Purpose

This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary as a function of a key moderator: gender.

Design/methodology/approach

Using a survey of 281 people, the research identifies Facebook users who are more intensely using mobile social media during the day versus in the evening, and measures five Facebook mobile advertising outcomes: brand and product recall, clicking on ads, acting on ads and purchases.

Findings

The results show that women who are using social media more intensely during the day are more likely to use Facebook to seek information, hence, Facebook mobile ads tend to be more effective for these users compared to those in the evening.

Research limitations/implications

This contributes to the literature by analyzing how the time of day affects social media behavior in relation to mobile advertising effectiveness, and broadening the scope of mobile advertising effectiveness research from other than just clicks on ads to include measures like brand and product recall.

Practical implications

By analyzing the effectiveness of mobile advertising on social media as a function of the time of day, advertisers can be more targeted in their media buys, and so better use their social media budgets, i.e. advertising is more effective for women who use social media (Facebook) more intensely during the day than for those who use social media more intensely in the evening as the former tend to seek more information than the latter.

Social implications

This research extends media ecology theory by drawing on circadian rhythm research to provide a first demonstration of how the time of day relates to different uses of mobile social media, which in turn relate to social media mobile advertising consumption.

Originality/value

While research on social media advertising has been steadily increasing, little has been explored on how users consume ads when they engage with social media at different periods along the day. This paper extends media ecology theory by investigating time of day, drawing on the circadian rhythm literature, and how it relates to social media usage.

中文翻译：

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一天中的时间如何影响社交媒体广告对消费者的效果

目的

这项研究调查了白天和晚上在 Facebook 上最活跃的消费者有何不同，他们的广告消费有何不同，以及广告效果如何随着关键调节因素（性别）的变化而变化。

设计/方法论/途径

该研究通过对 281 人的调查，确定了白天与晚上相比更频繁地使用移动社交媒体的 Facebook 用户，并衡量了 Facebook 移动广告的五种结果：品牌和产品回忆、点击广告、根据广告采取行动和购买。

发现

结果显示，白天更频繁地使用社交媒体的女性更有可能使用 Facebook 来寻找信息，因此，与晚上相比，Facebook 移动广告对这些用户来说往往更有效。

研究局限性/影响

通过分析一天中的时间如何影响与移动广告效果相关的社交媒体行为，并将移动广告效果研究的范围从仅仅广告点击扩展到包括品牌和产品召回等指标，这对文献做出了贡献。

实际影响

通过分析社交媒体上移动广告随时间变化的效果，广告商可以更有针对性地进行媒体购买，从而更好地利用其社交媒体预算，即广告对于使用社交媒体的女性更有效（对于那些在晚上更频繁地使用社交媒体的人来说，白天使用社交媒体的频率更高，因为前者往往比后者寻求更多的信息。

社会影响

这项研究通过利用昼夜节律研究扩展了媒体生态理论，首次证明了一天中的时间如何与移动社交媒体的不同使用相关，而这又与社交媒体移动广告消费相关。

原创性/价值

尽管对社交媒体广告的研究一直在稳步增加，但很少有人探讨用户在一天中不同时段使用社交媒体时如何消费广告。本文通过研究一天中的时间、借鉴昼夜节律文献及其与社交媒体使用的关系，扩展了媒体生态理论。