Burton, Mueller, Gollins, and Walls

MANAGEMENT SLANT

  • There are many benefits to releasing an advertisement early on social media, including affect traces characterized by a higher peak, final moment, and linear trend as well as better advertisement and brand attitudes.
  • If a manager’s goal is to get people to watch an advertisement on social media, this behavior is motivated by how engaging, serious, or humorous an advertisement is perceived to be.
  • If a manager’s goal is to get people to like or share an advertisement on social media, this behavior is motived by whether consumers perceive the advertisement as influential to their purchase decision.