Reference:  Van Noort, G., Antheunis, M.L., & Verlegh, P.W.J. (2014). Enhancing the effects of social network site marketing campaigns. If you want customers to like you, ask them about themselves in International Journal of Advertising, 33(2), 235-252

Summary:

Social networking sites (SNS) and social media platforms have become tools for marketers to be present on the internet and a reason to have a more personal relationship with their customers, or people who visit their page. Social networking sites are now not only platforms where people can connect to one another, but also used to promote brands, products and services. Interactive advertising campaigns can be defined as all forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, and referrals, slotting fees, classified ads and interactive television commercials.

Here in this article, the main focus goes for the interactive advertising campaign on social networking sites (SNS) , and in this interactive advertising campaign three components make it up: the advertising, the campaign and the viral feature or the “tell a friend” feature. Benefits of social networking campaigns include creating brand engagement with the customers and page visitors, and gathering personal information on people in order to personalize further future marketing efforts to sustain the relationship with the customers. The main question that is asked in this article is: how consumers’ self-disclosing would breed linking for the brand?

Social networking sites campaigns are developed as interactive brand games so that people could relate and enjoy participating, and not feel like this is an obligation. Self-disclosure plays a central role in the development and the sustainability of relationships. When people disclose of personal information to other people, they unconsciously form a bond with that other person and a sense of liking. In comparison to the marketing context, and specifically in consumer brand-relationships the studies concluded and found that disclosing personal information to a brand in an online marketing campaign creates a feeling of ‘liking” towards the brand and even the intention to purchase as well as communicate to others and engage in word-of-mouth. “Disclosure enhances the virality of marketing campaigns and the willingness of people to share the campaign with others present in the same network.”