Advances in Digital Marketing and eCommerce
Second International Conference, 2021
- 2021
- Book
- Editors
- Dr. Francisco J. Martínez-López
- Ph.D. David López López
- Book Series
- Springer Proceedings in Business and Economics
- Publisher
- Springer International Publishing
About this book
This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021. Papers include a diverse set of digital marketing and eCommerce-related topics such as sser psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, branding on social media, social media-based business models, user privacy and security protection on social media, social video marketing and commerce, among other topics.
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Table of Contents
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Frontmatter
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Influencer Marketing in the Make-up Industry
Ioanna Yfantidou, Mile GrncarovThe chapter delves into the comparative analysis of influencer marketing within the make-up industry, examining its effectiveness and cost-efficiency compared to traditional marketing methods such as TV advertising. It explores the impact of influencer marketing on consumer preferences and purchasing behavior, with a focus on the make-up industry. The research also investigates the influence of gender, market, and industry on the effectiveness of influencer marketing, providing a comprehensive understanding of this emerging marketing strategy. Through a hybrid research approach, the chapter offers valuable insights into the advantages and challenges of influencer marketing, making it a must-read for professionals in the marketing and cosmetics industries.AI Generated
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AbstractThe growth of social media usage and its utilization in marketing campaigns has created a new class of community leaders online, called influencers. Influencers appeared on social media as relevant content creators on a certain niche topic such as sports, comedy, make-up etc. The make-up industry has completely adopted the trend of influencers which ended up disrupting the entire industry. The purpose of this study is to demonstrate the effects that influencer marketing has had on the make-up industry and how it has become essential for marketers with a focus on that industry. This includes a comparison of influencer marketing to other marketing options such as TV and Online Paid Ads, the cost of advertisement, effectiveness and ability to influence consumer behavior, primary data, data obtained from secondary sources as well as personal contact with influencer agencies. -
Brand Semiotics as a Tool to Create Stronger Viewer Involvement with Brand Visuals on Social Media
C. du PlessisThis chapter delves into the importance of brand semiotics in crafting compelling brand visuals for social media. It begins by discussing the significance of brand imagery in the digital age and the role of semiotics in decoding consumer perceptions. The study then presents a case analysis of a highly successful brand visual, 'First-Ever Selfie with Jesus,' using Kress and van Leeuwen's visual grammar framework. This analysis reveals how specific semiotic resources can create stronger viewer involvement and emotional connection. The chapter concludes with practical insights for social media marketers, highlighting the potential of semiotics to enhance brand storytelling and consumer engagement in the competitive online landscape.AI Generated
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AbstractThis paper draws on a visual social semiotic analysis to illustrate how brand semiotics could be used as a social media marketing tool to select brand visuals that will attract attention and drive social conversations. Consumers nowadays access and interpret online brand messages differently due to social media and access to more technologies. While brands today have more visibility and can create and share brand messages on numerous social media platforms for a wider reach, the power has shifted to consumers. Because of more access to online information consumers can choose to either ignore or share and engage with a brand’s messages. By analysing one brand visual that sparked many reactions on social media, it is demonstrated how stronger viewer involvement can be achieved with embedded signs and symbols with which the viewer can resonate. The findings demonstrate that it is important for social media marketers to develop the inner meaning of visuals by placing consumers in a specific visual relationship with the visual. In doing so, the paper addresses the paucity of research on the semiotics of brand visuals and also provides a heuristic for social media marketers how to consider signs and symbols embedded in visuals for more impact on social media. -
Talking to Voice Assistants: Exploring Negative and Positive Users’ Perceptions
