Consumer Branded #Hashtag Engagement: Can Creativity in TV Advertising Influence Hashtag Engagement?

Σταθοπούλου, Αναστασία; Borel, Laurence; Christodoulides, George; West, Douglas

doi:10.1002/mar.20999

Cited by 59 publications

(51 citation statements)

References 85 publications

(158 reference statements)

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“…Marketing scholars and managers alike are interested in studying the factors that make consumers engage more with their social media content (Ashley & Tuten, ; De Vries, Gensler, & Leeflang, ). Hashtags can be an effective means to do so (Stathopoulou, Borel, Christodoulides, & West, ), especially if consumers include branded hashtags into their own postings. For example, Coca Cola implemented the #shareacoke‐hashtag in their communications, which generated millions of user‐generated pieces of content on social media (Deye, ).…”

Section: Introductionmentioning

confidence: 99%

What motivates users to hashtag on social media?

Rauschnabel

Sheldon

Herzfeldt

2019

Psychology and Marketing

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Hashtags (i.e., the # symbol) are gaining increased popularity among social media users. However, despite their intense use, little is known about their meanings. Only a few published studies have investigated fragmented aspects of hashtags and treated them as a functional means to structure content. In this study, we provide evidence that hashtags’ meanings go beyond structuring or spreading content and represent an integral element of contemporary communication via social media. In particular, this study presents a series of six empirical studies, following traditions in grounded theory and measurement theory research, to systematically assess motivations for using hashtags. The results uncover the existence of 10 different motivations for use (amusing, organizing, designing, conforming, trendgaging, bonding, inspiring, reaching, summarizing, and endorsing). In addition, we show how these motivations differ between platforms and also relate to different patterns of social media behavior. The results contribute to a better academic understanding of social media, provide managers with profound insights and can guide marketing tactics with hashtags.

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Section: Introductionmentioning

confidence: 99%

What motivates users to hashtag on social media?

Rauschnabel

Sheldon

Herzfeldt

2019

Psychology and Marketing

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“…A literatura aponta que as redes sociais permitem que seus usuários participem, contribuam, promovam, propaguem, opinem e discutam conteúdo e informação de maneira bilateral (Terra, 2010), de maneira muito rápida (Doorn et al, 2010). Ainda, o engajamento é traduzido na forma de compartilhamentos e recomendações (Brodie et al, 2011), contexto em que o papel das propagandas é despertar curiosidade no usuário, além do desejo de mostrar a outros o que viu (Stathopoulou et al, 2017).…”

Section: Apresentação E Discussão Dos Resultadosunclassified

“…Nesta perspectiva, o papel das propagandas é gerar familiaridade com a marca, criar relevância e estimular o usuário a marcar amigos nas postagens e compartilhar a mensagem da marca (Stathopoulou, Borel, Christodoulides, & West, 2017). Considerando o efeito do humor incongruente nos consumidores (Cifuentes, 2005;Kellaris & Cline, 2007;Martin, 2007;Moalla, 2014), questiona-se se a presença deste tipo de humor tem efeito sobre o engajamento e, no presente estudo, de mulheres sobre a marca anunciada no Facebook.…”

Section: Engajamentounclassified

“…Admite-se, então, que quanto mais as pessoas curtem, comentam e compartilham as propagandas que chamam sua atenção na internet, mais engajadas elas estão. Posto isto, a mensagem publicitária criada com o intuito de se tornar viral devem ser divertidas e inusitadas, fazendo com que os usuários queiram compartilhá-la (Ashley & Tuten, 2015;Stathopoulou et al, 2017), exatamente o que foi percebido no anúncio com humor, por meio de um maior número de compartilhamentos da mensagem.…”

Section: Frequência E Testes Qui-quadrado Para As Interações Dos Grupunclassified

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Humor Incongruente, Efetividade da Propaganda e as Mulheres: Um Experimento no Facebook

et al. 2019

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Resumo O objetivo deste trabalho é analisar como propagandas com humor incongruente veiculadas no Facebook atuam no engajamento, nas atitudes e na intenção de compra das consumidoras brasileiras. Um experimento realizado no Facebook, com 269 consumidoras brasileiras, permitiu testar se a presença de humor incongruente influencia a efetividade das propagandas, confirmando tal hipótese, além de demonstrar que se trata de um apelo humorístico com efeitos positivos sobre o público feminino. Entre as contribuições deste artigo, destaca-se que, seus achados confirmam que engajamento, atitudes e intenção de compra conformam importantes medidas da efetividade das propagandas no contexto virtual; revelam novas facetas sobre a percepção das mulheres quanto a estímulos tradicionalmente destinados aos homens; e apontam as redes sociais como elementos fundamentais à tomada de decisão do consumidor. Evidencia-se, assim, o papel da internet como plataforma de interação entre empresas e usuários e a necessidade de construção de um relacionamento nesta conjuntura, contexto em que o humor incongruente mostra-se capaz de chamar atenção, despertar engajamento, provocar atitudes favoráveis e, deste modo, conduzir a intenção de compra.

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“…In the sixth paper, Stathopoulou, Borel, Christodoulides, and West () use a two‐step qualitative–quantitative methodological approach to examine the effects of creativity on consumer branded hashtag engagement in TV advertising using 15 depth interviews, two different ad appeals (humor vs. warmth) and an online survey sample of 259 participants. Their results indicate that original, unusual, relevant, appropriate advertisements incorporating hashtags are more likely to generate consumer engagement except where the participant is already familiar with the brand, where relevant and appropriate advertisements lead to less hashtag engagement.…”

Section: Introduction To the Special Issuementioning

confidence: 99%

Technological Impacts on Market Attitudes and Behaviors

Baines

2017

Psychology and Marketing

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Technology has had a profound effect on twentieth‐century society and is increasingly changing the nature of the way we live our lives in the twenty‐first century, particularly, but not solely, through innovations in digital and social media marketing. As media and other technologies change, the question arising concerns how these changes impact on consumers’ attitudes and behaviors, and consequently on their lives. In this special edition, nine papers are presented, outlining cutting‐edge research exploring how changing technologies affect consumer attitudes, emotions, and behaviors in a variety of country settings and industries. In this introductory editorial, the papers are outlined in further detail, with a brief exposition of their contribution.

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Consumer Branded #Hashtag Engagement: Can Creativity in TV Advertising Influence Hashtag Engagement?

Cited by 59 publications

References 85 publications

What motivates users to hashtag on social media?

What motivates users to hashtag on social media?

Humor Incongruente, Efetividade da Propaganda e as Mulheres: Um Experimento no Facebook

Technological Impacts on Market Attitudes and Behaviors

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