Voorveld, H. A. M. & Van Noort, G. (2014). Social Media in advertising campaigns: Examining the effects on perceived persuasive intent, campaign and brand responses. Journal of Creative Communications, 9(3), 253-268. doi: 10.1177/0973258614545155

Abstract: This paper gives insight into the effectiveness of campaigns integrating TV commercials with SNS advertising. The paper demonstrates that the persuasive intent of SNS campaigns is less recognized than for TV campaigns. Moreover, results show that SNS–TV campaigns are perceived as less persuasive than SNS-only and TV-only campaigns, resulting in more favourable campaign and brand responses. In sum, the article provides empirical evidence for the value of integrating social media with traditional media in advertising campaigns.

Link: http://crc.sagepub.com/content/9/3/253.abstract