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Title:
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UNDERSTANDING THE IMPACT OF CONTENT IN SOCIAL MEDIA ADVERTISING |
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Author(s):
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Asle Fagerstrøm, Valdimar Sigurdsson, Maria Lillemoen and Niklas Eriksson |
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ISBN:
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978-989-8533-72-2 |
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Editors:
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Piet Kommers, Tomayess Issa, Pedro Isaías and Ana Hol |
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Year:
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2017 |
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Edition:
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Single |
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Keywords:
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Social Media Advertising, Behavior Analysis, Rule-governed Behavior, Traffic-Building Campaign, Field Experiment |
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Type:
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Full Paper |
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First Page:
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67 |
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Last Page:
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74 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This study aims to expand understanding of the impact of content in social media advertisements building on the behavior analytic concept of rule-governed behavior. The experiment also gives insights into applied behavior analysis in social media and especially to drug prophylaxis as the study was done in collaboration with a counseling service using new media. A social networking advertising campaign was arranged with an ABAB design over four weeks. Week one and week three (A) had no advertisement. In week two and week four, (B), six advertisements with a link to the organizations website were published on Facebook. The advertisements were designed differently in regards to rule specification. Traffic referred from Facebook to the organizations website was measured through all four weeks. The results show that the traffic was significantly higher in the weeks with advertisements running compared to the weeks without them. Moreover, response to the advertisement with a more generic rule was significantly lower compared to the ones with more specific rules. The results are discussed in relation to the contribution of rules and rule-governed behavior as an important conceptualization in social media advertising. Implications for marketing managers as well as suggestions for future research are given. |
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