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

Social media are increasingly populated with brand messages that are linked to timely events, a practice that is also known as real-time marketing (RTM). In this study, we examine whether RTM is an effective strategy to boost sharing behaviour, and if so, what moment- and content-related characteristics contribute to its effectiveness. A content analysis of brand tweets from Nielsen’s top-100 advertisers (n = 1500) shows that RTM positively...