Work

The Impact of Different TV Commercial Executional Cues on the Awareness of the Brand Facebook Profile: an empirical study with young adults O Impacto de Diferentes Execuções de um Anúncio de TV na Notoriedade do Perfil da Marca no Facebook: um estudo empírico com jovens adultos

Year: 2014

Type: article

Abstract: The aim of this research is to investigate the possible synergies between TV commercials and a brand Facebook profile. Different executional cues were tested to determine which one could create the greatest awareness of a brand profile and if, by choosing one cue over another, the intention to visit a brand profile could be influenced too. The experiment involved 427 young adults who were invited to watch a video online and, subsequently, to complete a survey. Results suggest that while the different cues were able to create different level of awareness, no effect could be observed on the intention to visit the brand profile.

Source: Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT)

Authors: Luísa Agante, Luca Sigot, Michelle Quintano

Institutions: NOVA School of Business and Economics, Libera Università Internazionale degli Studi Sociali Guido Carli

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1633594410

FWCI:

Cites: 45

Cited by:

Related to: 10