social media

“Buzz” Metrics Reveal Clues about Advertising Success

“Buzz” Metrics Reveal Clues about Advertising Success

  • Brad Fay, Ed Keller, Rick Larkin (Engagement Labs)
  • JOURNAL OF ADVERTISING RESEARCH

Marketers should use conversation metrics, in addition to effectiveness measures, to determine whether their advertising campaigns will drive purchases. “Buzz”—upticks in both online and offline conversations about brands—contributes about equally to sales and other business outcomes, word-of-mouth experts reported.

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How Early Social-Media Release Helps Super Bowl Ads

How Early Social-Media Release Helps Super Bowl Ads

  • Jennifer Lee Burton (University of Tampa), Kristen M. Mueller (Accent Your Style Boutique), Jan Gollins (Delta Modeling Group), and Danielle M. Walls (BDJ Solutions)
  • JOURNAL OF ADVERTISING RESEARCH

Advertisers often debate whether to air their Super Bowl ads early on social media. This study’s moment-by-moment analysis of consumers’ emotions while they viewed the ads—and their related social-media behavior—shows that the benefits extend not just in-game but afterward, with more favorable attitudes and purchase intentions.

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Social-Media Marketing and More

Social-Media Marketing and More

  • JAR (59, 4) December 2019 Summary

In the December issue of the Journal of Advertising Research, a special section addresses critical issues in social-media marketing. Empirical findings make contributions to both research and practice, from Superbowl TV/online advertising strategies to conversation metrics. Among other articles, trust in digital marketing is top of mind, and in China, TV commercials benefit from prior online exposure, but not vice versa. How do U.S. consumers perceive scientific claims made in cosmetics ads? Read on!

Big Data Shows How Brands' Facebook Posts Generate eWOM

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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Is Your Influencer the Right Match?

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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Corporate Social Responsibility - What’s It Worth?

Corporate Social Responsibility - What’s It Worth?

Aligning your brand to a good cause seems like a smart business decision, especially considering the expectations Millennials have when engaging with brands. However, designing and implementing CSR programs is more complicated than is often perceived. Cause-related marketing efforts may have a low ROI – or have mixed marketplace reaction. So, how do companies increase the odds of CSR marketing success? And how should they value the outcome, especially if increased sales isn’t the goal?

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