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Journal articles on the topic 'Social media advertising effectiveness'
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Lina, Lia Febria. "Privacy Concerns in Personalized Advertising Effectiveness on Social Media." SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS 1, no. 2 (August 24, 2021): 147. http://dx.doi.org/10.29259/sijdeb.v1i2.147-156.
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One of the characteristics of industry 4.0 is that consumers increasingly want products to be made just for themselves. This can be supported by the presence of big data, which of course cannot be separated from the use of information, the more complete the data, the more precise and accurate the targeting will be. However, the use of information for some people can also be considered a violation of privacy. Various research about personalized advertising been tested and have yielded mixed results both positive and negative on perceptions and behaviour, and provide directions for next research to testing various consumer factors as moderating variable. This study aims to fill the gaps in previous research by examining the role of consumer privacy concerns as a moderating variable that affects the relationship of personalized advertising on the perceived advertising value of consumers using a survey method on 131 respondents who are active users of Instagram in Indonesia. The findings of this study that advertising personalization have a positive effect on advertising value and purchase intention and privacy concerns do not moderate the effect of personalized advertising on advertising value. This is influenced by the factor of respondents aged 17-25 years, where they can be said to be the Tech Savvy generation. Further research suggestions are also discussed in this study.
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Lin, Shan, Shuai Yang, Minghui Ma, and Jian Huang. "Value co-creation on social media." International Journal of Contemporary Hospitality Management 30, no. 4 (April 9, 2018): 2153–74. http://dx.doi.org/10.1108/ijchm-08-2016-0484.
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Purpose In recent years, hotels in China have been interested in leveraging social media platforms to facilitate interactions with and among consumers. Such brand engagement efforts on social media networks are believed to promote brands through co-creation of consumer experiences and values. This study was conducted in the context of Chinese hotels. The paper aims to identify two forms of brand engagement via social media platforms – consumer-initiated engagement and firm-initiated engagement – and to examine their effects on hotels’ display advertising effectiveness. Design/methodology/approach This study collected a comprehensive data set. First, the authors collected display advertisement data from two hotel chains in China. Second, the authors gathered the two hotels’ engagement data from Weibo. A generalized linear mixed model was used in data analysis. Findings The findings of the study indicate that both forms of brand engagement on social media network sites positively influence display advertising effectiveness. Moreover, for a strong brand, consumer-initiated engagement is more influential in increasing display advertising effectiveness; however, for a weak brand, firm-initiated engagement gains more clicks and conversions from advertisements. Practical implications As hotels in China continue to leverage online media platforms to reach, engage with and co-create value with potential and existing consumers, this study provides managers with insight as to how they can achieve higher advertising effectiveness by engaging with consumers on a consistent basis on social media. Originality/value This study mainly contributes to recent increasing research on engagement and value co-creation by providing a lens through which to assess the relationship between brand engagement via social media networks and online display advertising effectiveness.
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Son, Jeyoung, and Inwon Kang. "The Effect of Native Advertising Credibility on Social Media Advertising Effectiveness." E-Business Studies 18, no. 3 (June 30, 2017): 21–37. http://dx.doi.org/10.20462/tebs.2017.06.18.3.21.
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Yousef, Murooj, Timo Dietrich, and Sharyn Rundle-Thiele. "Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media." International Journal of Environmental Research and Public Health 18, no. 11 (June 1, 2021): 5954. http://dx.doi.org/10.3390/ijerph18115954.
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Background: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals’ effectiveness in driving engagement and actions on and beyond social media platforms. Method: In an experiment, positive, negative and coactive ads were shared on social media and promoted for a week. The three ads were controlled in an A/B testing experiment to ensure applicable comparison. Measures used included impressions, likes, shares and clicks following the multi-actor social media engagement framework. Data were extracted using Facebook ads manager and website data. Significance was tested through a series of chi-square tests. Results: The promoted ads reached over 21,000 users. Significant effect was found for appeal type on engagement and behavioral actions. The findings support the use of negative advertising appeals over positive and coactive appeals. Conclusion: Practically, in the charity and environment context, advertisers aiming to drive engagement on social media as well as behavioral actions beyond social media should consider negative advertising appeals. Theoretically, this study demonstrates the value of using the multi-actor social media engagement framework to test advertising appeal effectiveness. Further, this study proposes an extension to evaluate behavioral outcomes.
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Arora, Taanika, and Bhawna Agarwal. "An Empirical Study on Determining the Effectiveness of Social Media Advertising." International Journal of E-Business Research 16, no. 2 (April 2020): 47–68. http://dx.doi.org/10.4018/ijebr.2020040104.
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The article proposes a conceptual model based on social media advertising, which examines the impact of some identified antecedents such as entertainment, informativeness, credibility, incentives, pre- purchase search motivation and social escapism motivation on attitude towards social media advertising and further see the impact on purchase intention. A quantitative approach of research was adopted, where data was collected using a self-administered questionnaire from 472 Indian social media users. The scales adapted from the previous studies were validated using exploratory factor analysis (EFA) and then two-step structural equation modelling (SEM) was applied which included confirmatory factor analysis (CFA) followed by hypothesis testing in AMOS 22.0. The results indicated a significant role of informativeness, entertainment, credibility, incentives, pre- purchase search motivation and social escapism motivation in predicting attitudes towards social media advertising, further purchase intention was significantly predicted by attitudes towards social media advertising.
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Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (March 31, 2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.
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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement. For this the study takes percentage and Lickert’s scaling techniques.
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Rozendaal, Esther, and Bernd Figner. "Effectiveness of a School-Based Intervention to Empower Children to Cope With Advertising." Journal of Media Psychology 32, no. 3 (July 2020): 107–18. http://dx.doi.org/10.1027/1864-1105/a000262.
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Abstract. This study tested the effectiveness of a theory-driven, school-based advertising intervention entitled Ad Masters that aimed to stimulate children’s advertising coping behavior in the current media landscape. A cluster randomized controlled trial was completed among 704 children (7–12 years old) in schools. The schools were allocated to either the intervention group ( n = 399) or control group ( n = 305). Both short-term (directly after the intervention) and long-term effects (3 months after the end of the intervention) were measured. Bayesian mixed-effect analyses showed positive short- and long-term effects of the intervention on children’s understanding of advertising’s tactics. Structural equation analysis showed that the intervention-induced changes in children’s understanding of advertising’s tactics were not related to any changes in their use of advertising coping strategies or their advertising susceptibility. No other intervention effects were found. However, structural equation analyses showed that, regardless of the intervention, motivation and ability to use advertising coping strategies are both associated with children’s actual coping behavior. These findings indicate that motivation and ability to effectively use advertising coping strategies are important empowering factors that should be taken into account in future research on children’s advertising coping behavior and in advertising intervention development.
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Sadek, Heba. "Social Media Advertising Influence on Users' Responses." International Journal of Online Marketing 11, no. 1 (January 2021): 1–13. http://dx.doi.org/10.4018/ijom.2021010101.
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This research aims to extend the knowledge of social media advertising by providing a deep understanding of the elements of social networking sites advertising (SNS ad) effectiveness that help create favorable users' responses via their attitude toward empathy expression in the Egyptian context. Qualitative research was developed. Sixteen semi-structured interviews were conducted which were analyzed by using thematic analysis. Findings indicate that the crucial elements that generate an effective SNS ad in Egypt particularly on Facebook are the advertising creativity and simplicity, followed by the advertising entertainment specifically the emotional appeal of joy, the interactivity, the clear information, and the trustworthiness derived from users' generated content. These elements influence on users' attitude toward empathy expression and lead to favorable users' responses. Additionally, it has been found that brand loyalty plays a vital role on influencing users' responses. Based on these findings, this research offers implications and proposes further research directions.
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Liu, Chi-Lun. "The impact of social cues and effectiveness in check-in advertising." Kybernetes 43, no. 7 (July 29, 2014): 984–1002. http://dx.doi.org/10.1108/k-01-2014-0015.
