Examining the dynamic effects of social network advertising: A semiotic perspective

He, Junhui; Shao, Bingjia

doi:10.1016/j.tele.2018.01.014

Cited by 19 publications

(21 citation statements)

References 46 publications

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“…According to Okazaki and Taylor (2013), in the context of social media marketing, three important paradigms explain the development, advantages and disadvantages of advertising on social media: network capability, image transferability and personal extensibility. He and Shao (2018) affirm that another driver linked to the development of advertising activities on social media is the disruptive development of e-commerce through dedicated platforms, such as Amazon, Zalando, etc.…”

Section: Advertising Activities and Social Media In Luxury Marketingmentioning

confidence: 99%

Social Media Marketing and Luxury Consumption: A Literature Review

Colella¹,

Amatulli²,

Martínez–Ruiz³

2019

IJMS

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People and companies worldwide are by now involved and attached to web 2.0 technologies and in particular to social media platforms. In this context, these digital technologies and social media have modified and improved the way to communicate and collaborate between companies and customers in all sectors through by implementing effective interaction mechanisms. However, the approach to social media and digital technologies in sectors such as luxury has been slower. Therefore, the main aim of this study is firstly to systematically examine and review the current studies conducted on the related area of social media and luxury marketing. Secondly, in addition to providing an overview of the main themes and trends covered by the relevant literature, this review has focused on the consumption of luxury and the dual dimension that it can take in a social media context. Third, a systematic review of the literature on academic research on social media marketing in luxury brands was conducted to collect, examine and synthesize the reactive studies. This review also provided important insights on social media marketing in luxury brands and key research topics were classified into three insights, on consumer behavior, brand awareness and advertising activities in a social media context. Therefore, this study, for both academics and marketer manager, could represent a solid theoretical basis for empirical studies on the phenomenon of social media marketing in the field of luxury marketing and luxury brands.

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Section: Advertising Activities and Social Media In Luxury Marketingmentioning

confidence: 99%

Social Media Marketing and Luxury Consumption: A Literature Review

Colella¹,

Amatulli²,

Martínez–Ruiz³

2019

IJMS

View full text Add to dashboard Cite

show abstract

“…Because of the medium from which these advertisements are collected, it is necessary to review existing literature on the topic of social media advertising to provide a framework and a deeper understanding. In 2016, the global social network advertisement market reached nearly $33 billion, with continuous growth projected for the future (He et al, 2018). Social media advertisements serve an important function in understanding current economic and social climates, particularly when analyzing communication tactics used by advertisers.…”

Section: Social Media Advertisementsmentioning

confidence: 99%

“When the Banks Say No, We Say Yes!” Decoding Mortgage Advertisement Appeals In a Decoupled Housing Market

Radlovic¹

2022

Preprint

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Home prices in Toronto are decoupled from incomes, with the average home now costing approximately ten times more than the average household income. Mortgage advertisements are an important communication vehicle to study, particularly in a decoupled housing market. Determining the appeals advertisers use can indicate whether consumers are being guided and informed of mortgage product options or if they are being persuaded by emotional appeals to make a major financial decision. This major research paper uses content analysis to examine advertising tactics used by mortgage lenders and brokers on Facebook and Instagram to appeal to home buyers in a decoupled market. The findings focus on three specific elements extracted from the advertisements, including the display of an interest rate, the call to action that is used, and whether the fine print is shown on the ad. These elements will determine which institutions use more persuasive or informational appeals.

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“…Gesticulaciones, coreografías y expresiones desvelan cómo los usuarios no son ajenos a los signos culturales, reverberando, entre la identificación de intertextualidades en las tres temporadas y estas acciones, una nueva corriente para el estudio del análisis semiótico en textos mediáticos emergentes. Una nueva línea de investigación que va más allá del análisis publicitario (He & Shao, 2018), lingüístico (Gorlée, 2020), o de la comunicación de masas (Zhao, 2020) desde la perspectiva semiótica.…”

Section: Reacciones De Usuarios En Youtubeunclassified

Semiótica de la inteligencia colectiva en la serie Stranger Things

Vizcaíno-Verdú

Contreras-Púlido

Guzmán-Franco

2021

Comysoc

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This study analyzes the Netflix’s original series, Stranger Things, as an emerging collective intelligence concept. For this purpose, we conducted a semiotic analysis through three inductive and interpretative stages: using the Transmedia Intertextual System, identifying pre-existing references, and analyzing reactions in the fandom universe. The research found the production as a transmedia intertextual masterpiece that points towards an emphasized canonization of the media-nostalgic content and a sequential performance of the collective cultural memory.

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Examining the dynamic effects of social network advertising: A semiotic perspective

Cited by 19 publications

References 46 publications

Social Media Marketing and Luxury Consumption: A Literature Review

Social Media Marketing and Luxury Consumption: A Literature Review

“When the Banks Say No, We Say Yes!” Decoding Mortgage Advertisement Appeals In a Decoupled Housing Market

Semiótica de la inteligencia colectiva en la serie Stranger Things

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