Menu English

Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

Publicatie van Kenniscentrum Creating 010
Gerrita Veen,van der, Anne-Lise Kamphuis, K. Mazerant-Dubois, L.M. Willemsen | Artikel | Publicatiedatum: 03 januari 2019
Social media are increasingly populated with brand messages that are linked to timely events, a practice that is also known as real-time marketing (RTM). In this study, we examine whether RTM is an effective strategy to boost sharing behaviour, and if so, what moment- and content-related characteristics contribute to its effectiveness. A content analysis of brand tweets from Nielsen’s top-100 advertisers (n = 1500) shows that RTM positively affects word of mouth. RTM is especially a more effective strategy when brand messages are linked with unpredictable events (vs. predictable). This can be explained by the meaningfulness dimension of creativity; brands make a more meaningful connection to timely moments in unpredictable RTM than in predictable RTM. Furthermore, we found support for the beneficial effects of moment-driven visuals; RTM messages are shared more when public events are visually integrated with those messages. No such effect was found for moment-driven hashtags.

Auteur(s) - verbonden aan Hogeschool Rotterdam

Betrokken bij deze publicatie

Wij maken gebruik van functionele en analytische cookies voor de werking van de website en het verbeteren van jouw gebruikerservaring. Wil je meer weten? Lees dan ook ons cookiebeleid.