Thursday, April 12, 2012

From the Journals: Ad Avoidance, User-Generated Content, Nonprofit Twitter Use

Continuing my periodic review of academic journal articles for public relations students and professionals who read my blog, I found three articles in recently published journals that I think will be of interest. Here are citations and key finding summaries:

Lovejoy, K; Waters, RD; Saxton, GD. “Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less.” Public Relations Review , 38 (2):313-318; JUN 1 2012
A review of 4655 tweets from 73 nonprofit organizations showed that the nation's largest nonprofits are not using Twitter to fully engage stakeholders. Instead, they use social media mostly as a one-way communication channel.  Less than 20% of total tweets demonstrate conversations;  only 16% demonstrate indirect connections to specific users.

Baek, TH; Morimoto, M. “STAY AWAY FROM ME Examining the Determinants of Consumer Avoidance of Personalized Advertising” Journal Of Advertising , 41 (1):59-76; SPR 1 2012
People concerned about privacy or simply irritated by ads in personal media are more likely to avoid ads altogether. But, if they perceive the ads have been personalized to their needs and interest consumers are less likely to avoid ads. In other words, it’s not the channel of mobile or social media, but the ad content itself that makes a campaign successful or not.

Christodoulides, G; Jevons, C; Bonhomme, J. “Memo to Marketers: Quantitative Evidence for Change How User-Generated Content Really Affects Brands” Journal Of Advertising Research , 52 (1):53-64; MAR 1 2012
The findings indicate that when consumers perceive they are co-creating brand content, part of its community, and have a positive self-concept they are more likely to be involved in user-generated content (UGC.) This in turn positively affects consumer-based brand equity. They key is building deeper relationships between consumers and brands in the age of social media.

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