Johannes Knoll examines the influence of user-generated content on the reception and effectiveness of advertising in social media. Through three experiments, he analyzes how this user-generated communication has the potential to impact the effectiveness of the actual advertisements. The background is that internet users engage with each other daily on social media, discussing various topics, including advertisements that are displayed on these platforms. This can include comments on an advertisement video or likes in the context of Facebook ads. Advertisers lose some control over their communication but can also leverage user-generated content to enhance their messages.