The role of Facebook in online advertising:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
[Aachen]
[Apprimus]
2014
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| Schriftenreihe: | Edition Wissenschaft
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 213 S. Ill., graph. Darst. 21 cm |
Internformat
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Datensatz im Suchindex
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| adam_text | Titel: The role of facebook in online advertising
Autor: Reich, Jens-Christian
Jahr: 2014
Contents
Summary.....................................................................................................................................I
Structure of the Thesis..............................................................................................................III
Contents.....................................................................................................................................V
List of Figures.........................................................................................................................VII
List of Tables...........................................................................................................................IX
List of Abbreviations...............................................................................................................XI
1 Introduction.........................................................................................................................I
I. I Relevance of Research Topic.......................................................................................1
1.2 Identification of Gaps in Practice and Research..........................................................6
1.3 Overall Contribution..................................................................................................10
2 Theoretical and Conceptual Foundation............................................................................13
2.1 Dimensions to be Considered in Advertising-Effectiveness Models.........................13
2.1.1 Advertising and Time Lags.................................................................................13
2.1.2 Advertising and Synergy Effects........................................................................17
2.1.3 Advertising and Customer Differentiation..........................................................19
2.2 Characteristics of Social Networks and Other (New) Online Channels....................21
2.2.1 Social Network Advertising................................................................................25
2.2.2 Search Engine Advertising.................................................................................32
2.2.3 Email Newsletter Advertising.............................................................................34
2.2.4 Customized Banner Advertising.........................................................................36
2.3 Research Framework for Comprehensive Advertising-Effectiveness Analysis........38
2.3.1 Theoretical Frameworks on Advertising Effectiveness......................................38
2.3.2 Theoretical Framework on Advertising Effectiveness Used in this Study.........42
2.3.3 Applicability of the Selected Theoretical Framework for this Study.................49
3 Research Design..............................53
3.1 Estimation of Time Lags............................................................................................53
3.2 Estimation of Synergies.............................................................................................58
3.3 Estimation of Customer Group Differences...............................................................61
3.4 Empirical Data............................................................................................................62
4 Summary of Research Papers............................................................................................67
4.1 Paper I: The Effectiveness of Facebook Compared to Other
Online Advertisements...............................................................................................69
4.2 Paper II: The Customer Acquisition and Retention Potential of Facebook
as Part of an Online Advertising Campaign...............................................................73
4.3 Paper III: Drivers of Advertising Success on Facebook............................................77
5 Overall Contribution and Implications..............................................................................81
5.1 Practical Contribution and Implications.....................................................................81
5.2 Theoretical Contribution and Implications................................................................86
Appendix...................................................................................................................................93
References.................................................................................................................................99
Research Papers......................................................................................................................113
Paper I: The Effectiveness ofFacebook Compared to Other Online Advertisements........115
Paper II: The Customer Acquisition and Retention Potential ofFacebook as Part
of an Online Advertising Campaign....................................................................................149
Paper III: Drivers of Advertising Success on Facebook.....................................................179
|
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| author | Reich, Jens-Christian |
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| dewey-full | 659.144 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.144 |
| dewey-search | 659.144 |
| dewey-sort | 3659.144 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Thesis Book |
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| spellingShingle | Reich, Jens-Christian The role of Facebook in online advertising Facebook, Inc. (DE-588)16072396-6 gnd Facebook (DE-588)7679337-0 gnd Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd Electronic Commerce (DE-588)4592128-3 gnd |
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| title | The role of Facebook in online advertising |
| title_auth | The role of Facebook in online advertising |
| title_exact_search | The role of Facebook in online advertising |
| title_full | The role of Facebook in online advertising von Jens-Christian Daniel Alfred Reich |
| title_fullStr | The role of Facebook in online advertising von Jens-Christian Daniel Alfred Reich |
| title_full_unstemmed | The role of Facebook in online advertising von Jens-Christian Daniel Alfred Reich |
| title_short | The role of Facebook in online advertising |
| title_sort | the role of facebook in online advertising |
| topic | Facebook, Inc. (DE-588)16072396-6 gnd Facebook (DE-588)7679337-0 gnd Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| topic_facet | Facebook, Inc. Online-Marketing Social Media Electronic Commerce Deutschland Hochschulschrift |
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