Increasing Brand Attractiveness and Sales Through Social Media Comments on Public Displays : Evidence from a Field Experiment in the Retail Industry
ISSN
0302-9743
ISBN
978-3-642-31204-5
Type
conference paper
Date Issued
2012-06-18
Author(s)
Abstract
Retailers and brands are just starting to utilize online social media to support their businesses. Simultaneously, public displays are becoming ubiquitous in public places, raising the question about how these two technologies could be used together to attract new and existing customers as well as strengthen the relationship toward a focal brand. Accordingly, in a field experiment we displayed brand- and product-related comments from the social network Facebook as pervasive advertising in small-space retail stores, known as kiosks. From interviews conducted with real customers during the experiment and the corresponding analysis of sales data we could conclude three findings. Showing social media comments resulted in (1) customers perceiving brands as more innovative and attractive, (2) a measurable, positive effect on sales on both the brand and the product in question and (3) customers wanting to see the comments of others, but not their own, creating a give-and-take paradox for using public displays to show social media comments.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Pervasive Computing
Publisher
Springer Verlag
Publisher place
Heidelberg
Volume
LNCS 7319
Start page
443
End page
460
Pages
18
Event Title
10th International Conference on Pervasive Computing PERVASIVE 2012
Event Location
Newcastle, UK
Subject(s)
Division(s)
Eprints ID
211981
File(s)![Thumbnail Image]()
open.access
Name
DubachPERVASIVE.pdf
Size
719.68 KB
Format
Adobe PDF
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