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Purpose – Check-in based advertising is growing dramatically as the popularity of social media increases. The purpose of this paper is to explore which social cues are appropriate for check-in based advertising in social media based on media richness theory and how content effectiveness affects content generation intention based on achievement motivation theory. Design/methodology/approach – A laboratory experiment was performed to evaluate the effects of social cue strategies on content effectiveness of attitude toward the ad and self-efficacy on recall. The influence of effectiveness on content generation intention are also measured in the experiment. Findings – The results of a laboratory experiment indicated that a strategy of using plentiful social cues has high effectiveness as measured by the concept of attitude toward the ad. Content effectiveness measured by attitude toward the ad and self-efficacy on recall can directly affect user intentions to generating check-in based advertisements. Research limitations/implications – Although check-in based advertising is driven by the customers themselves rather than by the company, companies can encourage their customers to follow an appropriate check-in content generation strategy to improve effectiveness. Practical implications – The findings of this study provide useful information for designing the content of social media designed to facilitate the promotion of products and companies in online marketing. Originality/value – In theoretical contribution, this study integrates media richness theory and achievement motivation theory to explore how users intent to generate check-in advertising according to social cues effectiveness.
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Lou, Liguo, and Joon Koh. "Social Media Advertising Effectiveness : A Conceptual Framework and Empirical Validation." Asia Pacific Journal of Information Systems 28, no. 3 (September 30, 2018): 183–203. http://dx.doi.org/10.14329/apjis.2018.28.3.183.
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Harris, Ciorciari, and Gountas. "Consumer Neuroscience and Digital/Social Media Health/Social Cause Advertisement Effectiveness." Behavioral Sciences 9, no. 4 (April 18, 2019): 42. http://dx.doi.org/10.3390/bs9040042.
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This research investigated the use of consumer neuroscience to improve and determine the effectiveness of action/emotion-based public health and social cause (HSC) advertisements. Action-based advertisements ask individuals to ‘do something’ such as ‘act’, ‘share’, make a ‘pledge’ or complete a ‘challenge’ on behalf of a brand, such as doing ‘something good, somewhere, for someone else’. Public health messages as noncommercial advertisements attempt to positively change behavioural intent or increase awareness. Australian health expenditure was $180.7 billion AUD (Australian dollars) in 2016/17 with $17 million AUD spent on government health campaigns. However, evaluation of health advertisement effectiveness has been difficult to determine. Few studies use neuroscience techniques with traditional market research methods. A 2-part study with an exploratory design was conducted using (1) electroencephalography (EEG) using a 64 channel EEG wet cap (n = 47); and (2) a Qualtrics online psychometric survey (n = 256). Participants were asked to make a donation before and after viewing 7 HSC digital/social media advertisements and logos (6 action/emotion-based; 1 control) to measure changes in behavioural intent. Attention is considered a key factor in determining advertising effectiveness. EEG results showed theta synchronisation (increase)/alpha desynchronisation (decrease) indicating attention with episodic memory encoding. sLORETA results displayed approach responses to action/emotion-based advertisements with left prefrontal and right parietal cortex activation. EEG and survey results showed the greatest liking for the ManUp action/emotion-based advertisement which used male facial expressions of raw emotion and vulnerability. ManUp also had the highest increased amount donated after viewing. Lower theta amplitude results for the International Fund for Animal Welfare (IFAW) action/emotion-based advertisement indicated that novel (possessing distinct features) rather than attractive/conventional faces were more appealing, while the rapid presentation of faces was less effective. None of the highest peak amplitudes for each ad occurred when viewing brand logos within the advertisement. This research contributes to the academic consumer neuroscience, advertising effectiveness, and social media literature with the use of action/challenge/emotion-based marketing strategies, which remains limited, while demonstrating the value in combining EEG and neuroscientific techniques with traditional market research methods. The research provides a greater understanding of advertising effectiveness and changes in behavioural intent with managerial implications regarding the effective use of action/challenge/emotion-based HSC communications to potentially help save a life and reduce expenditure on ineffectual HSC marketing campaigns.
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Yang, Shuai, Shan Lin, Jeffrey R. Carlson, and William T. Ross. "Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness?" Journal of Marketing Management 32, no. 5-6 (February 23, 2016): 526–57. http://dx.doi.org/10.1080/0267257x.2016.1143863.
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Zhang, Yanping, Xiaodong Li, and Juho Hamari. "How does mobility affect social media advertising effectiveness? A study in WeChat." Industrial Management & Data Systems 120, no. 11 (October 7, 2020): 2081–101. http://dx.doi.org/10.1108/imds-05-2020-0268.
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PurposeThis study aims to investigate how aspects of mobility affect social media advertising effectiveness (i.e. consumer purchase intention) on mobile platforms from the perspective of the fit-viability model.Design/methodology/approachData were collected through an online questionnaire survey of 378 WeChat users and used to test hypotheses with structural equation modeling.FindingsConsumer purchase intention is significantly positively influenced by time flexibility, spatial flexibility, mobile lifestyle and ad relevance. Meanwhile, ambivalence toward ads mediates the relationships of time flexibility and spatial flexibility with purchase intention and moderates the relationships of mobile lifestyle and ad relevance with purchase intention.Research limitations/implicationsThe findings offer researchers and practitioners a new angle to understand advertising effectiveness on mobile social media and extend the application of the fit-viability model.Originality/valueThis paper fills the research gap on the role of mobility in social media advertising.
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Hamouda, Manel. "Understanding social media advertising effect on consumers’ responses." Journal of Enterprise Information Management 31, no. 3 (April 9, 2018): 426–45. http://dx.doi.org/10.1108/jeim-07-2017-0101.
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Purpose This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook. Design/methodology/approach Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using exploratory factor analysis and structural equation modeling. Findings Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship. Practical implications Tourism marketers should focus not only on developing information-rich and entertaining social media advertisements but also a credible content of the ads. Furthermore, Facebook should be systematically integrated by tourism practitioners in their communication strategy as it affects the attitude and consequently the behavior of the consumers especially when the company using social media advertising has a good corporate reputation. Originality/value In the tourism context, the effectiveness of social media advertising remains little known to practitioners and scholars despite the frequent use of social media by tourism customers and companies in recent years. So, this research study contributes to a better understanding of the use of social media advertising on Facebook regarding tourism products and services.
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Belanche, Daniel, Isabel Cenjor, and Alfredo Pérez-Rueda. "Instagram Stories versus Facebook Wall: an advertising effectiveness analysis." Spanish Journal of Marketing - ESIC 23, no. 1 (May 7, 2019): 69–94. http://dx.doi.org/10.1108/sjme-09-2018-0042.
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Purpose This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign. Design/methodology/approach The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators. Findings The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories. Practical implications Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men. Originality/value This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.
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Djafarova, Elmira, and Kristina Kramer. "YouTube advertising: Exploring its effectiveness." Marketing Review 19, no. 1 (November 29, 2019): 127–45. http://dx.doi.org/10.1362/146934719x15633618140855.
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Advertising on YouTube is becoming increasingly popular due to its large potential in engaging existing and new target audiences via highly interactive video advertisements. However, YouTube is criticised for providing mostly lower value user-generated content. This leads to major concerns among marketers regarding how resources can be allocated most efficiently across channels and how effective YouTube is as an advertising channel. The purpose of this study is to evaluate existing literature exploring the effectiveness of YouTube advertising. This research contributes to academic literature by compiling a set of measures to assess advertising effectiveness and identifying factors affecting it in the context of online video advertising. In order to identify relevant criteria and frameworks for evaluating advertising effectiveness in the context of YouTube video advertising, the characteristics of social media and online video advertising were analysed and the theoretical foundations of online advertising were established.
