Showing papers in "International Journal of Advertising in 2018"
TL;DR: It is shown that while current academic literature advocates probability sampling procedures, their actual usage is quite scarce and researchers should revisit the fundamental aspects of sampling to increase their research results’ rigour and relevance.
Abstract: In this research note, we reflect critically on the use of sampling techniques in advertising research. Our review of 1028 studies published between 2008 and 2016 in the four leading advertising journals shows that while current academic literature advocates probability sampling procedures, their actual usage is quite scarce. Most studies either lack information on the sampling method used, or engage in non-probability sampling without making adjustments to compensate for unequal selection probabilities, non-coverage, and sampling fluctuations. Based on our results, we call on researchers to revisit the fundamental aspects of sampling to increase their research results’ rigour and relevance.
157 citations
TL;DR: In this article, the authors describe how consumers are increasingly giving, seeking, and sharing their brand-related experiences via online channels that lead to electronic word-of-mouth (eWO...
Abstract: With the development of new and digital media, consumers are increasingly giving, seeking, and sharing their brand-related experiences via online channels that lead to electronic word-of-mouth (eWO...
103 citations
TL;DR: This paper examined the effect of brand feedback to negative electronic word of mouth (eWOM) on consumers' brand trust and purchase intentions, and examined the moderating effect of problem attribution described in the negative eWOM message.
Abstract: This study examined the effects of brand feedback to negative electronic word of mouth (eWOM) on consumers’ brand trust and purchase intentions, and examined the moderating effect of problem attribution described in the negative eWOM message. Results from a 2 (Brand Feedback: Present/Absent) × 2 (Causal Attribution: Brand/Reviewer) × 2 (Products: Laptop/TV) between-subjects online experiment suggest that brand feedback had a simultaneous positive and negative effect on purchase intentions, whereby brand trust mediated the positive effect. Attribution of the product's problem did not significantly change this effect. Findings help to clarify the literature by describing mechanisms through which brand feedback occurs to influence brand outcomes.
95 citations
TL;DR: In this article, the authors investigated the impact of online product reviews on purchase behavior using dual-process models of information processing and found that the results demonstrate the persuasive power of different review features that are derived from dual process models.
Abstract: The role of electronic word-of-mouth (eWOM) has been recognized by marketers and academics, but little research has examined the impact of eWOM on purchase behavior. Building on dual-process models of persuasion, this study aims to disentangle the effect of different online review features (i.e. argument quality, review valence, review helpfulness, message sidedness, source credibility and reviewer recommendation). Using product reviews and purchase data from an online retailer website, we investigate the financial impact of online product reviews on purchase decisions. The results demonstrate the persuasive power of different review features that are derived from dual-process models of information processing. Managerial implications on how advertisers and companies should design and manage online product reviews are offered.
65 citations
TL;DR: In this article, the authors examined how augmented reality technology affects consumers' brand perceptions and purchase intentions, and found that consumers tend to form higher self-brand connections and purchase intention when viewing themselves trying a product via a virtual mirror, rather than when viewing professional models wearing the product.
Abstract: Virtual mirror, an increasingly popular application of augmented reality, allows consumers to view their visages overlaid with product images on digital displays. The authors of this study examine how augmented reality technology affects consumers’ brand perceptions and purchase intentions. Study 1, using a real brand, demonstrates that consumers tend to form higher self-brand connections and purchase intention when viewing themselves trying a product via a virtual mirror, rather than when viewing professional models wearing the product. Study 2, using a fictitious brand, reveals that narcissistic participants show pronounced positive self-viewing effects, but non-narcissistic participants show attenuated effects. Implications for digital marketers are discussed.
64 citations
TL;DR: This article explored the moderating effect of culture-related values on responses to male and female gender role stereotyping in advertising and found that perceived stereotyping contributes positively to ad and brand attitude, and this effect is enhanced for more masculine, more power distant, more assertive and less feminine role oriented individuals.
Abstract: The present study aims to explore the moderating effect of culture-related values on responses to male and female gender role stereotyping in advertising. Based on an experiment in Sweden (n = 507) and Germany (n = 506), we test the impact of respondents' masculinity, power distance, assertiveness values and feminine role orientation on ad attitudes and brand attitudes. The results show that, in general, perceived stereotyping contributes positively to ad and brand attitude, and this effect is enhanced for more masculine, more power distant, more assertive and less feminine-role oriented individuals. In addition, consumers respond more negatively to perceived female stereotyping compared to male stereotyping, and this is especially true for more power distant and more assertive individuals.
