Analogous to social media engagement, social media advertising engagement is the sum of experiences that people obtain while being confronted with social media advertising on that platform.

In this study, the experiences comprising social media engagement are defined as the emotional, intuitive experiences or perceptions that people undergo when using a particular medium at a particular moment. These experiences can be multidimensional, such as satisfying the need to find useful information, fill empty moments, and do or share something with others. This definition is comparable to that used by Bronner and Neijens (2006), Malthouse, Calder, and Tamhane (2007), and Calder, Isaac, and Malthouse (2016). We investigate consumers’ concrete experiences during a media consumption moment. Therefore, we use the term media experience to refer to the specific experiences during a concrete social media consumption moment. Social media engagement is the sum of these specific social media experiences (Calder, Isaac, and Malthouse 2016). Analogous to social media engagement, social media advertising engagement is the sum of experiences that people obtain while being confronted with social media advertising on that platform. To explain the role of social media advertising engagement, we first delve into what actually drives advertising engagement, that is, engagement with the social media platform. Engagement across Social Media Platforms In media research, many studies have been conducted to identify the categories of experiences that constitute media engagement or can explain media use, such as information, transportation, interaction, identification, and pastime (e.g., Bronner and Neijens 2006; Malthouse, Calder, and Tamhane 2007). Earlier studies have been conducted on experiences with social media, but they tend to focus on social media in general (e.g., Muntinga, Moorman, and Smit 2011; Gironda and Korgaonkar 2014) or on one specific social media platform (e.g., Chi 2011; Sook Kwon et al. 2014; Phillips, Miller, and McQuarrie 2014; Utz, Muscanell, and Khalid 2015). Regardless of the lack of studies that directly compare social media platforms, we expect that people actively use and engage with the various platforms differently based on the unique characteristics that each offers in terms of functionalities, interface, and content.

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