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Pashna, Mohsen, Mohammad Rahim Esfidani, and Seyed Mohammad bagher Jafari. "The Role of User Involvement, User Involvement Types, Product Category Involvement and Advertising Appeals in Social Media Advertising Effectiveness: A Middle East Context (Iran)." Journal of Creative Communications 14, no. 2 (July 2019): 85–117. http://dx.doi.org/10.1177/0973258619851987.
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Until now, no study has proposed strategies for social media advertising, scrutinizing the differential interaction of user involvement, different kinds of user involvement, product category involvement, and advertising appeals considering the unique characteristics of social media users in the Middle East. The present study addresses this issue by introducing two detailed advertising effectiveness grids in 20 situations for social media advertising in the Middle East context (Iran) and revised the previous grids and findings proposed for Western and Eastern countries in the area of traditional media advertising effectiveness. In all, 552 students of the University of Tehran, who are social media users were randomly selected, and questionnaires were distributed via an online platform. In order to explore the hypotheses, a mixed 2 × 2 × 2 factorial design was employed, followed by assessment of the validity and reliability of the measures. Surprisingly, some findings were contrary to traditional findings and grids both in the West and in the East and suggest different and new strategies; however, some were in line with traditional studies.
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Seo, Yuri, Jungkeun Kim, Yung Kyun Choi, and Xiaozhu Li. "In “likes” we trust: likes, disclosures and firm-serving motives on social media." European Journal of Marketing 53, no. 10 (October 7, 2019): 2173–92. http://dx.doi.org/10.1108/ejm-11-2017-0883.
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Purpose This paper aims to examine when and how the number of “likes” can exert significant influence on consumer evaluations of social media advertising. It sheds a novel perspective on how social media “likes”, advertising disclosures and the presence of firm-serving motives influence advertising effectiveness. Design/methodology/approach Study 1 examines how the number of “likes” influences consumer attitudes towards the sponsoring brand by strengthening advertising credibility, when social media ads are effectively (vs non-effectively) disclosed. Study 2 further establishes how the influence of the number of “likes” for effectively disclosed ads varies depending on whether the company states (vs does not state) its firm-serving motives. Findings The authors found that a social media ad displayed with a higher number of “likes” is perceived to be more credible, which can then yield more positive attitudes towards the brand. However, the use of effective disclosures moderates this relationship. To offset this effect, companies can restore the value of “likes” by stating their firm-serving motives openly when they develop social media advertising messages. Research limitations/implications The study offers a novel perspective on how consumers evaluate the number of displayed “likes” in the context of other social media features. Practical implications The study shows how social media marketers can become more effective in taking advantage of the number of “likes” that they accumulate on social networking site platforms. Originality/value The study illustrates a novel mechanism behind how and when the number of “likes” can influence the effectiveness of social media advertising.
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Maria, Siti, Tommy Pusriadi, Yundi Permadi Hakim, and Dio Caisar Darma. "THE EFFECT OF SOCIAL MEDIA MARKETING, WORD OF MOUTH, AND EFFECTIVENESS OF ADVERTISING ON BRAND AWARENESS AND INTENTION TO BUY." Jurnal Manajemen Indonesia 19, no. 2 (August 30, 2019): 107. http://dx.doi.org/10.25124/jmi.v19i2.2234.
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The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who use transportation services in Samarinda. Models using path analysis programs and data are processed through SPSS version 23. Result from this research based on sub-stucture model 1 reveal that social media marketing and the effectiveness of advertising directly has a significant positive effect on brand awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on intention to buy. Finally, social media marketing and effectiveness of advertising indirectly has a significant positive effect on intention to buy through brand awareness.
Keywords— Advertising, Brand Awareness, Intention to Buy, Social Media Marketing, Word of Mouth.
AbstrakTujuan dari penelitian ini adalah untuk menganalisis efek langsung social media makerting, word of mouth, dan efektivitas iklan pada brand awareness dan dampaknya terhadap intention to buy, baik secara langsung maupun tidak langsung. Sumber data berasal dari 50 pelanggan layanan transportasi di wilayah Kota Samarinda. Penelitian menggunakan model analisis jalur dan data diproses melalui SPSS versi 23. Penelitian ini menyatakan model sub-struktur 1, diketahui social media marketing dan efektivitas iklan secara langsung berpengaruh positif dan signifikan terhadap brand awareness. Dari sub-struktur 2, efektivitas iklan dan brand awareness secara langsung berpengaruh positif dan signifikan terhadap intention to buy. Terakhir, social media marketing dan efektivitas iklan secara tidak langsung berpengaruh positif dan signifikan terhadap intention to buy melalui brand awareness pelanggan.
Kata kunci— Brand Awareness, Efektivitas Iklan, Minat Beli, Pemasaran Sosial Media, Word of Mouth.
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Jasmine, Zahwa F., and Fadillah Fadillah. "Effects of user-generated content on social media advertising strategi." IMOVICCON Conference Proceeding 2, no. 1 (July 6, 2021): 139–48. http://dx.doi.org/10.37312/imoviccon.v2i1.59.
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Both the use of UGC in the designing process of social media advertising and social media advertising itself, are two relatively new developments following the information age. Time and time again the various effects and outcomes of UGC in social media advertising, including positive and negative responds which accordingly changed audience perception of the advertised. One recent example is the use of #GundalaFanart, a call for fan art submissions to promote the 2019 Indonesian superhero movie, Gundala. The case study method will be used to analyze the implementation of this UGC on the advertising of Gundala, and to provide an example of how much it affects brand awareness or image. We arrive to the conclusion that the UGC #GundalaFanart received positive attention from both familiar and new audience due to two factors; the form of the UGC itself aligns well with the film’s image and core message, and aligns as well with the product’s position within the consumer’s mind. These two factors are important to ensure effectiveness when designing and implementing UGC into a social media advertisement campaign. The UGC has significant effect on the reputation of the product or brand, which in turn affects the consumer’s perception of it, subsequently also affecting the decision making process in consuming said product.
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Wang, Saerom, and Xinran Lehto. "The Interplay of Travelers’ Psychological Distance, Language Abstraction, and Message Appeal Type in Social Media Advertising." Journal of Travel Research 59, no. 8 (October 24, 2019): 1430–46. http://dx.doi.org/10.1177/0047287519880000.
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Effectiveness of destination advertising to potential tourists has been enhanced with the use of personalized orientation. After an online search for information about a destination, individuals are exposed to advertisements related to the destination on their social media newsfeed. However, further understanding is warranted in terms of how these destination messages should be crafted. Thus, our research aims to uncover how destination advertising design, message appeal type, and language abstraction level interact with a message recipient’s psychological distance to his or her trip to influence consumer response to the advertising. Based on construal level theory, we conducted a scenario-based experiment, using manipulated messages and psychological distance state to assess message effectiveness. The findings show that the type of message design respondents favor can vary either by perceived temporal distance to their travel plans or spatial distance to the travel destination.
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Zhou, Yang, Zubair Ahmad, Hassan Alsuhabi, M. Yusuf, Ibrahim Alkhairy, and A. M. Sharawy. "Impact of YouTube Advertising on Sales with Regression Analysis and Statistical Modeling: Usefulness of Online Media in Business." Computational Intelligence and Neuroscience 2021 (September 7, 2021): 1–10. http://dx.doi.org/10.1155/2021/9863155.
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Computer technology plays a prominent role in almost every aspect of daily life including education, health care, online shopping, advertising, and even in homes. Computers help to make daily tasks much easier and convenient. Among social media, YouTube is a well-known social sharing networking service. As more and more people join social media and become everyday users, brands have also increased their online engagement. However, it is still unclear how to effectively measure value and return on advertising using social media. As of 2021, more than 31 million YouTube channels around the globe have been opened. In this paper, we consider YouTube advertising to check its effectiveness and benefits gained. Certain statistical tools are adopted to measure the extent of advertising benefits and their correlation in creating effective advertising campaigns on YouTube. Simple linear regression analysis is performed on the data representing the YouTube advertising budget of a company and the sales data of that company. Furthermore, we develop a new statistical distribution to provide the best description of the YouTube advertising data. The result of this research shows that YouTube is an effective medium for advertising and has a strong relationship with sales.
