Experiential Engagement and Active vs. Passive Behavior in Mobile Location-based Social Networks: The Moderating Role of Privacy

The study aims to understand how social media and mobile change customer experiences and influence the online active behavior. We explore how leveraging differently on experiences that the users live online helps to increase experiential engagement and mitigate the negative influence of privacy concern on the active use of location-based social networking applications. We conceptualize experiential engagement as a second-order construct that is manifested in two first-order “experience” constructs (Personal Engagement and Social Interactive Engagement). We theorize that our engagement constructs are causally related to consumer active and passive use of a mobile location-based social network and we test (n = 379) the moderating role of privacy concern on this relation in EU and the US. Findings show that Personal Engagement plays an important role influencing active usage when users are more concerned with privacy issues. Social Interactive Engagement shows a significant effect on passive usage meaning that the more people experience a deep sense of community the more they are interested in reading other comments or collecting information. Managerial implications are discussed.     

Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type

This study examines how consumers’ engagement with social media platforms drives engagement with advertising embedded in these platforms and, subsequently, evaluations of this advertising. Our survey (N = 1,346, aged 13 and older) maps social media users’ engagement experiences with Facebook, YouTube, LinkedIn, Twitter, Google+, Instagram, Pinterest, and Snapchat and their experiences with and evaluations of advertising on these platforms. Our findings show that engagement is highly context specific; it comprises various types of experiences on each social media platform such that each is experienced in a unique way. Moreover, on each platform, a different set of experiences is related to advertising evaluations. It is further shown that engagement with social media advertising itself is key in explaining how social media engagement is related to advertising evaluations. The general conclusion is that there is no such thing as “social media.”     

How advertising in offline media drives reach of and engagement with brands on Facebook

ABSTRACT

Research investigating the drivers of consumers’ engagement with brands on social media is proliferating. However, little is known about how advertising outside social media drives engagement with brands on social media. This study aims to explore the relation between advertising spend in different offline media (TV, radio, newspapers, magazines, out of home), and reach of and engagement with brand pages on Facebook. The study uses a unique real-life data-set containing information about the Facebook pages of 45 brands for approximately three years combined with Nielsen Advertising Spend data. Results showed that while advertising in offline media influenced organic and viral reach, the number of page likes was directly influenced by advertising on Facebook only. It can be concluded that offline advertising is relevant in driving consumers’ online brand engagement; however, there is a unique set of drivers for organic reach, viral reach and likes.     

Social media advertising value

This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia. Moreover, the moderating effect of different types of social media on the relationships between the predictors and social media advertising value is also explored. The field study is conducted in Vietnam, a representative of Southeast Asian transitional economies in the current study. The results show that, in Southeast Asian transitional economies, the three social media advertising beliefs – i.e. informativeness, entertainment and credibility – have positive effects on consumers’ perceived value of social media advertising, which in turn positively influences their online purchase intention. Additionally, on social networking websites, the effects of advertising informativeness and entertainment on advertising value are weaker than those on content community websites. Nevertheless, there is no difference in the effect of advertising credibility on advertising value in both types of social media. Based on the findings presented, theoretical and managerial implications are drawn.     

‘Hello,Mrs. Sarah Jones! We recommend this product!’Consumers' perceptions about personalized advertising: comparisons across advertisements delivered via three different types of media

As new technologies (e.g. online, mobile and interactive TV) develop worldwide, numerous types of personalized advertising, in which companies use an individual's name and/or other types of personal information, have become more popular in many countries. Using many types of information about specific individuals, personalized advertising is designed to convey a customized message at the right time to the right person using diverse media. However, despite its universally increased use, few academic studies have explored the effectiveness of personalized advertising and consumers' response to it. This exploratory study focused on consumers' perceptions of personalized advertising delivered online (e‐mail) and offline (letter and telephone call). The results show that consumers generally have negative perceptions of personalized advertising, regardless of how it is delivered, with the strongest negative reaction to telephone calls.     

