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    Consumer branded #hashtag engagement: can creativity in TV advertising influence hashtag engagement?

    Stathopoulou, Anastasia and Borel, Laurence and Christodoulides, George and West, D. (2017) Consumer branded #hashtag engagement: can creativity in TV advertising influence hashtag engagement? Psychology & Marketing 34 (4), pp. 448-462. ISSN 0742-6046.

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    Abstract

    This study examines the effects of creativity on consumer branded hashtag engagement in the context of TV advertising. Applying a qualitative design, two types of TV commercials were selected: humorous and warmth. This was followed by a quantitative study with 259 participants suggesting that novelty and relevance in TV advertisements together with brand familiarity are important drivers of consumer branded hashtag engagement. Consumer branded hashtag engagement, in turn, encourages consumers to share the advertisements online through different social media platforms. In addition, brand familiarity and the type of TV advertisement were found to be significant moderators. The results of this study highlight the pertinence of hashtags for consumer-brand engagement and contribute to a better understanding of consumer branded hashtag engagement in advertising. Guidance to advertisers on how to utilize creativity in TV advertisements to encourage consumer engagement with the brand is offered.

    Metadata

    Item Type: Article
    Additional Information: This is the peer reviewed version of the article, which has been published in final form at the link above. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: George Christodoulides
    Date Deposited: 15 Feb 2017 15:37
    Last Modified: 25 Jun 2020 00:58
    URI: http://eprints.bbk.ac.uk/id/eprint/18152

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    • Consumer branded #hashtag engagement: can creativity in TV advertising influence hashtag engagement? (deposited 15 Feb 2017 15:37) [Currently Displayed]

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