The Effects of Twitter Advertisements on Product Purchasing
A proposal to use Twitter as an advertising platform.
# 154112 | 1,294 words | 4 sources | 2014 |
Published on Jan 26, 2015
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Twitter is an effective platform for advertising because it is appealing to users do to the less intrusive advertisements. This experiment outlines the basis for testing whether Twitter is a reliable source of advertising to influence a person to buy an advertised product.
From the Paper:"This builds a foundation for our studies on the Twitter advertisements. We wanted to focus on the effectiveness of these advertisements and the perceptions of the advertisements to Twitter users. Students from The Ohio State University communications department have recently participated in our research for this hypothesis. Our focus group was the first step. All participants had an active twitter account. Usage of twitter was consistent on an introvert level; only four of the nine respondents reported they generate original content (not a retweet, but their own words). With this knowledge, we can explore the idea that the receptive nature of the user may in fact make someone more vulnerable to advertising messages given the nature of Twitter's users. Following logical thought, the more exposures to Twitter, the more a message can be seen. Three people responded with once to a few times a week, three with one to two times a day, and three with more than four times daily. When respondents were asked if they were aware of the paid advertisements on their feeds, despite varying usage responses, all nine respondents reported they had in fact noticed the advertisements. Each participant then pulled their Twitter feed up to look for the advertisements. Females reported the advertisements did not seem to target their specific interests, but were related to women in general, while males reported that the advertisements did target some interests. When asked for their opinions on the ads, respondents reported they were either upset by the ads or disregard them completely.
"The next step of our research was to conduct a survey. The beginning of the survey asked questions related to demographics such as gender and age. They then were asked broad questions regarding their use of Twitter. They then went on to answer questions pertaining to advertisements on Twitter as well as their views on such advertisements. After analyzing the data, we in fact did find there was a correlation between advertisements seen on Twitter and if that item was purchased after viewing that advertisement. The correlation was significant at the 0.01 level. After looking at our previous studies, our hypothesis is further supported. The hypothesis for the proposed study is as follows."
Sample of Sources Used:
- Chen, Y. and He, C. (2006). Paid Placement: Advertising and Search on the Internet. NET Institute. (1-27).
- Dreze, X. and Hussherr, F. (2003). Internet Advertising: Is Anybody Watching? Journal of Interactive Marketing 17 (4), 8-23.
- Leckenby, J. D. and Hairong L. (2000). Why We Need the Journal of Interactive
- Advertising. Journal of Interactive Advertising, 11.
Cite this Research Proposal:
The Effects of Twitter Advertisements on Product Purchasing (2015, January 26) Retrieved August 11, 2020, from https://www.academon.com/research-proposal/the-effects-of-twitter-advertisements-on-product-purchasing-154112/
"The Effects of Twitter Advertisements on Product Purchasing" 26 January 2015. Web. 11 August. 2020. <https://www.academon.com/research-proposal/the-effects-of-twitter-advertisements-on-product-purchasing-154112/>