Home > Research > Publications & Outputs > Supporting the adoption funnel with differentia...

Associated organisational unit

View graph of relations

Supporting the adoption funnel with differential effects from traditional advertising, online displays, and a micro-influencer campaign

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSNConference contribution/Paperpeer-review

Published

Standard

Supporting the adoption funnel with differential effects from traditional advertising, online displays, and a micro-influencer campaign. / Dost, Florian; Phieler, Ulrike.
ICIS2018 Proceedings . AIS Electronic Library, 2018.

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSNConference contribution/Paperpeer-review

Harvard

APA

Vancouver

Author

Bibtex

@inproceedings{19314fc945d440fbb98991a8d3f34a0c,
title = "Supporting the adoption funnel with differential effects from traditional advertising, online displays, and a micro-influencer campaign",
abstract = "Growing a digital platform requires bringing users to the platform and converting them into adopting the online service or community. Growth may be supported with advertising, but knowledge about what type of advertising affects what stage in the adoption funnel is incomplete. This research investigates how television and print advertising, digital banners, and firm-created word-of-mouth from a micro-influencer campaign differentially affect aggregate-level searches, platform visits, and platform sign-ups of a new lifestyle and home decoration online community platform. Results from the endogeneity-bias-controlled funnel model indicate, that traditional advertising helps in early stages, digital banner advertisements bring users directly to the platform at intermediate stages, and firm-created word-of-mouth helps converting users in the last stages of the adoption funnel. These findings complement existing adoption funnel studies with fewer or different advertising or funnel variables. For managers, the results imply that advertising can address bottlenecks in the platform adoption funnel. {\textcopyright} International Conference on Information Systems 2018, ICIS 2018.All rights reserved.",
keywords = "Micro-influencer campaign, Multichannel advertising, Platform adoption funnel, Word-of-mouth, Information systems, Information use, Differential effect, Intermediate stage, Multichannel, On-line communities, Print advertising, Word of mouth, Marketing",
author = "Florian Dost and Ulrike Phieler",
year = "2018",
month = dec,
day = "13",
language = "English",
booktitle = "ICIS2018 Proceedings",
publisher = "AIS Electronic Library",

}

RIS

TY - GEN

T1 - Supporting the adoption funnel with differential effects from traditional advertising, online displays, and a micro-influencer campaign

AU - Dost, Florian

AU - Phieler, Ulrike

PY - 2018/12/13

Y1 - 2018/12/13

N2 - Growing a digital platform requires bringing users to the platform and converting them into adopting the online service or community. Growth may be supported with advertising, but knowledge about what type of advertising affects what stage in the adoption funnel is incomplete. This research investigates how television and print advertising, digital banners, and firm-created word-of-mouth from a micro-influencer campaign differentially affect aggregate-level searches, platform visits, and platform sign-ups of a new lifestyle and home decoration online community platform. Results from the endogeneity-bias-controlled funnel model indicate, that traditional advertising helps in early stages, digital banner advertisements bring users directly to the platform at intermediate stages, and firm-created word-of-mouth helps converting users in the last stages of the adoption funnel. These findings complement existing adoption funnel studies with fewer or different advertising or funnel variables. For managers, the results imply that advertising can address bottlenecks in the platform adoption funnel. © International Conference on Information Systems 2018, ICIS 2018.All rights reserved.

AB - Growing a digital platform requires bringing users to the platform and converting them into adopting the online service or community. Growth may be supported with advertising, but knowledge about what type of advertising affects what stage in the adoption funnel is incomplete. This research investigates how television and print advertising, digital banners, and firm-created word-of-mouth from a micro-influencer campaign differentially affect aggregate-level searches, platform visits, and platform sign-ups of a new lifestyle and home decoration online community platform. Results from the endogeneity-bias-controlled funnel model indicate, that traditional advertising helps in early stages, digital banner advertisements bring users directly to the platform at intermediate stages, and firm-created word-of-mouth helps converting users in the last stages of the adoption funnel. These findings complement existing adoption funnel studies with fewer or different advertising or funnel variables. For managers, the results imply that advertising can address bottlenecks in the platform adoption funnel. © International Conference on Information Systems 2018, ICIS 2018.All rights reserved.

KW - Micro-influencer campaign

KW - Multichannel advertising

KW - Platform adoption funnel

KW - Word-of-mouth

KW - Information systems

KW - Information use

KW - Differential effect

KW - Intermediate stage

KW - Multichannel

KW - On-line communities

KW - Print advertising

KW - Word of mouth

KW - Marketing

M3 - Conference contribution/Paper

BT - ICIS2018 Proceedings

PB - AIS Electronic Library

ER -