Improvised marketing interventions in social media
File(s)
Published version
Author(s)
Borah, Abhishek
Banerjee, Sourindra
Lin, Yu-Ting
Jain, Apurv
Eisingerich, Andreas
Type
Journal Article
Abstract
Online virality has attracted the attention of academics and marketers who seek to identify the characteristics of online content that promote sharing. This article adds to this body of research by examining the phenomenon of improvised marketing interventions (IMIs)—social media actions that are composed and executed in real-time proximal to an external event. Using the concept of quick wit and theorizing that the effect of IMIs is furthered by humor and timeliness or unanticipation, the authors find evidence of this effect on both virality and firm value across five multi-method studies, including quasi-experiments, experiments, and archival data analysis. These findings point to the potential of improvised marketing actions in social media and to the features that firms should proactively focus on managing in order to reap the observed online sharing and firm value benefits.
Date Issued
2020-03-01
Date Acceptance
2019-12-16
Citation
Journal of Marketing, 2020, 84 (2), pp.69-91
ISSN
0022-2429
Publisher
SAGE Publications
Start Page
69
End Page
91
Journal / Book Title
Journal of Marketing
Volume
84
Issue
2
Copyright Statement
© The Author(s) 2020. This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages (https://us.sagepub.com/en-us/nam/open-access-at-sage).
License URL
Identifier
https://journals.sagepub.com/doi/10.1177/0022242919899383
Subjects
Social Sciences
Business
Business & Economics
firm value
humor
improvisation
improvised marketing interventions
social media
virality
WORD-OF-MOUTH
ORGANIZATIONAL IMPROVISATION
GENERATED CONTENT
SHAREHOLDER VALUE
ONLINE
HUMOR
RETURNS
CHATTER
VALUATION
NETWORKS
1505 Marketing
1506 Tourism
Marketing
Publication Status
Published
Date Publish Online
2020-01-28