SMM4 - Interactivity, personalization & social entertainment

What are the four components of interactivity according to Lee (2005)?

1. User control 2. Responsiveness 3. Personalization 4. Connectedness

Define user control as a component of interactivity

The degree of control the user has over the timing and sequence of interaction, e.g. a clickable button

Define connectedness as a component of interactivity, with an example

The extent to which a user can share information with others; e.g. a campaign hashtag that connects content across users

Why can highly interactive ads sometimes be bad for a brand?

They can score lower on message attention, recall, and recognition unless well constructed (using vividness and anthropomorphism)

What is the difference between segmentation, targeting, and personalization?

Segmentation divides the market into groups (precedes targeting); targeting aims campaigns at a specific group; personalization uses personal data to make content unique to the individual

What are the two main advantages of personalization in SMM?

1. Gives consumers a sense of control over content 2. Mitigates information overload

Which has a stronger positive link to advertising outcomes in SMM: interactivity or personalization?

Personalization — it is associated with more positive advertising outcomes; interactivity can have a negative impact

Name the five (six) types of segmentation discussed

Geographical, demographic, psychographic, benefit segmentation, behavioral segmentation (plus social footprint/digital identity)

Why is psychographic segmentation considered one of the richest segmentation types?

It segments based on personality, motives, lifestyles, attitudes and opinions, allowing deep understanding of what people do, think and like, beyond just demographics

What are the three types of social entertainment named in this lecture?

Social games, social music, social TV

What is the difference between in-game advertising and advergames?

In-game advertising places ads within a game made by another company (paid); advergames are standalone games developed specifically to promote a brand (owned)

According to Ghosh et al. (2022), which group responds better to advergames vs. in-game ads, and why?

Children respond better to advergames (better cognitive fit, less persuasion knowledge to recognize the attempt); older individuals respond better to in-game ads

What did Brüns & Meißner (2024) find about brands using GenAI to fully automate content creation?

Consumers find these brands less authentic, which negatively affects post credibility, EWOM intentions, and brand loyalty

How can brands reduce the negative authenticity effect of using GenAI?

By using GenAI as assistance to support human creators rather than fully automating content creation

What is algorithm aversion?

The tendency for people to distrust and reject algorithm-generated outputs, even when the algorithm outperforms humans

Wat is het verschil tussen screen placement en script placement?

Screen placement: het product is zichtbaar in beeld zonder vermelding; script placement: het product wordt genoemd/besproken in de dialoog of het verhaal

Een automerk sponsort de auto die in een tv-programma wordt gebruikt, zonder dat personages erover praten — welk begrip?

Screen placement (vorm van product placement)