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.
|Number of pages||18|
|Journal||International Journal of Marketing, Communication and New Media|
|Publication status||Published - 2014|
- Sinergias entre diferentes media
- execuções criativas
- Redes Sociais