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.
引用
收藏
页码:4005 / 4020
页数:16
相关论文
共 50 条
  • [41] Understanding consumers' trust in social media marketing environment
    Irshad, Madeeha
    Ahmad, Muhammad Shakil
    Malik, Omer Farooq
    INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT, 2020, 48 (11) : 1195 - 1212
  • [42] Factors Influencing SMEs Adoption of Social Media Marketing
    Dahnil, Mohd Irwan
    Marzuki, Kamarul Mizal
    Langgat, Juliana
    Fabeil, Noor Fzlinda
    2ND INTERNATIONAL CONFERENCE ON STRATEGIC INNOVATIVE MARKETING, 2014, 148 : 119 - 126
  • [43] Cost-Effective Social Media Influencer Marketing
    Han, Xiao
    Wang, Leye
    Fan, Weiguo
    INFORMS JOURNAL ON COMPUTING, 2023, 35 (01) : 138 - 157
  • [44] Social media analytics for business-to-business marketing
    Agnihotri, Raj
    Bakeshloo, Khashayar Afshar
    Mani, Sudha
    INDUSTRIAL MARKETING MANAGEMENT, 2023, 115 : 110 - 126
  • [45] Rise of Social Media Marketing: A Perspective on Health Insurance
    Shrestha, Love Shankar
    Alsadoon, Abeer
    Prasad, P. W. C.
    Venkata, Haritha Sallepalli
    Elchouemi, Amr
    2019 5TH INTERNATIONAL CONFERENCE ON ADVANCED COMPUTING & COMMUNICATION SYSTEMS (ICACCS), 2019, : 905 - 909
  • [46] The impact of social media marketing on new venture performance
    Venciute, Dominyka
    Auruskeviciene, Vilte
    Reardon, James
    CORPORATE COMMUNICATIONS, 2023, 28 (05) : 788 - 810
  • [47] Social Media Marketing: An Evaluation Study in the Wellness Industry
    Grunden, Kerstin
    Lagrosen, Stefan
    PROCEEDINGS OF THE 7TH EUROPEAN CONFERENCE ON IS MANAGEMENT AND EVALUATION (ECIME 2013), 2013, : 51 - 57
  • [48] ROLE OF SOCIAL MEDIA MARKETING IN SME SECTOR PERFORMANCE
    Zaidi, Erum Zahoor
    Ahmed, Rizwan Raheem
    Raza, Saglain
    TRANSFORMATIONS IN BUSINESS & ECONOMICS, 2022, 21 (02): : 275 - 304
  • [49] IN ART SOCIAL MEDIA MARKETING: A TOOL FOR DESTINATION MARKETING
    Pucciarelli, Francesca
    Giachino, Chiara
    BUSINESS MANAGEMENT THEORIES AND PRACTICES IN A DYNAMIC COMPETITIVE ENVIRONMENT, 2019, : 1792 - 1794
  • [50] Social Media Marketing: The Unavoidable Marketing Management Tool
    Rafiee, Vahideh Baradaran
    Sarabdeen, Jawahitha
    VISION 2020: INNOVATION, DEVELOPMENT SUSTAINABILITY, AND ECONOMIC GROWTH, VOLS 1-3, 2013, : 933 - 942