Final published version
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Conference contribution/Paper › peer-review
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Conference contribution/Paper › peer-review
}
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 -