SUMMARY MARKETING COMMUNICATIONS: PART D –THE INTERACTIONS
(THEORY EXAM II)
MSc PERSUASIVE COMMUNICATION
Part D literature
W11 Consumer Empowerment
Literature
Buzeta, C. De Pelsmacker, P., & Dens, N. (2020). Motivations to use different social
media types and their impact on consumers' online brand-related activities
(COBRAs)
Eigenraam, A. W., Eelen, J., Van Lin, A., & Verlegh, P. W. (2018). A consumer-based
taxonomy of digital customer engagement practices.
Thomas, V. L., & Fowler, K. (2021). Close encounters of the AI kind: Use of AI
influencers as Brand endorsers.
W12 eWOM and Webcare
Literature
Fournier, S., Avery, J. (2011). The uninvited brand.
Van Noort, G., & Willemsen, L. M. (2012). Online damage control: The effects of proactive
vs. reactive webcare interventions in consumer-generated and brand-generated platforms.
Hennig-Thurau, T., Wiertz, C., & Feldhaus, F. (2014). Does Twitter matter? The impact of
microblogging word of mouth on consumers’ adoption of new movies.
W13 Ethics and Privacy
Literature
Boerman, S.C. & Van Reijmersdal, E.A. (2020). Disclosing influencer marketing on YouTube
to children: The moderating role of para-social relationship.
Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Online behavioral
advertising: A literature review and research agenda.
Campbell, C., Plangger, K., Sands, S., & Kietzmann, J. (2021). Preparing for an era of
deepfakes and AI-generated ads: A framework for understanding responses to
manipulated advertising.
Zarouali, B., Ponnet, K., Walrave, M., & Poels, K. (2017). “Do you like cookies?”
Adolescents' skeptical processing of retargeted Facebook-ads and the moderating
role of privacy concern and a textual debriefing.
Exam grade: 8.2 (this is all that’s left in Canvas)
, Guest lecture - Joanna Strycharz - Personalized
communication: societal and individual consequences
The broader theme of all this: What is computational advertising?
Broad, data-driven advertising approaches relying on enhanced computing capabilities,
mathematical models/algorithms, and the technology infrastructure to create and deliver messages,
and monitor an individual's behavior (what are you reading, your clicks, etc).
What is the difference with traditional advertising? We end up in an interdisciplinary scenario. It
includes computer science discipline.
Characteristics of CA:
Personalized
Data-driven - at the center of it all there is data.
Interactive - you don't have one way communication but both ways.
Continuous - across different media and devices.
Measurable - it is measurable. Easier and more possible than traditional media.
Vs traditional advertising - NEW ADVERTISING ECOSYSTEM:
REDEFINED ADVERTISING INDUSTRY: NEW TECH COMPANIES - GOOGLE.
Redefined consumers are more empowered and have more to say.
(THEORY EXAM II)
MSc PERSUASIVE COMMUNICATION
Part D literature
W11 Consumer Empowerment
Literature
Buzeta, C. De Pelsmacker, P., & Dens, N. (2020). Motivations to use different social
media types and their impact on consumers' online brand-related activities
(COBRAs)
Eigenraam, A. W., Eelen, J., Van Lin, A., & Verlegh, P. W. (2018). A consumer-based
taxonomy of digital customer engagement practices.
Thomas, V. L., & Fowler, K. (2021). Close encounters of the AI kind: Use of AI
influencers as Brand endorsers.
W12 eWOM and Webcare
Literature
Fournier, S., Avery, J. (2011). The uninvited brand.
Van Noort, G., & Willemsen, L. M. (2012). Online damage control: The effects of proactive
vs. reactive webcare interventions in consumer-generated and brand-generated platforms.
Hennig-Thurau, T., Wiertz, C., & Feldhaus, F. (2014). Does Twitter matter? The impact of
microblogging word of mouth on consumers’ adoption of new movies.
W13 Ethics and Privacy
Literature
Boerman, S.C. & Van Reijmersdal, E.A. (2020). Disclosing influencer marketing on YouTube
to children: The moderating role of para-social relationship.
Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Online behavioral
advertising: A literature review and research agenda.
Campbell, C., Plangger, K., Sands, S., & Kietzmann, J. (2021). Preparing for an era of
deepfakes and AI-generated ads: A framework for understanding responses to
manipulated advertising.
Zarouali, B., Ponnet, K., Walrave, M., & Poels, K. (2017). “Do you like cookies?”
Adolescents' skeptical processing of retargeted Facebook-ads and the moderating
role of privacy concern and a textual debriefing.
Exam grade: 8.2 (this is all that’s left in Canvas)
, Guest lecture - Joanna Strycharz - Personalized
communication: societal and individual consequences
The broader theme of all this: What is computational advertising?
Broad, data-driven advertising approaches relying on enhanced computing capabilities,
mathematical models/algorithms, and the technology infrastructure to create and deliver messages,
and monitor an individual's behavior (what are you reading, your clicks, etc).
What is the difference with traditional advertising? We end up in an interdisciplinary scenario. It
includes computer science discipline.
Characteristics of CA:
Personalized
Data-driven - at the center of it all there is data.
Interactive - you don't have one way communication but both ways.
Continuous - across different media and devices.
Measurable - it is measurable. Easier and more possible than traditional media.
Vs traditional advertising - NEW ADVERTISING ECOSYSTEM:
REDEFINED ADVERTISING INDUSTRY: NEW TECH COMPANIES - GOOGLE.
Redefined consumers are more empowered and have more to say.
