Is Repetition Really the Key to Success? The Impact of Ad Repetition and the Power of “Likes” on Facebook
Dados Bibliográficos
| ID | 21737809 |
|---|---|
| Autores | Hyunjoo Lim (0000-0003-0072-2313, The University of Texas at Austin, autor correspondente), Laura F Bright (0000-0003-1908-1130, The University of Texas at Austin), Gary B Wilcox (0000-0002-4960-2585, The University of Texas at Austin) |
| Ano | 2022 |
| Volume | 22 |
| Fascículo | 3 |
| Páginas | 238-248 |
| Data de publicação | 2022-09-02 |
| Open Access | Não |
| Tipo | ARTICLE |
| Periódico | Journal of Interactive Advertising (JOURNAL) |
| Identificadores do periódico | ISSN: 1525-2019 • E-ISSN: 1525-2019 |
| Editora | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/15252019.2022.2106327 |
| OpenAlex | W4296570956 |
| Idioma | EN |
| Citações recebidas | 5 |
| Referências citadas | 46 |
In today’s marketplace, social media advertising, such as Facebook ads, are an especially valuable tool for small and medium-sized enterprises (SMEs), which are often financially volatile due to their limited access to resources, as well as political, economic, and social factors. The purpose of this article is to help SMEs better understand how to develop an advertising strategy on Facebook that is mindful of their time and resources. The findings of this article suggest that social media ad frequency, specifically on Facebook, leads to website visits, and social media engagement metrics (i.e., post shares and comments) can strengthen this relationship. Website visits, in turn, are suggested to increase the likelihood of purchases made during visits, and longer durations of visits can strengthen this relationship. This research contributes to our knowledge of Facebook advertising effects by examining behavioral trace data generated by consumers engaging with SMEs. By examining real-time consumption patterns, this research provides immediate managerial implications that can be employed by SMEs as they develop Facebook marketing plans for the future
Advertising · Business · Social media · Sociology · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Media, Gender, and Advertising · Marketing
Breaking down administrative burdens
Advertising Appeals in Health Communication
Challenging public stigma
Life Transitions Influence Response to Ad Repetition
User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform
Like, comment, and share on Facebook
Measuring the Intrusiveness of Advertisements
Forced Exposure and Psychological Reactance
The influence of perceived ad relevance on social media advertising
Novelty, complexity, and hedonic value
Advertising Repetition
Toward a Theory of Interactive Media Effects (Time)
Can Interactive Media Attenuate Psychological Reactance to Health Messages? A Study of the Role Played by User Commenting and Audience Metrics in Persuasion
The Limited Capacity Model of Mediated Message Processing
A functional approach to the Facebook Like button
A Double-Edged Sword? Predicting Consumers' Attitudes Toward and Sharing Intention of Native Advertising on Social Media
The Megaphone Effect
| Citações por ano | 1,67 |
|---|---|
| Intervalo de citações | 2023 - 2026 (4) |
| Altamente citado | Não |