Social Presence of an Affiliate Marketer in an Online Product Photo, Consumer's Clickthroughs and Sales

• Autorzy: Martyna Michalik , Ryszard Kłeczek

Warianty tytułu

Społeczna obecność marketera afiliacyjnego w komunikacji wizualnej produktu, konwersja online i sprzedaż

• Języki publikacji: EN

Abstrakty

EN

The goal of this article is to answer the question: what actions in the area of communicating online social presence increase the consumer's clickthroughs and online sales of the promoted offer in the affiliate marketing context. Six cases that concern visual communication of social presence, consumer's clickthroughs and sales have been analysed in the study. A replicable relationship between visually communicating social presence on a Facebook fan page and on the affiliate's blog, consumers' clickthroughs and sales value have been identified. Managerial implications of the research results are that affiliates should communicate: 1) product in use, 2) photo made by the affiliate, and expect a positive impact on both clickthroughs in the tracking link and sales. New knowledge from this study is the identified impact of social presence in visual communication on sales, while the authors of earlier studies checked the impact of social presence only on trust, purchase intent or likes, comments and conversion online.(original abstract)

Celem artykułu jest odpowiedź na pytanie: jakie działania w zakresie komunikowania obecności społecznej online zwiększają liczbę kliknięć konsumentów i sprzedaż promowanych ofert online w kontekście marketingu afiliacyjnego. W badaniu przeanalizowano sześć przypadków dotyczących wizualnej komunikacji obecności społecznej, kliknięć klientów i sprzedaży. Zidentyfikowano powtarzalny związek między wizualną komunikacją obecności społecznej na fanpage'u Facebooka i blogu partnera afiliacyjnego, kliknięciami klientów i wartością sprzedaży. Jeśli komunikacja wizualna oferty zawiera: 1) produkt w użyciu, 2) zdjęcie wykonane przez partnera afiliacyjnego, to można oczekiwać pozytywnego wpływu na kliknięcia w link przekierowujący na stronę reklamodawcy i na sprzedaż. Nową wiedzą z przeprowadzonego badania jest zidentyfikowany wpływ obecności społecznej w komunikacji wizualnej na sprzedaż, podczas gdy autorzy wcześniejszych badań sprawdzali wpływ obecności społecznej tylko na zaufanie, zamiary lub upodobania, komentarze i konwersję online.(abstrakt oryginalny)

Słowa kluczowe

EN

Marketing; Blogs; Marketing communication

PL

Marketing; Blogi; Komunikowanie marketingowe

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2019
• Numer: nr 6 (63)
• Strony: 184--195

Twórcy

autor

Martyna Michalik

• Senior Account Executive, Ogilvy, Warsaw, Poland

autor

Ryszard Kłeczek

• Wrocław University of Economics, Poland

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Identyfikatory

DOI

10.15611/pn.2019.6.15