PT  - JOURNAL ARTICLE
AU  - Malte Brettel
AU  - Jens-Christian Reich
AU  - Jose M. Gavilanes
AU  - Tessa C. Flatten
TI  - What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model
AID  - 10.2501/JAR-55-2-162-175
DP  - 2015 Jun 01
TA  - Journal of Advertising Research
PG  - 162--175
VI  - 55
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/55/2/162.short
4100  - http://www.journalofadvertisingresearch.com/content/55/2/162.full
SO  - J Advert Res2015 Jun 01; 55
AB  - Online social networks have challenged the current knowledge of advertising effectiveness. Using 12 months of aggregate-level, daily data from a major German e-commerce retailer, the authors of the current study analyzed four types of advertising stimuli on Facebook—“stream” (news feed) impressions, page views, “Likes,” and user contributions—to determine their short-term and long-term impact on sales. Access to the data provided an opportunity to integrate a direct-aggregation approach that accounted for time lags between user activity and sales effects. This research builds on an earlier framework for studying how advertising works (Vakratsas and Ambler, 1999), reflecting changes brought on by emerging online channels.