s Not to "Like?"
[ABSTRACT READ IN FULL at the OpenAlex work record, reconstructed from its deposited inverted index; Crossref carries no abstract for this item and the full text was not read] Nelson-Field, K., Riebe, E., & Sharp, B. (2012). 'What's Not to "Like?"' Journal of Advertising Research, 52(2), 262-269. doi:10.2501/jar-52-2-262-269. THE SINGLE MOST LOAD-BEARING SOURCE ON THE OPPOSING SIDE, because it is about communities specifically rather than about brands in general, and because it states the selection problem in data rather than as a worry. Their framing: a marketer with a Facebook fan base 'has at least some ability to advertise to that audience. What quality of reach, however, does this sort of earned media deliver?' They invoke 'the landmark discovery by Andrew Ehrenberg of the negative binomial distribution (NBD)', which 'implies most effective advertising requires media reach across both heavy and light buyers of the brand'. The design: they investigate 'the buying concentration of two different brands (both Fast Moving Consumer Goods (FMCG) categories)' and compare it to 'the brands' actual buying bases'. THE RESULT, in their words: 'The buyer base of each is distributed in the typical NBD, whereas the Facebook Fan base delivered by Facebook is skewed in an opposite pattern, skewed toward the heaviest buyers, making Facebook's reach appear rather unappealing.' WHAT IT MEANS FOR THIS ARTICLE AND IT IS THE HINGE: the people in the community are not a cross-section of the brand's buyers, they are disproportionately the people who were already buying the most. That is the selection problem measured rather than hypothesised, and it is why the correlational literature finds what it finds. Two brands is two brands, both in fast-moving consumer goods, and the article must say so.
[ABSTRACT READ IN FULL at the OpenAlex work record, reconstructed from its deposited inverted index; Crossref carries no abstract for this item and the full text was not read] Nelson-Field, K., Riebe, E., & Sharp, B. (2012). 'What's Not to "Like?"' Journal of Advertising Research, 52(2), 262-269. doi:10.2501/jar-52-2-262-269. THE SINGLE MOST LOAD-BEARING SOURCE ON THE OPPOSING SIDE, because it is about communities specifically rather than about brands in general, and because it states the selection problem in data rather than as a worry. Their framing: a marketer with a Facebook fan base 'has at least some ability to advertise to that audience. What quality of reach, however, does this sort of earned media deliver?' They invoke 'the landmark discovery by Andrew Ehrenberg of the negative binomial distribution (NBD)', which 'implies most effective advertising requires media reach across both heavy and light buyers of the brand'. The design: they investigate 'the buying concentration of two different brands (both Fast Moving Consumer Goods (FMCG) categories)' and compare it to 'the brands' actual buying bases'. THE RESULT, in their words: 'The buyer base of each is distributed in the typical NBD, whereas the Facebook Fan base delivered by Facebook is skewed in an opposite pattern, skewed toward the heaviest buyers, making Facebook's reach appear rather unappealing.' WHAT IT MEANS FOR THIS ARTICLE AND IT IS THE HINGE: the people in the community are not a cross-section of the brand's buyers, they are disproportionately the people who were already buying the most. That is the selection problem measured rather than hypothesised, and it is why the correlational literature finds what it finds. Two brands is two brands, both in fast-moving consumer goods, and the article must say so.
Written from the aBSTRACT READ IN FULL at the OpenAlex work record, reconstructed from its deposited inverted index; Crossref carries no abstract for this item and the full text was not read.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Nelson-Field, K., Riebe, E., & Sharp, B. (2012). 'What's Not to "Like?"' Journal of Advertising Research, 52(2), 262-269. doi:10.2501/jar-52-2-262-269