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Summary of Digital Marketing & Metrics papers
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A summary of the papers you need to know for the course Digital Marketing & Metrics
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Akpinar + Berger (2017) Valuable ViralityThe paper by Akpinar and Berger explores the concept of creating valuable virality in digital
marketing by examining the effectiveness of emotional and informative ad appeals on brand-
related outcomes and sharing behavior. The study conducted field observations, controlled
laboratory experiments, and analyzed real online ads to investigate the impact of different ad
types on brand evaluation, purchase intent, and sharing.
The main findings of the study are as follows:
● Emotional ads are more likely to be shared, while informative ads increase brand
evaluation and purchase intent.
● Emotional brand-integral ads, which combine emotional appeal with brand
integration, are the most effective in boosting sharing and brand-related outcomes.
● The differences in sharing behavior were not due to emotional ads being inherently
better; pretest results showed similar ad evaluations without branding influence.
● The study found consistent effects across various methods, demonstrating the
generalizability of the results.
● Overall, the research highlights the importance of combining emotional and
informative elements in ads to create valuable virality. By integrating the brand into
emotional narratives, companies can enhance both sharing behavior and brand-
related outcomes, providing insights for improving social media marketing strategies
and generating valuable virality for brands.
Babic-Rosario et al. (2019)Conceptualizing the electronic word-
of-mouth process: What
we know and need to know about eWOM creation, exposure,
and evaluation
The paper "Conceptualizing the Electronic Word-of-Mouth Process" provides a detailed
examination of the electronic word-of-mouth (eWOM) phenomenon, focusing on its creation,
exposure, and evaluation. The study proposes a three-stage eWOM process model,
encompassing initiation, propagation, and reception, to better understand how eWOM
evolves and influences consumer behavior.
Key findings from the paper include the importance of message characteristics such as
credibility, completeness, simplicity, and objectivity in shaping eWOM effectiveness.
The authors emphasize the need for platforms to facilitate eWOM assessment by providing
details like the date of creation and catering to consumers' information processing
preferences through both summarized and expanded eWOM formats.
Furthermore, the paper highlights the influence of affective content and linguistic style
matches in online reviews on conversion rates, underscoring the significance of
emotional engagement in eWOM effectiveness. The dual lens approach, considering
perspectives from both consumers and marketers, is suggested as a valuable framework
for comprehensively understanding eWOM dynamics.
The research agenda proposed in the paper calls for further exploration of topics such as
biased assimilation of brand-related online reviews and the effects of eWOM on various
business outcomes. By integrating insights from previous studies and offering new
,perspectives on eWOM, this paper contributes to advancing knowledge in the field of digital
marketing and consumer behavior.
Overall, the paper underscores the multifaceted nature of eWOM and its implications for
businesses, highlighting the importance of strategic management of online consumer
reviews and recommendations to enhance brand perception and drive positive consumer
actions.
Babic-Rosario et al. The Effects of Electronic Word of Mouth
on Sales
The paper "The Effects of Electronic Word of Mouth on Sales" presents a meta-analysis of
96 studies to investigate the impact of electronic word of mouth (eWOM) on sales
performance. The analysis focuses on objective measures of performance, such as product
units sold and revenues from sales, across various research streams including
information systems, marketing, economics, and management.
Key Findings:
Positive Impact on Sales: The meta-analysis reveals a significant positive relationship
between eWOM and sales performance, indicating that eWOM plays a crucial role in
influencing consumer purchase decisions and driving sales outcomes.
Moderating Factors: The study identifies several moderating factors that influence the
effectiveness of eWOM on sales, including platform characteristics, product categories,
and specific eWOM metrics (Volume, Valence, Composite valence-volume, variance
and other metrics). Understanding these factors is essential for optimizing eWOM
strategies for different contexts.
Publication Bias Mitigation: To address publication bias, the researchers included
unpublished studies, controlled for publication outlets, and directly accounted for bias in the
analysis. This rigorous approach enhances the reliability and validity of the meta-analysis
findings.
Data Collection and Analysis: The researchers collected data from studies published
between 2004 and 2014, with data collection spanning from 1999 to 2013. The final dataset
comprises 1,532 effect sizes, providing a comprehensive overview of the relationship
between eWOM and sales performance.
Overall, the meta-analysis underscores the significant impact of eWOM on sales and
highlights the importance of considering various factors that influence its effectiveness. By
synthesizing findings from diverse studies, this paper contributes valuable insights for
marketers, researchers, and practitioners seeking to leverage eWOM to enhance sales
outcomes in the digital age.
Bleier + Eisenbeiss Personalized Online Advertising
Effectiveness
The paper by Bleier and Eisenbeiss (2015) investigates the effectiveness of personalized
online advertising, specifically focusing on personalized banners and their impact on click-
through rates. The study conducted field experiments to analyze the effectiveness of
personalized banners compared to non-personalized ones across different stages of the
purchase decision process.
Key Findings:
, Personalization significantly enhances click-through rates, with personalized banners
outperforming non-personalized ones.
The effectiveness of personalized banners compared to non-personalized ones diminishes
as consumers progress through the purchase decision process.
Click-through probabilities vary over time, particularly in the initial information state, but
remain stable in later decision process stages.
Alternative model specifications confirmed the robustness of the findings, supporting the
initial results.
The study emphasizes the importance of considering timing and placement factors in
personalized online advertising to maximize effectiveness.
Overall, the research highlights the potential of personalized online advertising in improving
click-through rates but underscores the need to tailor strategies based on the consumer's
stage in the purchase decision process. By understanding the interplay of personalization,
timing, and consumer behavior, firms can optimize their online advertising strategies for
better engagement and conversion rates.
Borah et al. (2020) Improvised marketing interventions in
social media
The paper "Improvised Marketing Interventions in Social Media" delves into the
realm of real-time marketing actions on social media platforms, focusing on the
impact of humor, timeliness, and unanticipation in driving online virality and
enhancing firm value. Through a series of five multimethod studies, the researchers
explore the effectiveness of improvised marketing interventions (IMIs) compared to
traditional marketing strategies.
Key Findings:
IMIs, characterized by humor, timeliness, and unanticipation, significantly increase
online virality and firm value.
The use of IMIs on social media platforms like Twitter can lead to higher levels of
engagement and sharing among users.
The timing of IMIs plays a crucial role in their effectiveness, with immediate
responses garnering more attention and positive outcomes.
The study underscores the importance of balancing humor, timeliness, and
unexpectedness in IMIs to maximize their impact on audience engagement and
brand value.
Overall, the research highlights the potential of IMIs in social media marketing and
provides valuable insights for firms looking to leverage real-time strategies to
enhance their online presence and drive customer engagement.
De Haan et al. (2015) The effectiveness of different forms of
online advertising for purchase conversion in a multiple-
channel attribution framework
The study investigates the effectiveness of various forms of online advertising in
driving traffic, influencing conversion rates, and impacting revenue within a multiple-
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