Strategic social media marketing: An empirical analysis of sequential advertising

被引:1
|
作者
Hotkar, Parshuram [1 ]
Garg, Rajiv [2 ]
Sussman, Kristen [3 ]
机构
[1] Indian Sch Business, Operat Management, Hyderabad, Telangana, India
[2] Emory Univ, Goizueta Business Sch, Informat Syst & Operat Management, Atlanta, GA 30322 USA
[3] Texas State Univ, Sch Journalism & Mass Commun, San Marcos, TX USA
关键词
Customer targeting; Information spillover; Sequential advertising; Social media advertising; Social media marketing; WORD-OF-MOUTH; PRODUCT GROWTH; DIFFUSION; CONVERSATIONS; INNOVATION; CONTAGION; NETWORKS; MODELS; TIES;
D O I
10.1111/poms.14075
中图分类号
T [工业技术];
学科分类号
08 ;
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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页码:4005 / 4020
页数:16
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