Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Media

Mattke, Jens; Müller, Lea; Maier, Christian

doi:10.24251/hicss.2019.098

Cited by 15 publications

(19 citation statements)

References 35 publications

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“…However, in the actual case analysis, some conditional variables cannot be clearly coded as 0 or so the fuzzy-set QCA method (fsQCA) is typically used. For conditions that cannot be clearly coded, there is a membership score between 0 and 1, dealing with degree change and partial membership [28]. Compared to the SEM analysis, the fsQCA method is asymmetric, i.e., the relationship between cause and condition is asymmetric.…”

Section: Methodsmentioning

confidence: 99%

“…The fsQCA method is suitable for studying social sciences, including economics and management [25]. It has been rapidly applied in management research in recent years and has been used in questionnaire design, second-hand data, and case studies [28]. Moreover, the effective integration of the fsQCA method and mainstream statistical analysis methods have provided a broad opportunity to expand the social science theory's descriptive, predictive, and explanatory power [29].…”

Section: Methodsmentioning

confidence: 99%

“…The fsQCA method includes the following processes [28]: extraction of dependent variables; data acquisition; data calibration, necessity analysis, and adequacy analysis. We will set up different constructs of variables and measure their impact on user acceptance of information seed advertising.…”

Section: Qualitative Comparative Analysis (Qca)mentioning

confidence: 99%

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User Acceptance of Information Feed Advertising: A Hybrid Method Based on SEM and QCA

Zhao

Yan

2020

Future Internet

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It is of great significance for enterprises’ development to effectively use mobile Internet to carry out information feed advertising. This paper aims to study the influence factors and effect of the users’ acceptance intention of information feed advertising through empirical analysis to provide references for further optimizing information feed advertising strategy. Traditional quantitative analysis methods, such as the Structural Equation Model (SEM), can only measure a single factor’s influence from an individual perspective. Therefore, we introduce the Qualitative Comparative Analysis (QCA) and present a two-stage hybrid method based on SEM and QCA. In the first stage, we analyze the influence of a single variable on the acceptance intention of information feed advertising by SEM. Then, in the second stage, we analyze the impact of different variable combinations by QCA. Based on the actual questionnaire data, we define six independent variables and use AMOS, SPSS, and fsQCA to carry out SEM analysis and the fuzzy-set-based QCA analysis, respectively. The SEM analysis results show that the four factors (including consistency, informativeness, sociability, and advertising reward) have a significant positive impact on user acceptance of information feed advertising. On the contrary, perceived advertising clustering has a significant negative impact. In addition, accuracy has no considerable effect. The QCA analysis reveals that seven constructs of six variables can all significantly enhance information feed ads’ acceptance intention.

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Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

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User Acceptance of Information Feed Advertising: A Hybrid Method Based on SEM and QCA

Zhao

Yan

2020

Future Internet

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“…Social context is defined as a little snippet of text that shows which friends have "liked" the page, event or application linked with an ad (Mattke et al, 2019;Van Den Broeck et al, 2017). It is also considered as the social endorsement (Huo et al, 2018), the friends tagging (Jung et al, 2015)…”

Section: Social Contextmentioning

confidence: 99%

“…Two language styles can be chosen for SMA: the exchange style (commercial, including the product, price, and monetary benefits) and the communal style (unrelated to financial gain or loss) (Lee et al, 2015) Note(s): The unique social factors in SMA practice are highlighted in italic (Jung et al, 2015). These signals indicate peers' engagement with the ad, which may increase its credibility (Mattke et al, 2019;Park et al, 2016) and reduce perceived reactance (Huo et al, 2018;Morris et al, 2016). Meanwhile, a series of concepts have been developed to describe ads with social information, like re-promoted social marketing and advertising communications (Morris et al, 2016), earned advertising (Park et al, 2016), earned media (Mattke et al, 2019), and social impression (Jung et al, 2015), retargeted ad (Hamby and Ilyuk, 2019).…”

Section: Language Stylementioning

confidence: 99%

Social media advertising reactance model: a theoretical review

Huo

2020

INTR

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PurposeResearch on social media advertising reactance (SMAR) is in the early stages. This paper intends to present a full picture of SMAR studies, introduce a comprehensive theoretical model (the social media advertising reactance model, SMARM) and provide insights into research and practice.Design/methodology/approachThis review adopts the concept-driven systematic review approach, identifying 92 articles from four primary academic databases – EBSCO, Elsevier, Web of Science and Google Scholar.FindingsFirst, this review offers overviews of five topics: publication trends, the journals publishing research, research methodology, targeted platform and the main theories. Second, based on the framework of psychological reactance, this study proposes the SMARM, identifying and elaborating on four components of the nomological relationship to SMAR: related concepts, antecedents, moderators and consequences.Practical implicationsThis research has implications for advertisers, social media platform operators and policymakers by providing a whole picture of SMAR. Moreover, the SMARM could guide the stakeholders to adopt a user-friendly advertising design for the sustainable development of social media advertising (SMA).Originality/valueBy presenting an up-to-date review of SMAR-related research, this paper contributes to the literature of social media, advertising and marketing. Through a comparison with traditional advertising, this paper makes the characteristics of SMA clear. Meanwhile, the SMARM is developed to systematically elaborate on all related elements of SMAR and explain their underlying causal relationships. Future research directions are proposed.

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Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram

Bernardi

Alhamdan

2022

Journal of Philanthropy and Marketing

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Introduction: Social media listening and monitoring of user-generated content (UGC) in commercial marketing is central to measuring social media users' perceptions of a brand or company. Applications of social media analytics (SMA) have become common practice in marketing and are employed to predict consumer behavior. However, critical reflections on SMA applications to nonprofit marketing are lacking, despite the increased usage of SMA by nonprofit organizations. Objective: The article proposes to apply SMA to analyze UGC and identify how computational methodologies can help bolster strategic communication for nonprofit organizations and drive marketing strategy. Methodology: The article presents results from a 2-year (October 2017-January 2020) social media monitoring of the hashtag #DownSyndrome on Twitter and Instagram. SMA tools will be used. Specifically, sentiment analysis and topic modeling are employed to analyze tweets and Instagram posts, while image classification is used to analyze Instagram images. Findings: The results highlight a strong stereotypical characterization of people with Down syndrome in content that is generated by social media users and identify possibilities and challenges ahead of nonprofit organizations pushing specific agendas. Originality and Contribution: This study is the first to offer a review of SMA, apply them to a nonprofit context and reflect on aspects of representation and stereotypization through them. It ultimately proposes to support nonprofit and voluntary marketing research and practice by integrating UGC research and computational techniques into the broader discussion of ethical content strategy in social media nonprofit marketing.

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Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Media

Cited by 15 publications

References 35 publications

User Acceptance of Information Feed Advertising: A Hybrid Method Based on SEM and QCA

User Acceptance of Information Feed Advertising: A Hybrid Method Based on SEM and QCA

Social media advertising reactance model: a theoretical review

Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram

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