‘The tweeting sponsor’: effect of a sponsor’s SNS message articulation/interactivity on consumers’ online response
TL;DR: In this paper, the authors proposed that a sponsor's social networking site (SNS) message has two components, articulation and interactivity, which are positively associated with a user's sentime.
Abstract: Research Question: The study proposes that a sponsor’s social networking site (SNS) message has two components, articulation and interactivity, which are positively associated with a user’s sentime...
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01 Jan 2006
TL;DR: In this paper, the effect of articulation of sponsorship fit on memory for sponsor-event pairings was examined, and it was shown that memory improvements via articulation are possible for incongruent sponsor event pairings.
Abstract: Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor‐event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued‐recall experiments, the effect of articulation of sponsorship fit on memory for sponsor‐event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor‐event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.
249 citations
01 Jul 2008
TL;DR: In this article, the authors consider how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor and demonstrate that activational sponsor Web sites promote more favorable attitudes than do non-activational Web sites.
Abstract: This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship-linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor. Although activation in many instances may be limited to the immediate event-based audience, leveraging sponsorships via sponsors' Web sites enables activation at the mass-media audience level. Results of a Web site navigation experiment demonstrate that activational sponsor Web sites promote more favorable attitudes than do nonactivational Web sites. It is also shown that sponsorsponsee congruence effects generalize to the online environment, and that the effects of sponsorship articulation on audience attitudes are moderated by the commerciality of the explanation for the sponsor-sponsee relationship. Importantly, the study reveals that attitudinal effects associated with variations in leveraging, congruence, and orientation of articulation may be sustained across time.
165 citations
TL;DR: The number of studies dealing with digital innovation in sport marketing has increased rapidly in recent years as discussed by the authors, and these studies address the global phenomenon of digital transformation and its impact on sport marketing.
Abstract: The number of studies dealing with digital innovation in sport marketing has increased rapidly in recent years. These studies address the global phenomenon of digital transformation and its impact ...
10 citations
TL;DR: In this paper , the authors examined the brand message appeals that enhance online consumer response during a recent public health crisis in form of the COVID-19 pandemic, where four message appeals (emotional, rational, moral, no crisis, and no-crisis) were proposed.
Abstract: Social media is a powerful medium for brands to engage with their consumers, especially during a public health crisis (PHC) when consumers are under duress. However, the impact of social media brand messages on consumer responses during a PHC is under-researched. Accordingly, this paper examines the brand message appeals that enhance online consumer response during a recent PHC in form of the COVID-19 pandemic. Four message appeals – emotional, rational, moral, and no-crisis – are proposed. The online consumer response to the messages with those appeals is measured by likes and shares. The variation of the effect across brands that sell essential and non-essential products/services are also examined. Following an exploratory study that examines 100 brand tweets to confirm the presence of the proposed message appeals, a total of 26,362 brand tweets on Twitter are collected and empirically analysed.
1 citations
TL;DR: This paper analyzed political affiliations' influence on opinion and content shared by various stakeholders on Twitter in the context of odd-even driving policy and found that political affiliation significantly affects type and characteristics shared by SNS users.
Abstract: Social networking sites (SNS) have played an important role in engaging citizens to various policy discussions and debates about government, society and environment. Though SNS platforms empower citizens to express their opinion on important topics, several concerns have been raised by researchers for using SNS as discussion platform for important political, government and environmental policies. SNS platforms may be manipulated by the dominant group and citizen might also display group behaviour on these platforms while expressing their opinions of digital platforms. This study analyses political affiliations’ influence on opinion and content shared by various stakeholders on Twitter. The context of odd-even driving policy is undertaken using text mining and statistical research methods. This research suggests that political affiliation significantly affects type and characteristics of content shared by SNS users. This study will help policymakers and researchers in better understanding of citizens responses to environmental policies on SNS platforms.
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01 Jan 1958TL;DR: The psychology of interpersonal relations as mentioned in this paper, The psychology in interpersonal relations, The Psychology of interpersonal relationships, کتابخانه دیجیتال و فن اطلاعات دانشگاه امام صادق(ع)
Abstract: The psychology of interpersonal relations , The psychology of interpersonal relations , کتابخانه دیجیتال و فن آوری اطلاعات دانشگاه امام صادق(ع)
15,254 citations
"‘The tweeting sponsor’: effect of a..." refers background in this paper
...This indicates that once consumers view a sponsor message with product/ service/firm-focused articulation, they inherently ascribe a calculative motive to the sponsor, and demonstrate responses independent of the sponsor-event congruency (Heider, 1958; Kelley, 1972; Rifon et al., 2004)....
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TL;DR: A classification of Social Media is provided which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds.
13,932 citations
"‘The tweeting sponsor’: effect of a..." refers background in this paper
...Further, SNS brings additional consumer insights through higher self-disclosures (Kaplan & Haenlein, 2010)....
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TL;DR: In this article, the authors present a model of how people develop and use persuasion knowledge to cope with persuasion attempts and discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves.
Abstract: In theories and studies of persuasion, people's personal knowledge about persuasion agents' goals and tactics, and about how to skillfully cope with these, has been ignored. We present a model of how people develop and use persuasion knowledge to cope with persuasion attempts. We discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves. We also explain how this model relates to prior research on consumer behavior and persuasion and what it suggests about the future conduct of consumer research.
2,914 citations
"‘The tweeting sponsor’: effect of a..." refers background in this paper
...Both self-disclosures and banner-blindness need tactical steering for sponsor firms to harvest their SNS investments (Bazarova & Choi, 2014; Friestad & Wright, 1994; Whitelock & Cadogan, 2013)....
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TL;DR: In this paper, the authors explore the nature and scope of consumer engagement in an online brand community environment and reveal that consumers exhibit enhanced consumer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment.
2,340 citations
"‘The tweeting sponsor’: effect of a..." refers background in this paper
...Outside the sponsorship context, other works examine the effects of SNS brand communications on consumer e-WOM, activities in brand communities, online reviews, and consumer-generated content (e.g. Brodie et al., 2013; De Vries et al., 2012; Lee & Hong, 2016; Smith et al., 2012; Zhang et al., 2017)....
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...…the literature on message leveraging in the context of sponsorship communication by confirming the role of specific message articulation and interactivity in creating active and non-active consumer responses (e.g. Brodie et al., 2013; De Vries et al., 2012; Smith et al., 2012; Zhang et al., 2017)....
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TL;DR: In this paper, a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions is analyzed in three different social media contexts, including cognitive processing, affection, and activation.
1,863 citations
"‘The tweeting sponsor’: effect of a..." refers background in this paper
...Extant literature explores how SNS can serve as a consumer engagement tool for achieving the desired sponsor objectives (e.g. Abeza et al., 2015; Gillooly & Anagnostopoulos, 2017; Goh et al., 2013; Hollebeek et al., 2014)....
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