal of Interactive Marketing ,26 (2), 83-91.Evans, Nathaniel J., Joe Phua, Jay Lim, and Hyoyeun Jun (2017), "Disclosing instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent," Journal of Interactive Advertising, 17 (2), 138-149.Hennig-Thurau, Thorsten, Caroline Wiertz, and Fabian Feldhaus (2015), "Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies," Journal of the Academy of Marketing Science, 43(3), 375-394.Hewett, Kelly, William Rand, Roland T. Rust, and Harald J. van Heerde (2016), "Brand buzz in the echoverse," Journal of Marketing 80, (3), 1-24.Hoy, Mariea Grubbs, and George Milne (2010), "Gender differences in privacy-related measures for young adult Facebook users," Journal of Interactive Advertising, 10 (2), 28-45.Jayson, Rob, Martin P. Block, and Yingying Chen (2018),"How Synergy Effects of Paid and Digital Owned Media Influence Brand Sales: Considerations for Marketers When Balancing Media Spend," Journal of Advertising Research, 58(1), 77-89Jeong, Yongick, and Erin Coyle (2014), “What Are You Worrying About on Facebook and Twitter? An Empirical Investigation of Young Social Network Site Users’ Privacy Perceptions and Behaviors,” Journal of Interactive Advertising, 14 (2), 51–59.Kozinets, Robert V., Kristine De Valck, Andrea C. Wojnicki, and Sarah JS Wilner (2010), "Networked narratives: Understanding word-of-mouth marketing in online communities," Journal of Marketing, 74(2), 71-89.Kumar, V., JeeWon Brianna Choi, and Mallik Greene (2017), "Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects," Journal of the Academy of Marketing Science, 45 (2), 268-288.Kupfer, Ann-Kristin, Nora P?hler vor der Holte, Raoul V. Kübler, and Thorsten Hennig-Thurau (2018), "The Role of the Partner Brand’s Social Media Power in Brand Alliances." Journal of Marketing, 82(3), 25-44.Langley, David J., Maarten C. Hoeve, J. Roland Ortt, Nico Pals, and Bob van der Vecht. (2014), "Patterns of herding and their occurrence in an online setting,” Journal of Interactive Marketing, 28 (1), 16-25.Liu-Thompkins, Yuping (2012), "Seeding viral content: The role of message and network factors." Journal of Advertising Research, 52(4), 465-78.Liu, Xia, Alvin C. Burns, and Yingjian Hou (2017), "An investigation of brand-related user-generated content on Twitter," Journal of Advertising, 46(2), 236-47.Moran, Edward, and Francois Gossieaux (2010), "Marketing in a hyper-social world: The tribalization of business study and characteristics of successful online communities," Journal of Advertising Research, 50 (3), 232-239.Mosteller, Jill, and Amit Poddar (2017), "To share and protect: Using regulatory focus theory to examine the privacy paradox of consumers' social media engagement and online privacy protection behaviors," Journal of Interactive Marketing 39, 27-38.Pagani, Margherita, and Giovanni Malacarne (2017), "Experiential engagement and active vs. passive behavior in mobile location-based social networks: the moderating role of privacy," Journal of Interactive Marketing, 37,133-148.Roy, Atanu, Jisu Huh, Alexander Pfeuffer, and Jaideep Srivastava (2017), “Development of Trust Scores in Social Media (TSM) Algorithm and Application to Advertising Practice and Research,” Journal of Advertising, 46 (2), 1–14.Rydén, Pernille, Torsten Ringberg, and Ricky Wilke (2015),"How managers' shared mental models of business–customer interactions create different sensemaking of social media," Journal of Interactive Marketing, 31, 1-16.Seo, Yuri, Xiaozhu Li, Yung Kyun Choi, and Sukki Yoon (2018), "Narrative Transportation and Paratextual Features of Social Media in Viral Advertising," Journal of Advertising, 47, (1), 83-95.Smith, Andrew N., Eileen Fischer, and Chen Yongjian (2012), “How Does Brand-Related User-Generated Content Differ across YouTube, Facebook, and Twitter?,” Journal of Interactive Marketing, 26 (2), 102–13.Van Noort, Guda, Marjolijn L. Antheunis, and Peeter W. Verlegh (2014), “Enhancing the Effects of Social Network Site Marketing Campaigns: If You Want Consumers to Like You, Ask Them about Themselves,” International Journal of Advertising, 33 (2), 235–52.Van Reijmersdal, Eva A., Esther Rozendaal, Nadia Smink, Guda Van Noort, and Moniek Buijzen (2017), "Processes and effects of targeted online advertising among children," International Journal of Advertising, 36(3), 396-414.Vilnai-Yavetz, Iris, and Sigal Tifferet (2015),"A picture is worth a thousand words: segmenting consumers by facebook profile images," Journal of Interactive Marketing, 32, 53-69.Voorveld, Hilde A. M, Theo B. Araujo, Stefan F. Bernritter, Edwin Rietberg, and Rens Vliegenthart (2018a), "How advertising in offline media drives reach of and engagement with brands on Facebook,” International Journal of Advertising, 1-21.______, Guda van Noort, Dani?l G. Muntinga & Fred Bronner (2018b), “Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type,” Journal of Advertising, 47 (1), 38-54.Yoon, Gunwoo, Cong Li, Yi Ji, Michael North, Cheng Hong, and Jiangmeng Liu (2018), "Attracting Comments: Digital Engagement Metrics on Facebook and Financial Performance," Journal of Advertising, 47 (1), 24-37. ................
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