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Humphrey Jr, William F., Debra A. Laverie, and Shannon B. Rinaldo. "Brand choice via incidental social media exposure." Journal of Research in Interactive Marketing 11, no. 2 (June 12, 2017): 110–30. http://dx.doi.org/10.1108/jrim-04-2016-0025.
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Purpose The paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media environment, this paper aims to extend incidental exposure research in the context of social media. Design/methodology/approach This paper uses an experimental design with controlled image durations using MediaLab and DirectRT, allowing for precise image display times and randomization of screens. Participants were split between high-involvement and low-involvement product categories, and the brand choice exercise was administered in an on-screen experiment. Findings The paper provides support that incidental exposure influences brand choice. Further, it indicates that for low-involvement product categories, the type of social media exposure does not influence brand choice significantly between types. For high-involvement product categories, ads perform better than sponsored story executions; consumer-generated brand messages perform better than brand-generated messages; and the influence of reference group affects brand choice. Research limitations/implications This paper tests one social media environment using a desktop Web environment. Additional studies would be needed to test other social media environments and mobile technology. Practical implications The paper provides evidence that brands benefit by simply participating and advertising in social media, but the execution style matters to a greater extent for high-involvement product categories in influencing brand choice. Social implications Mere exposure to a brand message may influence consumers unknowingly. Repeated exposure as short as 5 s per viewing is related to increases in brand choice. Originality/value This paper extends research on incidental exposure and establishes a key positive brand outcome for practice and research, and it provides the first exploration on the outcome of incident exposure to brand messages in social media. The results suggest that social media and advertising by brands have positive impacts beyond traditional measures of success online.
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Kang,Hyun-Ok. "The Information Sources of Facebook Multimedia Image of Social Media for Advertising Effectiveness." Journal of Digital Design 15, no. 2 (April 2015): 719–28. http://dx.doi.org/10.17280/jdd.2015.15.2.067.
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Alfajri, Muhamad Fitra, Viranda Adhiazni, and Qurrotul Aini. "PEMANFAATAN SOCIAL MEDIA ANALYTICS PADA INSTAGRAM DALAM PENINGKATAN." Interaksi: Jurnal Ilmu Komunikasi 8, no. 1 (June 30, 2019): 34. http://dx.doi.org/10.14710/interaksi.8.1.34-42.
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Currently Instagram is not only a means of communication and information, but has plagued several sectors, especially marketing. One marketing that often happens on Instagram is sales, advertising, branding, and service. To support marketing activities, it needs to be done not only through conventional or old ways, but also should use social media to better reach all the desired consumers. This study aims to find out the focus on the use of Social Media Analytics tools on Instagram as a medium in increasing marketing effectiveness. This research is qualitative descriptive by using purposive sampling technique. Social Media Analytics that is implemented by Instagram in helping users of business profiles is by providing Insight features in which there are three functions, namely activity, audience and content provided in the form of data visualization. The utilization of the insight feature on Instagram has an important role in helping business users in increasing the effectiveness of marketing their products and services.
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Verma, Apoorv. "UNDERSTANDING IMPACT OF MEDIA ENGAGEMENT ON ADVERTISING ACCEPTANCE AND VALUE WITHIN MOBILE SOCIAL NETWORK IN INDIAN MILLENNIALS." INFORMATION TECHNOLOGY IN INDUSTRY 9, no. 1 (March 18, 2021): 1343–52. http://dx.doi.org/10.17762/itii.v9i1.276.
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Social Networking sites have changed the face of advertising and media consumption massively. Even within them, Mobile Social Network or MSN’s are the latest mode of Social Media consumption that is taking over the social media sites. This study takes a conceptual model developed earlier by Linwan Wu, 2016 and applies it to the millennial populace of India. The target group was selected because they are among the highest users of MSNs in the world. The model aims to check the antecedents of MSN engagement and test the relationship between MSN engagement and advertising effectiveness. The relevant data was collected using an online survey and the results showed a significant difference from the prior study. Though Utilitarian motivation still shows a significant effect on Media Engagement, the other antecedents seemed to have stopped having an effect altogether. Additionaly, the study also shows that in the target group, the engagement with media has no effect in advertising acceptance nor on the value gained from advertising. However, perceived value of advertisement and its acceptance still hold a close relation which presents an opportunity for future researches into the reason, ie, what other factors affect engagement, acceptance and ultimately, the perceived value of ads on mobile social networks.
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Pogorevich, Anastasia V. "Research of tools influencing the engagement of potential customers in social media as one of the ways to improve the effectiveness of SMM in organisations through the example of the Instagram community @mebel_rummix." Economic Consultant 32, no. 4 (December 1, 2020): 28–40. http://dx.doi.org/10.46224/ecoc.2020.4.4.
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Over the past ten years, an increasing number of organisations have gone beyond "personal pages" and viewed social media as a promising channel of communication with customers, partners, and employees. The attractiveness of social media marketing is primarily due to its accessibility for small and medium-sized businesses, which makes it possible to compete with large companies in informing a potential audience about goods and services. However, business promotion in social media is not always successful due to the low reach and level of audience involvement. It is assumed that over the history of social media, a set of engagement management tools has been formed that can be structured, described, and proposed for use as a method for improving the effectiveness of social media marketing organisations. Empirical and theoretical research methods were used to test the suggested hypothesis: 1) analysis of literature and Internet sources; 2) synthesis of the received information; 3) an experiment to evaluate the results of the practical application of several engagement management tools at the same time. Based on the research data, a classification of engagement management tools is proposed for the first time, including six groups: analytical, visual, content, technical, advertising, and reputational. The effectiveness of using analytical, visual, content, and advertising tools has been experimentally proven and confirmed by statistics from the social media analytics services Popsters and LiveDune through the example of the @mebel_rummix community. The main result of the research is a generalisation of existing engagement management tools in practice into a single controlled methodological approach to improve the effectiveness of social media marketing organisations.
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Unnava, Vasu, and Ashwin Aravindakshan. "How does consumer engagement evolve when brands post across multiple social media?" Journal of the Academy of Marketing Science 49, no. 5 (May 22, 2021): 864–81. http://dx.doi.org/10.1007/s11747-021-00785-z.
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AbstractBrands allocate their social media advertising across multiple platforms such as Facebook, Twitter, Instagram, and YouTube. Because consumers use multiple social media, brand communications on one platform could generate engagement within the same platform (direct effects) and potentially impact engagement with the brand on the other platforms (spillover effects). Additionally, past engagement with a post on a platform could sustain into the future, thereby improving the longevity of posts (carryover effects). These effects could also vary across platforms. Drawing on recent advertising literature, the authors propose and test differential carryover, spillover, and direct effects within and across social media. The empirical analysis indicates that these effects exist and are significant, supporting the propositions presented. The analysis provides generalizable guidelines to social media marketers on the effectiveness of the various platforms at sustaining a post and at creating direct and spillover effects across other platforms. Finally, the study also exemplifies a resource allocation model for brands to use when allocating their efforts across the various social media platforms to maximize both consumer engagement and the firm’s return on social media investment.
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Ahmed, Rizwan Raheem, Dalia Streimikiene, Gerhard Berchtold, Jolita Vveinhardt, Zahid Ali Channar, and Riaz Hussain Soomro. "Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan." Sustainability 11, no. 12 (June 21, 2019): 3436. http://dx.doi.org/10.3390/su11123436.
