Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

Abstract

Social media are increasingly populated with brand messages that are linked to timely events, a practice that is also known as real-time marketing (RTM). In this study, we examine whether RTM is an effective strategy to boost sharing behaviour, and if so, what moment-and content-related characteristics contribute to its effectiveness. A content analysis of brand tweets from Nielsen's top-100 advertisers (n ¼ 1500) shows that RTM positively affects word of mouth. RTM is especially a more effective strategy when brand messages are linked with unpredictable events (vs. predictable). This can be explained by the meaningfulness dimension of creativity; brands make a more meaningful connection to timely moments in unpredictable RTM than in predictable RTM. Furthermore, we found support for the beneficial effects of moment-driven visuals; RTM messages are shared more when public events are visually integrated with those messages. No such effect was found for moment-driven hashtags.

News you can use! Evaluating the effectiveness of newsjacking based content on social media

“…Recently, there has been a surge in newsjacking content fueled by social media, whereby content creators use topical news stories and embed them in their communications (Hunter and Burkhart, 2013; Scott, 2011). Yet, to date very little is known about its effectiveness and how this can be enhanced (Willemsen et al , 2018). In this research we take an audience perspective by establishing how differences between recipients of newsjacking might affect its successful application.…”

“…Secondly, viral processes, underpinned by consumer sharing and engagement driven algorithms, especially suit newsjacking, which is designed to be both shared and influence those that it reaches cheaply and efficiently (Marder et al, 2017). Regarding the latter point, Willemsen et al (2018) provide support from a newsjacking perspective. Following a content analysis of brand tweets (n=1500) selected from a shortlist of the world's top brand advertisers, the authors conclude that RTM creates more meaningful content for consumers when it deploys news that is more unpredictable (i.e.…”

“…in PR Week , Campaign , etc. Both the Web of Science and Scopus searches identified two additional research papers (Willemsen et al , 2018; Savyan and Bhanu, 2017), although the former concerns malicious attacks on online social platforms rather than newsjacking per se . Of greater relevance to this study, Willemsen et al (2018) consider how real-time marketing (RTM), an attribute embedded within the fabric of newsjacking, stimulates greater sharing behavior among social media users.…”

“…Both the Web of Science and Scopus searches identified two additional research papers (Willemsen et al , 2018; Savyan and Bhanu, 2017), although the former concerns malicious attacks on online social platforms rather than newsjacking per se . Of greater relevance to this study, Willemsen et al (2018) consider how real-time marketing (RTM), an attribute embedded within the fabric of newsjacking, stimulates greater sharing behavior among social media users. From a content analysis of real campaigns, they conclude that newsjacking has the capacity to enhance sharing but does so more effectively when deployed news stories are less, rather than more, predictable in nature.…”

“…To stand out, content that is able to capture attention and engage is at a premium (Ashley and Tuten, 2015; Fransen et al , 2015), and so knowing when and with whom to operationalize newsjacking to optimize success is critical. In keeping with Willemsen et al (2018), who explore the type of news (predictable vs unpredictable) that enhances sharing, we approach the study of newsjacking from an audience perspective. In doing so, we draw on theories of persuasion from the psychology literature – and in particular, the elaboration likelihood model (ELM) of Petty and Cacioppo (1986).…”