Users of social media platforms like Facebook, Instagram and TikTok might think they’re simply interacting with friends, family and followers, and seeing ads as they go. But according to research from the UBC Sauder School of Business, they’re part of constant marketing experiments that are often impossible, even for the companies behind them, to fully comprehend. The findings are published in the International Journal of Research in Marketing.
A/B test tool shows Facebook constantly experimenting on consumers—and even its creators don’t fully know how it works