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The purpose of the undertaken study is to examine the effectiveness of online digital media advertising as a strategic tool for building brand sustainability. For this purpose, we investigate the impact of different channels of online media, such as email marketing, mobile phone marketing, search engine optimization and companies’ websites, and social media marketing for the effectiveness of online digital media advertising. Moreover, the researchers have introduced eight mediating variables and six moderating variables to examine the impact between exogenous variables and online digital media advertising (endogenous). The researchers have taken 910 responses through a modified questionnaire and employed quantitative research methods, such as the structural equation modeling, exploratory factor and confirmatory factor analyses, and Hayes process approach for examining the mediation and moderation amongst the variables. The results of direct impact have demonstrated that all of the channels of digital media advertising have a positive and significant influence on the effectiveness of online digital media that creates brand sustainability for fast moving consumer goods (FMCG) and services sectors of Pakistan. The outcomes of hypotheses pertaining to the mediating and moderating effects of different variables have shown the significant influence between exogenous variables and endogenous variable. The results of the undertaken study are beneficial for the existing literature that provides the basic foil for future research studies. Moreover, the results have significant industrial implications for the marketers and digital media managers that they can devise effective media and marketing strategies to maintain optimum market share and competitive advantages.
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Adhikari, Nisha Sharma. "Effectiveness of Advertising and Sales Promotion on Buying Decision of Smartphones in Kathmandu Valley." Journal of Business and Social Sciences Research 1, no. 2 (August 31, 2018): 169. http://dx.doi.org/10.3126/jbssr.v1i2.20923.
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<p>Advertising has the most prominent and vital impact on buying behavior of consumers. Smart phones have gained a lot of popularity in Nepal and are considered to be a great multimedia tool. With such growing demand of smartphones, the need for effective advertising has also been raised. This paper centers on the impact of advertising on the sales volume of Smartphones. This work will shed light on how advertising can really affect a consumer’s buying decisions in a growing economy and how successful advertising can keep businesses going even in the midst of a tough competition. The entire data is collected by distributing structured questionnaire to the 150 respondents within Kathmandu valley. The outcome generated from descriptive statistic is that, most of the respondents own Samsung phone followed by iPhone and Online media is considered as the most effective adverting tool among other two. From the findings, we can also examine that there is insignificant relationship between gender and trust of information towards advertisement. Similarly, online, offline and electronic media have a insignificant association between gender, whereas influence through the advertisement of a brand has a significant association among age. Further the correlation analysis shows that there is a significant association among online, offline and electronic media. </p><p>Journal of Business and Social Sciences Research, Vol. 1, No. 2, pp. 169-184</p>
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Jelita, Alhensa Ferninda, and Hasnah Rimiyati. "PENGARUH KREDIBILITAS INFLUENCER PADA EFEKTIVITAS IKLAN MEDIA SOSIAL INSTAGRAM DALAM MEMBENTUK MINAT BELI KONSUMEN (STUDI PADA PENGIKUT INSTAGRAM AYUDIA BING SLAMET)." Jurnal Fokus Manajemen Bisnis 11, no. 1 (April 17, 2021): 22. http://dx.doi.org/10.12928/fokus.v11i1.3734.
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This study aims to analyze the influence of influencers' credibility on the effectiveness of Instagram social media advertising in shaping consumer buying interest (Study on Instagram followers Ayudia Bing Slamet). The subjects in this study were students using social media Instagram who were in the Special Region of Yogyakarta. This research was conducted with a sample size of 200 respondents who were determined by sampling technique using non probability sampling technique with purposive sampling method and distributing questionnaires to respondents using Google Forms. The analytical tool used is Structural Equation Modeling (SEM) with the AMOS 24 application program. Based on the analysis, it was found that the attractiveness of influencers had a positive effect on consumer attitudes towards advertising, trustworthiness towards influencers had a positive effect on consumer attitudes towards advertising, influencer expertise had a positive effect on consumer attitudes towards advertising, and attitudes towards advertising had a positive effect on buying interest.
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Koch, Stefan, and Asli Dikmen. "Does Successful Social Media Marketing Affect Brand Value?" Journal of Electronic Commerce in Organizations 13, no. 1 (January 2015): 15–26. http://dx.doi.org/10.4018/jeco.2015010102.
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Brand management has been moving towards making use of multiple channels in order to engage customers, especially through social media, and sustain a more intense experience around the brand instead of depending merely on advertising. This paper will investigate the effectiveness of social media marketing activities on brand value through comparison of brand value rankings with brand engagement scores, determined by social media marketing activities. Data from a list of companies was collected and evaluated, and the authors found evidence for a relationship in some cases, especially for social networks in the form of Facebook, and for Twitter on global level. They found clear differences between Global and Turkish brands, in that Facebook is relatively and absolutely more important for brands in that country. In addition, clear differences showed up between some industries in importance of different channels for brand value.
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Göttlichová, Marcela. "Social Advertising As A Socialization Factor Of The Contemporary Youth." West East Journal of Social Sciences 8, no. 1 (September 23, 2019): 93–108. http://dx.doi.org/10.36739/wejss.2019.v8.i1.12.
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The study focuses on the growing problem of the contemporary society which we may observe in the increasing impact of the media, namely advertising, reflecting in the consumer behavior of the contemporary youth influencing their value systems, in continuity with a significant weakening of the role of primary socialization factors, i.e. families and schools. The study should not only reveal the power of the media affecting the young but also to answer the question of whether social advertising can become a significant socializing factor in the current postmodern society. To find the answer, an extensive quantitative research was carried out in 1,080 primary school respondents, as well as in 1,080 secondary school respondents at 54 schools in the Czech Republic - the sample being directly proportional for girls x boys, and towns/cities x villages. The study also includes conclusions based on the follow-up qualitative research realized in the form of focus groups for pupils of primary and secondary schools, specifically aimed at specifying the effectiveness of social advertising according to the priority presentation of different socially problematic areas. The final part of the study presents the possibility to effectively use social advertising in the role of an educational and training agent in the system of primary and secondary education in the continuity of cooperation with university students with the focus on marketing communications, as well as with marketing employees of advertising agencies.
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Haltmayer, Vanessa, and Heribert Gierl. "Emoji Your Story: The Advertising Effectiveness of Emoji-Based Narratives." Marketing ZFP 43, no. 1-2 (2021): 67–94. http://dx.doi.org/10.15358/0344-1369-2021-1-2-67.
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Emojis are often used as single symbols to express emotions. Moreover, they serve as paralanguage in mass media and digital communication. Emojis are also used to tell narratives in advertising. Thus far, the latter usage of emojis has not been investigated. In two studies, we investigated the effectiveness of emoji-based narratives compared with textual narratives. Based on the data obtained from a thought-listing task, we found that consumers focus on solving the emoji puzzle when emojis are presented, whereas textual narratives are seldom replicated in such detail and induce additional thoughts about product features. We found the following five mediating effects: emoji-based narratives influence brand attitudes and the propensity to follow recommendations (provided in social-marketing campaigns) through 1. higher levels of narrative transportation, 2. higher perceptions of ad originality, 3. lower message comprehensibility, 4. stronger curiosity, and 5. lower perceptions of brand/organization trustworthiness. In total, emoji puzzles proved to be advantageous compared with textual narratives, with one exception: if the ad promoted advice that had no immediate and direct relevance for to the consumers’ lives (e.g., avoiding the use of animal-tested cosmetics and contributing to the preservation of the Amazon rainforest), the participants showed a low propensity to solve the emoji puzzle.
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Um, Nam-Hyun. "Predictors of the effectiveness of celebrity endorsement on Facebook." Social Behavior and Personality: an international journal 44, no. 11 (December 7, 2016): 1839–50. http://dx.doi.org/10.2224/sbp.2016.44.11.1839.
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I investigated whether or not the factors of self-disclosure, social identity, and need for affiliation predict effectiveness of celebrity endorsement on Facebook. Participants in this study were 320 college students, who viewed a fictitious celebrity Facebook fan page and then completed an online survey. Results showed that self-disclosure and need for affiliation had a significantly positive impact on both brand attitude and purchase intention. In addition, social identity had a significantly positive impact on consumers' electronic word-of-mouth intention. Overall, my results indicate that, as one component of an advertising strategy, celebrity endorsement in social media contexts (e.g., Facebook, Twitter) is effective.
