Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Gold Open Access
  • Topics
    • All topics
    • Celebrity endorsement
    • Mobile
    • Multicultural
    • Neuromarketing
    • Pharmaceutical and Healthcare
    • Shopper insights
    • Social media
    • Sponsorship
    • Television
  • Submit
    • Calls for Papers
    • Submit a manuscript
  • Subscribe
    • Subscribe to JAR
    • Pay per view
    • ARF members
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Gold Open Access
  • Topics
    • All topics
    • Celebrity endorsement
    • Mobile
    • Multicultural
    • Neuromarketing
    • Pharmaceutical and Healthcare
    • Shopper insights
    • Social media
    • Sponsorship
    • Television
  • Submit
    • Calls for Papers
    • Submit a manuscript
  • Subscribe
    • Subscribe to JAR
    • Pay per view
    • ARF members
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

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

Measuring the Effects on Sales Of “Likes”and Other Social-Network Stimuli

Malte Brettel, Jens-Christian Reich, Jose M. Gavilanes, Tessa C. Flatten
DOI: 10.2501/JAR-55-2-162-175 Published 1 June 2015
Malte Brettel
RWTH Aachen University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: brettel@time.rwth-aachen.de
Jens-Christian Reich
RWTH Aachen University, The Boston Consulting Group,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: reich.jens-christian@bcg.com
Jose M. Gavilanes
RWTH Aachen University, The Boston Consulting Group,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: gavilanes.jose@bcg.com
Tessa C. Flatten
TU Dortmund,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: tessa.flatten@tu-dortmund.de
  • Article
  • Figures & Data
  • Info
  • PDF
Loading

Article Information

vol. 55 no. 2 162-175
DOI 
https://doi.org/10.2501/JAR-55-2-162-175

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Published online June 1, 2015.

Copyright & Usage 
© Copyright 2015 The ARF. All rights reserved.

Author Information

  1. Malte Brettel
  1. RWTH Aachen University, (brettel{at}time.rwth-aachen.de)
  1. Jens-Christian Reich
  1. RWTH Aachen University, The Boston Consulting Group, (reich.jens-christian{at}bcg.com)
  1. Jose M. Gavilanes
  1. RWTH Aachen University, The Boston Consulting Group, (gavilanes.jose{at}bcg.com)
  1. Tessa C. Flatten
  1. TU Dortmund, (tessa.flatten{at}tu-dortmund.de)
View Full Text

PreviousNext
Back to top

Vol 55 Issue 2

Journal of Advertising Research: 55 (2)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • About the Cover
  • Index by author
  • Ed Board (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Print
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model
Malte Brettel, Jens-Christian Reich, Jose M. Gavilanes, Tessa C. Flatten
Journal of Advertising Research Jun 2015, 55 (2) 162-175; DOI: 10.2501/JAR-55-2-162-175

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model
Malte Brettel, Jens-Christian Reich, Jose M. Gavilanes, Tessa C. Flatten
Journal of Advertising Research Jun 2015, 55 (2) 162-175; DOI: 10.2501/JAR-55-2-162-175
del.icio.us logo Digg logo Reddit logo Twitter logo CiteULike logo Facebook logo Google logo Mendeley logo
Save to my folders

Jump to

  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • LITERATURE REVIEW
    • HYPOTHESES DEVELOPMENT
    • DATA AND METHODOLOGY
    • ANALYSIS
    • RESULTS
    • POST HOC ANALYSIS
    • DISCUSSION
    • IMPLICATIONS
    • FUTURE RESEARCH RECOMMENDATIONS
    • LIMITATIONS
    • About the Authors
    • REFERENCES
  • Figures & Data
  • Info
  • PDF

Topics

  • Social media
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • Are Brands Wasting Money On Sport Sponsorships?
  • How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments
  • Advertising on Mobile Apps Versus the Mobile Web
Show more Articles

© 2021 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use