Facebook Engagement Effects on Advertising Effectiveness: Does It Really Work All the Time, Facebook Advertising?

摘要

This study examines the effect of SNS advertising on consumer behavior under different types of consumer interaction with SNSs. Focusing on the concept of engagement, we investigate how Facebook advertising influence consumer behavior differently when consumers' engagement with Facebook alters. In order to specify the effect, we further categorized SNS advertising into two different types; social recommended and targeted. Thus, our primary objectives were to define and categorize two different types of SNS advertising and examine their effects on consumer behavior in a practical setting.