What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model

Malte Brettel · Jens-Christian Reich · José Manuel Gavilanes · Tessa Christina Flatten

103 citations0/0 files storedJournal of Advertising Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

ABSTRACT Online social networks have challenged the current knowledge of advertising effectiveness. Using 12 months of aggregate-level, daily data from a major German e-commerce retailer, the authors of the current study analyzed four types of advertising stimuli on Facebook—“stream” (news feed) impressions, page views, “Likes,” and user contributions—to determine their short-term and long-term impact on sales. Access to the data provided an opportunity to integrate a direct-aggregation approach that accounted for time lags between user activity and sales effects. This research builds on an earlier framework for studying how advertising works (Vakratsas and Ambler, 1999), reflecting changes brought on by emerging online channels.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 103 citations exist upstream.

References

1979Distribution of the Estimators for Autoregressive Time Series with a Unit Root 1969Investigating Causal Relations by Econometric Models and Cross-spectral Methods 2011Social media? Get serious! Understanding the functional building blocks of social media 2009Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site 2005The Social Influence of Brand Community: Evidence from European Car Clubs 2012Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing 1999How Advertising Works: What Do We Really Know?1976Econometric Measurement of the Duration of Advertising Effect on Sales

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.