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Social Networks in Pervasive Advertising and Shopping
Series
Human-Computer Interaction Series
ISBN
978-0-85729-351-0
Type
book section
Date Issued
2011
Author(s)
Editor(s)
Müller, Jörg
Alt, Florian
Michelis, Daniel
Abstract
With the proliferation of digital signage in the retail environment and the simultaneous rise in social networks, a new opportunity presents itself to show social network comments in stores. This chapter provides an overview of social networks and its relation to word of mouth marketing and will then apply these concepts to the role of social networking in advertising and retailing, particularly focusing on digital signage. Further, a case study of an experiment is presented where a chain of small-space retail stores measured the sales data in a controlled field study. This chapter will show that stores with digital signage displaying comments from social networks were able to increase sales, though not as much as those showing traditional advertising. Additionally, the data revealed that displaying product-specific social network comments a more effective than showing general brand-related comments. The chapter concludes with recommendations for placing social network comments on digital signage.
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Book title
Pervasive Advertising
Publisher
Springer London
Publisher place
London
Start page
207
End page
225
Pages
19
Subject(s)
Division(s)
Eprints ID
173828