Improvised Marketing Interventions in Social Media

https://journals.sagepub.com/doi/10.1177/0022242919899383

Posted: 11 Feb 2021

See all articles by Abhishek Borah

Abhishek Borah

INSEAD

Sourindra Banerjee

University of Leeds - Faculty of Business

Yu-Ting Lin

University of New South Wales

Apurv Jain

Harvard Business School; Microsoft Corporation - Microsoft Research - Redmond; Massachusetts Institute of Technology (MIT) - Finance Department

Andreas B. Eisingerich

Imperial College London

Date Written: January 28, 2020

Abstract

Online virality has attracted the attention of academics and marketers who want to identify the characteristics of online content that promote sharing. This article adds to this body of research by examining the phenomenon of improvised marketing interventions (IMIs) — social media actions that are composed and executed in real time proximal to an external event. Using the concept of quick wit, and theorizing that the effect of IMIs is furthered by humor and timeliness or un-anticipation, the authors find evidence of these effects on both virality and firm value across five multimethod studies, including quasi-experiments, experiments, and archival data analysis. These findings point to the potential of IMIs in social media and to the features that firms should proactively focus on managing in order to reap the observed online sharing and firm value benefits.

Keywords: firm value, humor, improvisation, improvised marketing interventions, social media, virality

Suggested Citation

Borah, Abhishek and Banerjee, Sourindra and Lin, Yu-Ting and Jain, Apurv and Eisingerich, Andreas B., Improvised Marketing Interventions in Social Media (January 28, 2020). https://journals.sagepub.com/doi/10.1177/0022242919899383, Available at SSRN: https://ssrn.com/abstract=3743016

Abhishek Borah (Contact Author)

INSEAD ( email )

Boulevard de Constance
77305 Fontainebleau Cedex
France

Sourindra Banerjee

University of Leeds - Faculty of Business ( email )

Leeds LS2 9JT
United Kingdom

Yu-Ting Lin

University of New South Wales ( email )

Kensington
High St
Sydney, NSW 2052
Australia

Apurv Jain

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Microsoft Corporation - Microsoft Research - Redmond ( email )

Building 99
Redmond, WA
United States

Massachusetts Institute of Technology (MIT) - Finance Department ( email )

77 Massachusetts Avenue
50 Memorial Drive
Cambridge, MA 02139-4307
United States

Andreas B. Eisingerich

Imperial College London ( email )

South Kensington Campus
Exhibition Road
London, Greater London SW7 2AZ
United Kingdom
44(0)20-7594-9763 (Phone)
44(0)20-7823-7685 (Fax)

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Abstract Views
135
PlumX Metrics