The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacity
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Revista Brasileira de Gestão de Negócios (Online) |
Texto Completo: | https://rbgn.fecap.br/RBGN/article/view/4230 |
Resumo: | Purpose – This study focuses on how the interplay between an advertising firm's absorptive capacity (ACAP) and the use of big data/social media analytics contributes to the performance of advertising campaigns. Theoretical framework – This study extends the theory of the resource and knowledge based views, and that of dynamic capabilities, exploring absorptive capacity in a new context – the advertising industry and the performance of campaigns in Brazil. The influence of the use of external knowledge of big data analytics and social media analytics on the performance of cross-media advertising campaigns in the search for competitive advantage is analyzed. Design/methodology/approach – This study uses structural equation modeling in a sample of 335 advertising agencies (335 questionnaires in all regions of Brazil). Findings – We find that social media analysis led to better performance of advertising campaigns, unlike big data analytics, which was not significant Practical & social implications of research – Questions are raised by highlighting the integrative nature of absorptive capacity and how its components (acquisition, assimilation, transformation, and exploitation) relate to the performance of advertising campaigns. Originality/value – The application of a model to advertising firms is presented, which differs from other industries in its operationalization, pointing out critical theoretical and practical implications. Keywords – big data analytics; social media analytics; advertising campaign performance; absorptive capacity. |
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The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacityO uso da análise de dados digitais no desempenho de campanhas publicitárias: o efeito da capacidade de absorçãoBig data analyticsSocial media analyticsAdvertising campaign performanceAbsorptive capacityAnálise de big dataAnálise de mídia socialCampanha publicitária desempenhoCapacidade de absorçãoPurpose – This study focuses on how the interplay between an advertising firm's absorptive capacity (ACAP) and the use of big data/social media analytics contributes to the performance of advertising campaigns. Theoretical framework – This study extends the theory of the resource and knowledge based views, and that of dynamic capabilities, exploring absorptive capacity in a new context – the advertising industry and the performance of campaigns in Brazil. The influence of the use of external knowledge of big data analytics and social media analytics on the performance of cross-media advertising campaigns in the search for competitive advantage is analyzed. Design/methodology/approach – This study uses structural equation modeling in a sample of 335 advertising agencies (335 questionnaires in all regions of Brazil). Findings – We find that social media analysis led to better performance of advertising campaigns, unlike big data analytics, which was not significant Practical & social implications of research – Questions are raised by highlighting the integrative nature of absorptive capacity and how its components (acquisition, assimilation, transformation, and exploitation) relate to the performance of advertising campaigns. Originality/value – The application of a model to advertising firms is presented, which differs from other industries in its operationalization, pointing out critical theoretical and practical implications. Keywords – big data analytics; social media analytics; advertising campaign performance; absorptive capacity.Objetivo – Este estudo se concentra em como a interação entre a capacidade de absorção de uma empresa de publicidade (ACAP) e o uso de big data/análise de mídia social contribui para o desempenho das campanhas publicitárias. Referencial teórico – Este estudo amplia a teoria das visões baseadas em recursos e conhecimento e a teoria das capacidades dinâmicas, explorando a capacidade de absorção em um novo contexto - o setor de publicidade e o desempenho de campanhas no Brasil. É analisada a influência do uso de conhecimento externo de análise de big data e análise de mídia social no desempenho de campanhas publicitárias de mídia cruzada na busca de vantagem competitiva. Metodologia – Este estudo usa modelagem de equação estrutural em uma amostra de 335 agências de publicidade (335 questionários em todas as regiões do Brasil). Resultados – Descobrimos que a análise de mídia social levou a um melhor desempenho das campanhas publicitárias, ao contrário da análise de big data, que não foi significativa. Implicações práticas e sociais da investigação – São levantadas questões destacando a natureza integrativa da capacidade de absorção e como seus componentes (aquisição, assimilação, transformação e exploração) se relacionam com o desempenho das campanhas publicitárias. Contribuições – É apresentada a aplicação de um modelo a empresas de publicidade, que difere de outros setores em sua operacionalização, apontando implicações teóricas e práticas críticas. Palavras-chave – análise de big data; análise de mídia social; desempenho de campanhas publicitárias; capacidade de absorção.FECAP2023-10-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/423010.7819/rbgn.v25i3.4230Review of Business Management; Vol. 25 No. 3 (2023)RBGN Revista Brasileira de Gestão de Negócios; Vol. 25 Núm. 3 (2023)RBGN - Revista Brasileira de Gestão de Negócios; v. 25 n. 3 (2023)1983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPenghttps://rbgn.fecap.br/RBGN/article/view/4230/1928Copyright (c) 2023 Review of Business Managementinfo:eu-repo/semantics/openAccessSantos, Silvia SpagnolCarvalho, Carlos2023-12-12T19:39:35Zoai:ojs.emnuvens.com.br:article/4230Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2023-12-12T19:39:35Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
