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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,
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  • For correspondence: brettel@time.rwth-aachen.de
Jens-Christian Reich
RWTH Aachen University, The Boston Consulting Group,
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  • For correspondence: reich.jens-christian@bcg.com
Jose M. Gavilanes
RWTH Aachen University, The Boston Consulting Group,
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  • For correspondence: gavilanes.jose@bcg.com
Tessa C. Flatten
TU Dortmund,
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  • For correspondence: tessa.flatten@tu-dortmund.de
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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.

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Vol 55 Issue 2

Journal of Advertising Research: 55 (2)
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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

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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
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Topics

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

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