Friday January 24, 2020
Home Lead Story Tweeting Duri...

Tweeting During TV Pushes People For Online Shopping, Says Study

They found that an increase in online chatting about a retailer boosts the advertiser’s website traffic

0
//
Twitter, tweets, India
The Twitter logo appears on a phone post on the floor of the New York Stock Exchange.. VOA

While marketers have feared that social media distracts viewers from advertisements and minimises their impact, a new study found that tweeting during TV pushes people for online shopping.

“Social shows” are more beneficial to advertisers because commercials that air in those programs generate more online shopping on the advertisers’ websites.

“We find that advertisements that air in programmes with more social activity see increased ad responsiveness in terms of subsequent online shopping behaviour,” said Beth L Fossen, Assistant Professor of marketing at Indiana University’s Kelley School of Business.

This result varies with the mood of the ad, with more affective ads — in particular, funny and emotional ads — seeing the largest increases in online shopping activity.

“Our results shed light on how advertisers can encourage online shopping activity on their websites in the age of multi-screen consumers,” Fossen maintained.

donald trump
FILE – A man reads tweets on his phone in front of a displayed Twitter logo. VOA

The researchers also observed that ad timing played a major role in affecting online shopping. Advertisements airing near a half-hour interval increased online purchases.

For the study, published in the INFORMS journal, Fossen and her co-author, David Schweidel of the Goizueta Business School at Emory University, examined the online shopping activity of one lakh active internet users.

Also Read- India Needs Human-centric AI to Curb Fake News

They found that an increase in online chatting about a retailer boosts the advertiser’s website traffic.

“Online program engagement may encourage a loyal, committed viewing audience. And media multitasking may decrease the ability for the viewer to counterargue or resist persuasion attempts, increasing ad effectiveness,” Fossen said. (IANS)

Next Story

Amazon Delivers 50% of Packages itself Now: Report

Amazon's deliveries will probably reach 6.5 billion by 2022 for $10 a package, the analysts said

0
Amazon
The Number doubled for Amazon in just the last year alone, from delivering about 20 percent of all of its own packages to now about half (46 per cent). VOA

In a serious threat to package delivery giants like FedEx and UPS, Amazon is now delivering 50 per cent of its packages itself especially in the urban centres globally, media reported.

According to Morgan Stanley estimates reported first by CNBC, analysts estimate Amazon Logistics — the company’s in-house shipping and delivery service — will soon overtake UPS and FedEx in the total volume of packages delivered in the US.

Jeff Bezos-led company still relies on third-party couriers for last-mile deliveries in rural regions.

Amazon Logistics now ships more than 2.5 billion packages a year in the US, while FedEx ships 3 billion and UPS delivers 4.7 billion.

Amazon’s deliveries will probably reach 6.5 billion by 2022 for $10 a package, the analysts said, meaning a massive loss of $65 billion in revenue for UPS, FedEx and the US Postal Service.

Amazon’s number doubled in just the last year alone, from delivering about 20 percent of all of its own packages to now about half (46 per cent).

After losing air-shipping contract of global courier company FedEx amid competition, e-commerce major Amazon has added 15 cargo aircraft to its fleet, aiming to reach 70 planes by 2021.

Amazon
In a serious threat to package delivery giants like FedEx and UPS, Amazon is now delivering 50 per cent of its packages itself especially in the urban centres globally, media reported. Pixabay

In a bid to expand its airborne ambitions, e-commerce giant Amazon is investing $1.5 billion in building a three million square-foot Prime Air airport outside Cincinnati in Kentucky as a parking garage for a 100 cargo jets.

ALSO READ: Whatsapp Releases a New Beta with Many Tweaks

“We’re investing $1.5 billion in our new air hub to get you your packages faster. Three million square feet, and it’s going to create 2,000 jobs. And if you’re guessing that driving a front loader was fun, you’re right! #amazon #prime,” Bezos tweeted recently.

Amazon has a few dozen planes flying several hundred flights per week while UPS and FedEx have hundreds of planes flying thousands of flights. (IANS)