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Tailoring on the basis of social influence strategies (TBSIS)

the case of online advertisements of football club related products

This study concentrates on the effects of tailoring on the basis of social influence strategies (TBSIS) in online advertising. The aim of the research was to examine whether online advertisements that are tailored on the basis of social influence strategies (compared to not-tailored online advertisements) positively affect perceived social value of the product, attitude towards the advertisement, attitude towards the product and purchase intention, and to what extent identification with a sports team moderates these effects of TBSIS. An online experiment (N = 370) was conducted, whereby participants were exposed to an advertisement with a message that either contained a consensus, a scarcity or an authority strategy implementation. Based on their Susceptibility to Persuasion Scale (STPS) scores, participants were either allocated to the tailored or the not-tailored condition. The three-way ANOVA’s revealed that TBSIS did not result in a greater positive effect on perceived social value of the product, attitude towards the advertisement, attitude towards the product and purchase intention. Moreover, sport fan team identification did not moderate the effects of TBSIS. As a result, all eight hypotheses were rejected. However, an alternative measure for determining tailoring - TBSIS (alternative) - was proposed, which resulted in a significant main effect on perceived social value of the product; online advertisements that are tailored on the basis of social influence strategies have a greater positive effect on perceived social value of the product (H1). 

Uitgever(s): Universiteit van Amsterdam,

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Tailoring on the basis of social influence strategies (TBSIS) : the case of online advertisements of football club related products

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Yasin Tunçbilek

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communicatie
marketing
media
scripties

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