Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
Managerial Decisions on International Price Adaptation: An Abstract Read chapter Read first chapter

2018 | OriginalPaper | Chapter

Social Media Links on Magazine Advertisements: When Do We Need Them?

Authors : Selcuk Ertekin, Linda Barton

Published in: Back to the Future: Using Marketing Basics to Provide Customer Value

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

In recent years, social media has become one of the most popular mediums with widespread linkages from traditional media formats to social media. The expected advertising spend in this area is $14 billion by 2018 (Hoelzel ,The social media advertising report: Growth forecasts, market trends and the rise of the mobile. Retrieved January 1, 2015 from http://​www.​businessinsider.​com/​social-media-advertising-spending-growth-2014-9, 2014). In fact, the marketers are using more than one advertising channel to reach a target audience (Romaniuk, Beal, & Uncles, Journal of Advertising Research, 53:221–230, 2014). A common example of cross-channel advertising is the usage of social media links on magazine advertising. This descriptive study explores the determinants of the usage of social media links on print magazine advertisements, with a focus on reference group theory, demographics, and product-related dimensions. We believe that advertisers must consider using social media links in their advertising campaigns if they target female consumers, younger consumers, and ethnic consumers. Moreover, we propose that for nonnecessity, visible products, social marketing campaigns, and social events, these links are essential.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter Business Mating Online: How Online Referrals Influence Supplier Selection? An Abstract
next chapter Snapchat as an Influential Tool for Marketing Communication: An Exploratory Analysis of Brands Usage: An Abstract
Literature
Allsop, D. T., Bassett, B. R., & Hoskins, J. A. (2007). Word-of-mouth research: Principles and applications. Journal of Advertising Research, 47, 388–411.CrossRef
Beall, T., Wayman, J., D’Agosto, H., Liang, A., & Perellis, C. (2012). Social marketing at a critical turning point. Journal of Social Marketing, 2(2), 103–117.CrossRef
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183–194.CrossRef
Bourne, F. S. (1957). Group influence in marketing and public relations. In R. Likert & S. P. Hayes (Eds.), Some applications of behavioral research. Basil, Switzerland: UNESCO.
Burns, A. C. & Bush, R. F. (2010). Marketing research.Upper Saddle River, NJ: Prentice Hall. ISBN-10: 0-13-602704-0.
Childers, T. L., & Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research, 19(September), 198–211.CrossRef
Dawson, M. E., & Chatman, E. A. (2001). Reference group theory with implications for information studies: A theoretical essay. Information Research, 6(3), 1–19.
Day, E., & Staffort, M. R. (1997). Age-related cues in retail services advertising: Their effects on younger consumers. Journal of Retailing, 73(2), 211–233.CrossRef
Dinner, I. M., Van Heerde, H. J., & Neslin, S. A. (2014). Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), 527–545.CrossRef
Graham, J., & Havlena, W. (2007). Finding the missing link: Advertising’s impact on word of mouth, web searches and site visits. Journal of Advertising Research, 47(4), 427–435.CrossRef
Hawkins, D. & Mothersbaugh, D. L. (2015). Consumer behavior, building marketing strategy. (12th ed.). McGraw Hill: New York. ISBN-10: 0077645553.
Keller, E., & Fay, B. (2009). The role of advertising in word of mouth. Journal of Advertising Research, 49(2), 154–158.CrossRef
Keller, E. and Fay, B. (2012), Word-of-Mouth Advocacy: A New Key to Advertising Effectiveness, Journal of Advertising Research, 52(4), 459–464.
Mancuso, J., & Stuth, K. (2013). Social media and the second screen. Marketing Insights, 25(1), 18–19.
Neiderhoffer, K., Mooth, R., Wiesenfeld, D., & Gordon, J. (2007). The origin and impact of CPG new-product buzz: Emerging trends and implications. Journal of Advertising Research, 47(4), 420–426.CrossRef
Pride, W. M. & Ferrell, O.C. (2014). Marketing. (17th ed.). South Melbourne, Australia: Cengage Learning. ISBN-10: 1-133-93925-2.
Romaniuk, J., Beal, V., & Uncles, M. (2013). Achieving reach in a multi-media environment how a marketer's first step provides the direction for the second. Journal of Advertising Research, 53(2), 221–230.CrossRef
Siefert, C. J., Kothuri, R., Jacobs, D. B., Levine, B., Plummer, J., & Marci, C. D. (2009). Winning the super ‘buzz’ bowl. Journal of Advertising Research, 49(3), 293–303.CrossRef
Spotts, H. E., Purvis, S., & Patnaik, S. (2014). How digital conversations reinforce superbowl advertising. Journal of Advertising Research, 54(4), 454–468.CrossRef
Sung, J., & Cho, K. (2012). The influence of media type on attitude toward mobile advertisements over time. Cyberpsychology, Behavior, and Social Networking, 15(1), 31–36.CrossRef
Vel, P. K., & Sharma, S. (2010). Megamarketing an event using integrated marketing communications: The success story of TMH. Business Strategy Series, 11(6), 371–382.CrossRef
Wang, A. (2011). Branding over internet and TV advertising. Journal of Promotion Management, 17(3), 275–290.CrossRef
Wood, M. (2012). Marketing social marketing. Journal of Social Marketing, 2(2), 94–102.CrossRef
Young, A. (2014). Brand media strategy (2nd ed.). New York: Palgrave Macmillan.
Zigmond, D., & Stripp, H. (2010). Assessing a new advertising effect: Measurement of the impact of television commercials on internet search queries. Journal of Advertising Research, 50(2), 162–168.CrossRef
Zikakis, B. (2013). Leveraging social media. Successful Meetings, 62(10), 18–20.
Metadata
Title
Social Media Links on Magazine Advertisements: When Do We Need Them?
Authors
Selcuk Ertekin
Linda Barton
Copyright Year
2018
Book
Back to the Future: Using Marketing Basics to Provide Customer Value

Print ISBN: 978-3-319-66022-6

Electronic ISBN: 978-3-319-66023-3

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-319-66023-3_126