Like? Advertising practitioners views of social media as an advertising research tool

Kerr, Gayle & Dickinson, Sonia (2011) Like? Advertising practitioners views of social media as an advertising research tool. In Australia and New Zealand Marketing Academy Conference. (Unpublished)

Abstract

Given that both academics and marketers are dissatisfied with the current state of advertising research (Kerr and Schultz, 2010; Neff, 2011), the objective of this exploratory paper is to determine the position of world-leading advertising professionals on the use of social media to test, track and evaluate campaigns. Using Delphi methodology, an international panel of Cannes Gold Lion winners acknowledged that social media research has both strengths and weaknesses, the same as any research. Its strengths are its intimacy and spontaneity, bringing the brand and consumer closer. The real risk is the loss of control in this research environment.

Impact and interest:

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Full-text downloads:

100 since deposited on 16 May 2013
13 in the past twelve months

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ID Code: 60011
Item Type: Conference Paper
Refereed: No
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2011 please consult the authors
Deposited On: 16 May 2013 04:27
Last Modified: 16 May 2013 05:06

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