Social networking sites' advertising effectiveness: a systematic insight into literature

Abstract

The pervasiveness of social networking sites (SNS) is one of the major highlights of development of Web 2.0 applications. Social media is manifested as a disruptive vehicle for augmenting marketing strategies by the firms. It has been observed that the extant literature lacks a systematic review that comprehensively accounts and analyse the main factors (antecedences and consequences) of SNS marketing phenomenon. This paper presents a systematic review analysis of the literature pertaining to advertising effectiveness on SNS. Seven research databases (Elsevier, Taylor and Francis, Sage, Springer, IGI Global, Emerald, and IEEE) were explored and 60 of the most relevant research papers were selected for the analysis. Overall, this study identifies numerous emergent themes in the existing literature, thereby, deepening our understanding of advances in social media research. Further, the study provides logical classification schemes that may serve as a source of stimulus for further research.

Gender Stereotype in Toy Advertisements on Social Networking Sites

“…Although the SNS advertisement is considered a relatively new research area (Knoll, 2016), some studies have been conducted in this field (e.g., Li, 2011;Dao et al, 2014;Saxena & Khanna 2013;Tan et al, 2018;Sinha & Singh, 2020;Sadek, 2021). Most of these studies established that SNSs have received great recognition as a means of product advertisements.…”

“…There is evidence that, with the advancement of SNSs, advertising becomes more effective and efficient than ever before (Antoniadis et al, 2019;Walter & Gioglio, 2014). This development has changed the landscape of communication and how consumers think and behave (Antoniadis et al, 2019;Mir & Zaheer, 2012;Sinha & Singh, 2020). SNS advertisements contain important key features such as attention and mutuality.…”

“…Today's SNS technology has shifted the way people and brands tell their stories by altering communication patterns and allowing messages to reach billions of users across the globe (Friedman, 2017;Lopez-Castroman, et al, 2020). This scenario has also changed the way advertising activities are run by companies (Gallaugher & Ransbotham, 2010;Sinha & Singh, 2020).…”