Strategic social media marketing: An empirical analysis of sequential advertising

广告 社会化媒体 溢出效应 业务 信息性广告 在线广告 广告研究 广告宣传 人口统计学的 广告客户经理 营销 计算机科学 经济 互联网 万维网 微观经济学 社会学 人口学
作者
Parshuram Hotkar,Rajiv Garg,Kristen L. Sussman
出处
期刊:Production and Operations Management [Wiley]
卷期号:32 (12): 4005-4020 被引量:1
标识
DOI:10.1111/poms.14075
摘要

Social media platforms like Facebook and Twitter have emerged as effective channels for advertising that enable consumer targeting based on demographics, interests, and user behavior. Social media marketers have utilized information spillover within these platforms to reach a larger customer base. This information spillover also exists across groups of users within the platform and enhances returns from social media advertising. Thus, this information spillover can be utilized to strategically sequence targeted advertising to amplify the returns from social media ads. In this paper, we present a theoretical model for information retention and show that the sequential advertising strategy is effective in targeting groups of users on a social media platform. In addition, we provide empirical evidence through two series of randomized field experiments. From experiments for a health services organization, we find that sequential advertising campaigns provide 23% more clicks when compared to campaigns that target groups simultaneously, which translates to a saving of 18.7% in the advertising budget to achieve similar results as simultaneous advertising. Additionally, we found that sequential advertising campaigns targeting a smaller group first followed by a larger group provide 10.7% additional clicks when compared to targeting a larger group first followed by a smaller group. These results were consistent for consumer packaged goods that were advertised on Facebook and Twitter. These results provide implications for social media advertising research and practice.
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