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  2. School of Management and Law
  3. Publikationen
  4. Publikationen School of Management and Law
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dc.contributor.authorStallone, Valerio-
dc.contributor.authorKoller, Sandro-
dc.date.accessioned2022-01-27T16:00:50Z-
dc.date.available2022-01-27T16:00:50Z-
dc.date.issued2021-
dc.identifier.urihttp://proceedings.emac-online.org/pdfs/A2021-94779.pdfde_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/24026-
dc.description.abstractEphemeral 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.de_CH
dc.language.isoende_CH
dc.publisherEuropean Marketing Academyde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectEphemeral contentde_CH
dc.subjectOnline advertisingde_CH
dc.subjectSocial mediade_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleEphemeral social media content : remember after seeing instead of burn after readingde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.conference.details50th Annual European Marketing Academy Conference (EMAC), Madrid, Spain (online), 25-28 May 2021de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.start94779de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.title.proceedingsProceedings of the European Marketing Academyde_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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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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