Extract
[...] Engaging creative formats on social media: podcasting, video interviews, carousels, motion design . As we have just seen, the various studies that analyze different media demonstrate that advertising creativity in general is a factor that allows for improving the effectiveness of ads. This would be through a more positive evaluation by consumers and better memorability among those exposed, generally translating into additional purchases. The objective of this thesis being mainly focused on social media, it is essential to recall that a significant number of studies demonstrate that certain formats are more inclined than others to elicit engagement and a positive attitude towards advertising, the product, or the brand. [...]
[...] Key Questions : Likert scales to measure attitudes and perceptions, questions on engagement and memorability, demographic data to segment the results. Conclusion By opting for a mixed-method approach, we maximize our chances of producing a rigorous and comprehensive thesis, capable of providing nuanced and well-founded responses to your problem. This combined approach allows us to benefit from the advantages of both methodologies while minimizing their respective limitations. III. Collection and analysis of empirical data In this chapter, we propose to study the data collected in cross-sectional studies of two types: quantitative and qualitative. [...]
[...] However, in a context of increasing advertising saturation, it becomes increasingly difficult for advertisers to capture the attention of consumers and encourage their engagement. By engagement, we mean the entire set of interactions that a publication can generate among users. This ability to stimulate engagement is a crucial challenge for companies that communicate on networks. In fact, interactions such as likes, comments, or shares are as many indicators that allow measuring the performance of a campaign and evaluating its return on investment. [...]
[...] Platforms used, time spent per day, preferred content types, etc. 4. Section 3 : Perceptions of advertisements ? Knowledge of creative and technological advertisements. ? General attitudes towards these advertisements (Likert scale 1-5). 5. Section 4 : Engagement and Memorability ? Frequency of engagement (likes, shares, comments). ? Memorability of the advertisements (ability to remember the content). 6. [...]
[...] (1991) Memory and evaluation effects in competitive advertising environments. Journal of Consumer Research (March), pp. 463-475. Pittman, M., & Haley, E. (2023). Cognitive load and social media advertising. Journal of Interactive Advertising, 33-54. Yang, X., & Smith, R. E. (2009). Beyond attention effects: Modeling the persuasive and emotional effects of advertising creativity. Marketing Science, 935-949. [...]
