Igor Makienko

Keep It Simple, Readability Increases Engagement on Twitter: An Abstract

Today, virtually all organizations are confronted with substantial competition. This is especially the case in social media, where an increasing number of firms are vying for consumer engagement on platforms such as Twitter, Facebook, Google+, and others. To engage with consumers in social media, firms often communicate with consumers using brand posts on social media platforms.

Factors Affecting Exam Completion Speed, Exam Performance, and Nonexam Performance

This study investigates how factors such as student achievement goals for a course, language skills, outside work commitments, and test anxiety are related to performance on multiple-choice exams and nonexam assignments. The study also explores whether these factors explain the time taken to complete exams and whether exam completion speed is related to exam performance. We find that exam performance is negatively related to test anxiety and avoidance goals and positively related to study effort, performance approach goals, and English language skills. Performance on nonexam assignments is positively related to performance approach goals and a review-oriented test-taking strategy and related in an inverted U-shaped relationship to outside employment. Overall, the results suggest that students who are motivated to get good grades do the best—not those most engaged in the course or those interested in mastering the subject. Students who take longer to complete multiple-choice exams tend to be those who have weaker language skills, those with more test anxiety and those who utilize a review-oriented test-taking strategy. However, exam-taking speed is best viewed as a symptom of these factors; it is not related to exam performance when controlling for those factors.

Test of Information Processing Models in the Credit Card Offer Context

Normative economics perspective (or more precisely invariance principle) suggests that when resulting economic values of two offers are identical, consumers should be indifferent between the offers regardless of their presentation format. However, research literature shows that in real life consumers often violate such predictions and are influenced by the way the offer is presented. Choices that are normatively equivalent are often viewed as distinct when they are framed differently (Tversky and Kahneman, 1981).

The Concept of Effective Frequency and Local Media Planning Practice. Review of Factors Affecting Effective Frequency

Effective frequency, a cornerstone of media planning, says how many times consumers should be exposed to advertising in order for advertising to be the most effective. Basic effective frequency level is believed to be ‘three-plus’ exposures and this figure is adopted by most media planners. Beside the basic level, marketing, media and creative copy factors influence the final determination of effective frequency level. Such factors, defined by Ostrow in 1982, were not revised for more than 25 years and still are used in media planning textbooks. This exploratory study examines how local media professionals make their decisions about frequency levels for advertising campaigns. The study focuses on local advertising campaigns because nearly half of all money spent on advertising comes from local advertisers (Jugenheimer, Barban and Turk, 1992). Despite this fact very little has been done on a local level, where more restrictions and limitations are usually imposed on media planning (Otnes and Faber, 1989).

Beyond the Return on Advertising: Elasticity of the Return on Advertising as a Diagnostic Metric to Maximize Profit

With increased marketing expenditures, managers need to be equipped with valid and reliable measures capable of showing links between marketing investments and a firms profitable performance. In this paper we demonstrate that traditional return on advertising (ROA) can be a misleading metric if a firms goal is profit maximization. Then, we introduce a new diagnostic tool: the elasticity of ROA and show how this metric can help marketing managers to choose more profitable levels of advertising. This new measure has the same virtues as other traditional measures of elasticity and provides real advantages over the conventional metrics.

Perception of humour banner advertising: a conceptual framework

Online advertising has become a very popular and cost effective communication tool for marketers. However, humour banner advertising has never received attention from the researchers. We develop a conceptual framework of how consumers perceive humour banner advertising. When online consumers are not actively looking for a product and exposed to banners involuntarily, they try to minimise their cognitive efforts and process peripheral cues of the advertising message rather than the message content. Thus, they form preliminary attitudes toward the banner and the advertised brand based on the favourability of peripheral cues. As humour represents a strong executional cue and is the perfect attention-grabbing tool with a low-involved audience, in general, humour banner advertising is likely to be more effective in an online environment than non-humour banner advertising. We also discuss how content relevance between an advertised brand and the website, an individual’s need for cognition and the type of consumer online behaviour moderate the effectiveness of humour banner advertising. An extensive literature review is used to identify the research findings that support our conceptual framework.