Owned Social Media Advertising: Cannibalization and Competition

IF 6.8 1区 管理学 Q1 BUSINESS
Hualu Zheng, Lu Huang
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引用次数: 2

Abstract

Businesses often rely on owned social media (brand pages on networking sites) to advertise their brands, and multibrand companies frequently manage individual brand pages, rather than representing all company brands together on one firm page. Because advertising results in cross-brand effects, companies need to understand how such effects manifest across their pages. This study investigates the cross effects of owned social media advertising by distinguishing between intra- and interbrand portfolio scenarios. It also compares the effects between television advertising and owned social media advertising. With a focus on the U.S. soft drink market, this study reveals that brand page advertising results in cannibalization within company portfolios, whereas positive spillover results from television advertising. The cross effects migrate to brands outside the portfolios, thereby intensifying competition. Accounting for the combined effects of cannibalization and competition reveals that owned social media increase portfolio demand more effectively than television advertising overall, which implies some key managerial recommendations for developing brand page strategies.
自有社交媒体广告:同类相食与竞争
企业通常依靠自己的社交媒体(社交网站上的品牌页面)来宣传自己的品牌,而多品牌公司经常管理单个品牌页面,而不是在一个公司页面上代表所有公司的品牌。因为广告会产生跨品牌效应,公司需要了解这种效应是如何在他们的页面上表现出来的。本研究通过区分品牌内部和品牌间的组合场景来调查自有社交媒体广告的交叉效应。它还比较了电视广告和自有社交媒体广告的效果。以美国软饮料市场为研究对象,本研究表明,品牌页面广告会导致公司内部的自相残杀,而电视广告则会产生积极的溢出效应。交叉效应转移到投资组合之外的品牌,从而加剧了竞争。考虑到同类相食和竞争的综合影响,我们发现,拥有的社交媒体比电视广告总体上更有效地增加了组合需求,这意味着开发品牌页面策略的一些关键管理建议。
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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