papers omgekeerd

Question 1

º Giving people a reason to talk about your products and services, and making it easier for the conversation to take place
º It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications
ºRelies on production of engaging content to attract attention and generate eWOM ºFacilitating and monitoring customer interaction and participation throughout the web to encourage positive engagement with a company and its brands
º interactions may occur on a company site, social networks and other third-party sites

Answer 1

Paper focus Chaffey et al. (2016) eWom marketing 5X

Question 2

• valuable virality

- emotianal /informastional appealse

Answer 2

• valuable virality
• emotianal /informastional appealse
  apkinar and berger 2017
  2x

Question 3

The interplay between platform type, campaign intent, source, campaign incentives, and content factors is key for driving engagement.

Sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content.

By optimizing social influencer marketing strategies with these results, firms can increase return on engagement (ROE) for influencer marketing campaigns.

Answer 3

hughes 2019

3

Question 4

viral markeitng

influencers/celebrity endorsement

Answer 4

Leung et al 2020

2

Question 5

study framework (ewom message/sender details, financial/functional risk, ewom dimensions)

Answer 5

Babic Rosario 2021

Question 6

• Substitution effect between firm marketing efforts online (FGC on social media) and offline (traditional media spending)
• Synergy effect between FCG and UCG on Twitter but not on facebook

Answer 6

wang 2021

2

Question 7

Online consumer activity metrics interact with each other, are affected by traditional communication activities, and convert into sales even for a product that is still mostly bought offline.

Answer 7

Srinavasan 2016

1

Question 8

SMMS

Answer 8

Li et al 2021

Question 9

Results brand personality content and directly informative content
Brand personality content (humor, emotion etc.)
=> higher levels of engagement with the messages;
Directly informative content (price promotions and deals):
=> lower levels of engagement when included in messages in isolation
=> higher engagement levels when provided in combination with brand personality-related attributes

Answer 9

Lee et al 2018

2

Question 10

• Offline advertising forms have low sales elasticities
• CIC have greater sales elasticities than FIC
• Content-integrated CICs tend to distinguish themselves from other forms of advertising in the later stages of the funnel

Answer 10

de haan 2016

3 takeaways

Question 11

• banner ad effectivness,

- goal directed and experientela browsing

Answer 11

bleier et al 2015

2x

Question 12

rise of digital platforms
new sources of dalue creation (automation, individualization, ambient, interaction, transperancy)
platform/pipelin

Answer 12

Reinartz et al 2019 3x

Question 13

Identify customer segments based on the touchpoints used in
the customer journey
• Understand how the increasing importance of mobile devices
affects these customer segments
• Understand the relationships between product satisfaction,
- journey satisfaction, customer inspiration, and customer loyalty vary across the different segments.-

Answer 13

Herhausen 2019

3 objectives

Question 14

the customer journey

Answer 14

Lemon & Verhoef
main focus
main findings