The Information Content of Advertising: A Meta-Analysis

Abernethy, Avery M.; Franke, George R.

doi:10.1080/00913367.1996.10673496

Cited by 253 publications

(142 citation statements)

References 30 publications

Supporting

Mentioning

133

Contrasting

Unclassified

Order By: Relevance

“…Rather than this coarse distinction, our classification follows the seminal classification work of Resnik and Stern (1977), who operationalize informative advertising based on the number and characteristics of informational cues (see Abernethy and Franke, 1996 for an overview of studies in this stream). Some criteria for classifying content as informative include details about product deals, availability, price, and product related aspects that could be used in optimizing the purchase decision.…”

Section: Introductionmentioning

confidence: 99%

Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook

2017

View full text Add to dashboard Cite

We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and natural language processing algorithms. We use this data set to study the association of various kinds of social media marketing content with user engagement-defined as Likes, comments, shares, and click-throughs-with the messages. We find that inclusion of widely used content related to brand personality-like humor and emotion-is associated with higher levels of consumer engagement (Likes, comments, shares) with a message. We find that directly informative content-like mentions of price and deals-is associated with lower levels of engagement when included in messages in isolation, but higher engagement levels when provided in combination with brand personality-related attributes. Also, certain directly informative content, such as deals and promotions, drive consumers' path to conversion (click-throughs). These results persist after incorporating corrections for the nonrandom targeting of Facebook's EdgeRank (News Feed) algorithm and so reflect more closely user reaction to content than Facebook's behavioral targeting. Our results suggest that there are benefits to content engineering that combines informative characteristics that help in obtaining immediate leads (via improved click-throughs) with brand personality-related content that helps in maintaining future reach and branding on the social media site (via improved engagement). These results inform content design strategies. Separately, the methodology we apply to content-code text is useful for future studies utilizing unstructured data such as advertising content or product reviews. Stanford GSB AbstractWe investigate the effect of social media content on customer engagement using a large-scale field study on Facebook. We content-code more than 100,000 unique messages across 800 companies engaging with users on Facebook using a combination of Amazon Mechanical Turk and state-of-the-art Natural Language Processing algorithms. We use this large-scale database of advertising attributes to test the effect of ad content on subsequent user engagement − defined as Likes and comments − with the messages. We develop methods to account for potential selection biases that arise from Facebook's filtering algorithm, EdgeRank, that assigns posts non-randomly to users. We find that inclusion of persuasive content − like emotional and philanthropic content − increases engagement with a message. We find that informative content − like mentions of prices, availability and product features − reduce engagement when included in messages in isolation, but increase engagement when provided in combination with persuasive attributes. Persuasive content thus seems to be the key to effective engagement. Our results inform advertising design in social media, and the methodology we develop to content-code large-scale textual data provides a framework for f...

show abstract

Section: Introductionmentioning

confidence: 99%

Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook

2017

View full text Add to dashboard Cite

show abstract

“…The current state of the literature does assess individual text elements as well as message framing as such, but completely lacks research on the potential benefits of incorporating an information cue, despite the fact that, at least in the context of offline marketing campaigns, it is known to affect user behavior [12]. Therefore, we would like to augment current research by analyzing the impact of an information cue upon online user behavior.…”

Section: Related Literaturementioning

confidence: 99%

“…The framing of messages is a well-studied field of research [10] in the context of offline marketing campaigns, in particular the evaluation of information contained in an ad [12]. However, researchers have only just started to investigate different types of messages in the context of paid search.…”

Section: Related Literaturementioning

confidence: 99%

Achieving more by saying less? On the Moderating Effect of Information Cues in Paid Search

Schlangenotto¹,

Kundisch²

2017

Proceedings of the 50th Hawaii International Conference on System Sciences (2017)

View full text Add to dashboard Cite

show abstract

“…In conclusion, consumers may react differently to an advertisement according to their culture (Harris and Attour, 2003;Zhang and Gelb, 1996;Buzzell, 1986;Harris, 1984), which underlines the need to conduct prior studies to emphasize the socio-cultural specifics of the target market (Abernethy and Franke, 1996;Al-Olayan and Karande, 2000) in order to ensure the success of a buzz campaign.…”

Section: Literature Reviewmentioning

confidence: 99%

Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers

Yahia¹,

Touiti

Touzani

2016

JMBCEM

View full text Add to dashboard Cite

Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research study focuses on cultural aspects, and more particularly on the central role of cultural congruency. To explore these aspects, a qualitative study, based on 36 face-to-face interviews with marketing professionals/advertisers and consumers, has been carried out. The results highlight the importance of cultural values for consumers in Arab-Muslim countries, especially when buzz marketing campaigns touch the taboos. Terms used in the advertisement are also decisive in the success of a buzz campaign.JEL classification: M30, M31, M37, M39

show abstract

The Information Content of Advertising: A Meta-Analysis

Cited by 253 publications

References 30 publications

Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook

Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook

Achieving more by saying less? On the Moderating Effect of Information Cues in Paid Search

Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers

Contact Info

Product

Resources

About