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Idemudia, Efosa. "A Comprehensive Summary Review of Internet Advertising and Online Market Places that Provides Detailed Insights and Understanding On What Information Systems Discipline is About." International Journal of Technology Diffusion 5, no. 1 (January 2014): 56–72. http://dx.doi.org/10.4018/ijtd.2014010105.
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To the best of our knowledge there has been no study that has published a literature review of Internet advertising, online market places, and social e-commerce in the Information System discipline journals. Publishing such articles relating to literature reviews of online market places and Internet advertising is extremely important and essential for the following reasons: (1) to provide insights and understanding to social media and online firms on strategies that can be implemented to improve Internet revenues and click-through rates, (2) provide a comprehensive analysis of some of the most influential studies in Internet advertising and social e-commerce, (3) present some of the benefits and limitations of prior studies in Internet advertising and social e-commerce, (4) encourage scholars and researchers in all disciplines to educate and enlighten college students on what Information systems consist of, and (5) present techniques to measure the effectiveness of Internet advertising and the vast monetary value of Internet advertising.
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Al-Hadban, Nora, Hadeel AL-Ghamdi, Thekra Al-Hassoun, and Prof Randa Hamdi. "The Effectiveness of Facebook as a Marketing Tool (Saudi Arabia case study)." INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY 10, no. 2 (July 25, 2014): 1815–27. http://dx.doi.org/10.24297/ijmit.v10i2.637.
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This research was written to discover the future trends in new media and social networking .The researchers have taken a personal interest in the developments of Web 2.0 platforms after noticing the impact they have made on society on a global scale as well as in our own daily life. The advances in this technology have altered the way individual users and organizations can communicate with each other. In this study of the social network sites we will concentrate on Facebook and its effectiveness as a tool of marketing in the Saudi population because recently it gained enormous popularity for marketing communications. Facebook especially describes itself as the perfect marketing tool because its developers have created an advertising system which allows businesses to use the information of each Facebook user for targeted advertising. Facebook provides the ideal platform for direct communication between organizations and customers. Marketing on social network sites has to follow new rules and principles and each organization has to clearly determine if social media marketing is appropriate for them or not. Through extensive research and analysis, the researchers intended to find if the Facebook is an effective marketing tool in Saudi Arabia where marketers can reach and influence targeted consumers.
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Sulestiyowati, Nenny, R. Rizal Isnanto, and Adian Fatchur Rochim. "Design and Implementation of FS-I Method to Improve Effectiveness of Product Advertising using Social Media, Based on Quality Function Deployment and Fuzzy Servqual." E3S Web of Conferences 202 (2020): 14006. http://dx.doi.org/10.1051/e3sconf/202020214006.
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The development of advertising, many companies use social media as an alternative online advertising. It is more interactive to promote their product. The purpose of study is to determine the comparison of strategies to improve the quality of advertising services on several social media. The results of the validity and reliability test showed that the items of questions for the questionnaire were all valid and reliable. The method used in this study is fuzzy servqual and quality function deployment. The fuzzy logic integration aims to calculate the total weight, average, and gap values of the subjectivity of the results of the servqual method. The proposed improvement in this research is based on data processing using the quality function deployment method. The main target of the proposed improvement by making the most popular company advertisements, providing up-to-date information, lots of promotions, the most interesting features, and many customer interests.
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Hassan Fathelrahman Mansour, Ilham, and Dalia Mohammed Elzubier Diab. "The relationship between celebrities’ credibility and advertising effectiveness." Journal of Islamic Marketing 7, no. 2 (June 13, 2016): 148–66. http://dx.doi.org/10.1108/jima-05-2013-0036.
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Purpose The purpose of this study is twofold, first, the study aimed at investigating the impact of celebrities’ credibility on advertising effectiveness by examining the celebrity attributes that are likely to influence consumer attitude towards celebrity-endorsed TV advertising and their purchase behaviour. Second, the study seeks to identify the mediating role of religiosity on consumers’ attitudes towards celebrity-endorsed television advertising and buying behaviour. Design/methodology/approach The study is based on a survey questionnaire in a sample of 370 Sudanese customers on their attitude towards the celebrity endorsement of television advertising. Findings The study found that celebrities’ likeability and their attractiveness have the greatest impact on both consumers Attitude and their purchase behaviour. The study also confirms that religiosity partially mediate both the relationships between celebrities’ credibility and the attitude towards the advertisement and purchase behaviour and revealed that religiosity correlates negatively with celebrities’ credibility and attitude towards advertisement. Research limitations/implications However, the study has some limitations, as it investigates the effectiveness of celebrities’ endorsement in TV commercials only. Future research could be extended to investigate the effectiveness of using celebrities advertising on other different media such as radio, printed and outdoors media. Further, the study uses a scale based on the Islamic practice dimensions, and using a more comprehensive scale to measure religiosity based on both belief and practices may be a further extension. Practical implications These results have important implications for advertising practitioners and business enterprises in Sudan, and other similar communities. They provide guidance in the sense that religiosity should be weighed in and given high importance when using celebrities in advertising campaigns and that the advertisement contents should be compliant with the Islamic law (Shariah). Social implications Understanding how religious beliefs influence the attitude towards the advertising is of great importance to international advertisers to improve advertising effectiveness without offending their Muslim audience. The study enriches the literature on the religiosity and its influence on the consumer behaviour, particularly in the celebrity-endorsed advertisements. Originality/value To the best of the authors knowledge, this study is the first study of its kind in Sudan to explore the impact of celebrities’ endorsement on consumers attitude and buying behaviour and provide empirical evidence to verify the existence of a mediating role of religiosity on both the attitude and purchase behaviour in the Sudanese context. It provides an understanding of Sudanese attitudes and purchase decision, as Muslims, and thus provides practitioners with guidelines on how to design celebrity-endorsed TV advertisements to influence consumers’ attitude and buying behaviour.
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Tomazic, Tina. "The Importance of Social Media from the Wine Marketing Perspective." Lex localis - Journal of Local Self-Government 15, no. 4 (October 25, 2017): 827–44. http://dx.doi.org/10.4335/15.4.827-844(2017).
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Mass media have never in their history had such a strong impact as they have right now, mainly due to the emergence of new technologies, which have become an important part of the marketing strategies of the wine industry around the world. This paper explores the impact of the information and communication society in social media in the light of the local governments of various countries input in the field of the wine industry. We find that social media allow users to use them free of charge, while paid advertising is an additional cost. The results can also be measurable, which allows the companies full control over the effectiveness of their marketing strategies, but the successful wine companies must use and exploit the social media as important marketing channels.
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Cahill, Tiernan J., Blake Wertz, Qiankun Zhong, Andrew Parlato, John Donegan, Rebecca Forman, Supriya Manot, et al. "The Search for Consumers of Web-Based Raw DNA Interpretation Services: Using Social Media to Target Hard-to-Reach Populations." Journal of Medical Internet Research 21, no. 7 (July 30, 2019): e12980. http://dx.doi.org/10.2196/12980.
