The effect of engagement with social media on purchase behaviors

Edward MalthouseSu Jung Kim and Bobby Calder
Northwestern University, USA
Mark Vandenbosch
Ivey Business School - University of Western Ontario, Canada

Introduction

The Internet and social media are enabling many new forms of advertising. The first decade or so of Internet advertising— largely consisting of display banner ads and email blasts—followed the approach of traditional print, broadcast, sales promotion and direct advertising, where the advertiser exposes passive eyeballs to some message, perhaps with a call to action inviting a click. The rise of social media and the proliferation of mobile devices are enabling new brand contact points that are more engaging and interactive. Such interactive contact points have the potential to be highly effective because they require the consumer to "lean forward" and actively process the brand meaning. But little is known about whether they affect purchase behaviors or how to design effective prompts.