Enhancing the effects of social network site marketing campaigns: if you want consumers to like you, ask them about themselves

This study assesses the consequences of consumers’ self-disclosing of identification information in interactive advertising campaigns on social network sites (SNSs), for brand, product and campaign responses.

Enhancing the effects of social network site marketing campaigns: if you want consumers to like you, ask them about themselves

Guda Van Noort

Amsterdam School of Communication Research ASCoR, University of Amsterdam, Amsterdam, the Netherlands

Marjolijn L. Antheunis

Tilburg Center for Cognition and Communication TiCC, Tilburg University, Tilburg, the Netherlands

Peeter W.J. Verlegh

Amsterdam School of Communication Research ASCoR, University of Amsterdam, Amsterdam, the Netherlands

Introduction

Social networking sites (SNSs) and other forms of social media are increasingly used as a medium for promoting brands, products and services (Weinberg 2009). In 2011, nearly 11% of all online advertising spending in...

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