EVOLUCIÓ DE L’ENSENYAMENT EN VALENCIÀ Alacant Centres Percentatge

Table 1 presents the distribution of the identified articles across journals. Attitudes toward social media advertising appear to be a multidisciplinary academic research phenomenon since about 40 different journals published relevant academic articles.

Especially, marketing, management and business, tourism, advertising, and information systems disciplines focused on attitudes as a measure of effectiveness. However, on a micro level, a relatively small number of journals published at least three articles (Computers in Human Behaviour, International Journal of Advertising, Journal of Creative Communications, Journal of Hospitality and Tourism Technology, Journal of Research in Interactive Marketing), while a majority of journals published not more than one article.

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181 Table 1. Distribution of articles across journals

No. Journal Name (alphabetical order) # of Articles

1 Advanced Science Letters 1

2 Asia Pacific Management Review 1

3 Asia Social Science 1

4 Aslib Journal of Information Management 1

5 Behaviour and Information Technology 2

6 Computers in Human Behavior 3

7 Electronic Markets 1

8 Global Business Review 1

9 International Journal of Advertising 3

10 International Journal of Business Excellence 1 11 International Journal of Business Information Systems 1 12 International Journal of E-Business Research 1 13 International Journal of Internet Marketing and Advertising 1

14 Internet Research 2

15 Journal of Advertising Research 1

16 Journal of Business Ethics 1

17 Journal of Consumer Behaviour 1

18 Journal of Creative Communications 3

19 Journal of Current Issues and Research in Advertising 2 20 Journal of Electronic Commerce in Organization 1 21 Journal of Enterprise Information Management 1

22 Journal of Global Fashion Marketing 1

23 Journal of Hospitality and Tourism Research 1 24 Journal of Hospitality and Tourism Technology 3 25 Journal of Hospitality Marketing and Management 1

26 Journal of Interactive Marketing 1

27 Journal of International Marketing 1

28 Journal of Internet Banking and Commerce 1

29 Journal of Marketing Analytics 1

30 Journal of Marketing Communications 1

31 Journal of Research in Interactive Marketing 3 32 Journal of Retailing and Consumer Services 2

33 Journal of Travel and Tourism Marketing 1

34 Kybernetes 1

35 Mediterranean Journal of Social Sciences 1

36 Middle-East Journal of Scientific Research 1

37 Online Information Review 2

38 Psychology and Marketing 1

39 Worldwide Hospitality and Tourism Themes 1

40 Young Consumers 2

Although I did not set a specific time frame during the search process, all identified articles were published from 2011 to 2019 (see Figure 1). While only one article was published in 2011, twelve articles were published in 2018, revealing increasing attention among researcher in attitude toward social media advertising. Simultaneously, the time trend illustrates the growing relevance of measuring the effectiveness of social media advertising with the concept of attitude. These findings are congruent with other reviews about social

PAPER III analyses of attitudes toward social media advertising, while 25 articles referred to non-student samples, such as panel data or social media users. Knoll (2017) found similar distribution patterns of sample types. My findings indicate that college-aged students are the predominantly chosen type of sample within social media contexts, as they mostly represent the largest proportion of users among different social media platforms and sites (GlobalWebIndex 2014).

Research about attitudes toward social media advertising was conducted in over 21 different countries around the world (see Table 2), revealing a broad range of country-specific information and differences about attitudes. On an abstract level, almost half of the studies have been conducted in North America (n = 21), followed by the Asian (n = 21), European (n

= 9), and African continent (n = 5).

2011 2012 2013 2014 2015 2016 2017 2018 Feb 19

Notes: The dashed line constitutes not the final increase or decrease of published studies between 2018 and 2019.

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183 Figure 2. Distribution of sample types

No studies were conducted on the South American or Australian continent. On a concrete level, the maximum of research publications was conducted in the United States or used U.S. American samples (n = 21). India follows with five publications and Pakistan, South Korea, and Spain with each having at least three publications. Other listed countries had no more than two publications.

Table 2. Distribution of articles across countries

No. Country (alphabetical order) # of Articles

1 Bangladesh 1

Notes: MTurk samples are coded as U.S. samples, as MTurk samples are more representative of the U.S. population (Berinsky et al. 2012) / Johnston et al. (2018) is coded as Vietnam since more than half of the sample is from Vietnam.

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184 In terms of the underlying social media platform or site, Figure 3 demonstrates that almost half of the identified studies explicitly examined attitudes toward paid or owned forms of advertising on Facebook. Other platforms like YouTube, Twitter, Instagram, or corporate blogs are scarce. This fact is not surprising as Facebook is the most popular social network site in the world (We Are Social 2019). Another proportion of articles referred to advertising attitudes on social media or social networks in general with no specific platform or site focus.

Worth mentioning, a small number of articles already emphasize advertising attitudes of mobile social media/network sites in general. Mobile social network advertising might gain more attention in the future, as consumers predominantly use their mobile devices to access social media platforms and sites (GlobalWebIndex 2017). Academic research did not investigate advertising attitudes toward brand communities as formats of owned media at all.

Figure 3. Distribution of articles across social media platforms and sites

Notes: SMNS = social media/network sites. Articles, who focused on at least two different social media

platforms or sites within their studies were coded as SMNS in general (e.g., Leung et al. 2015, Balakrishnan and Manickavasagam 2016, Johnson et al. 2018). Segev et al. (2014) investigated the placement of paid display banner on consumer blogs. Due to similarities of consumer and corporate blogs as a social media platform, I coded this study as corporate blogs.

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185