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Zocht je misschien: realtime?

Spot-on creativity: creativity biases and their differential effects on consumer responses in (non-)real-time marketing

K. Mazerant-Dubois; L.M. Willemsen; P.C. Neijens; G. van Noort

A challenge in digital content marketing is to create meaningful messages on meaningful moments. To do so, brands frequently align social media messages with topical moments, also known as Real-time Marketing (RTM). While RTM aims to make meaningful connections, the creative development is subject to …

2020-08-31ICT & MediaArtikel

Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

L.M. Willemsen (Lector); K. Mazerant-Dubois (Onderzoeker); Anne-Lise Kamphuis; Gerrita van der Veen

Social media are increasingly populated with brand messages that are linked to timely events, a practice that is also known as real-time marketing (RTM). In this study, we examine whether RTM is an effective strategy to boost sharing behaviour, and if so, what moment- and content-related characteristics …

2019-01-03ICT & MediaArtikel

Real time is real money: the effectiveness of RTM as a strategy to increase the sharing of brand tweets

Komala Mazerant; Lotte Willemsen; Anne-Lise Kamphuis; Gerrita van der Veen

Twitter timelines are increasingly populated with brand tweets that are linked to public events, a practice that is also known as real-time marketing (RTM). In two studies, we examine whether RTM is an effective strategy to boost sharing behavior, and if so, what event- and content-related characteristics …

2017-03-22ICT & Media; …Conferentiebijdrage

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Spot-on creativity: creativity biases and their differential effects on consumer responses in (non-)real-time marketing

Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

Real time is real money: the effectiveness of RTM as a strategy to increase the sharing of brand tweets

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