59 citations
TL;DR: In this paper, a meta-analysis of studies that used an experiment to test the effect of sexual appeals in ads on memory, attitude, and purchase intention was presented, which revealed a significant positive effect for sexual appeals on ad recognition and recall (weighted Cohen's d =.38, p <.001).
Abstract: Researchers have often attempted to answer the question, ‘Does sex sell?’ In this article, we present a meta-analysis of studies that used an experiment to test the effect of sexual appeals in ads on memory, attitude, and purchase intention. Our analysis revealed a significant positive effect for sexual appeals on ad recognition and recall (weighted Cohen's d = .38, p < .001), but the effect on brand recognition and recall was not significant (d = .09, p = .30). We also found that the effect of sexual appeals on attitude towards the ad was not significant (d = −0.07, p = .26); however, additional analysis showed that males (d = .27, p < .01) evaluate ads with sexual appeals significantly more positively than females (d = −.38, p < .001). Finally, we found a small significant negative effect on brand attitude (d = −.22, p < .05), but no effect on purchase intention (d = .01, p = .94).
59 citations
TL;DR: A cross-national survey (N = 5784) examined generational differences in media use, advertising attitudes and avoidance for five media (websites, social media, mobile phones, television, newspapers) in six countries (Germany, Spain, United Kingdom, United States, France, and the Netherlands).
Abstract: This cross-national survey (N = 5784) examined generational differences in media use, advertising attitudes and avoidance for five media (websites, social media, mobile phones, television, newspapers) in six countries (Germany, Spain, United Kingdom, United States, France, and the Netherlands) The results showed that the net generation and the newspaper generation, but not the TV generation, were clearly distinct in the frequency of their media use in all six countries For advertising attitudes, generational patterns were visible, however, neither for all media nor in all countries When generational differences did occur, the net generation was on the positive end, whereas the newspaper generation was usually the most negative For advertising avoidance, generational patterns were less present and consistent The findings point out interesting directions for future research Practical implications for advertisers and media planners are discussed
59 citations
TL;DR: In this article, the authors developed the Persuasion Knowledge Scales of Sponsored Content (PKS-SC) that measure nine components: (1) recognition of sponsored content, understanding of selling and persuasive intent, recognition of the commercial source of sponsored contents, understanding and persuasive tactics, understanding the economic model, self-reflective awareness of the effectiveness of sponsored items, skepticism toward sponsored content and appropriateness of sponsored products, and liking of content.
Abstract: Despite the popularity of the Persuasion Knowledge Model, and its persistent relevance given the omnipresence of sponsored content (e.g. brand placement in TV programmes and video games, or paid product reviews in blogs), the way scholars measure persuasion knowledge varies widely. This study aims to develop valid and reliable scales for standardized measurement of consumers' persuasion knowledge of sponsored content. In three phases, we developed the Persuasion Knowledge Scales of Sponsored Content (PKS-SC) that measures nine components: (1) recognition of sponsored content, (2) understanding of selling and persuasive intent, (3) recognition of the commercial source of sponsored content, (4) understanding of persuasive tactics, (5) understanding of the economic model, (6) self-reflective awareness of the effectiveness of sponsored content, (7) skepticism toward sponsored content, (8) appropriateness of sponsored content, and (9) liking of sponsored content. All scales have good to appropriate validity and reliability. Recommendations for future research are discussed.
58 citations
TL;DR: This article examined how content sponsorship interacts with content type to influence consumer responses toward brand-related UGC (inferences of manipulative intent, brand attitude, and intention to click on a URL).
Abstract: With the growing power of brand-related user-generated content (UGC) on social media, marketers have begun incorporating UGC into the marketing mix as part of word-of-mouth marketing. Drawing upon the Persuasion Knowledge Model, this study examines how content sponsorship interacts with content type to influence consumer responses toward brand-related UGC (inferences of manipulative intent, brand attitude, and intention to click on a URL). The results of an experiment with an online panel in the United States show that when the content is organic (i.e. unpaid), experience-centric content is more likely to induce favourable consumer responses than promotional content. When the content is sponsored (i.e. paid), however, promotional content yields more effective results than experience-centric content. Furthermore, this study demonstrates that consumer inferences of manipulative intent serve as a mediator for the interaction effects between content sponsorship and content types on consumer responses.
