76 research outputs found
B2B brands on Twitter: Engaging users with a varying combination of social media content objectives, strategies, and tactics
YesThe objective of this research is to increase understanding about B2B company-led user engagement on social
media content. Building on hierarchy-of-effects (HoE) theory, we explore how the worldâs leading B2B companies
use content objectives (why), strategies (how), and tactics (what) on Twitter. We first integrate B2B
advertising and social media research on companiesâ content objectives, strategies, and tactics. Then, using
qualitative analyses, we examine the existence of objectives, strategies, and tactics in the most engaging tweets
(N=365) of the worldsâ ten leading B2B brands, covering five industries, in 2017. Finally, we quantitatively
examine how the use of diverse objectives and strategies differs between the most engaging tweets (N=318)
and least engaging tweets (N=229) of the companies in 2018. The companies use objectives, strategies and
tactics that relate to creating awareness, knowledge and trust, interest, and liking in the majority of their most and
least engaging tweets, and express preference, conviction and purchase aspects much less. Differences exist in
general, industry-wise, and company-wise. The study is a rare attempt to integrate the extant B2B advertising
and social media research, and compare the most and least engaging B2B social media content
Pride in technology-based health interventions: A double-edged sword
his is the peer reviewed version of the following article: Manika, D., GregoryâSmith, D. and Antonetti, P. (2017), Pride in TechnologyâBased Health Interventions: A DoubleâEdged Sword. Psychol. Mark., 34: 410-427., which has been published in final form at https://doi.org/10.1002/mar.20997. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions
Proportioning and Characterization of Reactive Powder Concrete for an Energy Storage Pile Application
What constitutes a transaction-specific asset? : An examination of the dimensions and types
Collaborative Relationships for Component Development: The Role of Strategic Issues, Production Costs, and Transaction Costs
The Impact of Content and Design Elements on Banner Advertising Click-through Rates
This study investigates the impact of content and design elements on the click-through rates of banner advertisements using data from 8,725 real banner advertisements. It is one of the first empirical studies to examine banner advertising effectiveness (measured by click-through rates) and also one of the first to examine the differences between business-to-business (B2B) and business-to-consumer (B2C) banner advertisements.The authors acknowledge the financial and data support of Michael Moore and Marianna Dizik in the conduct of this study.Content elements examined include the use of incentives and emotional appeals. Design elements examined include the use of interactivity, color, and animation. Results suggest that content and design elements do not work the same way for B2B and B2C banner advertisements.
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