The impact of different TV commercial executional cues on the awareness of the brand Facebook profile: an empirical study with young adults

Luca Sigot, Luísa Agante, Michelle Quintano

Research output: Contribution to journalArticlepeer-review

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.
Original languageEnglish
Pages (from-to)133-150
Number of pages18
JournalInternational Journal of Marketing, Communication and New Media
Volume2
Issue number2
Publication statusPublished - 2014

Keywords

  • Sinergias entre diferentes media
  • execuções criativas
  • Marca
  • Redes Sociais

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