Measuring Social Media Advertising Effectiveness by Quantitative Behavioral Response Metrics: the Case of the (Freemium) Mobile Games of Company X

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Luoma, Jukka
dc.contributor.advisor Tikkanen, Henrikki Hu, Danna 2017-06-13T08:14:56Z 2017-06-13T08:14:56Z 2017
dc.description.abstract This study aims to discover a theory that would provide a conceptual grounding for measuring the effect and effectiveness of social media advertisement components. As new technologies emerging, mobile social media advertising has been witnessed with new challenges, which produces new possibilities for new media advertising. Thus, it is important to address the question of how to take advantage of advertising effectively on social media networks. This study discovers the content features of mobile advertisements and develops a conceptual model for effective advertising techniques in social media world. The theoretical framework of this study provides a better understanding of the characteristics of advertising through social media platforms. The empirical research examines the relationship between advertisers’ design tactics and consumers’ behavioral responses on social media advertisement campaigns on mobile devices. The research provides a better understanding of the links between campaign components and advertising effectiveness. The research results indicate that different configurations of advertisement components affect the advertising effectiveness measurements in terms of different perspectives of behavioral outcomes. The results suggest that mobile game advertisers should tailor the advertising campaigns according to the marketing goals: increasing awareness, establishing communication or interacting with audiences. The findings of the study not only provide valuable background for social media advertising effectiveness theory, but also offer a practical model for practitioners to develop effective social media advertising strategies, specifically in the mobile game industry. en
dc.format.extent 75
dc.language.iso en en
dc.title Measuring Social Media Advertising Effectiveness by Quantitative Behavioral Response Metrics: the Case of the (Freemium) Mobile Games of Company X en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword social media advertising en
dc.subject.keyword advertising effectiveness measurements en
dc.subject.keyword advertisement components en
dc.subject.keyword Consumer Behavioral responses en
dc.subject.keyword mobile advertising en
dc.subject.keyword mobile games en
dc.identifier.urn URN:NBN:fi:aalto-201706135580
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Marketing en
dc.subject.helecon markkinointi fi
dc.subject.helecon mainonta fi
dc.subject.helecon sosiaalinen media fi
dc.subject.helecon tehokkuus fi
dc.subject.helecon kuluttajakäyttäytyminen fi
dc.subject.helecon reaktio fi
dc.subject.helecon pelit fi
dc.subject.helecon viihde fi
dc.ethesisid 15049
dc.location P1 I fi

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