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Big Data Shows How Brands' Facebook Posts Generate eWOM

  • Taemin Kim (Incheon National University) Hyejin Kim (DePaul University), Yunhwan Kim (Hankuk University of Foreign Studies)
  • JOURNAL OF ADVERTISING RESEARCH

Research analyzing how a brand’s Facebook posts can generate e-word of mouth (eWOM) has often relied on content analysis and users’ motivations. A new study offers a big-data approach for predicting the impact of a post’s unique features on eWOM activity, with some unexpected outcomes.

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How Biometrics Can Capture Attention to TV Ads

  • Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, and Nicole Hartnett—all at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia; Duane Varan, MediaScience
  • JOURNAL OF ADVERTISING RESEARCH

What’s the best way to measure attention to TV ads when specific creative devices, like animals and voiceover, are used? In this study, three key biometrics—eye movements, sweating, and heart rate—responded differently to attention-getting tactics and to levels of consumer attention, but heart rate uniquely helped identify ineffective ads. 

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Is Your Influencer the Right Match?

  • Priska Linda Breves, Nicole Liebers, Marina Abt, Annika Kunze, (all at University of Würzburg)
  • JOURNAL OF ADVERTISING RESEARCH

As the use of social-media influencers gains traction, marketers face a daunting task of choosing the best-suited ones to promote their brands. Researchers in Germany found that an influencer’s fit with the brand will affect his or her credibility and persuasiveness, but social interactions with fans may tip the balance.

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Attention and Impact: New Insights from New Research

  • KNOWLEDGE AT HAND

Attention is a prerequisite for ad impact. But it is an ambiguous and complex concept and it is difficult to measure all its elements.  Evidence of attention can be a sign of success, but often it only means that some part of the ad was noticed. Moreover, “attention” does not necessarily indicate a positive response and a high level of attention is not always a sign of a positive ad impact.

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The ARF’s LA Council Explores Changing Viewing Patterns

  • Horst Stipp, Ph.D.
  • The ARF

In 2018, the ARF established the L.A. Council to deal with the challenges of the LA community that may not have received enough attention in the overall marketing ecosystem. The Council consists of researchers at media companies who have formed Working Groups to address the issues they consider most pressing. Of particular importance are changes in viewers’ behaviors and attitudes, including their preferences for using various platforms, navigation among platforms and content discovery.

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