The Effect of Online Shopping Platform Strategies on Search,Display, and Membership Revenues

Most online shopping platform firms generate revenue from three sources: pay-per-click search advertising, pay-per-impression display advertising, and membership fees. The strategies that influence these revenue sources typically are studied individually, rather than in a holistic fashion. In response, this study uses time-series data with 18 million buyers and sellers from 2010 to 2011 and undertakes a quasi-experiment to analyze how the distinct effects of buyer- and seller-side strategies on revenues (1) vary across all three revenue sources and (2) depend differentially on a platform’s upmarket repositioning strategy. The results show that buyers that purchase through direct traffic (e.g., typing in the site address) yield more display advertising and membership fee revenues than those gained through organic traffic (e.g., landing from a search engine). Engagement strategies that appeal to established sellers (i.e., value-added services) yield more search advertising and membership revenue than those that appeal to new sellers (i.e., social forums). An upmarket repositioning strategy (i.e., eliminating low quality sellers) enhances the revenue effects of buyer traffic generation and seller engagement strategies. Post hoc analyses suggest that a 1% increase in direct traffic generates an additional $151,506 in display advertising revenue after (vs. before) the repositioning.     

Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors

This paper reports on a study that seeks to assess an extended typology of consumer social networking engagement behaviors. Drawing on uses and gratifications theory, this study assesses consumer engagement with social media, where consumer engagement incorporates consumer responses to marketing communications. The paper argues that certain motivations for social media use serve as antecedents to general attitudes toward social networking sites, which subsequently affects attitudes toward marketers' social networking sites. These attitudes then influence subsequent consumer engagement behaviors. The results show that social facilitation motivation, participating and socializing motivation, and information motivation positively influence consumers' general attitudes toward social networking sites, which had a strong effect on their attitude toward marketers' social networking sites. The relationship between attitudes toward social networking sites and engagement with social networking sites was mediated by attitudes toward marketers’ social networking sites also mediated. The current study brings together the online advertising perspective and the consumer motivation/gratifications perspective of using social media in branding and marketing into a conceptual model that holds up to empirical testing. The paper ends with a discussion of some limitations of the study and proposes avenues for future research.     

Practitioners’ perceptions of advertising strategies for digital media

Digital advertising is set to become a serious challenger within the rapidly changing media landscape. Today there are concerns that advertising strategies based on models and experiences developed with traditional media may need to be reviewed in the digital market. To provide insights into how online advertising strategies might need modification, 21 in-depth interviews were conducted across organisations representing key stakeholders in the digital advertising market. findings identified five key trends relevant to advertisers including: a move towards permission-based advertising; higher levels of personalised advertisements; more three screen advertising campaigns; increased levels of interactivity and the development of performance-based metrics. In the context of these trends, nine propositions are posited concerning the effective formulation and management of digital advertising strategies.     

Incorporating long-term effects in determining the effectiveness of different types of online advertising

Although online advertising has become a full member of the marketing mix and is still growing in importance, studies of long-term, or lagged, advertising effects have generally either neglected online advertising channels or have treated online advertising as one homogeneous block. We analyze the short- and long-term effectiveness of different types of online advertising channels by incorporating separate time lags for each advertising channel. We look at the sales effect of email, banner, and price comparison advertising (PCA) using a sample of 2.8 million purchases and more than 1.1 million individual costumers aggregated to 365 days. Our analysis shows that email advertising has the longest effect, followed by banner advertising and PCA. We find that the length of the effect does not always go hand in hand with its intensity since, for example, banner advertising lasts longer than PCA but performs worse in terms of actual sales. This research yields important insights for theory and practice since it shows how to model long-term advertising effects and provides meaningful insights for improving the allocation of advertising budgets.     

Social media engagement: a model of antecedents and relational outcomes

This article investigates individual-level antecedents and relational outcomes of social media engagement. Social media engagement approached in this study is a three-dimensional construct composed of affective, cognitive and behavioural dimensions. Surveying more than 48 Facebook pages, spanning nine product categories and 448 consumers, the results show that product involvement, attitude towards the community and online interaction propensity all impact social media engagement. The study also reveals that high social media engagement increases brand relationships significantly, particularly affecting brand trust, commitment and loyalty. Additionally, community engagement appears as a precursor of brand engagement. These findings provide insight into antecedents and outcomes of engagement for academic research and bring value to online brand and community management.     

