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Advertising Versus Invertising: The Influence of Social Media

PSYC 552 Presentation

Ashlee C

on 30 August 2014

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Transcript of Advertising Versus Invertising: The Influence of Social Media

Advertising Versus Invertising: The Influence of Social Media Efforts on Consumer Attitudes and Brand Relationship
Online Advertising Continues to Grow
$26,040,000,000 spent in 2010

$22,660,000,000 in 2009

15% growth!
Vehicles of Online Advertising
Banner Ads
Two Types of Marketing
Intrusive (e.g., pop up ad)
Nonintrusive (e.g., SEO)
Social Media Ad/In-vertising
Advertising: broadcast of messages.
Example: banner ads

Invertising: invite ads into people’s lifes.
Example: fan pages & Twitter brand accounts

Consumer-Brand Relationships
Self-connection with brands: the degree to which the brand shows an aspect of the consumer’s self.

Example: I am a man shopping at Whole Foods, and I am a healthy person.

Consumers will perceive social media invertising more favorably and as less intrusive than social media advertising.

Social media invertising should result in higher consumer self- brand connections than brands with no social media invertising.
for chance @
Attitude to Social Media Marketing
Haghirian, Madlberger, and Tanuskova (2005) 5-item Scale
Plus one item to measure perceptions of intrusiveness

Strongly Agree 1 2 3 4 5 Strongly Disagree
Self-Brand Connections
Reported a regularly purchased brand that they interact with in social media
Separate measures for Advertising and Invertising
Reported a regularly purchased brand that they don't interact with in social media
Completed Escalas & Bettman's (2003) 7-item brand connection scale for reported brands.
Note: If participant reported a brand that they interacted with on social media, completed scale and answered 3 open-ended questions about motivation to socially interact with the brands
Completed demographics

Were debriefed and thanked
Social Media "Booms"
Social Media Advertising vs Social Media Invertising
Social Media Advertising vs Social Media Invertising
Self-Brand Connection: Interaction vs Non-interaction
Consumer Interaction with Invertising
Companies should make sure the content is interesting enough for the consumer to share it.
Motivations to Join Invertising:

The brand itself

Periodic promotions will help the brand gain more following.

Utilitarian benefits: To receive knowledge or information from the brand.

Companies can provide special promotions available exclusively for the members of the page.

Brands can benefit from presence in
social media in the form of invertising!

Social Media
Mobile Marketing
Full transcript