why do we mostly see distinguish public figures of personalities in the social advertisement what is the reason behind it?
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his study examines how consumers’ engagement with social media platforms drives engagement with advertising embedded in these platforms and, subsequently, evaluations of this advertising. Our survey (N = 1,346, aged 13 and older) maps social media users’ engagement experiences with Facebook, YouTube, LinkedIn, Twitter, Google+, Instagram, Pinterest, and Snapchat and their experiences with and evaluations of advertising on these platforms. Our findings show that engagement is highly context specific; it comprises various types of experiences on each social media platform such that each is experienced in a unique way. Moreover, on each platform, a different set of experiences is related to advertising evaluations. It is further shown that engagement with social media advertising itself is key in explaining how social media engagement is related to advertising evaluations. The general conclusion is that there is no such thing as “social media.”
Advertisers are enthusiastically integrating social media into their advertising programs to drive digital engagement. For example, stating “digital engagement is key to us,” sports brand Adidas recently announced it will focus its marketing efforts exclusively on digital and social channels (McCarthy 2017). The effectiveness of such digital engagement programs is usually assessed with social media monitoring tools providing quantitative metrics, such as the number of likes, shares, comments, opens, views, followers, or clicks, as indicators of level of engagement or valence of engagement (positive or negative comments). Growth among these engagement metrics is often thought to stem from creative execution of ads. With A/B testing, for example, various colors, calls to action, background images, photos, and the like are juxtaposed to examine which option best stimulates engagement (Scheinbaum 2016).
Academic research also tends to focus on the executional factors in the content of the ad that drive digital engagement (e.g., Ashley and Tuten 2015; De Vries and Carlson 2014). We diverge from such approaches. We postulate that on social media the context (i.e., the platform), not the content, of advertising is a key determinant of its effectiveness. Although media context research shows that engagement with magazines, TV programs, and websites can carry over to evaluations of advertising included in the medium (Malthouse, Calder, and Tamhane 2007; Calder, Malthouse, and Schaedel 2009; Calder, Isaac, and Malthouse 2016), to the authors’ knowledge, this has never been tested with social media. Moreover, we argue that it is unlikely or inappropriate to equate engagement with a medium with advertising effectiveness because it disregards engagement with the embedded advertising. We therefore suggest that engagement with a social media platform spills over into how people engage with advertising within the platform and consequently affects ad evaluations. The main aim of the study is to examine the relation between social media engagement and social media advertising. However, to be able to examine this relation, we first need to understand consumer engagement with social media.
To advance our knowledge of (social media) engagement and the consequences for advertising embedded in social media platforms, we adopt the engagement experience framework. This framework suggests that digital engagement develops from digital experiences and has three distinctive characteristics (Calder, Isaac, and Malthouse 2016). First, the engagement experience framework fits the media engagement literature, explaining consumer–media interactions, and therefore enables us to advance knowledge on social media engagement. Second, this approach differs from the more quantitative approaches that emphasize intensity of engagement (e.g., intensity of media or advertising use) or valence of engagement (e.g., positive or negative posts in response to advertising) allowing for context-specific, instead of a one-size-fits-all, measurement of engagement that can vary among social media platforms. Third, this conceptualization of engagement was demonstrated to be predictive of advertising effectiveness (Davis Mersey, Malthouse, and Calder 2010) and thus advances our knowledge of the relation between media engagement and advertising, or social media engagement and social media advertising more specifically. In sum, we uniquely examine the more qualitative aspects of engagement with social media and with advertising on these platforms.
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the reason behind it this that personalities highlighted if there is any issue related to anyone . because these personalities famous so people enjoy to see their role
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