Effective marketing communication via social networking site: The moderating role of the social tie

Shen, George C.; Chiou, Jyh‐Shen; Hsiao, Chih-Hui; Wang, Chun-Hsien; Li, Hsin-Ni

doi:10.1016/j.jbusres.2015.12.040

Cited by 104 publications

(77 citation statements)

References 29 publications

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“…The recent progress of information and communication technologies has been a strong stimulus for the development of networks of correlations [Shen et al 2016[Shen et al : 2265, with consumers directly involved in value creation processes [Copeland and Malik 2005: 1-3]. The consumers growing involvement in value creation and value communication processes offers potential for companies to employ their creativity for productive purposes, such as introduction of product improvements and an extension of the range of products on offer.…”

Section: Changes In the Field Of Marketing Communications And Their Imentioning

confidence: 99%

Marketing communication in the light of challenges brought about by virtualisation and interactivity

Mazurek-Łopacińska¹,

Sobocińska²

2016

EBR

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Section: Changes In the Field Of Marketing Communications And Their Imentioning

confidence: 99%

Marketing communication in the light of challenges brought about by virtualisation and interactivity

Mazurek-Łopacińska¹,

Sobocińska²

2016

EBR

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“…Based on the analysis of scientific literature, it is possible to compare traditional advertising campaigns with those applied on social networks according to content, format, length, tools applied, audience reach, return aspects and others [19,[43][44][45][46][47][48][49]. Advertising campaigns on social media networks are exceptional because of the fast reach of broad target audience, content marketing and interactivity.…”

Section: Introductionmentioning

confidence: 99%

“…The customer can select, manage, integrate and format the message by controlling the interactivity of means of communication. Two-way communication can increase the effectiveness of the message sent, as the sender can improve the faults of the advertising campaign due to the received feedback [45].…”

Section: Introductionmentioning

confidence: 99%

Evaluation of Advertising Campaigns on Social Media Networks

et al. 2018

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Abstract:As the virtual environment is constantly changing, not only users' informational and knowledge needs but also the means and channels of communication with customers applied by organizations change. There is a noticeable trend to move more and more advertising campaigns to social media networks because of the opportunities they provide to organizations and users, which results in the ever-increasing popularity of social media networks and a number of their users. Such a transition is explained by one of the main objectives organizations have: to inform their customers in an appropriate way and receive feedback on social media networks, which is difficult when traditional advertising channels and means are applied. Since advertising campaigns on social media networks are evolving rapidly, their assessment factors and methods, which receive controversial opinions in both scientific literature and practice, change too. Researchers assess and interpret the factors that influence the effectiveness of advertising campaigns on social media networks differently. Thus, a problem arises: how should we evaluate which approach is more capable of accurately and fully reflecting and conveying reality? In this research, this problem is studied by connecting approaches of different researchers. These approaches are linked to the effectiveness assessment of advertising campaigns on social media network aspects. To achieve the objective of this study, such research methods as analysis of scientific literature, multiple criteria and expert assessment (a structured survey and an interview) were applied. During the study, out of 39 primary assessment factors, eight primary factors that influence the effectiveness of advertising campaigns on social media networks were identified: sales, content reach, traffic to website, impressions, frequency, relevance score, leads and audience growth.

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“…The customer is bombed by the producers' advertisement and services providers in newspapers, magazines, TV, and in other media. Due to recent IT development, the effective marketing communication is via social networking site, more has been given by Shen et al (2016) and Dehghani et al (2016). The advertisement producers invent more or less perfect "stories" in order to change the customer's mind and to get him to their side.…”

Section: Introductionmentioning

confidence: 99%

“…The advertisement producers invent more or less perfect "stories" in order to change the customer's mind and to get him to their side. View more by El Ouardighi et al (2016), Dehghani et al (2016), Shen et al (2016) and Chang (2009).…”

Section: Introductionmentioning

confidence: 99%

The Quality Perceived by the Young Customer Versus Coca Cola Zero Advertisement

Blecharz¹,

Štverková²

2017

Proceedings of the 2nd Czech-China Scientific Conference 2016

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Nowadays, the advertisement is one of the key activities of sale. An advertisement is not always true and sometimes it could be even misleading or false. This chapter is focused on the exemplary verification of the truth of the concrete advertisement. The verification has been provided based on the data coming from the research being provided among 300 young customers from the Czech Republic. The data have been processed statistically, and based on the hypothesis testing using one-way analysis of variance (ANOVA), the data are evaluated whether the advertisement is true or misleading. Research findings provide testimony of unfair practice of advertisement.

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Effective marketing communication via social networking site: The moderating role of the social tie

Cited by 104 publications

References 29 publications

Marketing communication in the light of challenges brought about by virtualisation and interactivity

Marketing communication in the light of challenges brought about by virtualisation and interactivity

Evaluation of Advertising Campaigns on Social Media Networks

The Quality Perceived by the Young Customer Versus Coca Cola Zero Advertisement

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