Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

Figures & data

Figure 1. RTM message linking beer brand Heineken with unpredictable moment #thedress.

Figure 2. Example of an RTM message that contains a moment-driven visual and moment-driven hashtag.

Table 1. Multilevel regression analysis examining the effects of moment- and content characteristics on the sharing of RTM messages.

	b	SE B	p
Fixed effects
Intercept	.62	.20	.003***
Visual	.07	.19	.711
Hashtags	.12	.22	.581
Unpredictable versus predictable moment	.42	.18	.025*
Moment-driven hashtag	.20	.20	.327
Moment-driven visual	.44	.17	.010**
Random parameters
Variance of intercept	.28	.12	.018*
Variance of residual	.91	.08	.000***
−2 Restricted log likelihood	750.48

Note. *p ≤ .05, **p ≤ .01, *** p ≤ .001

Figure 3. Mediation model: Effect of moment unpredictability (unpredictable vs. predictable RTM) on sharing behaviour via originality and meaningfulness. Only for RTM messages (n = 258).

Note. *p ≤ .05, **p ≤ .01, *** p ≤ .001