Michela Patrizi, Maria Vernuccio, Alberto PastoreThe chapter 'Talking to Voice Assistants: Exploring Negative and Positive Users’ Perceptions' delves into the perceptions of Generation Y users regarding the risks and benefits of interacting with voice assistants on smartphones. It begins by highlighting the increasing importance of voice assistants in daily life and the growing concern over privacy risks associated with personal data collection. The literature on risk perceptions is fragmented, with scholars adopting various theoretical perspectives and measurement scales. The chapter aims to fill this gap by providing a holistic view of user perceptions. It explores key dimensions of both perceived risks and benefits, including utilitarian, hedonic, and symbolic benefits. The research focuses on Generation Y users, who are the most frequent users of voice assistants. Through a web survey and advanced statistical analysis, the study identifies distinct user clusters based on perceptual differences. This work offers valuable insights for managers and researchers, helping them understand and target different user segments effectively.AI Generated
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AbstractThe widespread use of voice assistants (VAs), which collect and process a huge volume of user data through user interactions, is beginning to attract the attention of marketing researchers. The early studies investigating consumers' negative (i.e., risk) and positive (i.e., benefits) perceptions related to users-VAs interactions appear partial and fragmented. Consequently, this paper aims at exploring the key perceptual factors of risk and benefits of interactions with VAs on smartphones. Then, we propose to profile Generation Y users according to their perceptions and analyse whether they are significantly different in terms of frequency of VA use, VA attitude, VA familiarity, innovativeness and age. By adopting a quantitative exploratory approach, 349 questionnaires are collected and validated. By running an exploratory factor analysis, a three-factor solution is outlined. Besides, the non-hierarchical k-means cluster analysis highlights three Generation Y user clusters. This research contributes to the nascent strand of studies on user perceptions related to interactions with VAs, by offering an overall view of perceived risk and benefits. Finally, we propose to marketers strategic guidelines in terms of targeting and marketing communication design. -
The Influence of Brands and Platform Mechanics on Creator’ Content Sovereignty on TikTok
Markus RachThe chapter 'The Influence of Brands and Platform Mechanics on Creator’ Content Sovereignty on TikTok' delves into the complex interplay between TikTok's platform mechanics and brand sponsorships on the content sovereignty of creators. Through qualitative interviews with economically driven creators, the study reveals that TikTok's algorithm and community guidelines significantly impact creators' behavior and content. While brands exert some influence, TikTok's platform mechanics are perceived as more dominant. The findings suggest a model where creators prioritize long-term account reach over short-term brand deals, highlighting the platform's control over content sovereignty. This research not only validates previous studies but also proposes a conceptual model for future empirical validation, making it a crucial read for understanding the dynamics of creator-platform-brand relationships on TikTok.AI Generated
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AbstractTikTok, the fastest growing app of 2020, has received much attention for its growth, creativity and marketing opportunities. Much accelerated through COVID19, TikTok has grown to over 800 million monthly active users and has catapulted itself in frontline media. However, the app has also shown to tightly control its infrastructure through its algorithm centric built, its approach to content censorship and active brand management. With that, TikTok has gone different routes than many predating platforms. Through TikTok’s creator marketplace and indirectly monetizing content creators through its creator fund, TikTok has also shown to hold a tight grip on content creator. For this reason, this study examines the impact of TikTok and brands on content creator’ content sovereignty. Through structured interviews, this study found evidence to suggest that TikTok’s influence on the content behavior of its creator exceeds that of brands. It continues to propose a conceptual model to validate the findings through an empirical research track. -
Interactivity in Social Media: A Comparison in the Movie Studios Sector
Joan-Francesc Fondevila-Gascón, Pedro Mir-Bernal, Marc Perelló-Sobrepere, Marc Polo-LópezThe chapter 'Interactivity in Social Media: A Comparison in the Movie Studios Sector' delves into the pivotal role of social media in the movie industry's marketing strategies. It examines how major studios like Universal Pictures, 20th Century Fox, and Warner Brothers leverage platforms such as Facebook, Twitter, Instagram, and YouTube to promote their films and engage audiences. The study focuses on the frequency and type of posts, as well as the level of audience engagement through likes, comments, and shares. Notably, it reveals that Warner Brothers excels in generating audience interest despite not being the most frequent poster. The chapter also highlights the importance of high-quality, engaging content over mere frequency of posts. This comparative analysis offers valuable insights into the best practices for movie studios in the digital age, emphasizing the power of interactivity in enhancing audience engagement.AI Generated
