Abstract

Research has showed that aligning brand messages with topical events is a success formula for evoking positive consumer responses, in which ad creativity (i.e., originality, meaningfulness, and craftsmanship) and timing (i.e., the time between the start of an event and the appearance of a Topical Advertising message) play a pivotal role. This was demonstrated in the context of short, ending topical events. Less is known about the effects of aligning brand messages with enduring events that have no anticipated end date. Relying on news value theory and creativity literature, this paper explores the effects of Topical Advertising on engagement and the role of creativity and timing in the context of an enduring event: COVID-19. Based on a content analysis of 1,454 Twitter brand messages, the results showed positive effects of Topical Advertising for enduring events too. However, brands only benefited from chiming in at the start of an enduring event, considering that the positive effects on engagement declined as time progressed. Implications are discussed.

摘要

研究表明，将品牌信息与主题事件结合起来是引起消费者积极反应的成功公式，其中广告创意（即原创性、意义和工艺）和时机（即事件开始与出现之间的时间）主题广告消息）起着举足轻重的作用。这在简短、结束的主题事件的背景下得到了证明。人们对将品牌信息与没有预期结束日期的持久事件保持一致的影响知之甚少。本文依靠新闻价值理论和创造力文献，探讨了专题广告对参与度的影响以及创造力和时机在持久事件 COVID-19 背景下的作用。基于对 1,454 条 Twitter 品牌消息的内容分析，结果也显示了专题广告对持久事件的积极影响。然而，考虑到对参与度的积极影响会随着时间的推移而下降，品牌只能从持久活动开始时的插话中获益。讨论了影响。