The use of new media in social marketing

Researcher(s): Katarina Panic, Verolien Cauberghe
Promotors: Verolien Cauberghe , Prof. dr. Patrick De Pelsmacker
Duration: from 01/02/2009 to 02/04/2014


Today, there is an enormous shift taking place in the global media landscape. The last two decades  are characterized by the ascent of ‘new, digital  media’ (e.g.  the Internet, smart phones, IDTV, computer games,..). As a result, new advertising formats and  techniques arise (like  branded websites, advergames, split-screen applications and mobile advertising).

Although research focusing on the effectiveness of these new advertising formats is rising, this is mainly focused on a commercial context. Little or no research can be found regarding the implementation of these new media in social marketing. Academic research can be found on both social marketing and the impact of new media advertising formats, but the combination of the two has not yet been explored.

Therefore, the main research question of this doctoral project is whether new, digital media can  contribute to  persuasive  effectiveness of messages in a social marketing context and how this implementation can have an impact on both affective (attitude, liking, fear, guilt..) and cognitive (processing, recall..) variables. More specific, we investigate if previous theories and techniques used in social advertising, such as the use of fear and guilt appeals, can successfully be  combined with message characteristics like interactivity, personalisation and simultaneous exposure.

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