超越目标客户:通过社会影响的溢出效应

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2023-08-21 DOI:10.2501/jar-2023-016

Zhen-zhen Wang, Zhihua Zhu, Xiaoke Xu, Naipeng Chao

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引用次数: 0

摘要

本研究通过一项创新的大规模实地实验，测量了社交广告活动中通过社会影响产生的溢出效应的程度。结果表明，即使营销活动对目标客户没有显著的直接影响，但由于社会影响，对目标客户的同伴也会产生显著的溢出效应。溢出效应是通过弱关系(熟人)而不是强关系(亲密关系)实现的。对于社会广告来说，瞄准那些有广泛的弱关系的人可能比那些有强关系的人更有效。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Beyond the Targeted Customer: Spillover Effect through Social Influence

Following an innovative large-scale field experiment, this study measures the extent of the spillover effect through social influence in a social advertising campaign. Results show that, even when the campaign does not have a significant direct effect on targeted customers, it still creates a significant spillover effect on targets’ peers because of social influence. The spillover effect is achieved through weak ties (acquaintances) rather than strong ones (close relationships). For social advertising, it may be more effective to target those with broad weak connections rather than those with strong ties.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.