53 citations
TL;DR: In this article, the authors examined how different types of brand placement warning cues influenced cognitive advertising literacy and the attitude toward the placed brand, among children between 8 and 10 years old.
Abstract: In spite of the EU's prohibition on brand placement in children's programmes, it is argued that children may still be exposed to this advertising format in many occasions. Consequently, and as children may have even more difficulties than adults to distinguish the commercial content from the editorial media content in which it is embedded, an advertising disclosure may be necessary to enable them to cope with brand placement. Entailing two one-factorial between-subjects experiments, the current article examined how different types of brand placement warning cues influenced cognitive advertising literacy and the attitude toward the placed brand, among children between 8 and 10 years old.In a first study, it was investigated how these outcomes were influenced by warning cues with different perceptual modalities (no vs. auditory vs. visual cue, N = 98). The results showed that a visual warning cue was more effective than an auditory warning cue (vs. no warning cue) in addressing cognitive advertising...
TL;DR: The role of placement characteristics such as brand integration and placement frequency for brand outcomes on children has largely been ignored in extant research as discussed by the authors, and the role of parental mediation as a potential moderator in this context.
Abstract: The role of placement characteristics such as brand integration and placement frequency for brand outcomes on children has largely been ignored in extant research. We also lack insights about parental mediation as a potential moderator in this context. The present paper describes an experimental study in which children were exposed to different versions of a cartoon movie which included a moderately or frequently placed chips brand. The brand was either presented as a screen- or as a plot-placement. Children's attitudinal and behavioral outcomes were matched with surveys completed by their parents who answered questions about their mediation strategies. Compared to screen-placements, moderately and frequently presented plot-placements lead to an increase in children's product choice. Parents’ advertising mediation strategies were not able to prevent this behavioral outcome. Our findings offer insights into children's susceptibility to product placement effects relevant to parents, educators, and policy re...
TL;DR: In this paper, a new type of electronic word-of-mouth, namely, selfies with brands/products (brand-selfies) on social networking sites, was investigated, and three factors as predictive of brand-selfie posting behavior were considered: narcissism, materialism, and beliefs that social networks are sources of brand information.
Abstract: Marketing scholars and consumer psychologists are turning their attention to the increasing proliferation of selfies. This study investigates a new type of electronic word-of-mouth, namely, selfies with brands/products (‘brand-selfies’), on social networking sites, and considers three factors as predictive of brand-selfie posting behaviour: narcissism, materialism, and beliefs that social networking sites are sources of brand information. Data from an online survey were analysed using discriminant analysis to identify characteristics of consumers that do or do not post brand-selfies. The results found that narcissism, materialism, and the belief that social networking sites were brand/product information sources meaningfully related to social networking sites’ users’ brand-selfie posting behaviour and that they differentiated between brand-selfie posters and non-brand-selfie posters. Consumers’ perceptions of social networking sites as sources of brand/product information were most strongly predic...
TL;DR: In this paper, the authors describe how television is undergoing tremendous technological developments, which will enable marketers to direct commercial messages to more specific audiences at the individual and/or household level.
Abstract: Television is undergoing tremendous technological developments, which will enable marketers to direct commercial messages to more specific audiences at the individual and/or household level. Tradit...
TL;DR: This article explored the role of character product interaction (CPI) for product placement effect in adults, but no studies have explored the effect of CPI on product placement effects in adults.
Abstract: Type of placement integration has been shown to influence placement effects in adults. However, no studies have explored the role of character product interaction (CPI) for product placement effect...
TL;DR: This article examined how brand relationships, interpersonal relationships, and user comment valence influence the effectiveness of viral advertising and found that the relationship between brand relationships and interpersonal relationships can influence the success of advertising.
Abstract: This study addresses gaps in our understanding of viral advertising by examining the following questions: (1) how do brand relationships, interpersonal relationships, and user comment valence influ...
TL;DR: In this paper, the authors investigated the conditions under which cause-related marketing campaigns generate stronger altruistic attributions of sponsor motives and subsequently purchase intention, and found that the matching effect was more pronounced for the high-involvement product, but not for the low involvement product.
