Advertising content and online engagement on social media during the covid-19 epidemic in Taiwan

2021 ◽  
pp. 1-19
Author(s):  
Chiao-Chieh Chen ◽  
Yu-Ping Chiu
Keyword(s):  
Social Media ◽  
Online Engagement ◽  
Advertising Content

Fear of Missing Out as motivation to process information: How differences in Instagram use affect attitude formation online

2021 ◽  
pp. 146144482110118
Author(s):  
Dominik Neumann ◽  
Patricia T Huddleston ◽  
Bridget K Behe
Keyword(s):  
Social Media ◽  
Cognitive Processing ◽  
Online Survey ◽  
Regression Analyses ◽  
Fear Of Missing Out ◽  
Advertising Strategy ◽  
Social Media Platforms ◽  
Advertising Content ◽  
Practical Implications ◽  
Marketing Messages

Marketing on social media has become ubiquitous. Consequently, social media platforms are increasing the level of advertising content that users may later encounter when navigating online shopping websites. It is unclear how this amplification of exposure to marketing messages through social media affects consumers’ attitudes to products online. Furthermore, the roles of social media participation and proneness to experience Fear of Missing Out on product attitude remain largely unexplored. In this research ( N = 1002), we employed an online survey of US Instagram users. These data were submitted to three-way moderation regression analyses with attitude toward the product as the dependent variable. Consumers who are more active on social media and had high (vs low) Fear of Missing Out expressed more favorable attitudes toward online products after being exposed to Instagram content (vs not exposed). The theoretical and practical implications for cognitive processing research and advertising strategy and study limitations are discussed.

Does Social Media Engagement Translate to Civic Engagement Offline?

2021 ◽  
pp. 089976402199944
Author(s):  
Jaclyn Piatak ◽  
Ian Mikkelsen
Keyword(s):  
Social Media ◽  
Civic Engagement ◽  
Presidential Election ◽  
Civic Participation ◽  
Political Engagement ◽  
Political Campaigns ◽  
The Internet ◽  
Online Engagement ◽  
Informal Volunteering ◽  
Using Data

People increasingly engage in politics on social media, but does online engagement translate to offline engagement? Research is mixed with some suggesting how one uses the internet maters. We examine how political engagement on social media corresponds to offline engagement. Using data following the 2016 U.S. Presidential Election, we find the more politically engaged people are on social media, the more likely they are to engage offline across measures of engagement—formal and informal volunteering, attending local meetings, donating to and working for political campaigns, and voting. Findings offer important nuances across types of civic engagement and generations. Although online engagement corresponds to greater engagement offline in the community and may help narrow generational gaps, this should not be the only means to promote civic participation to ensure all have a voice and an opportunity to help, mobilize, and engage.

scholarly journals Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns

2019 ◽  
Vol 83 (5) ◽  
pp. 78-96 ◽  
Author(s):  
Christian Hughes ◽  
Vanitha Swaminathan ◽  
Gillian Brooks
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Empirical Investigation ◽  
Social Media Platform ◽  
Firm Strategies ◽  
Brand Engagement ◽  
Response Data ◽  
Source Expertise ◽  
Online Engagement ◽  
Media Platform

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content, which are further moderated by social media platform type and campaign advertising intent. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial. However, source expertise fails to drive engagement when the sponsored post occurs on Facebook. When a sponsored post occurs on Facebook, posts high in hedonic content are more effective when the advertising intent is to increase trial versus raise awareness. The effectiveness of campaign incentives depends on the platform type, such that they can increase (decrease) engagement on blogs (Facebook). The empirical evidence for these findings comes from real in-market customer response data and is supplemented with data from an experiment. Taken together, the findings highlight the critical interplay of platform type, campaign intent, source, campaign incentives, and content factors in driving engagement.

Investigating the Effects of Narrative Advertising in a Real-Life Setting

2021 ◽  
pp. 147078532110337
Author(s):  
Serdar Yıldız ◽  
Necip Serdar Sever
Keyword(s):  
Social Media ◽  
Real Life ◽  
Narrative Transportation ◽  
Online Engagement ◽  
Real Life Setting ◽  
Advertising Context ◽  
Engagement Behavior

This study investigates the effects of narrative ads, which differ in terms of narrative focus and brand prominence in a native advertising context. Considering the recent methodological debates about advertising and consumer experiments, we aim to design the research to be as realistic as possible. We produced video ad stimuli and published them as sponsored posts on Instagram to test the effects in a real-life setting. In this way, online engagement behavior was examined through social media metrics. The users who clicked on the ad were directed to the research website and asked to answer the scales of narrative transportation and attitude toward the ad. While the ads achieved different engagement results in line with their content features, transportation and attitude results demonstrate the superiority of narrative ads, which are product-oriented and with low brand prominence.

scholarly journals Does Mode Matter? Measuring the Effects of Different Types of Online Political Engagement on Offline Participation

2018 ◽  
Vol 15 (43) ◽  
pp. 10 ◽  
Author(s):  
Marta Cantijoch Cunill
Keyword(s):  
Social Media ◽  
Political Engagement ◽  
General Election ◽  
Online Participation ◽  
Online Engagement ◽  
Different Types

Recent studies have shown that online participation is a multi-dimensional phenomenon that replicates and extends existing forms of political engagement. What is less clear is the mobilizing potential of these different types of activity and particularly whether they trigger offline participation. This paper addresses these questions in an analysis of citizens online and offline behaviour in the context of a UK General Election. Specifically we identify three different modes of online engagement in the campaign, profile the individuals most likely to engage in them, and examine whether they affected individuals’ likelihood of voting. Our findings show that while newer social media based ‘e-expressive’ activities are most likely to appeal to those individuals who are not already engaged in politics they do not necessarily increase the likelihood of voting. By contrast higher consumption of news and information online during an election does appear to significantly boost individuals’ chances of turning out to vote.

