Социальные связи и убедительность вирусной кампании в социальной сети: роль воспринимаемого рекламного характера сообщения

Ван Норт Гуда; Антенис Мариолейн; Ван Реймерсдал Ева

Социальные сети и социальные связи;

Вирусные кампании в социальных сетях;

Вирусные маркетинговые кампании и сила связи;

Рекламный характер сообщения;

Метод исследования;

Участники и процедура исследования;

Материалы;

Измерения;

Результаты;

Обсуждение;

Теоретические выводы и будущие исследования;

Практическое значение результатов исследования;

BTL Вирусный маркетинг

Полевые исследования Опросы

Интернет-сообщества Социальные сети

Ключевые слова: социальные сети, вирусный маркетинг, сила связей, убедительность

Аннотация

Предлагаем вниманию читателей перевод статьи голландских ученых, в которой исследуется важное предположение: большую роль в том, какое влияние оказывает рекламная кампания, играет социальный контекст. Авторы выясняют, влияет ли социальная связь между отправителем и получателем сообщения вирусной кампании в социальной сети на степень убедительности этой кампании. Также
в статье обсуждается, как результаты данного исследования должны отразиться на практических действиях маркетолога в социальных медиа.

Журнал: «Маркетинговые коммуникации» — №6, 2013 (© Издательский дом Гребенников)

Объем в страницах: 16

Кол-во знаков: около 40,592

Библиографическая ссылка: печать / интернет

* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

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Ван Норт Гуда

Преподаватель Амстердамской школы коммуникационных исследований (ASCoR) Амстердамского университета.

Амстердам, Нидерланды

Область научных интересов — маркетинговые коммуникации .

Антенис Мариолейн

Преподаватель Тилбургского центра познания и коммуникаций (TiCC) Тилбургского университета.

Тилбург, Нидерланды

Область научных интересов — социальные аспекты новых медиа.

Ван Реймерсдал Ева

Исследователь и преподаватель Амстердамской школы коммуникационных исследований (ASCoR) Амстердамского университета.