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AbstractThis research analyzes the social media activity of three movie studios (20th Century Fox, Warner Bros and Universal Studios), and how that is affecting in the numbers and relevance of each. We develop a database to keep a record of the decisions this companies have been doing and how they take advantage of the tools presented by the social media. Methodology is quantitative. We collect frequency of posts, special events, types of post, the number of likes and comments retrieved from the viewers and also the number of shared posts. We have focused in different parts of each social media since, each one is designed to fulfill one specific aspect. With that approach we expect to determine which of the companies has understood better the way they have to be used and if they had won any kind of advantage through the good use of this medias presented as more interaction between themselves and the viewers and a more effective way to present their products. We conclude a correlation between enterprises (movie studios) and social media. -
Digital Transformation Induced by the Covid-19 Pandemic
Sankhani Hemachandra, Nora SharkasiThe chapter 'Digital Transformation Induced by the Covid-19 Pandemic' examines the impact of the Covid-19 pandemic on digital transformation (DT) in the retail industry of Sri Lanka. It begins by defining DT and outlining a conceptual framework based on Vial's (2019) study. The pandemic is identified as a catalyst that accelerated DT efforts, with businesses adopting various strategies to maintain operations and create value. The study focuses on three companies—a bank, a telecom provider, and an FMCG firm—analyzing their DT progression and responses to the pandemic. The banking industry, already advanced in DT, shifted focus to customer acquisition and digital channels. The telecom provider enhanced financial and service operations, while the FMCG firm, with no prior DT plan, accelerated DT on both front-end and back-end processes. The chapter concludes with implications for marketing and digital transformation strategies in the post-pandemic era, highlighting the importance of agility and innovation in response to disruptive events.AI Generated
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AbstractThe covid-19 pandemic has posed massive challenges to every actor of our social system. In Southeast Asia, businesses are no exception; well-established corporations moved toward digital transformation faster than others. With a prescriptive objective in mind, this study explores the acceleration of the digital transformation in the retail industry in Sri Lanka upon the Covid-19 pandemic. Taking a qualitative research approach, the paper describes different approaches for DT. Business leaders from banking, telecommunication, and fast moving consumer goods were interviewed. Some business leaders had a strategic vision towards digitalization, not because they anticipated the pandemic coming, but rather because of its advantages. Managers saw that digital transformation would bring two main advantages. One is through disintermediation, by reaching out to clients directly, and that customers can reach out to businesses anytime anywhere. Second, in terms of the cost factor, digital implementations were conceived comparatively cheaper in the long run. The ‘new normal’ of businesses keep changing its ways every day as the virus variants evolve, warning us, this could be a situation that we have to deal with for longer than anticipated. This makes investing in digitalization and further keep the impetus of agile implementation worth the effort. -
Towards an Understanding of the Intention to Engage on Facebook
Diep Ngoc Nguyen, Nora SharkasiThe chapter delves into the intricate relationship between youth engagement with brands on Facebook and various factors such as crowd behavior, trust components, and risk factors. It highlights the significance of crowd engagement, including likes, comments, and followers, in shaping consumer intentions. The study also explores the dual nature of trust—affective and cognitive—and its impact on consumer behavior. Additionally, it identifies risk factors such as financial risk and privacy concerns that can deter engagement. The findings offer valuable insights for practitioners aiming to optimize digital marketing strategies on social media platforms.AI Generated
