New publication about viral ads

This week a new publication of ours was published:
Ketelaar, P. E., Janssen, L., Vergeer, M., van Reijmersdal, E. A., Crutzen, R., & van ‘t Riet, J. (online first). The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites. Journal of Business Research. http://doi.org/10.1016/j.jbusres.2015.10.151

Below is the abstract

This study investigates which factors predict whether consumers will pass on viral advertising communications to their friends on a social network site. A conceptual framework consisting of three attitudinal and three social predictors of forwarding online content was tested using three real-life advertising campaigns that were spread simultaneously through the Dutch social network site Hyves. Results show that viral advertising pass-on behavior was significantly predicted by a positive attitude toward the brand, the advertisement, and toward viral advertising in general. For two of the three advertisements participants were more likely to forward the advertisement when the advertisement was received from a friend rather than a company. The present study is the first to investigate the predictors of actual pass-on behavior of viral advertisements in the context of a social network site, thereby significantly contributing to existing knowledge on the drivers of viral advertising success.

New publication in Information, Communication and Society

Early this week a new publication of mine, titled “Live audience responses to live televised election debates: time series analysis of issue salience and party salience on audience behavior” and co-authored by Philip Hans Franses was published (online first) in Information, Communication and Society. The article can be downloaded here, and the abstract is below.

Televised political debates are the platforms for party leaders to outline their party’s political programs and to attack those of their political opponents. At the same time journalists who moderate the debates are testing the party leaders’ ability to clearly outline and defend their programs. Television audiences of election debates evaluate these party leaders and political parties based on their television performances. Prior to the social media era, viewers’ evaluations were collected through phone surveys or web questionnaires. Nowadays viewers share their opinions in real-time on social media. Particularly Twitter is used in the Netherlands as the platform to share these opinions. In this study tweets produced by the audiences of five different televised debates that took place during the campaign for the Dutch 2012 parliamentary elections are analyzed in terms of tweeting about politicians and parties as well as political issues, as well as the content of the debates. This allowed us, using time series analysis, to test the relation between issue salience in debates and issue salience of the audience on Twitter. The issues of ‘Employment and income’ and ‘Europe’ were the most tweeted about, roughly aligning with the attention these issues received in televised debates. Findings further show there are consistent audience reactions to issues discussed in the debates: issues of ‘Housing’, ‘Care for the needy’, and ‘Europe’ showing the strongest effects. However, candidates and parties are not explicitly associated by people active on Twitter when certain political issues are being debated on TV.

New publication in Sociology Compass

Early September 2015 a new publication of mine was published in Sociology Compass, titled Twitter and Political Campaigning. It is a review article, discussing many approaches of studying the use of Twitter by politicians and citizens during election campaigns. The abstract of the article reads as follows:

The use of Twitter by politicians, parties, and the general audience in politics, particularly during election campaigns, has become an extremely popular research field almost overnight. Even though Twitter, a medium that emerged early in 2006 – the first tweet was posted on 21 March 2006 by Jack Dorsey, co-founder of Twitter – and elections occurring only every few years, it has already received much academic attention. The studies produced are very diverse, ranging from analyzing how politicians or citizens use Twitter, to looking at their activities and the content of political Twitter messages, to network studies of Twitter users. This review will cover many types of studies that characterize the field. The large diversity in the studies conducted on elections will be represented in this review of approaches.