4,663 research outputs found
Good Media Mix Strategies for Bad Times: Sequencing Optimizes
This paper summarizes an experiment which compares three commonly used marketing elements: advertising, Internet websites, and publicity. These elements are rated on two dependent variables: message acceptance (credibility and message strength), and message response (attitude and purchase intent). Direct effects of each variable are examined. Sequencing effects are also examined to see if it matters in what order potential customers encounter the marketing message. Results indicate that a website, used alone, can make a significant difference in message strength. However, to impact purchase intent, a multimedia campaign is necessary. The current study extends the authors’ 2005 research comparing only advertising and publicity on the same variables. The publicity-lead sequence in both studies produced some of the strongest results on the purchase intent variable. Advertising-only was not significant for any variable in either study but was significantly present in sequencing effects. Applications for marketing professionals are included
Social Media Effectiveness
Over the last decade, the advent of social media such as online product reviews (e.g., Amazon.com),blogs and other social networking sites (e.g., Facebook.com) has dramatically changed the way consumers obtain and exchange information about products. This dissertation investigates the impact of various types of social media on product performance and compares the effectiveness of social and traditional media under various conditions. Specifically, the first chapter performs a meta-analysis of consumer-generated WOM elasticity in social media to identify the factors that influence the impact of WOM on product sales and to assess the generalizability of the relationship. The second chapter examines how social media may influence product performance in different product contexts as compared with traditional media, which assists managers in making better media decisions. Taken together, this dissertation evaluates the progress in this field, and then takes a step further by applying past findings to understand how social media may perform at various stages in the product lifecycle
Considering Cultural Differences with the Use of Twitter on a Mobile Communication Device under a Dispersed Group Collaboration Context
The impact of technology on society is clear and profound, but the influence of society on technology is more subtle. This is an empirical study about Twitter on a mobile communication device (TMCD) used in group collaboration, undertaken to ascertain and gauge the user group’s subtler exhibitions and behaviors from two opposite cultures: western and eastern. To outline TMCD impact on group communication, a baseline of online message board (OMB), a common form of computer-mediated communication (CMC), is used in a comparative analysis. A total of 167 MBA and undergraduate students from the United States and South Korea representing western and eastern cultures participated this experiment. This study revealed a mixed result in the cultural difference. In the TMCD category, the Korean groups exhibited 1) a significantly higher number of initiatory tweets and 2) a significantly higher number of tweets promoting group harmony by virtue of their agreement with each other. But the Korean groups failed to exhibit 1) a significantly higher number of friendly tweets, and 2) a significantly high level of pro-activeness by tweeting more to each other to accomplish the given task than the U.S. groups. The data analysis result and discussion are provided
Towards a Video Consumer Leaning Spectrum: A Medium-Centric Approach
Purpose: As TV and digital video converge, there is a need to compare advertising effectiveness, advertising receptivity, and video consumption drivers in this new context. Considering the emerging viewing practices and underlying theories, this study examines the feasibility of the traditional notion of differentiating between lean-back (LB) and lean-forward (LF) media, and proposes a revised approach of addressing video consumption processes and associated advertising effectiveness implications.
Methodology: An extensive, systematic literature review examines a total of 715 sources regarding current lean-back/lean-forward media research and alternative approaches as by (1) basic terminologies, (2) limitations of lean-back/lean-forward situations, (3) advertising effectiveness implications, (4) video-specific approaches.
Findings/Contribution: Key differences between lean-back and lean-forward video consumption are presented. A conceptual integration of video ad receptivity/effectiveness drivers is proposed to guide future media and marketing research and practice. Video consumption today is no longer lean-back or lean-forward, but a “leaning spectrum” with two dimensions: leaning direction and leaning degree. Designing video content today requires focusing on consumption drivers and platform synergies for owning the “leaning spectrum”
WEB ADVERTISING: WHAT DO WE KNOW ABOUT ITS ACCEPTANCE AND IMPACTS? - A META-ANALYSIS OF THE LITERATURE
Internet advertising market has grown rapidly over the past decade. Its annual revenue has reached around 21.1 billion in 2007, and more than half of Internet advertising is related to Web advertising. Web advertising affects the majority if not all web viewers who would encounter some Web ads at one time or the other when they are using the Web. With such a magnitude on investment and in influence, however, our understanding of Web ads is limited and fragmented. This study aims to provide a comprehensive picture of the state of research on Web advertising, especially its interaction with individual viewers. In this meta-analysis of more than sixty empirical research articles published from 1996 to 2007, we develop a framework of Web advertising research that can be used to demonstrate the research foci so far. Both dependent and independent variables can be classified with the framework. Our findings indicate that (1) empirical studies on Web advertising have considered features of four components and their interactions: viewer, Web Ad, ad host, and product/service being advertised. The impacts of Web ads have been found to be on viewers and viewers\u27 interactions with ads, hosts, and products/services. (2) The number of empirical research of Web advertising has increased gradually in different academic disciplines; however, the number is very insignificant compared to the growing Web advertising market and the broad influence of Web ads. (3) The study efforts are scattered and the findings are inconsistent and inconclusive. We conclude the existing studies and point out future research directions in this area
Creating, Metavoicing, and Propagating: A Road Map for Understanding User Roles in Computational Advertising
Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to understand consumer interests and preferences. In this article, we survey insights from the user-generated content literature through the computational advertising lens to offer a road map for future research. Specifically, we discuss three roles that users play—as creators, metavoicers, and propagators. For each role, we present key research areas that can benefit from a computational approach, identify the opportunities and challenges, and propose questions for future research. We also discuss the practical implications of applying computational methods to study users and user-generated content for advertisers
How a Cross-Media Strategy – Out Of Home And Mobile - Affects Brand Trust: Understanding The Impact Of Privacy Concerns
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThe current project attempts to comprehend how brand trust is influenced by a cross-media approach involving mobile and out-of-home (OOH) marketing, as well as the impact mediated by privacy concerns. This study employed an online survey with 289 valid responses. To assess their behavior in various scenarios, the survey asked respondents whether they owned a smartphone and whether mobile ads were targeted at them. To evaluate the results, SMART PLS was used. Results show that multichannel marketing have a higher positive relationship with brand trust when compared with each channel individually. However, a multichannel approach does not reduce the impact of privacy concerns. Regarding the relationship between privacy concerns and brand trust, they have a negative relationship. Thus, retailers should focus in integrating these two channels, focusing on the relation between the channels and how privacy concerns can be reduced to build a relationship of trust with the consumer
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