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AbstractFacebook is attracting marketers’ attention as a productive tool for generating successful marketing campaigns. Understanding the aspects influencing customers’ intention to purchase was thoroughly examined in the literature. Nevertheless, the relationship between the intention to purchase and the intention to engage is still largely understudied. The objective of this study is to explore possible relationships between the components of the latent dependent variable, individual intention to engage on Facebook (FB), and the components of the latent independent variables; crowd’s engagement, cognitive and affective trust components, and order-related risk factors, by using a five-point anchored scale of the intention to purchase for measurement. The results showed that the crowd’s engagement behavior is positively associated to the intention to follow a brand’s FB page, while financial risk found to be negatively associated to the intention to share or like a brand’s FB content. Results also suggested it could be a good practice to avoid symbols and emoji’s in the advert’s primary text, and that trusted FB friends’ engagement behavior is positively related to the intention to comment, making it a suitable candidate for harboring e-WoM. This study helps practitioners identify important factors for the success of digital marketing campaigns. -
Metrics of Engagement on Social Networks and Their Relationship to the Customer's Decision-Making Process Under e-Commerce Conditions
L’udovít Nastišin, Richard FedorkoThe chapter delves into the crucial role of social media engagement metrics such as likes, shares, comments, and followers in influencing consumer purchase decisions within the e-commerce landscape. It highlights the statistical significance of these metrics and their impact on buying behavior, offering valuable insights for professionals seeking to optimize their social media strategies. The research is based on a survey of 372 respondents, providing a comprehensive analysis of how different engagement metrics contribute to the success of e-commerce activities. The findings indicate that comments are the strongest indicator of brand success, followed by shares, likes, and the size of the follower base. This chapter not only confirms the positive relationship between engagement and shopping behavior but also underscores the importance of monitoring and managing these metrics effectively to drive purchasing intentions.AI Generated
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AbstractIn today's world, social media is already a full-fledged part of the marketing mix. Their growth has been huge in recent years. Our paper seeks to analyze the metrics that make up social media engagement and their relationship with consumer’s purchase intentions. The variables examined in our study were the number of likes, comments, shares, followers, and respondents' purchase intentions. Data for this study were collected via the CAWI - computer assisted web interviewing method. The dataset consisted of 372 respondents. In the study, we analyzed the degree of correlation for the four established hypotheses. The results indicate the statistical significance of the examined relationships for all selected social media exposure metrics. These findings were presented in the context of existing research with an aim to expand current knowledge in this area. The results support the perceived importance of these variables in the purchasing process while proving important for e-commerce and s-commerce. -
Online Shopping Problems in the Context of B2C E-commerce in the Visegrad Four Countries
Richard Fedorko, Štefan KráľThe chapter delves into the challenges consumers encounter while shopping online in the Visegrad Four countries—Slovakia, Poland, the Czech Republic, and Hungary—from 2015 to 2019. It examines various issues such as delayed deliveries, wrong or damaged goods, technical problems, warranty information difficulties, and unexpected costs or frauds. By analyzing Eurostat data, the study reveals that while online shopping has grown significantly, so have the problems associated with it. The research underscores the importance of addressing these issues to maintain customer satisfaction and trust in the e-commerce sector. The chapter also discusses the impact of the COVID-19 pandemic on online shopping trends, suggesting that the number of problems may increase with the surge in online purchases. Overall, the chapter offers valuable insights into the evolving landscape of e-commerce and the critical areas that require attention to ensure a seamless shopping experience for consumers.AI Generated
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AbstractAs online shopping grows, problems with online shopping grow, too. The main aim of the paper is to evaluate and compare problems customer face when online shopping in the Visegrad Four countries (Slovakia, Czechia, Hungary, Poland). The paper outlines the theoretical basis of online shopping and describes the main problems related to shopping via Internet. Based on data from the Eurostat database, the paper compares specific online shopping problems in the years 2015, 2017 and 2019. We found that the highest incidence of problems with online shopping in 2015 was reported in Hungary (40%), in 2017 in Poland (18%) and in 2019 in Czech Republic (28%). The most frequent problem in all V4 countries was that the delivery time of goods or services was longer than it was stated by the seller on the store’s website. -
The New Adult on the Block: Daily Active Users of TikTok Compared to Facebook, Twitter, and Instagram During the COVID-19 Crisis in Belgium
