Ekta Srivastava

Bio: Ekta Srivastava is an academic researcher. The author has contributed to research in topics: Appeal to emotion & Aesthetics. The author has an hindex of 2, co-authored 2 publications receiving 14 citations.

Nostalgic advertising in India: a content analysis of Indian TV advertisements

Abstract: Purpose The purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC). Design/methodology/approach This research uses a content analysis of 700 TV advertisements aired between January-December 2013 from top five Indian TV channels based on their rank according to Gross Viewership in Thousands. Findings Humour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. “References to past family experiences” was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy (vis-a-vis high/medium information disclosure strategy) and are more commonly used for low involvement products (vis-a-vis high involvement products), experience products (vis-a-vis search products), and non-durables (vis-a-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC (vis-a-vis introduction stage). Originality/value This is the first research to analyse the content and execution of nostalgic advertising in India. This study is also one of the first to provide a comprehensive framework on nostalgic advertising. The interrelationships among variables such as product category, process of emotional appeal, degree of information disclosure and stage in PLC has not been investigated earlier, in the context of nostalgic advertising. Moreover, this study is the first attempt to present a snapshot of TV ads in India.

Nostalgia: A Review, Propositions, and Future Research Agenda

Abstract: This article presents a systematic review of the nostalgia literature (205 articles) using PRISMA protocols. It dwells on three questions: What do we know about nostalgia? What do we need to know about nostalgia? and Where should we be heading? The article examines the evolution of nostalgia, analyzes the definitions of nostalgia (past–memory–yearning–ambivalent emotion), and extends the nostalgia typology of Havlena and Holak (1996 Havlena, W. J., and S. L. Holak. 1996. “Exploring Nostalgia Imagery through the Use of Consumer Collages.” ACR North American Advances 23 (1):35–42. [Google Scholar]). The article also delineates the nostalgic advertising literature; identifies antecedents, moderators, and consequences of nostalgic advertising; and highlights research gaps. Finally, this work offers propositions on nostalgic ad appeals (those that emphasize the attractiveness of and yearning for the past in a bittersweet way) based on four themes: self-restoration, continuity, social relationships, and culture. Specifically, the propositions offer new moderators, such as ads’ emotional flow, gender identity, purchase and consumption situation, perceived interactivity, and culture type, that could make some types of nostalgic appeals more effective than others. Our work contributes by being more comprehensive and broad based, extending the typology framework and delineating propositions that lay out a research roadmap for nostalgic advertising.

Nostalgic advertising: managing ambivalence to make it work

Abstract: The purpose of this paper is to study the affective outcome of ambivalent nostalgia through use of executional variables, develop a framework linking nostalgia (through affect) and consumers’ cognitive processing, and explain the relationship of nostalgia with self-brand connection (SBC) and willingness to pay a premium (WTPP) through a mediator, cognitive processing,This research is based on two experiments In study 1, students were shown a nostalgic ad paired with a vignette to manipulate “past–present contrast” In study 2, positive and negative moods were induced and an informative nostalgic ad was shown to measure processing styles and SBC and WTPP; this was followed by mediation analysis,The findings are as follows: first, “Past–present contrast” can reduce the negative affect in nostalgia, making it less ambivalent; second, positive (negative) affect leads to top-down (bottom-up) processing; third, SBC and WTPP are higher when top-down processing is used; and, fourth, processing style is a mediator between affect and SBC/WTPP,Managers may use the “good past, good present” scenario to mitigate negative affect in nostalgia Nostalgic ads may be used by brands that want consumers to pay a price premium, have a strong SBC and when they want consumers to use top-down processing,This paper demonstrates how to reduce ambivalence and associate brands with positive affect in nostalgia, and gain SBC and WTPP; the mediating role of cognitive processing in the relationship of nostalgia with SBC and WTPP is delineated

Public service announcements: A literature review and way forward

Abstract: This paper presents a literature review of public service announcements (PSAs). Using the SPAR-4-SLR protocol, we uncover 119 articles on PSAs in the domains of corporate social responsibility (CSR), the environment, health, finance, safety, and security. The literature review reveals that PSA makers may elicit empathy during their appeal and also juxtapose PSAs with narratives. Further, they may consider using fear, humour, and nurturance appeals. We cull the key takeaways from each domain and identify commonalities and differences across the domains. In addition, we offer strategies to make PSAs effective. PSA makers may run more PSAs, use targeted appeals, and use fewer celebrity appeals. The paper also identifies gaps in the literature and outlines future research directions.

The roles of message appeals and orientation on social media brand communication effectiveness: An evidence from Indonesia

Abstract: The purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.,A content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.,Interactive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.,The findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.,This is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.

Antecedents of consumers’ perception towards online advertising in malaysia: the structure equation modeling approach

Abstract: The purpose of this study is to determine the antecedents of consumers’ perception towards online advertising in Malaysia This research has been developed a framework by reviewing the existing literatures available in the same field Altogether 526 respondents have been selected as a final sample size This research uses survey method in this study because my purpose of the study is to generalize the findings from the sample to population The current study used Statistical Software Package for Social Sciences (SPSS) and AMOS Software Package to analyze the data The results of this study provide evidence that increased consumer perception is associated with increased online advertising There is a direct positive, significant relationship between consumer perception and online advertising of the respondents in the online advertising in Malaysia It was also found that all sub dimensions of consumer perception positively and significantly affect to online advertising and its dimensions Besides, the results indicated the significant positive relationships between consumer perception and consumer acceptance On the other hand, a significant weak relationship was found between consumer acceptance and online advertising However, the consumer satisfaction has not correlated significantly with online advertising of the respondents in the online advertising in Malaysia Future studies can be extended to check the applicability and relevance of consumer perception within Malaysia using different samples from different sectors, occupations and so on Article visualizations:

Promoting through Consumer Nostalgia: A Conceptual Framework and Future Research Agenda

Abstract: This research article tracks the evolution of the concept of nostalgia as a concept in marketing and more generally. The present study specifically highlights the development of a theoretical frame...