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Cited by 362Digital Marketing and Social MediaMarketing and Advertising StrategiesConsumer Behavior and Marketing Influence

Advertising in social media: a review of empirical evidence

Knoll, Johannes·2016·International Journal of Advertising
DOI 10.1080/02650487.2015.1021898
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Abstract

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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Crossref · 10.1080/02650487.2015.1021898

Cites

103 of 103 references verified0 citation errors · 0 not checkable

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  • Almost all existing studies of social media advertising focus on social media in general or on one specific social media platform.

    “almost all existing studies of social media advertising (for an excellent review, see Knoll 2016) focus on social media in general (e.g., Muntinga, Moorman, and Smit 2011; Okazaki, Rubio, and Campo 2014; Van Noort, Antheunis, and Verlegh 2014) or on one specific social media platform”

    From Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type (2018) · cites this paper as Knoll 2016

  • Social media has become a primary source through which young women receive information about beauty standards, with unprecedented access to advertisements and posts from peers, celebrities, and social media influencers, as well as personalized ad content.

    “SM has become a primary source through which young women receive information about beauty standards, with unprecedented access to advertisements and posts from peers, celebrities, and SM influencers (Perloff, 2014), as well as personalized ad content (Knoll, 2016).”

    From The Perfect Storm: A Developmental-Sociocultural Framework for the Role of Social Media in Adolescent Girls' Body Image Concerns and Mental Health. (2022) · cites this paper as Knoll, 2016

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Authors
Knoll, J.
Affiliations
University of Würzburg (DE)
Corresponding author
Knoll, Johannes
Venue
International Journal of Advertising
Publisher
Informa UK Limited
Published
2015-03-24
Volume
35
Issue
2
Pages
266-300
ISSN
  • 0265-0487 (ISSN-L)
  • 1759-3948
DOI
10.1080/02650487.2015.1021898
OpenAlex
W1848672710
Cited by
362
References
103
Citations by year
2026: 12 · 2025: 33 · 2024: 41 · 2023: 49 · 2022: 37 · 2021: 48 · 2020: 46 · 2019: 41 · 2018: 38 · 2017: 12 · 2016: 3 · 2015: 1
FWCI
59.70
Type
journal article
Language
en
Open access
closed
Locations
International Journal of Advertising (publishedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
social media advertising, advertising exposure, consumer attitudes toward advertising, audience targeting, user-generated content, electronic word of mouth, consumer-generated advertising, advertising effects, future research agenda

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