Content Strategies for Digital Consumer Engagement in Social Networks: Why Advertising Is an Antecedent of Engagement

Advertisers need to optimize their efforts on social networks to engage consumers effectively. Existing literature on this topic has not yet explained how social network advertising (SNA) can be categorized into different content types and how to conceptualize and operationalize digital consumer engagement (DCE) in social networks. Thus, we derive seven content categories for social network advertising and a four-level model for DCE based on consumers' intermediate mind-set responses. We propose the impact of different SNA categories as an antecedent of DCE. Our results confirm a significant but unequal impact of at least four content categories on various engagement metrics. We therefore distill the successful content strategies and content attributes for specific types of engagement and confirm intermediate responses to advertising in a real market situation.     

A Hierarchical Marketing Communications Model of Online and Offline Media Synergies

We propose a new hierarchical model of online and offline advertising. This model incorporates within-media synergies and cross-media synergies and allows higher-order interactions among various media. We derive the optimal spending on each medium and the optimal total budget. We also develop three hypotheses on the effects of within- and across-media synergies on both the total budget and its allocation. We estimate media effectiveness as well as the within- and cross-media synergies of offline (television, print, and radio) and online (banners and search) ads using market data for a car brand. We show that both types of synergies —within-media (i.e., intra-offline) and cross-media (online-offline)— exist. We show how within- and cross-media synergies boost the total media budget and online spending due to synergies of the online media with various offline media.     

Modelling short-and long-term marketing effects in the consumer purchase journey

The role of advertising in consumer demand has received much attention in the marketing literature, where the marketing response model has emerged as a dominant analytical framework. In recent years, the basic model structure has evolved in three directions. Firstly, the incorporation of online paid, owned and earned media to accommodate the off-online path-to-purchase. Secondly, the introduction of consumer mindset metrics to capture the emotional foundations of brand-building. Finally, combinations of both to offer a complete view of the consumer purchase journey. In this paper, we argue that no one development successfully provides a fully holistic representation of the role of advertising. We thus propose a more comprehensive structural approach: one that combines search, paid, owned and earned media with a cointegrating mechanism for brand-building, linking mindset metrics directly to long-term base sales. The result is a practical modelling system for marketing mix practitioners with a rigorous economic and statistical foundation for short and long-term advertising effects. The proposed approach is applied to a global electronics manufacturer in the US market, where results fall into three broad areas. Firstly, we demonstrate how off and online marketing interact in the journey structure, the part played by search, owned and earned media and how specific media types play different roles. Secondly, we illustrate how consumer touchpoint experience is a key element of the process, improving measurement of in-store marketing. Finally, we show how consumer mindset metrics and social media play an important word-of-mouth role, with paid and earned media working together to drive long-term demand evolution.     

An Algorithm for Allocating Sponsored Recommendations and Content: Unifying Programmatic Advertising and Recommender Systems

Retailing and media platforms recommend two types of items to their users: sponsored items that generate ad revenue and nonsponsored ones that do not. The platform selects sponsored items to maximize ad revenue, often through programmatic auctions, and nonsponsored items to maximize user utility with a recommender system (RS). We develop a binary integer programming model to allocate sponsored recommendations considering dual objectives of maximizing ad revenue and user utility. We propose an algorithm to solve it in a computationally efficient way. Our method is a form of postfiltering to a traditional RS, making it widely applicable in two-sided markets. We apply the algorithm to data from an online grocery retailer and show that user utility for the recommended items can be improved while reducing ad revenue by a small amount. This multiobjective approach unifies programmatic advertising and RS and opens a new frontier for advertising and RS research. We provide an extended discussion of future research topics.     

An integrated model of advertising clutter in offline and online media

The rapid growth of online advertising raises concerns about advertising clutter in the online media environment. This paper proposes an integrated model of advertising clutter that addresses the unique characteristics of the online media environment. We review the structural, information processing and functional approaches to advertising clutter, and integrate these approaches into a new comprehensive framework that explains consumer response to advertising clutter by differentiating consumer-centred analysis from media-centred analysis. The differences between online media and offline media are compared in terms of audience control and advertiser control. Attitudes towards advertising in general and in specific media contexts, and task orientations are introduced as mediating factors that affect the perception of and the subsequent response to advertising clutter. This paper offers a set of propositions on the factors affecting perception of advertising clutter, the relationship between physical characteristics and perception of advertising clutter, and how perception of clutter creates negative advertising effects. Managerial and theoretical implications of this framework are discussed.     