Johan Hellemans, Kim Willems, Malaika BrengmanThe chapter delves into the transformative impact of social media during the COVID-19 crisis, focusing on the surge in usage among adults aged 18 to 64. It compares the daily active users of TikTok with those of Facebook, Twitter, and Instagram, highlighting TikTok's meteoric rise and its potential impact on other platforms. The study examines the underlying individual differences in socio-demographics across these platforms and hypothesizes a positive time-effect on daily active users during the pandemic. The research is based on a cross-sectional survey of Belgian adults, providing valuable insights into the shifting landscape of social media usage and its implications for marketing strategies.AI Generated
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AbstractIt is believed that due to quarantine regulations during the covid-19 crisis, more people are attracted to social media. Especially TikTok seems to be linked to this crisis, given its rise to fame during the same period. However, to date, very little is known about TikTok regarding the number of users or usage characteristics. While considered a Social Network Site (SNS) oriented toward a younger audience of kids and teens, we hypothesized that TikTok would find its way to mainstream adult audiences, given the increasing attention devoted to this particular SNS in popular media. Cross-sectional data from 2500 Belgians (age between 18–64 years old) during the covid-19 crisis in 2020 show an expanding adoption of TikTok in daily active users (DAU). Further logistic regression analyses on the number of DAU show individual differences in sociodemographic background comparing SNS Facebook, Twitter, Instagram, and TikTok. The adult’s resulting profile on TikTok is younger, less graduated, with a lower income, living in urban areas, and having kids. Contrary to expectations, we did not find a gender effect nor a student effect. While not yet at the level of Facebook and Instagram, TikTok succeeded to quickly gain momentum in the adult space, to a level that is reaching that of a longer-standing platform like Twitter. -
Fight Against Corona: Exploring Consumer-Brand Relationship via Twitter Textual Analysis
Francesco Smaldone, Mario D’Arco, Vittoria MarinoThe chapter delves into the effects of the COVID-19 pandemic on consumer behavior and brand perception, specifically examining the case of Corona Extra beer. It highlights how the brand was negatively impacted by the pandemic due to its name similarity with the coronavirus. The study utilizes Twitter textual analysis to gauge consumer sentiment, revealing a mix of positive and negative emotions. Notably, the research shows that while many consumers associated the disease with the beer, a substantial number maintained their loyalty. The analysis also underscores the role of viral internet memes in shaping brand perception and the strategic importance of monitoring social media sentiment during crises. This chapter offers valuable insights into the complex interplay between global events, social media, and brand management.AI Generated
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AbstractThis study investigates how social media (SM) can affect the consumer-brand relationship phenomena. Basing on the literature concerning the so-called “dark side” of social media (e.g., fake news and memes), the authors analyze the case of Corona beer. Web-users attacked this Mexican brand due to the link between its brand name and the Coronavirus. The case was analyzed via Twitter textual analysis. Results offer insights for both scholars and practitioners. -
How to Leverage Digital Marketing in B2B: A Study on Italian SMEs During the Covid-19 Outbreak
Lala Hu, Mirko OlivieriThe chapter delves into the transformative effects of the Covid-19 pandemic on the digital marketing strategies of Italian SMEs operating in B2B. It explores how these companies adapted to the restrictions by shifting from traditional marketing tools to digital channels, with a particular focus on social media. The study reveals that while the pandemic initially posed challenges, it also presented opportunities for SMEs to enhance their digital skills and strengthen business relationships through innovative tools like webinars and newsletters. The research highlights the growing importance of social media platforms such as LinkedIn, Facebook, Instagram, and YouTube in maintaining brand awareness and customer engagement. It also discusses the sector-specific advantages of these platforms and the potential for increased personalization in marketing efforts. The findings suggest that the pandemic has accelerated the adoption of digital marketing strategies, which are likely to remain central even in the post-Covid era. The chapter concludes by emphasizing the need for further research to understand the long-term effects of these strategies on sales and engagement.AI Generated
