Pinterest Idea Ads vs. Instagram Stories: Eine experimentelle Studie zur Werbewirkung von Social-Media-Werbeformaten in Kombination mit bezahlten Part
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Social-Media-Marketing hat sich über die letzten Jahre zu einem festen und wichtigen Bestandteil der Werbema nahmen von Unternehmen und Werbetreibenden entwickelt. Im Zuge dessen gewinnt auch das Konzept der bezahlten Partnerschaften mit sogenannten Content Creators zunehmend an Bedeutung. In dieser Forschung wurde die Werbewirkung des, in diesem Kontext als lukrativ geltenden Werbeformats Instagram Stories, mit der Werbewirkung des neuen Werbeformates Pinterest Idea Ads verglichen. Innerhalb einer experimentellen Studie wurden entsprechend zwei Versuchsgruppen gebildet und die Werbewirkungseffekte der beiden Formate auf kognitiver, affektiver und konativer Ebene untersucht. Die vorliegende Untersuchung konnte auf den zu untersuchenden Werbewirkungsebenen in Summe keine signifikanten Unterschiede zwischen den beiden Versuchsgruppen nachweisen. Bemerkenswert war jedoch, dass die etwas schlechter abgeschnittene Pinterest-Gruppe dennoch eine höhere Kaufneigung aufgewiesen hat. Au erdem zeigten sich signifikante Unterschiede hinsichtlich der Nutzungszwecke und -erwartungen der beiden Versuchsgruppen.
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