The role of Facebook in online advertising:
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis Book |
| Language: | English |
| Published: |
[Aachen]
[Apprimus]
2014
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| Series: | Edition Wissenschaft
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XII, 213 S. Ill., graph. Darst. 21 cm |
Staff View
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Record in the Search Index
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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
|
| any_adam_object | 1 |
| author | Reich, Jens-Christian |
| author_GND | (DE-588)1051999464 |
| author_facet | 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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| spelling | Reich, Jens-Christian Verfasser (DE-588)1051999464 aut The role of Facebook in online advertising von Jens-Christian Daniel Alfred Reich [Aachen] [Apprimus] 2014 XII, 213 S. Ill., graph. Darst. 21 cm txt rdacontent n rdamedia nc rdacarrier Edition Wissenschaft Zugl.: Aachen, Techn. Hochsch., Diss., 2014 Facebook, Inc. (DE-588)16072396-6 gnd rswk-swf Facebook (DE-588)7679337-0 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Deutschland (DE-588)4011882-4 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Deutschland (DE-588)4011882-4 g Electronic Commerce (DE-588)4592128-3 s Social Media (DE-588)4639271-3 s Facebook (DE-588)7679337-0 s DE-604 Online-Marketing (DE-588)7706419-7 s Facebook, Inc. (DE-588)16072396-6 b b DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027760832&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| 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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