Movies and MySpace: The Effectiveness of Official Web Sites versus Online Promotional Contests

Emily Mabry and Lance Porter

Few studies have examined the effects of Internet promotions within social networking sites. This study uses a comparison of online survey results from an official movie site and a movie contest promotion within a MySpace site to examine the effectiveness of the two online promotional tactics.

Movies and MySpace: The Effectiveness of Official Web Sites versus Online Promotional Contests

Emily Mabry and Lance Porter

With the growth in online advertising, there are now numerous ways to reach consumers using promotional tactics. However, many of these new tactics, such as advertising within a social network, have not been empirically examined. Existing promotions research has examined traditional forms of advertising promotions. More recent literature explores the effects of Web sites and Web site interactivity on consumers. However, few studies have examined the effectiveness of promotions on Web sites and social networks.

Because consumer usage of social...

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