Borah, A, Banerjee, S orcid.org/0000-0001-5171-2612, Lin, Y-T et al. (2 more authors) (2020) Improvised Marketing Interventions in Social Media. Journal of Marketing, 84 (2). pp. 69-91. ISSN 0022-2429
Abstract
Online virality has attracted the attention of academics and marketers who want to identify the characteristics of online content that promote sharing. This article adds to this body of research by examining the phenomenon of improvised marketing interventions (IMIs)—social media actions that are composed and executed in real time proximal to an external event. Using the concept of quick wit, and theorizing that the effect of IMIs is furthered by humor and timeliness or unanticipation, the authors find evidence of these effects on both virality and firm value across five multimethod studies, including quasiexperiments, experiments, and archival data analysis. These findings point to the potential of IMIs in social media and to the features that firms should proactively focus on managing in order to reap the observed online sharing and firm value benefits.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © American Marketing Association 2020. This is an author produced version of an article published in the Journal of Marketing. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | firm value, humor, improvisation, improvised marketing interventions, social media, virality |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 19 Dec 2019 10:53 |
Last Modified: | 23 Mar 2020 16:41 |
Status: | Published |
Publisher: | SAGE Publications |
Identification Number: | 10.1177/0022242919899383 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:154774 |