restricted access Social Media and Advertising
Abstract

This unit introduces what social media are, how and when they emerged, and how and why they have become essential tools for advertising in a digital age. Since their advent and subsequent maturation after the turn of the millennium, social media have become a central way for advertisers to reach audiences, and to use consumers' social connections to sell, tell, and spread messages. A common logic underlies all social media advertising: by getting social media users to do the digital labor of selling and telling, via their influence on others and through word-of-mouth messaging, advertisers find it cheaper and easier to spread their messages widely.