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

Abstract

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.

Effects of virtual reality on creativity performance and perceived immersion: A study of brain waves

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Do Not Come Near Me, Mrs Rona is here: A Systematic Review on the Use of Instagram during COVID-19

“…This will increase consumers' importance to the relationship and, in turn, lead them to be more motivated to participate in the account and eventually make purchases (Casaló et al, 2021). In response to being creative on Instagram, a study by Mazerant et al, (2021) implies that one particular brand message cannot be posted on all social media platforms, which means, when designing brand messages, the medium context and its functionalities should be taken into account.…”

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Creative Marketing and the Clothes Swapping Phenomenon

“…To date, marketing is about constantly innovating to deliver successful strategies and provide new customer solutions (Grewal, Noble, Roggeveen, & Nordfält, 2020;Inman & Nikolova, 2017;Pantano, Priporas, & Stylos, 2018;Pantano & Vannucci, 2019). The ability of managing new and creative approaches and appraising the relative role and value in the marketing development would secure the company's profitability, resulting in the longevity of the company and its brands (Mazerant, Willemsen, Neijens, & van Noort, 2021;Meesuptong, Jhudra-Indra, & Raksong, 2014;Slater, Hult, & Olson, 2010). However, it goes beyond the development and marketing of new products.…”