The research investigates whether an increase in social media likes correlates with higher click-through rates on social advertising. Through a field experiment, it is shown that more likes do not necessarily lead to more clicks, suggesting that the impact of social proof in advertising may be limited. The findings challenge common assumptions about the effectiveness of social media engagement on consumer behavior.

A new study highlights the increasing difficulty users face in identifying ads on Instagram as platforms skillfully integrate promotional content within organic posts. The research indicates that many users are unaware of the volume of advertising they encounter, raising concerns about transparency and the effectiveness of current regulations in protecting consumers, especially younger users, from hidden advertising tactics.