journal fever 5 wendell

Journal Fever II

Happy LEIMENs and their

screaming dinner boxes

Weekly Papers

• Journal of Advertising Research• Author: Keller & Fay (The Keller Fay

Group)• Year: December 2012

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• Journal of Advertising Research• Author: Lipsman, Mudd, Rich &

Bruich (comScore.com)• Year: March 2012

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• Journal of Advertising Research• Author: Powers, Advincula, Austin, Graiko &

Snyder (Advertising Research Foundation….)• Year: December 2012

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Word of Mouth Advocacy: A New Key to Advertising Effectiveness

The Power of Like: How Brands Reach(and Influence)

Fans Through Social-Media Marketing

Digital and Social Media in the Purchase Decision Processes: A Special Report from

Advertising Research Foundation

Journal of Advertising Research

1. Published by Advertising Research Foundation(ARF)

2. Since 1960

3. Practitioners & Researchers

4. JAR Doubles Impact Factor in 2011

5. ABS Ratings 2009/2010: 3

(A maximum of 4)

Weekly Papers



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Research Story:

Marketers are increasingly focused on social marketing,

encouraging consumers to share content as well as

recommendations, seeking more emphasis on consumer

“expressions”and not just “impressions.”

…But how should expressions be achieved and measured?

The authors argue for a holistic approach.

Word of Mouth Advocacy: A New Key to Advertising

Effectiveness

Data: the database of AT&T

Methodology: SEM(Structural Equation Model)

Research Goal: identified which metrics had the most

significant influence on gross additions to the customer base.

Independent Variable: additions to the customer base

Dependent Variable: media, pricing, product innovation,

messaging performance, competitive, and other relevant

marketing factors, environmental factors


Effectiveness

Findings: the analysis discovered that positive WOM

was one of the most powerful metrics directly

influencing AT&T’s sales.


Effectiveness

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The Power of Like: How Brands Reach(and Influence) Fans Through Social-Media

Marketing

Research Story:

Over the past several years, social media have emerged to redefine the digital media landscape and, in the process, have changed the way we think about the dissemination of marketing messages.

…in particular, Facebook has facilitated consumer experiences of interest to brand marketers.

FriendsFans


Marketing

Data: comScore Networks

Methodology: Unified Digital Measurement (Online

Shadowing)

Research Goal: Understand the role of friends and fans

on Facebook in three study cases- Bing, Starbucks,

Southwest Airlines


Marketing

Findings: 20 statistics graphics


Marketing

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Research Story:

This study is an excerpt from a larger work that explores

changes in the purchase process for consumer goods

(automobiles, electronics, and groceries) brought about

by digital and social media.



Data & Co-worker:

The Firefly team conducted Webcam, phone, and in-home

interviews/observations with a targeted group of 10 technology-

savvy consumers (ages 30–45), chosen for their forward-leaning

usage of digital and social media.

Communispace proprietary online communities (e.g., card sorting,

Digital Safari, and a questionnaire), 290 community members

articipated in the study (ages 19–60),

http://www.fireflyz.com.my/

http://www.communispace.com/home.aspx



Research Framewrok:


Advertising Research FoundationFindings:



Findings:



Lessons:

Shoppers expect an experience that gives them freedom and empowerment and makes them feel like an equal player in the process.

Joy is the predominant emotion expressed online post-purchase. Consumers want to share the joy of making a great purchase.

The purchase journey varies by product category.

Farewell !

journal fever 5 wendell

Documents

socialmedia marketingdata

socialmedia marketingfindings

digital media landscape

purchase decision processes

purchase process

purchase journey

great purchase

power of like