Publication type: Conference paper
Type of review: Peer review (publication)
Title: Ephemeral social media content : remember after seeing instead of burn after reading
Authors: Stallone, Valerio
Koller, Sandro
et. al: No
Proceedings: Proceedings of the European Marketing Academy
Page(s): 94779
Conference details: 50th Annual European Marketing Academy Conference (EMAC), Madrid, Spain (online), 25-28 May 2021
Issue Date: 2021
Publisher / Ed. Institution: European Marketing Academy
Language: English
Subjects: Ephemeral content; Online advertising; Social media
Subject (DDC): 658.8: Marketing management
Abstract: 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
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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