J04 Social Network Engagement

Date & Time

Aug 6th at 9:30 AM until 10:45 AM


Advertising, Promotion, and Marketing Communications 


Rating ( votes)

Digital Self and Personalized Ads on Social Network Sites
Sungjun Steven Park, Yuri Yoon, Yong J. Hyun, Korea Advanced Institute of Science and Technology

How Personalized Advertising Affects Equity of Brands Advertised on Facebook? A Mediation Mechanism
Trang Tran, SUNY Oneonta | Sally Baalbaki, Metropolitan State University of Denver | Chien-Wei Lin, SUNY Oneonta

Matching Social Network Communication Channels and Advertising Appeals for Social Network Advertising Effectiveness: Mediating Role of Perceived Efficacy
Fue Zeng, Ruijuan Wang, Wuhan University | Yiyan Li, University of Hong Kong

Employee Brand Influencers: Motivations and Social Media Engagement
Deborah Goldring, Stetson University | Baiyun Gong, Nova Southeastern University