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AbstractIn this study, we analyze the digital marketing tools activated by SMEs operating in B2B during the Covid-19 outbreak in the first half of 2020. Before the health emergency, SMEs used social and digital media in a limited way as compared to traditional tools, such as printed material and client visits. In order to understand how the pandemic changed the digital marketing strategies adopted in B2B, we conducted a study on nine Italian SMEs. We collected semi-structured interviews with key informants belonging to companies operating in different sectors. Findings suggest new relational approaches and opportunities based on digital marketing and they discuss the main objectives of the main digital tools adopted during the initial phase of the Covid-19 pandemic. -
How Does the Number of Instagram Followers Influence Brand Attitude: The Role of Purchase Intention, Perceived Product Quality, Referrals, Brand Trust, and Gender
Ricardo Dias, Luis F. Martinez, Luisa M. MartinezThe chapter delves into the influence of Instagram followers on brand attitude, exploring how a large number of followers can positively impact purchase intention and brand trust. It presents two studies that simulate real Instagram experiences, revealing that while followers do not significantly affect perceived product quality or referrals, they play a crucial role in consumer trust and buying decisions. The findings challenge previous assumptions about gender differences in social influence and provide practical implications for marketers seeking to enhance their brand's online presence.AI Generated
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AbstractThe presence of brands online has intensified over the past decade. Previous research has found that following online updates from a brand’s Facebook page enhances brand evaluations. As Instagram is emerging as one of the most popular social media platforms, we extended previous research by simulating the experience of navigating online on a smartphone while focusing on this platform. Our main goal was to understand if brands with a large number of followers versus brands with a small number of followers are perceived differently by consumers. Findings from two studies (Ntotal = 313) suggest that purchase intention and brand trust are higher for Instagram brand pages with a large number of followers. However, the perceived quality and likeliness to refer the brand to a friend are not affected by the number of followers. Also, we found no significant gender differences across variables. -
Online Atmospherics - An Evaluation of the Current State of the Art and Future Research Directions
Eva Maria González Hernández, Jan-Hinrich Meyer, Andrea TrujilloThis chapter delves into the evolution of online retailing, driven by digitalization and the Covid-19 pandemic, which has accelerated the shift towards online shopping. The study focuses on the challenges faced by virtual stores in replicating the tangibility and realism of physical retail environments. Through a systematic literature review, the authors identify key factors that influence the online customer experience, categorizing them into physical, functional, and social dimensions. The proposed framework emphasizes the need for vividness, transaction capability, and social interaction to create engaging and effective online shopping experiences. The chapter concludes with suggestions for future research, including the development of a holistic assessment tool for online stores.AI Generated
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AbstractPrevious research has demonstrated that atmospherics (lighting, scent, music, temperature, store layout, product display, etc.) impact consumers’ emotional and behavioral responses, and marketers have applied them to in-store strategies to stimulate purchases. However, in the last decades retailers are confronting a significant technological transformation and face the challenges to attract a digital consumer in an online setting. This work focuses on new insights provided by marketing researchers about the role of atmospherics in the context of online stores. We contribute to this debate by providing a systematic literature review of articles published in the last decade on atmospherics in the main journals of marketing. The present study has two main objectives: first, identify theoretical keys about the role of atmospherics in online stores. And second, recognize areas for future research. -
How TikTok’s Algorithm Beats Facebook & Co. for Attention Under the Theory of Escapism: A Network Sample Analysis of Austrian, German and Swiss Users
Markus Rach, Marc K. PeterThe chapter delves into the rapid growth and high user engagement of TikTok, comparing it to established platforms like Facebook. It explores the theory of escapism as a key driver for user engagement and conducts a network sample analysis among users in Austria, Germany, and Switzerland. The study reveals that escapism is the primary motivator for TikTok users, with self-expression and communication also ranking high. The chapter highlights how TikTok's algorithm effectively exploits escapism notions, setting it apart from other social media platforms.AI Generated
