lecture 8

Question 1

does tweeting increase demand for their products

Answer 1

tweeting: positive and significant effect

Tweetiing + influential retweet: retweet gives a significant boost

Influential tweets with broadcast time info attract new viewers

Informative tweets (broadcast time) also attract new followers to company page

Question 2

improvised marketing interventions

Answer 2

composition and execution of real time marketing communication proximal to an external event

Question 3

Marketing implications IMI

Answer 3

IMI can help business connect with an audience weary of traditional advertising messages

Humor and timeliness important

Keeping a close eye on trends and online chatter

being able to formulate a witty post/response

Warning: need to be careful that you dont offend

Question 4

Virality

Answer 4

achieving a large number of views in a short time period due to consumers sharing content online

Question 5

What do marketers and managers care about virality

Answer 5

Ability to reach vast audiences in a short period of time at low cost

Increases brand visibility and recognition –> brand equity

lurking differences: seeded virality vs non-seeded virality

Question 6

what characteristics of an ad enhance its shareability?
does information focussed content limit sharing

Does brand prominence decrease sharing

Do positive emotions increase sharing

Answer 6

information decreases shares
(but not for new products and less for high price products)

Positive emotions lead to more shares
(high arousal emotions not more effective than low arousal

Timing of brand appearance and length of ad matters

Question 7

can a firm create shareable ads that benefit brands

i.e. brands that are:
viral: highly shared
valuable: impact KPIs of interest

Answer 7

emotional ads increase sharing

Informative ads increase brand evaluation and purchase intention

Emotional (brand) integral ads combine both effects

This is the “valuable virality” the authors care about

They argue this is by:
a) creating positive inferences about persuasion and
b) increasing brand knowledge

Question 8

why lack of academic knowledge

Answer 8

1) ineffective marketing strategies
2) misalignment with consumer needs
3) poor understanding of marketing metrics
4) ethical concerns
5) reduced innovation
6) diminishing consumer experience