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 language | English |
|---|---|
| Pages (from-to) | 133-150 |
| Number of pages | 18 |
| Journal | International Journal of Marketing, Communication and New Media |
| Volume | 2 |
| Issue number | 2 |
| Publication status | Published - 2014 |
Keywords
- Sinergias entre diferentes media
- execuções criativas
- Marca
- Redes Sociais