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Der Einfluss der Werbespotgestaltung auf das Social Media Engagement von Konsumenten

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658245269
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New
Product Description

Sandra Lenzen untersucht den Einfluss der Kreativitt eines Werbespots auf die psychologische Werbewirkung sowie auf das Social Media Engagement und kombiniert hierbei Befragungs- mit Verhaltensdaten. Die Autorin zeigt den Lebenszyklus eines YouTube Werbespots sowie den Einfluss verschiedener Werbecharakteristika auf und definiert unterschiedliche Werbetypologien. Die Analysen zeigen, dass das Social Media Engagement zur Messung der Werbeeffektivitt in Echtzeit verwendet werden kann und insbesondere Humor einen entscheidenden Einfluss auf die kurz- sowie langfristige Werbeeffektivitt hat.

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