Now and Wow! How Temporal Characteristics Affect the Word of Mouth of Topical Advertising

Mazerant, Komala; Willemsen, Lotte M.

doi:10.1007/978-3-658-22681-7_20

Cited by 3 publications

(6 citation statements)

References 23 publications

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“…Social media is deemed by many a groundbreaker in interactive and collaborative online communication, one that puts the reciprocated communication between the user and the company at the heart of everything. These media run contrary to traditional Internet methods, where websites offer a one-way avenue of commu-nication for users (Mazerant and Willemsen, 2018). The benefits of social media are aplenty, including offering new possibilities for interacting and maintaining relationships with friends and loved ones (e.g., Boyd & Ellison, 2007;Chung et al, 2011;Dear et al colleagues, 2018).…”

Section: Social Mediamentioning

confidence: 99%

Real-Time Branding and Social Media: a New Model Based on Thematic Analysis

Zarei,

Bahadorinezhad

2024

gmd

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Branding stands as a major component of any business, regardless of its size or commercial drive. It encompasses all efforts leading to the perception of a product, service, or organization in the minds and eyes of the audience or customers. Essentially, branding aims to create and fulfill a promise about a brand. Real-time branding focuses on improving consumer communication by providing brand-relevant information that connects with consumers' lives. Social media serve as an effective tool for this type of branding. The purpose of this study is to develop a model for real-time branding within the context of social media. This research uses qualitative thematic analysis with MaxQDA software. Experts in branding, social networks, and university professors specializing in these fields make up the study's population. They were selected based on the method used to develop the research model. The analysis identifies eight categories and thirty-four criteria essential for real-time branding: (1) timely supply of customer needs, (2) brand image, (3) brand awareness, (4) brand identity based on authenticity, (5) timely response, (6) creating value for customers, (7) customer participation in branding, and (8) an appropriate branding strategy. These categories help to facilitate and to direct real-time branding in companies. Moreover, the study reveals that social media plays a critical role in real-time branding. Market feedback, information sharing, interaction, communication, choosing the right social network, content scheduling, sharing, and production are the dimensions and categories identified for social media in branding. These have also emerged as criteria influencing real-time branding in the proposed model. Aligning the message with the moments expected by the audience and enhancing responsiveness to customer needs are the most effective tasks a brand must undertake. These efforts are crucial for increasing customer satisfaction and promoting customer interaction with the brand, leading to more voluntary cooperation in real-time branding.

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Section: Social Mediamentioning

confidence: 99%

Real-Time Branding and Social Media: a New Model Based on Thematic Analysis

Zarei,

Bahadorinezhad

2024

gmd

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“…Although various media can be used to share Topical Advertising messages, social media seem especially suited to this, as these platforms are frequently used by consumers to keep up with topical events (Hermida et al 2012;Voorveld et al 2018). Being topical and newsworthy is thus pivotal on social media; on news-oriented social media platforms, such as Facebook and Twitter, it drives social media engagement in the form of likes, shares and comments (Borah et al 2020;García-Perdomo et al 2018;Manzanaro, Valor, and Paredes-Gázques 2018;Mazerant and Willemsen 2018;Willemsen et al 2018). Although social media engagement could also refer to a psychological state in the consumer-brand relationship (Hollebeek, Glynn, and Brodie 2014), the perspective of social media engagement based on behavioral manifestations in terms of likes, shares and comments (Van Doorn et al 2010), is commonly used by social media researchers (e.g., De Vries et al 2012;Muntinga, Moorman, and Smit 2011;Shahbaznezhad, Dolan, and Rashidirad 2021), and also in line with the analytical targets used by practitioners (Pentina et al 2018).…”