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Background In recent years, there has been a proliferation of third-party Web-based services available to consumers to interpret raw DNA from direct-to-consumer genetic testing companies. Little is known about who uses these services and the downstream health implications. Identifying this hard-to-reach population of consumers for research raised questions about the most effective recruitment methods to undertake. Past studies have found that Web-based social media survey distribution can be cost-effective for targeting hard-to-reach populations, yet comparative efficacy information across platforms is limited. Objective The aim of this study was to identify the most effective Web-based strategies to identify and recruit the target population of direct-to-consumer genetic testing users who also made use of third-party interpretation services to analyze their raw genetic data. Web-based survey recruitment methods varying by social media platform and advertising method were compared in terms of cost-effectiveness and demographics of survey respondents. Methods A total of 5 Web-based survey distribution conditions were examined: 4 paid advertising services and 1 unpaid service. For the paid services, a 2x2 quasi-experimental design compared social media platforms (Facebook vs Twitter) and advertising tracking metrics (by click vs by conversion). The fifth unpaid comparison method consisted of study postings on the social media platform, Reddit, without any paid advertising. Links to identical Web-based versions of the study questionnaire were posted for 10 to 14 days for each of the distribution conditions, which allowed tracking the number of respondents that entered and completed the questionnaire by distribution condition. Results In total, 438 individuals were recruited to the study through all conditions. A nearly equivalent number of participants were recruited from paid campaigns on Facebook (n=159) and Twitter (n=167), with a smaller sample recruited on Reddit (n=112). Significantly more participants were recruited through conversion-tracking (n=222) than through click-tracking campaigns (n=104; Z=6.5, P<.001). Response rates were found to be partially driven by organic sharing of recruitment materials among social media users. Conversion tracking was more cost-effective than click tracking across paid social media platforms. Significant differences in terms of gender and age distributions were noted between the platforms and between the tracking metrics. Conclusions Web-based recruitment methods were effective at recruiting participants from a hard-to-reach population in a short time frame. There were significant differences in the effectiveness of various paid advertising techniques. Recruitment through Web-based communities also appeared to perform adequately, yet it may be limited by the number of users accessible in open community groups. Future research should evaluate the impact of organic sharing of recruitment materials because this appeared to play a substantial role in the observed effectiveness of different methods.
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Johnston, Wesley J., Shadab Khalil, Angelina Nhat Hanh Le, and Julian Ming-Sung Cheng. "Behavioral Implications of International Social Media Advertising: An Investigation of Intervening and Contingency Factors." Journal of International Marketing 26, no. 2 (June 2018): 43–61. http://dx.doi.org/10.1509/jim.16.0125.
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Despite the rapid growth of social media and the enthusiasm surrounding social media advertising (SMA), scant theoretical and empirical knowledge exists on the cross-border effectiveness of SMA and its influence on consumer behavior in the social media environment. This research develops a four-stage belief–value–attitude–behavior framework to understand the intervening role of SMA value and attitude and reflect how consumers react to SMA across cultures and global social media types. The results confirm the mediating effects of value and attitude and reveal that positive attitude toward SMA increases social media–specific behaviors (i.e., message and social interaction behaviors). The moderating effect results of culture reveal a greater impact of infotainment on SMA value and of credibility on SMA value and attitude in the higher-uncertainty-avoidance culture. Infotainment has a larger effect on SMA value and attitude in global content community sites than in global social networking sites, but there is a reverse moderating effect on the impact of credibility. The research provides a better theoretical understanding of consumers’ behavioral responses to SMA in international marketplaces.
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Huang, Ran, Sejin Ha, and Sun-Hwa Kim. "Narrative persuasion in social media: an empirical study of luxury brand advertising." Journal of Research in Interactive Marketing 12, no. 3 (August 13, 2018): 274–92. http://dx.doi.org/10.1108/jrim-07-2017-0059.
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Purpose This paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are to examine how characteristics of a message giver (i.e. comprehension fluency, imagery fluency) and message receiver (i.e. transportability, need for affect) influence the narrative persuasion process which further affects consumers’ subsequent responses (i.e. positive affect, brand social networking services [SNS] attitudes and intentions) within the luxury hotel industry. Design/methodology/approach An online survey was performed via Amazon MTurk. A total of 193 usable responses from SNS users were obtained. The structural equation modeling approach was used to test the proposed model. Findings Results show that comprehension fluency and imagery fluency as message-giver factors and transportability as a message-receiver factor positively affect narrative transportation. In addition, narrative transportation leads to positive affect, brand SNS attitudes and visit intentions, while positive affect also influences brand SNS attitudes and visit intentions. Furthermore, additional analyses indicate that narrative transportation mediates the effects of comprehension fluency on affect and brand SNS as well as the effects of transportability on positive affect, brand SNS attitude and visit intention. Originality/value Characteristics of a message giver and message receiver altogether are not well understood in the current literature. Empirical evidence in this study contributes to the social media marketing and brand advertising research fields.
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Danesi, Marcel. "Emoji in Advertising." International Journal of Semiotics and Visual Rhetoric 1, no. 2 (July 2017): 1–12. http://dx.doi.org/10.4018/ijsvr.2017070101.
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Emoji have become an ipso facto universal language that fit in perfectly with informal routine digital communications, especially on mobile devices and on social media. Marketers and advertisers have taken notice of this communicative phenomenon and have started tapping into the emotive power of the emoji code since at least 2010. But is emoji advertising truly effective? Almost no study exists to examine this question. This article thus has a two-fold purpose. First, it looks at the use of emoji in advertising generally and then it presents a pilot study that aims to assay if such advertising is indeed effective. The overall conclusion is that effectiveness relates to the increase in interpretations, or connotations, that emoji ads seem to generate. The use of emoji in advertising is, thus, a field laboratory for gauging where emoji writing is heading and what it entails more broadly for communication.
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Balaban, Delia, and Maria Mustățea. "Users’ Perspective on the Credibility of Social Media Influencers in Romania and Germany." Romanian Journal of Communication and Public Relations 21, no. 1 (April 1, 2019): 31. http://dx.doi.org/10.21018/rjcpr.2019.1.269.
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The present research addresses the issue of source credibility of social media influencers from the perspective of users. Social media influencers are defined as online personalities with a large number of followers, across one or several social media platforms. They have a complex role, being content creators, online opinion leaders, and even entrepreneurs. Influencer marketing is becoming a more and more relevant component of current advertising campaigns worldwide. A consistent body of literature has underlined the importance of source credibility for the effectiveness of advertising. Recent researches on Source Credibility Theory (Teng et al, 2014; Djafarova & Rushworth, 2016; Munnukka et al 2016; Lou &Yuan, 2018) have stressed the influence of trustworthiness, expertise, similarity and attractiveness as elements of source credibility on perceived trust in influencer marketing. In order to gain better insights, we chose to conduct qualitative research that can allow us an in-depth perspective on the phenomenon of source credibility in influencer marketing. We carried out four group discussions in Germany and five in Romania. We explored the differences and similarities regarding the users’ perception of the perceived credibility of social media influencers.
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Auliya, Anisatul. "The Role of Advertising in Social Media on Holiday Destinations Choice Among the Millennial Travelers." TRJ Tourism Research Journal 4, no. 1 (April 29, 2020): 75. http://dx.doi.org/10.30647/trj.v4i1.83.
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Social Media has a big influence in tourism industry, social media also played as a role in tourism marketing, It has a major effectiveness as a marketing tool and performs with multiple functions. The purpose of this study to discussing the importance of social media when choosing a holiday destinations for the millennial traveler. This paper was conducted in January - April 2020 using descriptive quantitative research methods. The data collection technique of this research is survey analysis. Primary data is collected by questionnaire. There were 72 questionnaires have been distributed according the number of active students at second semester from tourism study in Vocational Education Program, University of Indonesia academic year 2019/2020. After the questionnaires were completed, SPSS 25 version is used to analyze the data. According to the result of this study, social media has a big influences when choosing the holiday destination. Instagram and YouTube are the most important media social platform to get the information and building the trust about the tourism destination.
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Ash, Garrett I., David S. Robledo, Momoko Ishii, Brian Pittman, Kelly S. DeMartini, Stephanie S. O'Malley, Nancy S. Redeker, and Lisa M. Fucito. "Using Web-Based Social Media to Recruit Heavy-Drinking Young Adults for Sleep Intervention: Prospective Observational Study." Journal of Medical Internet Research 22, no. 8 (August 11, 2020): e17449. http://dx.doi.org/10.2196/17449.
