| Publikationstyp: | Konferenz: Paper |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Ephemeral social media content : remember after seeing instead of burn after reading |
| Autor/-in: | Stallone, Valerio Koller, Sandro |
| et. al: | No |
| Tagungsband: | Proceedings of the European Marketing Academy |
| Seite(n): | 94779 |
| Angaben zur Konferenz: | 50th Annual European Marketing Academy Conference (EMAC), Madrid, Spain (online), 25-28 May 2021 |
| Erscheinungsdatum: | 2021 |
| Verlag / Hrsg. Institution: | European Marketing Academy |
| Sprache: | Englisch |
| Schlagwörter: | Ephemeral content; Online advertising; Social media |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Ephemeral social media content, a type of Social media content that takes on a central function in social media, refers to content that automatically disappears from social media platforms (like Instagram) after a certain amount of time. Currently, this format is used by more than 500 million users every day. Using Instagram Stories Ads, advertisements can be placed in the same format. The aim of this study is to find out which content and elements of Instagram Stories ads appeal to certain target groups of a large Swiss sporting goods manufacturer along the notorious marketing funnel used by the sporting goods manufacturer. Various Instagram stories ads of a large sporting goods manufacturer were tested by means of an online experiment with regard to their suitability for the different phases of the marketing funnel: Three recommendations for action for the design and area of application of so-called "ephemeral social media content" were derived. |
| URI: | http://proceedings.emac-online.org/pdfs/A2021-94779.pdf https://digitalcollection.zhaw.ch/handle/11475/24026 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Stallone, V., & Koller, S. (2021). Ephemeral social media content : remember after seeing instead of burn after reading [Conference paper]. Proceedings of the European Marketing Academy, 94779. http://proceedings.emac-online.org/pdfs/A2021-94779.pdf
Stallone, V. and Koller, S. (2021) ‘Ephemeral social media content : remember after seeing instead of burn after reading’, in Proceedings of the European Marketing Academy. European Marketing Academy, p. 94779. Available at: http://proceedings.emac-online.org/pdfs/A2021-94779.pdf.
V. Stallone and S. Koller, “Ephemeral social media content : remember after seeing instead of burn after reading,” in Proceedings of the European Marketing Academy, 2021, p. 94779. [Online]. Available: http://proceedings.emac-online.org/pdfs/A2021-94779.pdf
STALLONE, Valerio und Sandro KOLLER, 2021. Ephemeral social media content : remember after seeing instead of burn after reading. In: Proceedings of the European Marketing Academy [online]. Conference paper. European Marketing Academy. 2021. S. 94779. Verfügbar unter: http://proceedings.emac-online.org/pdfs/A2021-94779.pdf
Stallone, Valerio, and Sandro Koller. 2021. “Ephemeral Social Media Content : Remember after Seeing instead of Burn after Reading.” Conference paper. In Proceedings of the European Marketing Academy, 94779. European Marketing Academy. http://proceedings.emac-online.org/pdfs/A2021-94779.pdf.
Stallone, Valerio, and Sandro Koller. “Ephemeral Social Media Content : Remember after Seeing instead of Burn after Reading.” Proceedings of the European Marketing Academy, European Marketing Academy, 2021, p. 94779, http://proceedings.emac-online.org/pdfs/A2021-94779.pdf.
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