Abstract: Applying the self-construal (SC) temporal match effect to a cause marketing context, this study investigated the conditions under which cause-related marketing campaigns generate stronger altruistic attributions of sponsor motives and subsequently purchase intention. As major factors, temporal duration (long-term vs. short-term), SC (independent vs. interdependent), and product involvement (high vs. low) were incorporated in the integrative model and the three-way interaction effect on altruistic attributions was assessed. With the use of online experimental data from 323 college students, the matching effect of temporal duration and SC was found, such that independent individuals were influenced by the message that was framed with the distant, long-term duration. Our findings further found that this matching effect was more pronounced for the high-involvement product, but not for the low-involvement product. In addition, this study discovered that altruistic attributions mediated the effect of temporal d...
TL;DR: The authors made the point that evolutionary psychologists' ex-employee's ex-teacher made the same point. But they also pointed out that the state of research of humour in advertising and showed that some findings deserve further explanations.
Abstract: Prior reviews have outlined the state of research of humour in advertising and showed that some findings deserve further explanations. This paper makes the point that evolutionary psychologists’ ex...
TL;DR: The influence of text valence, star rating and rated usefulness of online reviews on review readers' impression of the review and their positive word-of-mouth intention was tested in an experimental study.
Abstract: The influence of text valence, star rating and rated usefulness of online reviews on review readers’ impression of the review and their positive word-of-mouth intention is tested in an experimental...
TL;DR: The effects of the increase in the use of the hashtag are especially significant for bran... as discussed by the authors, and the effects of this increase in use of hashtag for personal mobile social network services (SNS) have created new trends.
Abstract: The dissemination and utilization of personal mobile social network services (SNS) have created new trends. The effects of the increase in the use of the hashtag are especially significant for bran...
TL;DR: In this article, the authors examined how individuals' cultural orientations influenced the relationship between their construal level and temporal distance and found that individuals' cultures influenced their perceived temporal distance.
Abstract: The present research examined how individuals’ cultural orientations influenced the relationship between their construal level and temporal distance There were two studies in this research In study 1, the relationship between culture and construal level was examined through the Behavior Identification Form In addition, the influence of culture on temporal distance and individuals’ construal level was investigated by analyzing participants’ descriptions of their lives In study 2, the three-way interaction between culture, temporal distance, and construal level frame of persuasive messages (desirability vs feasibility focused message) was investigated A total of 503 (study 1 – 279 and study 2 – 224) students from two different countries (Korea and the United States) participated in the study The findings revealed that individuals’ cultural orientations influenced their construal level and perceived temporal distance Consistent results were found in an advertising context When individuals from a coll
TL;DR: In this paper, a theoretical framework was proposed to investigate the roles of curiosity and influence in SNS users' decisions to adopt eWOM and to pass it along to their contact groups.
Abstract: The rapid proliferation of social networking sites (SNSs) provides marketers with ample opportunities to explore advertising strategies based on electronic word-of-mouth (eWOM). With that in mind, this study aims to understand the influence of the eWOM diffusion process on SNSs. We propose a theoretical framework to investigate the roles of curiosity and influence in SNS users’ decisions to adopt eWOM and to pass it along to their contact groups. Two forms of curiosity, specific and diversive, are proposed to initiate specific exploration (consistency checking and knowledge-based validation) and diversive exploration (referral visit behavior), and eventually, adoption and pass-along behavior. In addition, SNS influence, formed by maven, persuasiveness, and connectivity, is proposed as a moderator affecting information diffusion. The proposed framework is empirically validated using the data collected from online surveys of 590 Facebook users. Implications for theory and practice are also discussed.
TL;DR: This paper made a point of watching the advertising as "big events" such as the Super Bowl, World Cup Soccer, the Academy Awards, and the Olympics, and found that these events in some...
Abstract: Because of my own research interests, I make a point of watching the advertising as “big events” such as the Super Bowl, World Cup Soccer, the Academy Awards, and the Olympics. These events in some...
TL;DR: The authors explored the multidimensional nature of anthropomorphism in advertising by investigating two degrees of humanization (i.e. subtle vs. overt) that generate different outcomes in terms of advertising performance.
Abstract: Anthropomorphized brands or products in advertisements are known to affect consumers’ attitudes in a positive direction. However, most research treats anthropomorphized stimuli as the same in both its design and effects. We explore the multidimensional nature of anthropomorphism in advertising by investigating two degrees of humanization (i.e. subtle vs. overt) that generate different outcomes in terms of advertising performance. For example, we find that consumers prefer ads that use overt humanization (compared to subtle and no humanization) when an ad uses assertive language (i.e. Buy NOW!); however, they prefer ads that use subtle humanization when coupled with ads that do not include assertive language. We find a similar pattern when consumers are cognitively busy. Managerial and theoretical implications are discussed.
