The Influence of Goals and Timing: How Campaigns Deploy Ads on Facebook
The Influence of Goals and Timing: How Campaigns Deploy Ads on Facebook
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目标和时机的影响：营销活动如何在 Facebook 上部署广告
DOI：
10.1080/19331681.2021.1874585
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发表时间：
2021
影响因子：
2.6
通讯作者：
Michael M. Franz
中科院分区：
文献类型：
--
作者：
Travis N. Ridout;E. Fowler;Michael M. Franz
摘要我们研究了在当前的数字时代，广告活动如何使用广告，以及支出决策如何取决于广告活动的阶段和所追求的特定目标。我们的调查依赖于一个数据库，该数据库由2018年24个不同的美国参议院竞选活动在Facebook上投放的数千个广告组成。最后，我们发现，活动在他们的Facebook广告中追求大量的目标，活动的顺序对追求的目标有重大影响。
ABSTRACT We examine how campaigns use advertising in the current digital era – and how spending decisions depend on the stage of the campaign and the particular goal being pursued. Our investigation relies on a database consisting of thousands of ads placed on Facebook by 24 different U.S. Senate campaigns in 2018. In the end, we find that campaigns pursue a large number of goals in their Facebook advertising and that the sequence of the campaign has a major influence on the goals pursued.