Section: Topical Advertising Effectiveness On Social Mediamentioning

confidence: 99%

“…To engage with consumers, many brands align their brand messages with topical events that are top of mind by the public, such as Christmas, the Super Bowl or the Oscars (Willemsen et al 2018). This phenomenon, where brands 'chime in' on events of topical interest and attempt to 'ride the wave of relevance' is known as Topical Advertising (Mazerant and Willemsen 2018;Schumann and Thorson 2007), sometimes also referred to as newsjacking (Angell et al 2019), real-time marketing (Willemsen et al 2018;Mazerant et al 2021) or improvised marketing (Borah et al 2020). Although this is an emerging research topic, a handful of studies have shown that aligning brand messages with topical events evokes positive consumer responses (Angell et al 2019;Borah et al 2020;Willemsen et al 2018).…”

Section: Introductionmentioning

confidence: 99%

“…First, it is unclear whether the positive effects of Topical Advertising can be translated to an enduring event. So far, research on Topical Advertising focused on what we propose as ending events, such as public holidays, sport events or breaking news items (e.g., Angell et al 2019;Borah et al 2020;Mazerant and Willemsen 2018). In other words, events with an anticipated end date, which are top-of-mind during a short or foreseeable period of time.…”

Section: Introductionmentioning

confidence: 99%

“…We examine this for social media, since these platforms are frequently used for Topical Advertising (Borah et al 2020;Mazerant et al 2021), given their topical nature (Voorveld et al 2018). Little is known about the role of timing-related characteristics in evoking social media engagement (Cheung et al 2016;Weingarten and Berger 2017;Willemsen et al 2018), although timing is generally seen as a pivotal aspect of social media effectiveness (Borah et al 2020;Mazerant and Willemsen 2018;Weingarten and Berger 2017). Timing is closely associated with newsworthiness, which is known to be a driving force of media visibility and engagement (e.g., Manzanaro, Valor, and Paredes-Gázques 2018;Schultz 2007).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Topical Advertising in enduring events: the role of timing and creativity in engagement with social media brand messages during COVID-19

Mazerant

Willemsen

Neijens

et al. 2022

International Journal of Advertising

Self Cite

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Research has showed that aligning brand messages with topical events is a success formula for evoking positive consumer responses, in which ad creativity (i.e., originality, meaningfulness, and craftsmanship) and timing (i.e., the time between the start of an event and the appearance of a Topical Advertising message) play a pivotal role. This was demonstrated in the context of short, ending topical events. Less is known about the effects of aligning brand messages with enduring events that have no anticipated end date. Relying on news value theory and creativity literature, this paper explores the effects of Topical Advertising on engagement and the role of creativity and timing in the context of an enduring event: COVID-19. Based on a content analysis of 1,454 Twitter brand messages, the results showed positive effects of Topical Advertising for enduring events too. However, brands only benefited from chiming in at the start of an enduring event, considering that the positive effects on engagement declined as time progressed. Implications are discussed.

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Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing

Mazerant

Willemsen

Neijens

et al. 2021

Journal of Interactive Marketing

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A challenge in digital content marketing is to create meaningful messages on meaningful moments. To do so, brands frequently align social media messages with topical moments, also known as Real-time Marketing (RTM). While RTM aims to make meaningful connections, the creative development is subject to time pressure due to its real-time nature, which could have a negative effect on originality and craftsmanship, two other creativity dimensions besides meaningfulness which drive consumer responses. We address this tension by examining the creative crafting of RTM on Instagram and its consequences. Based on a content analysis of 516 Instagram messages, we indeed found a meaningfulness bias for RTM, such that meaningfulness comes at the expense of originality and craftsmanship. However, the findings from the content analysis, as well as an additional experiment (N = 245), showed that only craftsmanship and originality, and not meaningfulness, positively induced consumer responses. Implications are discussed.

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Now and Wow! How Temporal Characteristics Affect the Word of Mouth of Topical Advertising

Cited by 3 publications

References 23 publications

Real-Time Branding and Social Media: a New Model Based on Thematic Analysis

Real-Time Branding and Social Media: a New Model Based on Thematic Analysis

Topical Advertising in enduring events: the role of timing and creativity in engagement with social media brand messages during COVID-19

Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing

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