TL;DR: In this article, the authors examined the process of religious beliefs, social norms and attitudes toward women to predict people's intentions to intervene when confronted with domestic violence using the theory of reasoned action.
Abstract: Using the theory of reasoned action (TRA), the study examines the process of religious beliefs, social norms and attitudes toward women to predict people's intentions to intervene when confronted with domestic violence. Drawing from a nationwide sample in India and the religion of Hinduism, the structural equation modeling (SEM) findings show support for the hypothesized models. The religious symbol primed one's level of religiosity, generating positive ad attitudes and intentions to report domestic violence. For both ads, beliefs in gender equality and social norms about helping were critical to reporting intentions. More importantly, the study extends the TRA by showing religion's relevance in public service persuasion. The study provides both theoretical and managerial implications as well as avenues for future research.
TL;DR: This article examined the effectiveness of different metaphor types (juxtaposition vs replacement vs fusion) while taking into account the potential impacts of product type, consumer gender differences, and consumer cognitive capacity.
Abstract: This research examines the effectiveness of different metaphor types (juxtaposition vs replacement vs fusion) while taking into account the potential impacts of product type, consumer gender differences, and consumer cognitive capacity The experimental results indicate that ads with metaphors are more effective than those without, regardless of the type of metaphor being used For females, a replacement metaphor is more effective in ads for ‘search products’, while a juxtaposition metaphor is more effective in ads for ‘experience products’ Juxtaposition metaphors are more effective for males, regardless of product type When the focus is narrowed to the cognitive capacity of female participants, metaphor type and product type are found to have an interactive effect on females with high cognitive capacity Fusion metaphors have the advantage when promoting a search product to high cognitive capacity females The results suggest that practitioners can more effectively promote their products by choosing
TL;DR: Recently, in doing some media around Super Bowl advertising, a newspaper reporter asked me about the types of advertising that tend to resonate with millennials and I did the usual searches as discussed by the authors.
Abstract: Recently, in doing some media around Super Bowl advertising, a newspaper reporter asked me about the types of advertising that tend to resonate with millennials. Therefore, I did the usual searches...
TL;DR: This article explored the relation between advertising spend in different offline media (TV, radio, newspapers, magazines, out-of-home) and reach of and engagement with brand pages on Facebook and found that while advertising in offline media influenced organic and viral reach, the number of page likes was directly influenced by advertising on Facebook only.
Abstract: Research investigating the drivers of consumers’ engagement with brands on social media is proliferating. However, little is known about how advertising outside social media drives engagement with brands on social media. This study aims to explore the relation between advertising spend in different offline media (TV, radio, newspapers, magazines, out of home), and reach of and engagement with brand pages on Facebook. The study uses a unique real-life data-set containing information about the Facebook pages of 45 brands for approximately three years combined with Nielsen Advertising Spend data. Results showed that while advertising in offline media influenced organic and viral reach, the number of page likes was directly influenced by advertising on Facebook only. It can be concluded that offline advertising is relevant in driving consumers’ online brand engagement; however, there is a unique set of drivers for organic reach, viral reach and likes.
TL;DR: This article identified motivations for the use of smartphone applications as well as lifestyle clusters of users and examined their influences on the relationships between perceived ease of use, perceived usefulness, attitude and intentions to use.
Abstract: Mobile advertising, influenced by the current growth in smartphone applications, creates new opportunities for the advertising industry. This study identified motivations for the use of smartphone applications as well as lifestyle clusters of users and examined their influences on the relationships between perceived ease of use, perceived usefulness, attitude and intentions to use. This research used a face-to-face survey and empirical analyses to investigate key questions about how and why consumers use smartphone applications, illustrating the imperative roles that motivations and lifestyle clusters play in an important advertising context. This study represents a step toward clarifying how different lifestyle clusters influence different relationships between motivations, perceived ease of use, perceived usefulness, attitude and intentions to use applications as advertising media, offering implications for advertising academics and practitioners.
TL;DR: In this article, the role of social identity and threats to social identity on consumers' judgment and behavioural intention about electronic word-of-mouth (eWOM) on Facebook was explored.
Abstract: In this research, we explore the role of social identity and threats to social identity on consumers’ judgment and behavioural intention about electronic word-of-mouth (eWOM) on Facebook. Study 1 s...