Advertising Effectiveness of Different Social Appeals through Microblog

摘要：

　　In todays interactive marketplace, microblog has become a powerful social marketing and advertising platform.An important type of information in microblog is consumer generated and forwarded advertising.In our study, we explore advertising effects of different social appeals through microblog.We find that oriented appeals (i.e., other-oriented and self-oriented appeals) are more effective than non-oriented appeals.But the difference between other-oriented appeal and self-oriented appeal is insignificant.The relationship between sender and receiver moderate the result.Other-oriented appeal is more effective than self-oriented appeal for dyads with offline relationship, while self-oriented appeal is more effective for dyads of online-only relationship.

关键词： advertising effectiveness social appeal other-oriented self-oriented relationship type

作者: Chenyan Gu Yunjie Xu Xiaoai Tan

作者单位: College of Management, Fudan University, Shanghai, 200433, China

会议类型: 国际会议

会议名称: The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)

会议地点: 武汉

会议语种:英文

页码: 309-316

在线出版日期: 2014-05-31（万方平台首次上网日期，不代表论文的发表时间）