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Erschienen in:

2022 | OriginalPaper | Buchkapitel

4. How Social Media Profits from Advertising and Social Commerce

verfasst von : Francisco J. Martínez-López, Yangchun Li, Susan M. Young

Erschienen in: Social Media Monetization

Verlag: Springer International Publishing

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Abstract

Social media advertising comprises a major revenue source for many large social media platforms. The Interactive Advertising Bureau defines social media advertising as “an online ad that incorporates user interactions that the consumer has agreed to display and be shared. The resulting ad displays these interactions along with the user’s persona (picture and/or name) within the ad content (see Chu, Journal of Interactive Advertising, 12(1), 32, 2011).” Social media advertising is quite different from traditional mass media advertising. Social media advertising incorporates more social elements in the advertising process. Social media ads can be interactive, immersive, and influential when social media users are browsing social media content. Social media users can comment, distribute, and like social ads. Social media ads can also be presented in an organic form which looks similar to regular social content displayed in users’ online social circles.

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Vorheriges Kapitel How Companies Can Use Social Media for Social Selling

Nächstes Kapitel How Social Media Can Monetize by Offering Premium Service or Content

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Titel: How Social Media Profits from Advertising and Social Commerce
verfasst von: Francisco J. Martínez-López
Yangchun Li
Susan M. Young
Verlag: Springer International Publishing
Buch: Social Media Monetization
Print ISBN: 978-3-031-14574-2

Electronic ISBN: 978-3-031-14575-9

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-031-14575-9_4