dc.title.none.fl_str_mv |
The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacity O uso da análise de dados digitais no desempenho de campanhas publicitárias: o efeito da capacidade de absorção |
title |
The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacity |
spellingShingle |
The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacity Santos, Silvia Spagnol Big data analytics Social media analytics Advertising campaign performance Absorptive capacity Análise de big data Análise de mídia social Campanha publicitária desempenho Capacidade de absorção |
title_short |
The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacity |
title_full |
The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacity |
title_fullStr |
The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacity |
title_full_unstemmed |
The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacity |
title_sort |
The use of digital data analytics in the performance of advertising campaigns: the effect of absorptive capacity |
author |
Santos, Silvia Spagnol |
author_facet |
Santos, Silvia Spagnol Carvalho, Carlos |
author_role |
author |
author2 |
Carvalho, Carlos |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Santos, Silvia Spagnol Carvalho, Carlos |
dc.subject.por.fl_str_mv |
Big data analytics Social media analytics Advertising campaign performance Absorptive capacity Análise de big data Análise de mídia social Campanha publicitária desempenho Capacidade de absorção |
topic |
Big data analytics Social media analytics Advertising campaign performance Absorptive capacity Análise de big data Análise de mídia social Campanha publicitária desempenho Capacidade de absorção |
description |
Purpose – This study focuses on how the interplay between an advertising firm's absorptive capacity (ACAP) and the use of big data/social media analytics contributes to the performance of advertising campaigns. Theoretical framework – This study extends the theory of the resource and knowledge based views, and that of dynamic capabilities, exploring absorptive capacity in a new context – the advertising industry and the performance of campaigns in Brazil. The influence of the use of external knowledge of big data analytics and social media analytics on the performance of cross-media advertising campaigns in the search for competitive advantage is analyzed. Design/methodology/approach – This study uses structural equation modeling in a sample of 335 advertising agencies (335 questionnaires in all regions of Brazil). Findings – We find that social media analysis led to better performance of advertising campaigns, unlike big data analytics, which was not significant Practical & social implications of research – Questions are raised by highlighting the integrative nature of absorptive capacity and how its components (acquisition, assimilation, transformation, and exploitation) relate to the performance of advertising campaigns. Originality/value – The application of a model to advertising firms is presented, which differs from other industries in its operationalization, pointing out critical theoretical and practical implications. Keywords – big data analytics; social media analytics; advertising campaign performance; absorptive capacity. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-10-19 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/4230 10.7819/rbgn.v25i3.4230 |
url |
https://rbgn.fecap.br/RBGN/article/view/4230 |
identifier_str_mv |
10.7819/rbgn.v25i3.4230 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/4230/1928 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 Review of Business Management info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 Review of Business Management |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
FECAP |
publisher.none.fl_str_mv |
FECAP |
dc.source.none.fl_str_mv |
Review of Business Management; Vol. 25 No. 3 (2023) RBGN Revista Brasileira de Gestão de Negócios; Vol. 25 Núm. 3 (2023) RBGN - Revista Brasileira de Gestão de Negócios; v. 25 n. 3 (2023) 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
instname_str |
Fundação Escola de Comércio Álvares Penteado (FECAP) |
instacron_str |
FECAP |
institution |
FECAP |
reponame_str |
Revista Brasileira de Gestão de Negócios (Online) |
collection |
Revista Brasileira de Gestão de Negócios (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
repository.mail.fl_str_mv |
||jmauricio@fecap.br |
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1798942371048587264 |