Premium
Consumer Branded #Hashtag Engagement: Can Creativity in TV Advertising Influence Hashtag Engagement?
Author(s) -
Stathopoulou Anastasia,
Borel Laurence,
Christodoulides George,
West Douglas
Publication year - 2017
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20999
Subject(s) - advertising , creativity , novelty , context (archaeology) , psychology , relevance (law) , social media , business , computer science , social psychology , world wide web , political science , paleontology , law , biology
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 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.