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Full-Text Articles in Business
What Do We Know About Mobile Media And Marketing?, John B. Ford
What Do We Know About Mobile Media And Marketing?, John B. Ford
Marketing Faculty Publications
Everywhere we look, it is immediately obvious how much the mobile phone is an integral part of daily life. Yet, the medium is still relatively new to advertising research, particularly among academics who have devoted recent years of study to this topic addressed in this issue’s special package, “What We Know about Mobile Media and Marketing.”
The Advertisement Value Of Transformational & Informational Appeal On Company Facebook Pages, Fabienne T. Cadet, Priscilla G. Aaltonen, Vahwere Kavota
The Advertisement Value Of Transformational & Informational Appeal On Company Facebook Pages, Fabienne T. Cadet, Priscilla G. Aaltonen, Vahwere Kavota
Marketing Faculty Publications
The advertisement value of Facebook is an under-developed area of social media research. Transformational and informational advertising appeal has yet to be studied as it relates to social media. This paper utilizes established classification and measurement scales from marketing literature to classify companies and their Facebook posts and measures the advertisement value of these posts. The study uses a sample of 100 companies from the 2015 Fortune 500 list. Results indicate that posts with transformational appeal are more engaging to the consumer than informational appeal; however, posts with informational appeal have greater advertisement value for the company. The results also …