![\"Tweets](\"https:\/\/uwm.edu\/news\/wp-content\/uploads\/sites\/41\/2016\/03\/tweets-300x200.jpg\")
In the case of Twitter, he said, the decision to retweet or not hinges on whether the benefits outweigh the time invested by the social media user. In a recent study, he found Twitter users were most likely to share content that\u00a0they believed would make them look good to their followers, or offered something their followers could use or that could start a conversation.<\/p>\n
So how do lessons about consumer \u201cliking\u201d behavior inform more traditional advertising? Papatla and Bhatnagar collaborated to examine that question and uncovered a strategy that could save advertisers money.<\/p>\n
Using customer survey data from a major automaker, the researchers determined how to boost products\u2019 likability in various traditional ad formats.<\/p>\n
They discovered that when consumers like one kind of ad for a particular product, that feeling spills over into other ad formats for that same product \u2013 especially if each medium focuses on a different product trait.<\/p>\n
Their findings raised questions about the conventional approach to integrated media campaigns, which calls on all formats to deliver a consistent message.<\/p>\n
But the results didn\u2019t surprise Bhatnagar, who noted that each channel has distinct advantages in appealing to consumers\u2019 emotions. \u201cTV is best at conveying energy, ingenuity is online\u2019s strength and print ads trump the other forms on warmth,\u201d he said.<\/p>\n
Using them together means brands can produce more sales with less advertising.<\/p>\n
Next, Papatla is investigating how marketers can more effectively harness \u201clikes\u201d on Instagram, where 55 million images are posted every day, to boost sales.<\/p>\n
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