What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model: Measuring the Effects on Sales of "Likes" and Other Social-Network Stimuli
Malte Brettel
RWTH Aachen University
Jens-Christian Reich and Jose Gavilanes
RWTH Aachen University/The Boston Consulting Group
Tessa Flatten
TU Dortmund
MANAGEMENT SLANT
- On Facebook, a user’s click on “Like” is a strong long-term sales driver due to high carryover effects.
- Visits to a company”s Facebook page are strong short-term sales drivers.
- “Likes” and contributions to a Facebook page create substantial, positive synergy effects.
- “Stream” (news feed) impressions have a significantly negative sales impact.
- Further research is needed to...