There is some optimal level of repetition, but it’s very hard to determine what the optimal level is. The non-beneficial effects of high frequency campaigns can be mitigated by varying the execution of the same theme. This needs to be done by maintaining the audience attention (for example by using different media). The fact that there is an optimal level of advertising repetition leads to the following hypothesis in the case of brands’ wall posts on Facebook. H4: There is an optimal number of wall posts on Facebook that maximizes the likeability in number of comments and likes. 2.6.5 Visual content in the advertisement Use of pictures in print advertisements has been researched widely. It seems that when a print advertisement contains a picture, people are more likely to remember seeing it than when it does not (Starch, 1966). This study is compatible with the premise that pictorial advertising stimuli can yield different outcomes than verbal advertising stimuli. In general, pictures are more pleasant, and easier to process than verbal text (Edell and Stealin, 1983). Research even indicates that objects or pictures of objects result in superior recall than when words are used as stimuli (Paivio, 1971). Because pictures are more attention-getting, pleasant, and easier to process than verbal text, the expectation is that pictures have an impact on the consumers’ mood. Because processing of pictures is more pleasant and easier than processing verbal text, the expectation is that pictures in advertisements affect the consumers’ mood state in a positive way which in its turn is associated with a social, expansive, approach motivation (Cunningham et al., 1980). In addition, the conclusion of a study on the effectiveness of banner advertisements shows that animated banners have better advertising effects than static ads. Animated banner advertising has better attention-grabbing capabilities, generates higher recall, and higher click-through intention than do static ads (Yoo et al., 2004). In short, based on the literature defined above, I expect: H5: Brands can best include visual stimuli (photo/video) in their Facebook wall posts.
Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 ,831a ,691 ,679 ,78449 ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression 439,261 13 33,789 54,904 ,000a Residual 196,322 319 ,615 Total 635,582 332 Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) -3,447 ,761 -4,530 ,000 Brand distinction ,321 ,147 ,115 2,177 ,030 Number of fans LOG ,665 ,059 ,766 11,353 ,000 Admin posts -,355 ,093 -,131 -3,809 ,000 Positive mood words -,022 ,199 -,003 -,109 ,914 Message distinction ,023 ,131 ,007 ,180 ,858 dummy 1 Post day weekend -,160 ,093 -,055 -1,725 ,085 dummy4visualandverbal -,152 ,100 -,055 -1,528 ,128 dummy 5 Time morning ,258 ,323 ,029 ,801 ,424 dummy 6 Time afternoon -,319 ,162 -,107 -1,963 ,051 dummy 7 Time evening -,312 ,160 -,112 -1,957 ,051 dummy 10 Convenience good brand -,317 ,220 -,114 -1,436 ,152 dummy 11 Short messages -,560 ,177 -,186 -3,169 ,002 dummy 10 x dummy 11 (convenience x short) -,073 ,215 -,025 -,341 ,733
Appendix 10 Comparing coefficients hypothesis 9B ((log)likes) Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 ,919a ,845 ,839 ,55634 ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression 539,450 13 41,496 134,071 ,000a Residual 98,733 319 ,310 Total 638,184 332 Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) -4,352 ,543 -8,013 ,000 Brand distinction ,053 ,104 ,019 ,509 ,611 Number of fans LOG ,834 ,043 ,959 19,327 ,000 Admin posts -,339 ,066 -,124 -5,117 ,000 Positive mood words ,000 ,141 ,000 -,005 ,996 Message distinction ,093 ,093 ,026 1,007 ,315 dummy 1 Post day weekend -,132 ,066 -,045 -2,004 ,046 dummy 2 Length short -,558 ,071 -,185 -7,893 ,000 dummy 5 Time morning ,499 ,229 ,055 2,178 ,030 dummy 6 Time afternoon -,082 ,115 -,028 -,716 ,475 dummy 7 Time evening -,117 ,114 -,042 -1,033 ,303 dummy 10 Convenience good brand -,117 ,165 -,042 -,710 ,478 dummy 12 Visual Yes ,389 ,101 ,140 3,832 ,000 dummy 10 x dummy 12 (convenience x visualyes) -,631 ,141 -,191 -4,489 ,000