nach oben

Erschienen in:

2012 | OriginalPaper | Buchkapitel

Social Media Marketing: How Design Features Influence Interactions with Brand Postings on Facebook

verfasst von : Philipp A. Rauschnabel, Sandra Praxmarer, Bjorn S. Ivens

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

The use of social networks is becoming more and more popular among consumers (Fox et al., 2010). Facebook, for instance, the predominant network online, has more than 700 Mio. members who often visit the platform several times a week (Poynter, 2008). Thus, social networks offer interesting perspectives for marketers (Eisend and Küster-Rohde, 2008; Zhang, 2010), and it is not surprising that several marketers already use Facebook as a marketing tool (e.g., Coca Cola, Red Bull, Audi, and many others) or plan to be present in social networks in the future (e.g., Busby et al., 2010; CFMR, 2009).

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

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!

Jetzt informieren

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!

Jetzt informieren

Vorheriges Kapitel A Brand Equity Model for an Internet Portal Website

Nächstes Kapitel Moderating Influences on Interactivity Effects

Baltas, G. (2003), “Determinants of Internet Advertising Effectiveness: An Empirical Study,” in: International Journal of Market Research, 45(4), 505–513.

Burmann, C. (2010), “A Call for User-Generated Branding,” in: Journal of Brand Management, 18(1), 1–4.CrossRef

Busby, E.; Field, D.; Forth, P.; Harsaae, J.; Rose, J. and H. Salha (2010), “The CMO’s Imperative. Tackling New Digital Realities,” Boston: The Boston Consulting Group.

CFMR (2009), 2010 Media Planning Intelligence Study, center for Media Research, USA.

DDB (2010): Facebook and Brands, DDB Wordwide.

Dholakia, U. M. and E. Durham (2010), “One Cafe Chain’s Facebook Experiment,” in: Harvard Business Review, 88(3), 26.

Eisend, M. and F. Küster-Rohde (2008), “Soziale Netzwerke im Internet – Marketingkommunikation fur Morgen,” in: Marketing Review St. Gallen, 25(5), 12–15.CrossRef

Fox, C.; Reynolds, A.; Weibelzahn, S. and J. Li (2010), “Face the Facts. An eye-tracking study investigating how Irish users engage with advertising and media on Facebook,” in: Working paper of the National College of Ireland.

Fritz, W.; Kempe, M. and A. Hauser (2007), “Werbewirkung von Layer-Ads: Ergebnisse eines Online-Experiments,” in: Bayon, T.; Herrmann, A.; Huber, F. (eds.): Vielfalt undEinheit in der Mar- ketingwissenschaft – Ein Spannungsverhaltnis, Wiesbaden: Gabler, 279–303.

Hennig-Thurau T.; Gwinner K. P.; Walsh G. and D. D. Gremler (2004), “Electronic Word-of- Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?,” in: Journal of Interactive Marketing, 18(1), 38–52.CrossRef

Homer, P. M. (2006), “Relationship among Ad-induced Affect, Beliefs, and Attitudes,” in: Journal of Advertising, 35(1), 35–51.CrossRef

Ivens, B. S. and P. A. Rauschnabel (2011), „Fan-Insights. Die Grundlage moderner Markenkommuni- kation bei Facebook,” in: Proceedings of the 2011 Onlinemarketingforum, Duesseldorf, Germany.

MacInnis, D. J. and L. L. Price (1987), “The Role of Imagery in Information Processing: Review and Extensions,” in: Journal of Consumer Research, 13(4), 473–491.CrossRef

MacKenzie, S. B.; Lutz, R. J. and G. E. Belch (1986), “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: a Test of Competing Explanations,” in: Journal of Marketing Research, 23(2), 130–143.CrossRef

Meyers-Levy, J. and P. Malaviya,(1999), “Consumers’ processing of persuasive advertisements: An integrative framework of persuasion theories,” in: Journal of Marketing, 63(4), 45–60.CrossRef

Morpace (2010), “Is Facebook an effective marketing tool for retailers to influence consumer purchase decisions?,” Morpace Omnibus Report.

Pieters, R. and M. Wedel,(2004), “Attention capture and transfer in advertising: Brand, pictorial and text-size effects,” in: Journal of Marketing, 68(2), 36–50.CrossRef

Pieters, R.; Wedel, M. and R. Batra (2010), “The stopping power of advertising: Measures and effects of visuals complexity,” in: Journal of Marketing, 74(5), 48–60.CrossRef

Poynter, R. (2008), “Facebook: The future of networking with customers,” in: International Journal of Market Research, 50(1), 11–12.

Robinson, H.; Wysocka, A. and C. Hand (2007), “Internet advertising effectiveness: the effect of design on click-through rates for banner ads,” in: International Journal of Advertising, 26(4), 527–541.

Rossiter, J. R. and L. Percy (1997), “Advertising Communications & Promotion Management, Boston: McGraw-Hill.

Rossiter J. R. and L. Percy (1980), “Attitude change through visual imagery in advertising,” in: Journal of Advertising, 9(2), 10–16.

Shen, K. N. and M. Khalifa (2008), “Exploring Multidimensional Conceptualization of Social Presence in the Context of Online Communities,” in: International Journal of Human-Computer Interaction, 24(7), 722–748.CrossRef

Smith, E. R. and D. M. Mackie,(2000), Social Psychology, in: Philadelphia: Psychology Press.

Trohdahl, V. C. and R. L. Jones (1965), “Predictors of Newspaper Advertising Viewership,” in: Journal of Advertising Research, 5(1), 23–27.

Tuch, A. N.; Bargas-Avila, J. A.; Opwis, K. and F. H. Wilhelm,(2009), “Visual Complexity of Websites: Effects on User’s Experience, Physiology, Performance, and Memory,” in: Human- Computer Studies, 67(9), 703–715.CrossRef

Zhang, J.; Sung, Y. and W.-N. Lee (2010), “To Play or Not to Play: An Exploratory Content Analysis of Branded Entertainment in Facebook,” in: American Journal of Business, 25(1), 53–64.CrossRef

Titel: Social Media Marketing: How Design Features Influence Interactions with Brand Postings on Facebook
verfasst von: Philipp A. Rauschnabel
Sandra Praxmarer
Bjorn S. Ivens
Verlag: Gabler Verlag
Buch: Advances in Advertising Research (Vol. III)
Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012
DOI: https://doi.org/10.1007/978-3-8349-4291-3_12