Social advertising
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Social advertising
https://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising ocial advertising, ads arc targeted based on underlying social networks and highlight when a friend has ‘liked’ a product or organization. This paper explores the effectiveness of social advertising using data from field tests of different ads on Facebook by a nonprofit.. We find evidence that, soci Social advertising al advertising is somewhat effective, but that social advertising is /css effective if the advertiser explicitly states they arc trying to promote socSocial advertising
ial influence in the text of their ad. indeed, automat cd endorsements appear to backfire in general unless the advertiser refrains completely from prhttps://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising d that the effectiveness of social advertising Is due to the ability of targeting baser! on social net works to uncover similarly responsive consumers, especially for consumers in non-t raditional target markets. Our results suggests that advertisers must avoid being overt, in their attempts to use Social advertising automated social endorsements in t heir advertising.'Catherine Tucker is the Sloan Dist inguished Professor of Marketing at MIT Sloan School of ManageSocial advertising
ment. Cambridge, MA and Research Associate at the NIỈER. Thank you to Google for financial support and to an anonymous nonprofit for their cooperationhttps://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising cs of Internet Search, Carnegie Mellon, the University of Rochester, UCLA and Wharton for valuable comments. All errors are my own.1Electronic copy available at. https7/ssm.com/abstract=19758971 IntroductionRecent advances on t he int ernet have allowed consumers to interact across digital social ne Social advertising tworks. This is taking place at. unprecedented levels: Facebook was the mast visited website in the US in 2010. accounting for 20% of all time spent oSocial advertising
n t he internet, a higher proport ion than Google or Yahoo! (ComScore, 2011).1 However, it is striking that traditional paid marketing communicat ionshttps://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising al., 2005). To address t his lack, Facebook2 and Linkodln3 have int roduced a new form of advertising called ‘social advertising.’ A Social Ad is an online ad that ‘incorporates user interactions that the consumer has agreed to display and be shared. The resulting ad displays these interactions alon Social advertising g with the user’s persona (picture and/or name) within the ad content’ (IAB. 2009). This represents a radical technological development, for advertiseSocial advertising
rs, because it means that potentially they can co-opt the power of an individual's relationships online to target advertising and engage their audienchttps://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising them. We explore these questions using data from a field experiment conducted on Facebook by a nonprofit. This field experiment compared the performance of social ads with conventionally targeted and untargeted ads, and examined how the performance varied with different message combinations. The so Social advertising cial ads were targeted to the friends of ‘fans’ of the nonprofit on Facebook. The‘This has increased in 2016 to 50 minutes each day. See http://vKw.nySocial advertising
titncs.con/2016/05/06/ busmesa/facebook-bends-the-rules-of-audience-engagement-to-its-advantage.html2Many other social media platforms have embraced shttps://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising this practice ill 2011. See - http://www.busincssinsidcr.con/fyi-linkedin-i5-using-your-photo-and-your-actions-in-social-advcrtising-2011-7Electronic copy available at. https 7/ssm.comifabstract=1975897ads featured that fairs name and the fact that they hail become a fan of this nonprofit.* We find Social advertising that OU average these social ads were effective and that this technique is part icularly useful for improving the performance of untarget cd campaignSocial advertising
s.Through randomized field tests. WC investigate the effectiveness of advertisers deliberately promoting social influence in their advertising copy thhttps://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising to explicitly harness or refer to a friend's actions in their ad copy. This result contrasts with previous empirical research that finds consistent benefits to linns from highlighting previous consumer actions to positively influence the consumers’ response (Algosheimer et al., 2010; Tucker and Zhan Social advertising g. 2011). This rejection is reasonably uniform across different wording, though slightly less severe for ads that make a less explicit reference t o fSocial advertising
riendship. Wo present evidence t hat this happens both when we consider actual subscriptions and when wo cont rol for variation in impressions.We thenhttps://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising ndividual’s online social network explain our findings. Comparing the performance of these ails that contained the name of the fan and were targeted towards the fan’s friends with those that were simply targeted to that fan’s friends suggests that their effectiveness stems from the ability of social Social advertising targeting to uncover similarly responsive consumers. Indeed, the fact that including endorsements appear to backfire on average in our data can be exSocial advertising
plained by a negative reaction of Facebook users when that automated endorsement is coupled with an advertiser explicitly trying to promote social infhttps://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising on of social influence simply made‘While Facebook has now abandoned the ‘Ians' terminology, they still offer this ad unit in a slightly different form - sec https://www.facebook.con/notes/facebook-and-privacy/an-update-to-facebook-adg/643198692396693/3Electronic copy available at: https://ssm.com/ab Social advertising stract=1975897people aware they were seeing an ad rather than something organic to the site. We do t his by comparing an ad that states it is an ad wiSocial advertising
th an ad that docs not, ami finding no difference.Second, we investigate whether it was simply that messages referring to friendship were bad ad-copy,https://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising ether or not they have a stated attachment to a ‘Fashion Brand’ on their Facebook profile. These users, in contrast to our earlier results, react more positively to the advertiser explicitly co-opting social influence than to a message that did not. This suggests that it was not simply that the mess Social advertising age was badly communicated, but instead that, our results reflect distaste for explicit references to social influence accompanied by automated endorsSocial advertising
ements among most, though not. all, of consumers we targeted.This paper contributes to three main literat ures. The first literat ure studies how socihttps://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising ow to use browsing data to match groups of users who are socially similar. Similarly, Oestreicher-Singer and Sundararajan (2012) show the importance of such connections in recommendations systems. Aral and Walker (2012) discuss how to use social networks to target potential users, and -Aral and Walk Social advertising er (2011) discuss viral marketing strategies on such networks. Hill Ct. al. (2000) show that ‘Network neighbors’ - t hose consumers linked to a priorSocial advertising
customer - adopt a service at a rate 35 limes greater t han baseline groups selected by the best practices of a firm’s marketing team. Our paper buildhttps://khothuvien.cori!Social Advertising: How Advertising that Explicitly Promotes Social Influence Can BackfireCatherine Tucker*42524AbstractIll so Social advertising doption. We extend Hill Ct al. (2006), by emphasizing that though targeting social networks with advertising tor,Zubcsek and Sarvary (2011) present a theoretical model that examines the effects of advertising on a social network, but assume that a firm cannot directly use the social network for mark Social advertising eting purposes. Instead, firms have to rely on consumers to organically pass their advertising message within the social networks.4Electronic copy avaSocial advertising
ilable at. https://ssm.comfabstract=1975897promote adoption may seem attractive, firms themselves should be wary of explicitly t rying to push socialGọi ngay
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