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Successfully advertising nondurable goods on Facebook : the hard way or the informative way? Insights in to what extent a content marketing advertising approach for nondurable goods advertised on Facebook versus a traditional advertising approach differ in effectiveness

Hutting, M.T (2018) Successfully advertising nondurable goods on Facebook : the hard way or the informative way? Insights in to what extent a content marketing advertising approach for nondurable goods advertised on Facebook versus a traditional advertising approach differ in effectiveness.

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Abstract:Scientific knowledge about the effectiveness of using a content marketing advertising approach for digital marketing is lacking. Therefore, this exploratory study aims to give insights into what extent the effectiveness differs between using the soft, indirect advertising approach of content marketing for advertising nondurable goods on Facebook compared to the direct, hard sell, traditional advertising approach. First, this study showed that both types of Facebook advertisements were recognized as being an advertisement. Second, this study found a marginal but not significant pattern of the evoked attitudes towards the advertisement in favour of the content marketing advertising approach. However, respondents significantly preferred receiving Facebook advertisements with a traditional advertising approach instead of a content marketing advertising approach. As a final, this study found significant evidence for disfavour of receiving Facebook advertisements. This master thesis provides practical insights for marketers for designing social media strategies. Besides, it has laid a foundation of insights for further research into applying the content marketing advertising approach for nondurable goods on Facebook.
Item Type:Essay (Master)
Clients:
Isobar, Amsterdam, The Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74402
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