• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文会议>AMA Summer Educators Conference >ENGAGING THE FACEBOOK USER TO FOSTER SALES - DRIVERS OF ADVERTISING EFFECTIVENESS IN SOCIAL NETWORKS, INCORPORATING SYNERGIES AND TIME LAGS
【24h】

ENGAGING THE FACEBOOK USER TO FOSTER SALES - DRIVERS OF ADVERTISING EFFECTIVENESS IN SOCIAL NETWORKS, INCORPORATING SYNERGIES AND TIME LAGS

机译：从事Facebook用户促进社交网络中的广告效能的销售 - 纳入协同效应和时间滞后

获取原文
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

With the growth of online advertisements (ads), numerous new, interactive ad channels have emerged attracting continuous attention of both researchers and practitioners. Among these new ad channels, social networks play an increasingly important role in today's marketing mix (Forrester 2009). Due to their highly interactive character, these networks open up unprecedented possibilities and challenges for managers and researchers that can be used to market a product or service (Trusov et al. 2009). First research in this field based on surveys and experiments in small networks has indicated that engaging the customer in a social network can build customer loyalty (Bagozzi and Dholakia 2006). A customer can easily broadcast his or her opinion to a multitude of people with just one click and therefore function as a brand advocate to acquire new customers (Trusov et al. 2009). Acquisition is facilitated by the fact that these people often have similar needs and interests (Yang and Lin 2006). Combining social networks with other ad channels can further increase their effectiveness, although initial studies demonstrate a comparably low ad effectiveness (Mabry and Porter 2010).
机译：随着在线广告（广告）的增长，许多新的互动广告渠道出现了吸引研究人员和从业者的持续注意。在这些新的广告渠道中，社交网络在今天的营销组合中发挥着越来越重要的作用（Forrester 2009）。由于其高度互动性，这些网络为可用于推销产品或服务的管理者和研究人员开辟了前所未有的可能性和挑战（Trusov等，2009）。本领域的第一次基于小型网络的调查和实验的研究表明，在社交网络中聘请客户可以建立客户忠诚度（Bagozzi和Dhelakia 2006）。客户可以轻松地将他或她的意见宣传到众多人，只需点击一下，因此担任品牌倡导者获取新客户（Trusov等，2009）。通过这些人经常具有相似的需求和兴趣（杨和林2006），促进了收购。尽管初步研究表明了相对低的广告效果（MABRY和PORTER 2010），但与其他广告频道的相结合可以进一步提高其有效性，尽管初步研究表明了相对低的广告效果（MABRY和PORTER 2010）。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号