Exploring the Challenges of Incorporating Social Media Marketing Strategies in the Restaurant Business

The purpose of this study is to explore the adoption, challenges, and current uses of social media in small restaurants. Past research in this area is scarce, and most focuses on larger establishments. To address the research objectives, 20 small restaurants in Northeastern United States were interviewed. Literature identifies a variety of goals that social media can play in fostering interactions, engagement, relationships, and building communities online, but this study shows that few restaurants attempt to do this. Even though in most small restaurants social media significantly contributes to their marketing strategy, the majority of small restaurants use it as a low-cost advertising tool to gain exposure, generate interest, inform, and spread word of mouth. The study suggests ways in which social media could be embraced by small restaurants to help them address the challenges they face, so they can go beyond using social media as merely an advertising tool.     

How does the added new online channel impact the supporting advertising expenditure?

This research addresses the strategic effect of a newly added online channel on a manufacturer’s supportive advertising expenditure once a manufacturer opts to open an online channel to compete with its retailer. We first study the manufacturer–traditional retailer supply chain and consider three different scenarios: (1) product is less compatible with the online channel than with the traditional channel; (2) product is more compatible with the online channel than with the traditional channel; (3) product has the same compatibility with the online channel as with the traditional channel. Our results show that the added online channel significantly impacts the manufacturer’s investment in supportive advertising. Depending on the different product categories, the impact of the newly added online channel on the supportive advertising expenditure also will be different. Furthermore, we extend our model to study the manufacturer–online retailer supply chain and investigate the effect of that added online channel on the manufacturer’s supportive advertising to the online retailer. Based on our results, the manufacturer can utilize our findings to improve its decision-making when it plans to open an online channel to improve its product distribution.     

Social media and sports: driving fan engagement with football clubs on Facebook

Abstract

Sport fans develop unique and engaging relationships with their favourite sport teams, both offline and online. However, research on sport fan engagement is still limited in relation to social media. The purpose of this research is to understand why and how sport fans engage with clubs on social media. Following the Uses and Gratifications approach and the Consumers’ Online Brand-Related Activities framework, seven motivations (Information, Entertainment, Personal Identity, Integration and Social Interaction, Empowerment, Remuneration and Brand Love) and three dimensions of online engagement behaviours (Consumption, Contribution and Creation) were considered. A web-based survey was conducted among football club fans of a major UEFA league on Facebook, resulting in 562 responses. The need for Information, Empowerment and Brand Love mainly drive Consumption, Contribution and Creation, respectively, while the need for Integration and Social Interaction emerged as the second most important motivation overall. This study contributes to the emerging research on social media use in the sport marketing literature, thus revealing additional opportunities for managers to engage their fan base online.     

网络广告主体法律制度的完善

随着网络媒体的迅速发展,网络广告大有取代传统媒体广告的趋势,但是,其法律规制却相对滞后,各国对网络广告的法律定位及立法模式尚未形成统一的认识。由于某些网络广告的基本理论问题尚未得到解决,目前我国网络广告的法律监管仍然处于一个较低的水平,从而直接影响了广告法律、法规的执行。为此,应借鉴电子商务发达国家的实践经验,尽快完善我国网络广告主体法律制度。     

Exploring the role of memory for self‐selected ad experiences: Are some advertising media better liked than others?

Advertising media are associated with different degrees of self‐selected versus intrusive ad experiences. The role of such media differences in attitudes toward advertising was explored in a nationwide survey. The survey provides a national picture of attitudes toward specific ad media ranging from advertising media that deliver highly self‐selected ad experiences (catalogs and business classifieds) to highly intrusive ones (TV). A total of 2,514 adults were surveyed regarding their opinions about ads in (1) TV, (2) radio, (3) catalogs, (4) business classifieds, (5) out‐of‐home, or (6) advertising in general. Media that allow for self‐selected experiences, where perceived interest in an ad is the basis for attention to it, were evaluated much more favorably than more intrusive advertising media. Catalogs and business classifieds elicited the most favorable opinions; TV advertising elicited the least, and these media differences generally cut across demographic lines. Also, although more educated and affluent consumers generally held less favorable views of advertising, preliminary results suggested that this did not hold true for media that allow for self‐selected processing. An additional study suggested that memory for advertisements plays a significant role in the evaluation of a self‐selected ad medium (catalogs). That is, consumers' strongest memories are for those ads to which they paid the most attention, and consequently these engaging ads have a disproportionate influence on opinions toward the ad medium. © 2004 Wiley Periodicals, Inc.