Increasing brand attractiveness and sales through social media comments on public displays --- evidence from a field experiment in the retail industry

Authors:
Erica Dubach Spiegler;Christian Hildebrand;Florian Michahelles
Affiliations:
ETH Zurich, Zurich, Switzerland;University of St. Gallen, St. Gallen, Switzerland;ETH Zurich, Zurich, Switzerland
Venue:
Pervasive'12 Proceedings of the 10th international conference on Pervasive Computing
Year:
2012

Citing 11
Cited 1

Advertising in a pervasive computing environment

WMC '02 Proceedings of the 2nd international workshop on Mobile commerce
Changes in use and perception of facebook

Proceedings of the 2008 ACM conference on Computer supported cooperative work
ReflectiveSigns: Digital Signs That Adapt to Audience Attention

Pervasive '09 Proceedings of the 7th International Conference on Pervasive Computing
MyAds: A system for adaptive pervasive advertisements

Pervasive and Mobile Computing
All about me: Disclosure in online social networking profiles: The case of FACEBOOK

Computers in Human Behavior
Mobile interaction with static and dynamic NFC-based displays

Proceedings of the 12th international conference on Human computer interaction with mobile devices and services
Toward a Platform for Pervasive Display Applications in Retail Environments

IEEE Pervasive Computing
Mobile Phones and Outdoor Advertising: Measurable Advertising

IEEE Pervasive Computing
From Space to Stage: How Interactive Screens Will Change Urban Life

Computer
Pervasive Advertising

Pervasive Advertising
Understanding social media marketing: a case study on topics, categories and sentiment on a Facebook brand page

Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments

Inch-scale interactive displays for social object annotation

Proceedings of the 2013 ACM conference on Pervasive and ubiquitous computing adjunct publication

Quantified Score

Hi-index	0.00

Visualization

Abstract

Retailers and brands are just starting to utilize online social media to support their businesses. Simultaneously, public displays are becoming ubiquitous in public places, raising the question about how these two technologies could be used together to attract new and existing customers as well as strengthen the relationship toward a focal brand. Accordingly, in a field experiment we displayed brand- and product-related comments from the social network Facebook as pervasive advertising in small-space retail stores, known as kiosks. From interviews conducted with real customers during the experiment and the corresponding analysis of sales data we could conclude three findings. Showing social media comments resulted in (1) customers perceiving brands as more innovative and attractive, (2) a measurable, positive effect on sales on both the brand and the product in question and (3) customers wanting to see the comments of others, but not their own, creating a give-and-take paradox for using public displays to show social media comments.