Dokyun, L., Hosanagar, K., & Nair, H. S. (2015). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Working Papers (Faculty) -- Stanford Graduate School Of Business, 1-41.
Authors and researchers from Wharton School and Stanford Graduate School of Business have compiled the findings from a field study on the effect of social media advertising content on customer engagement. From this field study the researchers discovered that photos are the preferred message type on Facebook, as they garnered the most social engagements. The results also showed Facebook users engage more with companies that include brand personality in their posts as opposed to posts that are strictly informative.
Martín-Santana, …show more content…
Instagram offers 3 different types of ad format which are; Photo ads, video ads with up to 30 seconds of content and carousel ads which allow users to swipe through a small selection of photos on a single post. There is also a learn more feature which can be featured at the bottom of a sponsored post which allows users to be transferred to the businesses website where more information on what is being advertised is available. Instagram claims that these features support; clicks to websites, website conversations, mobile app installs, mobile app engagement, video views, reach and frequency, page post engagement and mass awareness. In order to support what it is saying, Instagram has included dozens of case studies showing a positive relationship between businesses and Instagram advertising. A closer look at one of these case studies shows the effect Instagram advertising had on makeup brand Maybelline 's sales. It states that through Instagram advertising their was a 16 pt increase in brand awareness, a 3 pt lift in message association and 2.4X increase in maybelline brow …show more content…
It was noted that the attention paid to advertising and how it is elaborated on can be influenced by a number of factors one of which being situation factors which include; the environment and outside influences, the sequence in which ads are presented and media context. This study focuses on media context, which can be described as the type of medium or source on which the ad is presented. Three types of contexts were tested on both television advertising and print advertising with each context being placed into an a random medium as well as an appropriate medium, for example the context of humorous the ads were placed into the Simpsons and a mock up containing cartoons and joke. When the results of the study were recorded it showed that an ad being placed into an appropriate medium resulted in higher brand recall and higher ad content recall, the results also showed that print ads were perceived as more likeable and more informative where as television ads result in higher brand recall and ad content recall. The results show that context appreciation does not affect the recall of print ads but it does positively influence the recall of television
Authors and researchers from Wharton School and Stanford Graduate School of Business have compiled the findings from a field study on the effect of social media advertising content on customer engagement. From this field study the researchers discovered that photos are the preferred message type on Facebook, as they garnered the most social engagements. The results also showed Facebook users engage more with companies that include brand personality in their posts as opposed to posts that are strictly informative.
Martín-Santana, …show more content…
Instagram offers 3 different types of ad format which are; Photo ads, video ads with up to 30 seconds of content and carousel ads which allow users to swipe through a small selection of photos on a single post. There is also a learn more feature which can be featured at the bottom of a sponsored post which allows users to be transferred to the businesses website where more information on what is being advertised is available. Instagram claims that these features support; clicks to websites, website conversations, mobile app installs, mobile app engagement, video views, reach and frequency, page post engagement and mass awareness. In order to support what it is saying, Instagram has included dozens of case studies showing a positive relationship between businesses and Instagram advertising. A closer look at one of these case studies shows the effect Instagram advertising had on makeup brand Maybelline 's sales. It states that through Instagram advertising their was a 16 pt increase in brand awareness, a 3 pt lift in message association and 2.4X increase in maybelline brow …show more content…
It was noted that the attention paid to advertising and how it is elaborated on can be influenced by a number of factors one of which being situation factors which include; the environment and outside influences, the sequence in which ads are presented and media context. This study focuses on media context, which can be described as the type of medium or source on which the ad is presented. Three types of contexts were tested on both television advertising and print advertising with each context being placed into an a random medium as well as an appropriate medium, for example the context of humorous the ads were placed into the Simpsons and a mock up containing cartoons and joke. When the results of the study were recorded it showed that an ad being placed into an appropriate medium resulted in higher brand recall and higher ad content recall, the results also showed that print ads were perceived as more likeable and more informative where as television ads result in higher brand recall and ad content recall. The results show that context appreciation does not affect the recall of print ads but it does positively influence the recall of television