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Background Novel alcohol prevention strategies are needed for heavy-drinking young adults. Sleep problems are common among young adults who drink heavily and are a risk factor for developing an alcohol use disorder (AUD). Young adults, interested in the connection between sleep and alcohol, are open to getting help with their sleep. Therefore, sleep interventions may offer an innovative solution. This study evaluates social media advertising for reaching young adults and recruiting them for a new alcohol prevention program focused on sleep. Objective This study aims to evaluate the effectiveness and cost of using Facebook, Instagram, and Snapchat advertising to reach young adults who drink heavily for a sleep intervention; characterize responders’ sleep, alcohol use, and related concerns and interests; and identify the most appealing advertising content. Methods In study 1, advertisements targeting young adults with sleep concerns, heavy alcohol use, or interest in participating in a sleep program ran over 3 months. Advertisements directed volunteers to a brief web-based survey to determine initial sleep program eligibility and characterize the concerns or interests that attracted them to click the advertisement. In study 2, three advertisements ran simultaneously for 2 days to enable us to compare the effectiveness of specific advertising themes. Results In study 1, advertisements generated 13,638 clicks, 909 surveys, and 27 enrolled volunteers in 3 months across the social media platforms. Fees averaged US $0.27 per click, US $3.99 per completed survey, US $11.43 per volunteer meeting initial screening eligibility, and US $106.59 per study enrollee. On average, those who completed the web-based survey were 21.1 (SD 2.3) years of age, and 69.4% (631/909) were female. Most reported sleep concerns (725/909, 79.8%) and an interest in the connection between sleep and alcohol use (547/909, 60.2%), but few had drinking concerns (49/909, 5.4%). About one-third (317/909, 34.9%) were identified as being at risk for developing an AUD based on a validated alcohol screener. Among this subsample, 8.5% (27/317) met the final criteria and were enrolled in the trial. Some volunteers also referred additional volunteers by word of mouth. In study 2, advertisements targeting sleep yielded a higher response rate than advertisements targeting alcohol use (0.91% vs 0.56% click rate, respectively; P<.001). Conclusions Social media advertisements designed to target young adults with sleep concerns reached those who also drank alcohol heavily, despite few being concerned about their drinking. Moreover, advertisements focused on sleep were more effective than those focused on drinking. Compared with previous studies, cost-effectiveness was moderate for engagement (impressions to clicks), excellent for conversion (clicks to survey completion), and reasonable for enrollment. These data demonstrate the utility of social media advertising focused on sleep to reach young adults who drink heavily and recruit them for intervention.
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Suciu, Marta Christina, Christian Năsulea, and Diana Florentina Năsulea. "The Long-Term Effectiveness of Advertising Driven Sales for E-Commerce SMEs." Proceedings of the International Conference on Business Excellence 13, no. 1 (May 1, 2019): 1180–91. http://dx.doi.org/10.2478/picbe-2019-0104.
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Abstract The digital transformation allowed for new business models to emerge. As e-commerce seems to be the future of retail, an increased number of entrepreneurs are trying to better leverage advertising in a way that leads to a sustainable business model on medium to long-term. Retail enterprises are spending huge amounts of money on search engine and social media paid advertising in order to make their products visible and thus, become more profitable. However, the academic literature suggests contradictory findings on the effectiveness of paid advertising. While it seems that for already established companies like e-Bay, shutting off paid campaigns doesn’t proportionally decrease the website’s traffic, for other large companies with more competitors the findings show the opposite, meaning that most of the traffic goes down when paid-campaigns are shut off. The aim of our paper is to assess the impact of paid campaigns on the long-term revenues of small and medium enterprises activating in e-commerce. Is investing in paid advertising at the beginning enough to build a business model that can sustain itself or does less advertising translate directly in less sales? We conduct a study for a number of Romanian e-commerce businesses in order to determine the effectiveness of paid advertising and its impact on the long-term revenue stream. Our findings contribute to the existing research through valuable data on small and medium size enterprises and can help business managers make more informed decisions when it comes to their paid advertising budget and strategy.
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Li, Ruobing, Michail Vafeiadis, Anli Xiao, and Guolan Yang. "The role of corporate credibility and bandwagon cues in sponsored social media advertising." Corporate Communications: An International Journal 25, no. 3 (June 22, 2020): 495–513. http://dx.doi.org/10.1108/ccij-09-2019-0108.
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PurposeSponsored social media content is one of the advertising strategies that companies implement so that ads appear as native to the delivery platform without making consumers feel that they are directly targeted. Hence, the current study examines whether prominently featuring corporate information on social media ads affects how consumers perceive them. It also investigates whether an ad's evaluation metrics on Twitter (e.g. number of likes/comments) influence its persuasiveness and consumers' behavioral intentions towards the sponsoring company. Underlying cognitive and affective mechanisms through which sponsored content operates are also investigated.Design/methodology/approachA 2 (corporate credibility: low vs high) by 2 (bandwagon cues: low vs high) between-subjects experiment was conducted.FindingsThe findings showed that corporate credibility and bandwagon cues can influence social media ad effectiveness. Sponsored content from high-credibility companies – evoked more favorable attitudes and behavioral intentions – is perceived as less intrusive, and elicits less anger than equivalent posts from low-credibility companies. Furthermore, it was found that bandwagon cues work via different pathways. For high-credibility corporations, a high number of bandwagon cues improved ad persuasiveness by mitigating consumers' anger towards intrusive sponsored content. Conversely, for low-credibility corporations high bandwagon cues enhanced ad persuasiveness, and this triggered more positive attitudes towards it.Originality/valueThis paper is the first to test corporate credibility and bandwagon effects in social media ads, while also exploring consumers' cognitive and affective responses to sponsored content. Implications for how companies with varying popularity levels should promote products on social media are discussed.
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Northcott, Celine, Rachel Curtis, Svetlana Bogomolova, Timothy Olds, Corneel Vandelanotte, Ronald Plotnikoff, and Carol Maher. "Evaluating the effectiveness of a physical activity social media advertising campaign using Facebook, Facebook Messenger, and Instagram." Translational Behavioral Medicine 11, no. 3 (January 23, 2021): 870–81. http://dx.doi.org/10.1093/tbm/ibaa139.
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Abstract Technology-based physical activity programs are a novel solution to the major public health issue of physical inactivity. However, to be successful, there must be a large and population-appropriate uptake, which depends heavily on promotion. This study evaluates the effectiveness of an advertising campaign to disseminate a physical activity smartphone app. The experiment used a 3 × 3 × 3 full-factorial design, examining platforms (Facebook; Facebook Messenger; Instagram), selling-techniques (hard-sell—sending viewers directly to (a) Apple Store or (b) Google Play, and soft-sell—sending viewers from an ad to a (c) landing-page, then to an app store) and themes (Health and Wellbeing; Body and Self-Confidence; Social Enjoyment). Outcomes were reach, click-through, and app downloads. Advertisements reached 1,373,273 people, achieving 2,989 clicks and 667 downloads. Instagram and Facebook Messenger had higher reach compared to Facebook (F[2,27] = 27.17, p < .001), whilst Facebook and Facebook Messenger both produced higher click-through (F[2,27] = 8.98, p < .001) and downloads (F[2,27] = 4.649, p = .018). Selling-technique differed, with soft-selling ads producing greater reach (F[2,27] = 4,616.077, p < .001); however, both hard-selling ads (Apple Store and Google Play) had greater click-through (F[2,27] = 10.77, p < .001) and downloads (F[2,27] = 3.791, p < .001). Advertising theme varied, with Social Enjoyment themes producing less click-through (F[2,27] = 5.709, p = .009) and downloads (F[2,27] = 5.480, p = .010). We recommend future studies to consider Facebook and Facebook Messenger, using hard-selling techniques, with themes relating to Health and Wellbeing and Body and Self-Confidence.