Dorit Zimand Sheiner, Ofrit Kol and Shalom Levy
Studying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational…
Abstract
Purpose
Studying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational versus transformational creative appeals and low-involvement products versus high-involvement products. It aims to determine how best to combine ad elements to affect consumer engagement on different levels.
Design/methodology/approach
Using an online survey among 448 Facebook users, an experimental factorial design of 2 (message strategy conditions) X 2 (creative appeal conditions) X 2 (product types: TV vs. frozen pizza) was used. Each advertisement was evaluated on three facets of engagement: cognitive, psychological and behavioral.
Findings
Results indicate that informational appeal is preferable for all conditions. The effectiveness of message strategy differs by product type, and interactions between message and appeal are significant only for the high-involvement product. Additionally, it indicates that message strategy is most significant in affecting behavioral engagement and not necessarily cognitive or psychological engagement.
Practical implications
To develop effective Facebook ads, practitioners should use a personal/informational combination when working with high-involvement products and a shared-experience/informational combination when working with low-involvement products.
Originality/value
An original grid for integrating message strategy and creative appeal is constructed in this paper. Besides behavioral engagement, it also evaluates cognitive and psychological engagement. By comparing products with a high and low involvement level, it provides marketers with actionable recommendations to increase social media campaign effectiveness.
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Dorit Zimand-Sheiner and Amir Earon
The purpose of this paper is to focus on transformations in the advertising industry from the point of view of the role and position of account planners. It questions the current…
Abstract
Purpose
The purpose of this paper is to focus on transformations in the advertising industry from the point of view of the role and position of account planners. It questions the current viability of account planning (AP) as a result of digital disruptions.
Design/methodology/approach
In total, 18 face-to-face responsive interviews were conducted among professionals who hold planning responsibilities at advertising agencies. A theoretical thematic analysis revealed five main themes which are associated with the disruption of AP roles.
Findings
The research points out that AP is a profession in transition as part of the advertising industry that is undergoing a major shift. Digital transformations have not yet crystallized in the business domain, and so this period is one of learning and adjustment.
Research limitations/implications
It is suggested for advertising practitioners, as well as marketing executives, to encourage AP departments to re-think the core significance of the AP department since the AP role needs to be repositioned or even redefined.
Originality/value
The current research has several significant implications for theory and practice: confronting the role of the strategist in advertising agencies vs digital strategy and Big Data; contributing to the understanding of the dynamics of AP transitional roles as a starting point for re-examination of the advertising creative process; and calling for more research exploring the relationship between agency adoption of digital tools and its approach to AP.
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Ofrit Kol, Dorit Zimand-Sheiner and Shalom Levy
Buying directly from farmers online has become increasingly popular in recent years. This study aims to investigate the effect of the interaction between various consumption…
Abstract
Purpose
Buying directly from farmers online has become increasingly popular in recent years. This study aims to investigate the effect of the interaction between various consumption values that drive consumers to buy directly from farmers online. The proposed conceptual framework suggests that consumers who buy online directly from farmers are driven by an interaction of weighted individualistic consumption value (i.e. an integration of values such as saving money, getting quality and fresh produce) and collectivistic values (pro-environmental behaviour and ethnocentric perception).
Design/methodology/approach
Data were collected using a representative sample of 576 consumers via an online access panel and analysed using AMOS SEM.
Findings
A weighted individualistic consumption value affects consumer attitudes and, consequently, consumers' intention to buy agri-food products directly from farmers. Nonetheless, individualistic consumption value is more effective in enhancing attitudes among consumers with high pro-environmental behaviour. Moreover, ethnocentric perception lowers the effect of individualistic consumption value on attitudes and enhances the positive effect of attitudes on buying intention.
Originality/value
This study contributes to the literature on consumer online behaviour when buying food products directly from farmers. Its originality lies in the effect of interacting individualistic and collectivistic consumption values to explain consumer motivation for this behaviour.
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Dorit Zimand Sheiner and Tamar Lahav
This study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are more…
Abstract
Purpose
This study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are more concerned with brand communications than product-related issues, price or distribution. A research framework from the perspective of consumer-initiated touch-point communication model is proposed.
Design/methodology/approach
Two case studies of Israeli TV ads are examined. Discourse between customers and brands on the Facebook pages of the latter are analyzed. Research was conducted in three phases: data collection, quantitative content analysis and thematic analysis.
Findings
It was demonstrated that customers use Facebook as a discourse platform for TV commercial brand advertising. However, brands are not always prepared to engage in online CIC involving advertising issues. The reply rate is moderate and the reply manner is not consistent, tending to be characterized as “official and dismissive.”
Research limitations/implications
Data collection used a sample of two case studies. However, they generated rich findings, enough to support the purpose of the study.
Originality/value
This paper expands the contemporary CIC point of view and adds an integrated marketing communications (IMC) perspective. It extends the perception of CIC from product-level customer service to brand-level discourse. Finally, it fills the research gap by using a research tool based on consumer-initiated touch-point communication model. Theoretical and practical implications are presented.
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Dorit Zimand Sheiner, Ofrit Kol and Shalom Levy
Grounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive…
Abstract
Purpose
Grounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive marketing by measuring the effectiveness of social and personal sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested.
Design/methodology/approach
Data were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed to consumers who were exposed to the experiment.
Findings
A structural path model suggests that the congruence of the social message appeal of sponsored Facebook posts leads directly to psychological engagement that follows affective response. This path elevates an indirect effect toward behavioral engagement. Additionally, it was found that the incongruence of the personal message appeal of sponsored Facebook posts leads directly to behavioral engagement.
Originality/value
The novelty of the current research focuses on the unexplored subject of sponsored Facebook post message appeal effectiveness. Based on U&G theory applied to social media and the (in)congruence approaches, the study suggests a new dichotomy of message appeal for digital advertising, i.e. social vs. personal message strategies. Consumer engagement with the two appeals adds value to theory and practice by conceptualizing the effect of sponsored post content strategies on consumer engagement in Facebook while incorporating ad content with a hierarchical process.
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This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Digital disruption, such as the prevalence of Big Data and technological progression, has fundamentally altered the advertising marketplace. Account planning is a role within advertising that is seeing significant challenges and may no longer be necessary.
Originality/value
The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
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Charles Dennis, Pantea Foroudi, T.C. Melewar, Philip Kitchen, Yioula Melanthiou and Ioanna Papasolonou