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What is Synergy Effect

Impacts of Online Advertising on Business Performance
In the context of advertising and marketing industry, this term refers to two or more advertising/marketing activities are able to generate a response that are greater than the total effects of these activities if conducted alone.
Published in Chapter:
What Do Facebook Users Feel About Facebook Advertising?: Using an Experience Sampling Method (ESM) to Explore Their Digital Advertising Experiences
Yowei Kang (National Taiwan Ocean University, Taiwan) and Kenneth C. C. Yang (The University of Texas at El Paso, USA)
Copyright: © 2020 |Pages: 27
DOI: 10.4018/978-1-7998-1618-8.ch001
Abstract
Because of its popularity and rapid growth, Facebook has become a viable advertising medium for corporations to communicate with their consumers. The experiences of Facebook users are important to ensure the success of any Facebook advertising campaign. This chapter reports the findings from a qualitative study using the Experience Sampling Method (ESM) after recruiting Facebook college participants in a large university in the Southwest U.S. The ESM technique is a powerful tool to collect data to demonstrate participants' actual experiences and reflections when using Facebook and Facebook advertising. The authors use a signal contingent protocol to record participants' experiences in using Facebook and Facebook advertising after prompting participants to record their using experiences randomly. The findings will help online advertising researchers to better understand the feasibility of using Facebook as a potential advertising medium through a non-survey-based method to better assess potential impacts on businesses.
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