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AbstractTikTok was the undisputed rising star of Social Media in 2020. Although the app has started to rival Facebook for attention and the entire social media landscape regarding monthly active user growth, academic research on TikTok’s secret to success is still scarce. This paper seeks to contribute to research by trying to identify how TikTok outperforms its rival with an advanced algorithm and inspire more academics to investigate the subject. A literature review will provide context, followed by a study amongst TikTok users in Austria, Germany and Switzerland. Results show that TikTok has overtaken Facebook by an average of 30 min amongst teenagers’ daily app usage. TikTok’s matchmaking algorithm plays a major role in this battle for attention by not only focusing on a user’s friendship network, but on the user’s explicit behaviour. Evaluating the theory of escapism as a motivator to use the app seems to suggest that TikTok outperforms Facebook based on content related criteria. Since both applications apply matchmaking on the basis of user generated content, it is suggested that TikTok’s user focused algorithm outranks that of Facebook. TikTok thus marks a trend change in social media by putting user centric algorithmic content curation before peer-network driven considerations. -
The Social Media Monitoring Process and its Role in Social Media Strategy Development
Cécile Zachlod, Marc K. PeterThe chapter delves into the social media monitoring process and its significance in developing effective social media strategies. It begins by acknowledging the integral role of social media marketing in digital marketing strategies. Through a literature review, the author identifies and analyzes eighteen social media strategy frameworks from German literature, categorizing them into seven key components. Notably, the chapter highlights the underrepresentation of social media monitoring in these frameworks, despite its critical importance. The author then defines a four-step process for social media monitoring, emphasizing its role in both active and passive social media engagement. The chapter concludes by stressing the need for organizations to include social media monitoring as a key component in their strategies, drawing comparisons with the more prevalent inclusion of this component in English literature.AI Generated
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AbstractSocial media marketing is an integral part of digital marketing. It requires a strategy, user generated content and technology applications. A review of the identified German literature unveiled eighteen social media strategy frameworks, of which only three included the component of social media monitoring. This is in contrast to the English literature, where social media monitoring is evidenced in a large literature review. The research analyses and describes the eighteen identified frameworks in the German literature, validates them against a generic social media strategy framework consisting of seven components/steps; and describes the underrepresented component of social media monitoring by suggesting a four-step process. -
Organic Reach on YouTube: What Makes People Click on Videos from Social Media Influencers?
Jason Weismueller, Paul HarriganThe chapter investigates the factors that influence users' decisions to click on videos from social media influencers on YouTube. It focuses on the role of thumbnail characteristics, such as colorfulness, presence of the influencer, and emotional face expressions, in driving video views. Additionally, it examines the impact of video titles, video duration, and verification badges on increasing clicks. The research is based on a comprehensive analysis of 50,000 video thumbnails and titles from the most popular YouTube accounts, providing practical recommendations for enhancing organic reach and boosting influencer marketing campaign performance.AI Generated
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AbstractOur research investigates what increases click-through rates on YouTube videos, specifically the role of the thumbnail, the video title, and the verification badge. In the thumbnail, we look at the role of color characteristics and the inclusion of people, drawing on color psychology and the parasocial interaction phenomenon. In the video title, we look at the role of capital letters and emotional words, drawing on the elaboration likelihood model and negativity bias. Finally, we look at the role of the verification badge, drawing on source credibility theory. To test our hypotheses, we gather data from YouTube, by using YouTube’s Application Programming Interface (API) to collect 50,000 thumbnails, video titles and other relevant data from a total of 1000 influencers in 10 different categories. Our findings will have implications across the marketing and information systems domains and, practically, will provide guidance for the many influencers who rely on the optimal reach of their videos as their source of income.
- Title
- Advances in Digital Marketing and eCommerce
- Editors
-
Dr. Francisco J. Martínez-López
Ph.D. David López López
- Copyright Year
- 2021
- Publisher
- Springer International Publishing
- Electronic ISBN
- 978-3-030-76520-0
- Print ISBN
- 978-3-030-76519-4
- DOI
- https://doi.org/10.1007/978-3-030-76520-0
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