The Effects of Social Media Content Created by Human Brands on Engagement: Evidence from Indian General Election 2014

2021 ◽  
Author(s):  
Rakesh R. Mallipeddi ◽  
Ramkumar Janakiraman ◽  
Subodha Kumar ◽  
Seema Gupta
Keyword(s):  
Social Media ◽  
Chief Executive Officers ◽  
Chief Executive ◽  
Media Content ◽  
Online Engagement ◽  
Social Media Engagement ◽  
Social Media Platforms ◽  
Key Drivers ◽  
Executive Officers ◽  
Human Brands

With human brands or individual celebrities in fields ranging from sports to politics increasingly using social media platforms to engage with their audience, it is important to understand the key drivers of online engagement. Using Twitter data from the political domain, we show that positive and negative-toned content receive higher engagement, as measured by retweets, than mixed or neutral toned tweets. However, less popular human brands generate higher social media engagement from positive-toned content compared with more popular human brands. Therefore, we recommend that popular human brands (e.g., popular politicians or chief executive officers) keep their content objective rather than emotional. Furthermore, the tone of related brands (i.e., human brands who belong to the same political party) has a strong reinforcement effect; that is, social media engagement is higher when the tone of the focal human brand and related brands are the same and lower when the tones are different. Therefore, we prescribe that human brands actively coordinate their social media content with related brands to generate higher engagement. From human brands’ perspective, our findings recommend a comprehensive social media strategy, which takes into account the tone of content, tone of related brands’ content, and human brands’ popularity.

A Literature Review on the Viral Advertising Narrative Structure

2019 ◽  
pp. 1363-1379
Author(s):  
Murat Koçyiğit
Keyword(s):  
Social Media ◽  
Early Stage ◽  
Narrative Structure ◽  
Viral Marketing ◽  
Stage Of Development ◽  
Online Social Media ◽  
Central Platform ◽  
Social Messages ◽  
Advertising Content ◽  
Viral Advertising

Viral advertising relies on consumers' transmitting the message to other consumers within their online social media. Viral advertising is controlled by consumers and is less under the control of advertisers and brands (Petrescu, 2014). Consumers receive the link or the advertising content and pass it along through e-mail or posting it on a blog, microblog, podcast, wiki, form, webpage, and social media profile. Advertising narrative in traditional media has changed with viral ads. In the narrative of viral advertising is more emotional, romantic, humorous, sexual and contains social messages. This study was conducted to examine the Brands' viral advertising narrative. Viral advertising is at an early stage of development and much of the current viral marketing communication literature research is concerned with understanding the motivations and behaviours of those passing-on email messages. No longer the preserve of offline communication strategists, it is becoming a central platform for interactive marketing communications (Cruz & Fill, 2008).

scholarly journals A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers

2019 ◽  
Vol 5 (3) ◽  
pp. 205630511984751 ◽  
Author(s):  
Itai Himelboim ◽  
Guy J. Golan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Networking ◽  
Online Advertising ◽  
Peer To Peer ◽  
Digital Platforms ◽  
Advertising Content ◽  
Viral Advertising

The diffusion of social networking platforms ushered in a new age of peer-to-peer distributed online advertising content, widely referred to as viral advertising. The current study proposes a social networks approach to the study of viral advertising and identifying influencers. Expanding beyond the conventional retweets metrics to include Twitter mentions as connection in the network, this study identifies three groups of influencers, based on their connectivity in their networks: Hubs, or highly retweeted users, are Primary Influencers; Bridges, or highly mentioned users who associate connect users who would otherwise be disconnected, are Contextual Influencers, and Isolates are the Low Influence users. Each of these users’ roles in viral advertising is discussed and illustrated through the Heineken’s Worlds Apart campaign as a case study. Providing a unique examination of viral advertising from a network paradigm, our study advances scholarship on social media influencers and their contribution to content virality on digital platforms.

scholarly journals Communication Channels

2021 ◽  
Author(s):  
Anca Constantinescu-Dobra ◽  
Mădălina-Alexanda Coțiu
Keyword(s):  
Social Media ◽  
Communication Channel ◽  
Online Shopping ◽  
Digital Communication ◽  
Communication Channels ◽  
High Quality ◽  
Online Engagement ◽  
Fast Moving Consumer Goods ◽  
Social Media Platforms ◽  
E Mail

The scope of the chapter is to discuss changes in usage of digital communication channels before and during the Covid-19 pandemic. Consumers in both industrial and fast-moving consumer goods markets are considered. The chapter comprises a suggestive overview, followed by conclusions on trends expected in digital communication channels usage due to the shifts in consumer behavior caused by the pandemic. Digital communication channels analyzed include websites, sales pages, social media platforms, as well as e-mail marketing, and blogs. Consumers in Generations X, Y and Z, and their preferences for the different communication channels are analyzed. Results indicate an increased interest of all generations for social media, especially following the Covid-19 pandemic. E-mail marketing also remains an important communication channel across all three generations, while the interest in websites and blogs varies. All consumers favor high quality, attractive content displayed irrespective of the communication channel used. Trends identified suggest the interest for online shopping and online engagement with brands will remain sustained after the lift of the various restrictions imposed by the pandemic. It is therefore important that brands ensure a strong online presence and engage with their audiences based on their consumers preferred communication channels.

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