An Analysis of the AIDAT Model Based on Facebook Promotional Contests

• Published in: Procedia economics and finance 2014, Vol.15, p.1570-1577
• Main Authors: Platon, Otilia-Elena, Iosub, Irina, Ditoiu, Mihail-Cristian
• Format: Article
• Language: English
• Subjects: AIDAT model; Facebook; online marketing; online promotional techniques; social network
• ISSN: 2212-5671; 2212-5671
• DOI: 10.1016/S2212-5671(14)00627-3

Facebook has become the most important social network in the world, counting now over one billion users, of which more than 6 million are Romanians. Having access to a great number of customers, companies have decided to create a virtual presence on Facebook pages too. The main objective for these companies seems to be building customer relationships based on different types of adapted marketing communications. Efficient used, this tool can bring a lot of benefits to the companies. But it is not enough for a brand to create large communities around it, it is also important to develop these communities and to create a close and continuous relationships with their members. The promotional techniques can be a proper tool for this and contests are a popular method to raise the interest among the consumers. Keeping in mind that without a good message, the consumers will not get involved, it is important to know what stimulates and attracts their interest to participate in contests. Thus we will observe on an AIDAT model how important is each of the stimulants transmitted by the companies in each phase of the communication process. This article presents an analysis of the AIDAT model based on a comparative review of three promotional contests held on the official Facebook pages of different companies. Thereby we will reveal the different aspects that capture the Romanian Facebook users’ attention, triggers their interest, awakes the desire and convinces them to take action and share their stories to others.