Contemporary Advertising And Integrated Marketing Communications 15th Edition – Investigating the impact of competition and incentive design on the performance of crowdfunding projects: An independent film case
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Contemporary Advertising And Integrated Marketing Communications 15th Edition
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Received: December 1, 2020 / Modified: January 9, 2021 / Approved: January 19, 2021 / Posted: January 25, 2021
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This study aims to establish actionable guidelines and provide strategic insights as a means of increasing social media effectiveness for consumer brands. In addition to the time and contextual factors that influence consumer engagement (e.g., post reposts, comments, or likes), article-related factors such as performance metrics The results of social media are considered in detail in the research model. The model also takes into account differences across industries and social media platforms. A total of 1130 posts were collected on Turkey’s Facebook and Twitter by four brands, each with two posts in the durable goods and FMCG sectors. With predictive analytics, we’ve leveraged four machine learning algorithms to develop action plans and strategies that are easy to apply. The findings highlight the significant impact of videos, images, posting frequency, and engagement on engagement. Additionally, social media platforms and brands themselves have been found to influence engagement, suggesting that more than one formula is needed for social media management. effective. The range and depth of post-relevance factors considered (e.g. image type, video duration, interaction type) far exceeds that of most similar studies. In addition, unique settings and new data analysis algorithms are applied to distinguish it from similar studies.
Over the past decade, consumers have increasingly engaged with marketers and other consumers through a dynamic network known as social media. There are now more than 4 billion social media users worldwide, an increase of nearly 9% in 2019 alone. In parallel with the significant growth of users, year after year, marketers have used social media marketing for a variety of purposes including advertising, research, customer relationship management, etc. goods, after-sales service and promotion. As a February 2018 Forbes chief marketing officer (CMO) survey showed that businesses spend nearly 12% of their marketing budgets on social media. Most managers agree that social media is primarily used for “branding and brand awareness” activities. Evidence from academic research also supports the suggestion that effective use of social media improves brand awareness and brand image, while also contributing to financial performance. main brand of the brand [4, 5]. This has led companies to invest in brand fan pages (BFPs) to build relationships and build brand engagement by encouraging users to share information about their experiences. their brands [3, 6, 7].
However, the convergence of popular social media platforms has rapidly expanded the content available to members. As a result, information overload makes it increasingly difficult to engage users and motivate them to engage with branded content. In this situation, marketers need clear, strategic, and applicable insights to design and deliver effective messages to consumers through social media platforms. It is not surprising that studies on factors influencing engagement or interaction as an indicator of marketing communication effectiveness for BFP have recently received more attention [9, 10]. , 11, 12, 13]. Existing literature on advertising and word-of-mouth effectiveness indicates that certain message attributes, such as message content, creative message formats, level of engagement provided, and time factors such as posting time and frequency, should be considered when planning and designing. of the post. The reactions of your followers, including retweeting, commenting, and liking posts, and the total number of interactions (also known as interactions) generated by these reactions per follower, represent the overall effect of your social media posts. Research has shown that in addition to message content, certain characteristics of a post influence customer engagement and engagement, such as engagement (e.g. links, hashtags) and creative post formats (e.g. text, images, video) [10, 11, 12, 14]. However, most of these studies consider aggregated related variables and lack in-depth analysis of subcategories. For example, the vibrancy of post content is handled only within the confines of images, text and videos and does not consider detailed differences such as whether it is a short video or a long video or the type of image posted. Undoubtedly, examining detailed subcategories of these factors and their impact on consumer engagement allows businesses to extrapolate strategic and tactical insights. for effective social media management. The research model used in this study extends this by incorporating common factors considered important in the literature and adopting a more holistic view that considers each element within the framework. of multiple subcategories.
Typically, the large studies in the literature dealing with these topics operate with relatively small sample sizes. For example, Sabate et al.  examined 164 articles, Pletikosa Cvijikj and Michaeles  examined 100 articles and de Vries et al.  355 articles have been viewed. Expanding the dataset will improve the validity of the results and allow a more detailed analysis of each factor for deeper understanding, which is one of the main goals of this study. Furthermore, impact studies are typically conducted in the United States, and evidence from a European and emerging market perspective is lacking in the literature.
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Another issue that is often overlooked despite evidence in the literature is the impact of social media platforms themselves as well as context, industry or brand on communication effectiveness [17, 18, 19]. . Most previous studies only looked at one industry and focused on a single platform, such as [15, 20], while studies that integrated multiple brands, such as , often did not. consider the brand itself as an influencing factor. great number of.
Regarding applied analytical methods, literature studies have highlighted the importance of various factors affecting follower engagement using regression, ANOVA, and univariate analysis. . However, despite their valuable contributions to the field, these studies have largely failed to provide managerial insights. Even when emphasizing that certain variables are dominant over others, it is not always possible to shape social media strategies and tactics by taking advantage of factors with regression coefficients. biggest when trying to develop successful social media posts. For example, a post posted on a weekday might perform better than a post posted on the weekend, and a post with images might perform better than a post with video. To overcome these challenges, we selected relevant machine learning algorithms, such as decision trees, to derive tactics and insights that can be easily applied. One of the few studies applying machine learning algorithms to study information about online brand fan pages and user behavior is by Chiu . Although different from this study because the purpose of that study is to propose a recommendation system, the use of decision trees provides a practical and valuable classification for those trying to develop the system. social media recommendations.
Thus, this study not only closes the aforementioned research gap, but also looks at post-related factors in detail, including post-creation formats and different sizes of content. posts, contextual and temporal issues affect the effectiveness of a brand’s social media posts, while industry, feasibility considers differences between brands and platforms social media. Consistent with these objectives, the basic objectives of the study are:
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