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2.3 Previous Research

Advertising

This 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 (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.”
(Hilde A. M. VoorveldUniversity of Amsterdam, Amsterdam, The

Netherlands, ,Guda van Noort,Daniël G. Muntinga &Fred Bronner)

This editorial introduces the special section on big data. We define big data by

examining how it is, or will be, created in advertising environments. We propose a
conceptual framework for understanding the different types of digital advertising

touch points that create big data, and use the framework for identifying research
opportunities.

We discuss the types of research questions that big data can inform, including
developing and testing theories, identifying insights, and optimizing the delivery of

messages. New methods that advertisers will need to use big data are identified.
Recommendations are provided for how to think about and approach big data. Using

the framework, we identify specific opportunities for advertising researchers to use
big data. We also discuss pitfalls in using big data.

(Edward C. Malthouse &Hairong LiMichigan

25 State 2017)