Measuring Social Media Advertising Effectiveness by Quantitative Behavioral Response Metrics: the Case of the (Freemium) Mobile Games of Company X
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School of Business |
Master's thesis
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en
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75
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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.Description
Thesis advisor
Luoma, JukkaTikkanen, Henrikki