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Wirkung innovativer Onlinewerbung

Theoretische Ansätze und empirische Befunde

Abstract

Für diesen Beitrag wurden 27 Werbewirkungsstudien der vergangenen Jahre zu suchwortrelevanter Werbung, viraler Werbung, User Generated Ads und electronic Word of Mouth gesichtet, um einen Einblick in die aktuelle Theoriebildung und zentrale empirische Befunde zu diesen Online-Werbeformen geben zu können. Die theoretische Anbindung der Studien erscheint auf den ersten Blick gering. Insgesamt leiten gerade einmal fünf Studien ihre Hypothesen dezidiert aus Werbewirkungsmodellen ab. Bei näherer Betrachtung finden sich immerhin implizit theoretische Konzepte, die die Grundlage für die jeweilige Wirkungsstudie legen. Hierzu gehören zum großen Teil die »üblichen Verdächtigen« wie das ELM mit allen Spielarten des Involvements sowie allgemeine psychologische Theorien zu Informationsverarbeitungsprozessen. Dieser Teil der Forschung überträgt oft recht mechanisch traditionelle Werbewirkungsmodelle auf die Onlinewelt. Sozialpsychologische und soziologische Grundlegungen, die die Besonderheiten moderner vernetzter Online(werbe)kommunikation ergänzend beschreiben und erklären können, tauchen erst in jüngster Zeit in der Forschung auf und warten noch auf empirische Überprüfung. Ein anderer Teil der Forschung formuliert gerne eigene Totalmodelle und »neue« Theorien, die von der Forschungsgemeinschaft dann aber weitgehend ignoriert werden. Diese geringe gegenseitige Bezugnahme der Forschung zu neuen Werbephänomenen ist erstaunlich und trägt zu einer eher schleppenden Theorieentwicklung in der Werbewirkungsforschung bei.

Stichworte

  • Suchwortrelevante Werbung,
  • Onlinewerbung,
  • electronic Word of Mouth,
  • eWOM,
  • User Generated Ads;
  • UGA;
  • Virale Videos;
  • Virales Marketing;
  • Keyword Ads;
  • User Generated Content;
  • UGC

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Fahr, A., Bell, M. (2016). Wirkung innovativer Onlinewerbung. In: Siegert, G., Wirth, W., Weber, P., Lischka, J. (eds) Handbuch Werbeforschung. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18916-1_15

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