Social media in advertising campaigns: examining the effects on perceived persuasive intent, campaign and brand responses

Article English OPEN
Voorveld, H.A.M. ; van Noort, G. (2014)

Inspired by the increasing popularity of advertising on social media, and especially on social network sites (SNSs), the aim of this study is to give insight into the effectiveness of SNS advertising. The first experimental study compares consumer responses to advertisi... View more
  • References (58)
    58 references, page 1 of 6

    Bronner, A. E. & Neijens, P. C. (2006). Audience experiences of media context and embedded advertising: a comparison of eight media. International Journal of Market Research, 48(1), 81-100.

    Buijzen, M., Van Reijmersdal, E. A. & Owen, L. H. (2010). Introducing the PCMC model: An investigative framework for young people's processing of commercialized media content. Communication Theory, 20(4), 427-450.

    Campbell M. & Kirmani, A. (2000). Consumer's use of persuasion knowledge: the effect of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27, 69-83.

    Chang, Y., & Thorson, E. (2004). Television and web advertising synergies. Journal of Advertising, 33(2), 75-84.

    Cordoba, E., (2001). The view from taft: Viral marketing. BusinessWorld, 1-3.

    Dijkstra, M. (2002). An experimental investigation of synergy effects in multiple-media advertising campaigns. Unpublished doctoral thesis, University of Tilburg.

    Dijkstra, M., Buijtels, H. E. J. J. M., & Van Raaij, W. F. (2005). Separate and joint effects of medium type in consumer responses: a comparison of television, print, and the internet. Journal of Business Research, 58(3), 377-386.

    Dwyer, C., Hiltz, S. R., & Passerini, K. (2007, August 9-12). Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace. Proceedings of the Thirteenth Americas Conference on Information Systems, Keystone, Colorado, USA.

    Edell, J. A. & Keller, K. L. (1989). The information processing of coordinated media campaigns. Journal of Marketing Research, 26(2), 149-163.

    Edell, J. A., & Keller, K. L. (1999). Analyzing media interactions: The effects of coordinated TV-print advertising campaigns. Cambridge, Mass.: Marketing Science Institute.

  • Metrics
    No metrics available
Share - Bookmark