Influencing consumer behavior with Facebook: an analysis of social network advertising (SNA) formats and content
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| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
[Aachen]
Apprimus
2016
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| Schriftenreihe: | Edition Wissenschaft
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | X, 227 Seiten Illustrationen,Diagramme 21 cm |
Internformat
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Datensatz im Suchindex
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| adam_text | Titel: Influencing consumer behavior with Facebook
Autor: Gavilanes Rivadeneira, José Manuel
Jahr: 2016
Table of Contents
Part A. Introductory Overview of the Dissertation..........................................................VII
List of Figures...........................................................................VIII
List of Tables.........................................................................IX
Acronyms and Abbreviations....................................................................X
1. Introduction........................................................................1
1.1. Relevance of Research Topic....................................................................................1
1.2. Identification of Research Deficits...........................................................................5
1.3. Derivation of Research Questions..........................................................................14
1.4. Aspired Contribution to Research and Practice......................................................21
2. Conceptual Foundation...........................................................................27
2.1. Framework for Advertising Processing and Effectiveness.............................27
2.2. Challenges of Researching Advertising Effectiveness...........................................30
2.3. Advertising Channels.............................................................................35
2.4. Social Network Advertising (SNA)........................................................................42
3. Research Design................................................................................47
3.1. Empirical Data................................................................................47
3.2. Criteria for Choosing the Methodology..................................................................50
3.3. Direct Aggregation........................................................................52
3.4. Vector Autoregressive (VAR) Models...................................................................54
3.5. Content Analysis Methodology..............................................................................61
4. Summary of Research Papers...................................................................................69
4.1. Overall Research Model....................................................................................69
4.2. Summary of Research Paper 1.................................................................................72
4.3. Summary of Research Paper II...............................................................................74
4.4. Summary of Research Paper EI..............................................................................76
5. Contribution and Implications for Research and Management..............................79
5.1. Innovative Research Design to Contribute to Theory and Practice........................79
5.2. Innovations in Research Methodology...................................................................82
5.3. Implications for Research.......................................................................................83
5.4. Implications for Management.................................................................................91
5.5. Limitations and Further Research...........................................................................95
6. Appendix..............................................................................99
Appendix 1: SNA Literature Review and Research Calls..................................................100
Appendix 2: Literature Review of Content Analysis on Social Networks.........................105
Appendix 3: Advertising research - frameworks and definitions...............................107
Appendix 4: Detailed description of Direct Aggregation methodology.............................110
Appendix 5: Summary of Interdisciplinary Project UP-BEAT..................................114
7. References.......................................................................117
Part B: Research Papers..................................................................................131
Paper I: Impact of Paid and Unpaid SNA on Customer Acquisition and Retention.........133
Paper II. Impact of SNA on Firm s Performance and Role in the Advertising Portfolio.. 165
Paper III: The Role of SNA Content and its Impact on Consumer Behavior...................197
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| any_adam_object | 1 |
| author | Gavilanes Rivadeneira, José Manuel |
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| 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 | Gavilanes Rivadeneira, José Manuel (DE-588)1127869647 aut Influencing consumer behavior with Facebook an analysis of social network advertising (SNA) formats and content vorgelegt von Dipl.-Kfm. José Manuel Gavilanes Rivadeneira [Aachen] Apprimus 2016 X, 227 Seiten Illustrationen,Diagramme 21 cm txt rdacontent n rdamedia nc rdacarrier Edition Wissenschaft Dissertation Rheinisch-Westfälische Technische Hochschule Aachen 2016 Facebook (DE-588)7679337-0 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Beeinflussung (DE-588)4005203-5 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Facebook (DE-588)7679337-0 s Online-Marketing (DE-588)7706419-7 s DE-604 Beeinflussung (DE-588)4005203-5 s Verbraucherverhalten (DE-588)4062644-1 s B:DE-101 application/pdf http://d-nb.info/1132343895/04 Inhaltsverzeichnis HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029854146&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gavilanes Rivadeneira, José Manuel Influencing consumer behavior with Facebook an analysis of social network advertising (SNA) formats and content Facebook (DE-588)7679337-0 gnd Online-Marketing (DE-588)7706419-7 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Beeinflussung (DE-588)4005203-5 gnd |
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| title | Influencing consumer behavior with Facebook an analysis of social network advertising (SNA) formats and content |
| title_auth | Influencing consumer behavior with Facebook an analysis of social network advertising (SNA) formats and content |
| title_exact_search | Influencing consumer behavior with Facebook an analysis of social network advertising (SNA) formats and content |
| title_full | Influencing consumer behavior with Facebook an analysis of social network advertising (SNA) formats and content vorgelegt von Dipl.-Kfm. José Manuel Gavilanes Rivadeneira |
| title_fullStr | Influencing consumer behavior with Facebook an analysis of social network advertising (SNA) formats and content vorgelegt von Dipl.-Kfm. José Manuel Gavilanes Rivadeneira |
| title_full_unstemmed | Influencing consumer behavior with Facebook an analysis of social network advertising (SNA) formats and content vorgelegt von Dipl.-Kfm. José Manuel Gavilanes Rivadeneira |
| title_short | Influencing consumer behavior with Facebook |
| title_sort | influencing consumer behavior with facebook an analysis of social network advertising sna formats and content |
| title_sub | an analysis of social network advertising (SNA) formats and content |
| topic | Facebook (DE-588)7679337-0 gnd Online-Marketing (DE-588)7706419-7 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Beeinflussung (DE-588)4005203-5 gnd |
| topic_facet | Facebook Online-Marketing Verbraucherverhalten Beeinflussung Hochschulschrift |
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