Strategic social media marketing: An empirical analysis of sequential advertising

• 成果类型: Article
• 署名作者: Hotkar, Parshuram; Garg, Rajiv; Sussman, Kristen
• 署名单位: Indian School of Business (ISB); Emory University; Texas State University System; Texas State University San Marcos
• 刊物名称: PRODUCTION AND OPERATIONS MANAGEMENT
• ISSN/ISSBN: 1059-1478
• DOI: 10.1111/poms.14075
• 发表日期: 2023
• 页码: 4005-4020
• 关键词: Customer targeting; information spillover; Sequential advertising; Social media advertising; Social media marketing

摘要

Social media platforms like Facebook and Twitter have emerged as effective channels for advertising that enable consumer targeting based on demographics, interests, and user behavior. Social media marketers have utilized information spillover within these platforms to reach a larger customer base. This information spillover also exists across groups of users within the platform and enhances returns from social media advertising. Thus, this information spillover can be utilized to strategically sequence targeted advertising to amplify the returns from social media ads. In this paper, we present a theoretical model for information retention and show that the sequential advertising strategy is effective in targeting groups of users on a social media platform. In addition, we provide empirical evidence through two series of randomized field experiments. From experiments for a health services organization, we find that sequential advertising campaigns provide 23% more clicks when compared to campaigns that target groups simultaneously, which translates to a saving of 18.7% in the advertising budget to achieve similar results as simultaneous advertising. Additionally, we found that sequential advertising campaigns targeting a smaller group first followed by a larger group provide 10.7% additional clicks when compared to targeting a larger group first followed by a smaller group. These results were consistent for consumer packaged goods that were advertised on Facebook and Twitter. These results provide implications for social media advertising research and practice.