Showing papers in "Journal of Advertising in 2019"
Journal Article•
TL;DR: In this article, the authors examined the differential effects of celebrity and expert endorsements on consumer risk perceptions via three studies and found that for high technology-oriented products there will be stronger effects of expert endorsers than celebrity endorsers in reducing consumer risk perception.
Abstract: This paper examines the differential effects of celebrity and expert endorsements on consumer risk perceptions via three studies. Using source model theories, it is hypothesized that for high technology-oriented products there will be stronger effects of expert endorsers than celebrity endorsers in reducing consumer risk perceptions. In addition, for high technology-oriented products, there is likely to be an interaction effect between endorser type and consumer knowledge on respondents' risk perceptions. Such an interaction effect is likely to be absent for products with a low technology orientation. These hypotheses are supported by the first two studies. The third study examines the underlying theoretical processes of internalization versus identification and shows that the stronger effects of expert (versus celebrity) endorsers for high technology-oriented products is somewhat neutralized for certain types of perceived risks when there is high congruency between the celebrity endorser and the product.
340 citations
TL;DR: In this article, the authors provide an agenda for future research on brand communication in social media based on an overview of the current state of research, a discussion of the theoretical and conceptual challenges of brand communication, and a survey about the expectations of the media and advertising industry.
Abstract: This article provides an agenda for future research on brand communication in social media. Based on an overview of the current state of research, a discussion of the theoretical and conceptual challenges of brand communication in social media, and a survey about the expectations of the media and advertising industry, I present six key directions for future research. These six key directions include research on (1) social media influencers, (2) personalized brand content in social media, (3) ethical concerns about the nature of social media content and consumer empowerment, (4) platform characteristics rather than on Facebook, (5) the integration of social media in the media mix and the consumer journey, and (6) using real social media data. Together these six key directions help to shape the social media research agenda.
169 citations
TL;DR: Since the appearance of the first banner ad, online advertising has evolved significantly and now accounts for a substantial portion of all advertising spending as discussed by the authors, and as online advertising tools pro-life...
Abstract: Since the appearance of the first banner ad, online advertising has evolved significantly and now accounts for a substantial portion of all advertising spending. As online advertising tools prolife...
109 citations
TL;DR: The role of emotions in human information processing and behavior, as studied within the context of advertising, has been extensively and ever-developing literature on the role of emotion as discussed by the authors.
Abstract: Emotions play a central role in advertising Starting from the extensive and ever-developing literature on the role of emotions in human information processing and behavior, as studied within gener
77 citations
TL;DR: In terms of objectives and measurement, sponsorship has functioned like advertising for decades as mentioned in this paper, and the current WSP is an established marketing communications platform that takes many forms and objectives.
Abstract: Sponsorship is an established marketing communications platform that takes many forms. In terms of objectives and measurement, sponsorship has functioned like advertising for decades. The current w...
63 citations
TL;DR: In this paper, the demand for advertising in a growing e-commerce market cannot be sufficiently addressed in a traditional advertising operation model, and advertisers and ecommerce platforms apply arti...
Abstract: Knowing that the demand for advertising in a growing e-commerce market cannot be sufficiently addressed in a traditional advertising operation model, advertisers and e-commerce platforms apply arti...
60 citations
TL;DR: The International Conference on Intelligence Science and Advertising Development (ICSAAD) was held in Shanghai, China, on November 17 and 18, 2018 as mentioned in this paper, where more than 40 scholars and experts presented on the latest...
Abstract: The International Conference on Intelligence Science and Advertising Development was held in Shanghai, China, on November 17 and 18, 2018. More than 40 scholars and experts presented on the latest ...
59 citations
TL;DR: The authors provide a comprehensive and systematic review of the product placement literature in order to map the thematic development of product placement research, help researchers understand the research, and provide an overview of the most popular product placement topics.
Abstract: This article provides a comprehensive and systematic review of the product placement literature in order to map the thematic development of product placement research, help researchers understand t...
59 citations
TL;DR: In this article, the authors introduce the celebrity capital life cycle as a structuring framework for the literature on celebrity endorsement, which comprises four stages: acquisition, consolidation, acquisition, and consolidation.
Abstract: This article introduces the celebrity capital life cycle as a structuring framework for the literature on celebrity endorsement. This framework comprises four stages: acquisition, consolidation, ab...
49 citations
TL;DR: Based on a review of the literature, the authors presents a framework for understanding advertising creativity and asks the question "What future direction should advertising creativity research focus on?" and presents a survey of advertising creativity.
Abstract: Based on a review of the literature, this article presents a framework for understanding advertising creativity and asks the question “What future direction should advertising creativity research t...
48 citations
TL;DR: In this article, the authors expand the concept of programmatic advertising to include programmatic creative as a vital component, while artificial intelligence (AI) has already automated the media buying process.
Abstract: In this article, we expand the concept of programmatic advertising to include programmatic creative as a vital component. While artificial intelligence (AI) has already automated the media buying p...
TL;DR: Artificial intelligence in programmatic advertising constitutes fertile grounds for marketing communication with tremendous opportunities as mentioned in this paper. Yet, despite its touted benefits, contemporary implementat-tional implementatat...
Abstract: Artificial intelligence in programmatic advertising constitutes fertile grounds for marketing communication with tremendous opportunities. Yet, despite its touted benefits, contemporary implementat...
TL;DR: In this article, the authors found that consumers across the globe increasingly engage with user-generated content about brands on social networking sites (i.e., brand-related usergenerated content [Br-UGC]).
Abstract: Consumers across the globe increasingly engage with user-generated content about brands on social networking sites (i.e., brand-related user-generated content [Br-UGC]). As online consumer behavior...
TL;DR: Attention as context for message effects will help to better understand and predict how advertising is perceived in the new normal way of engaging with media.
Abstract: Media multitasking (MMT) is now a common way to engage with media. Flexibility in devices and content allow people to actively manage their attention but also to become distracted from their origin...
TL;DR: This work proposes a procedure to analyze user-generated content (UGC) on social media using Dove’s “Campaign for Real Beauty” as a case for demonstration and provides a guideline to explicate all six steps of the analysis procedure.
Abstract: Adopting a combination of qualitative textual analysis, human-based content analysis, and machine learning–based data mining, we propose a procedure to analyze user-generated content (UGC) on socia...
TL;DR: Rising support for the lesbian, gay, bisexual, and transgender (LGBT) community, paired with the considerable buying power of this group, has triggered increasing interest from marketers in the gay market as mentioned in this paper.
Abstract: Rising support for the lesbian, gay, bisexual, and transgender (LGBT) community, paired with the considerable buying power of this group, has triggered increasing interest from marketers in the gay...
TL;DR: In this article, the authors compared three 360-degree video ads with their counterparts, three standard video ads, in terms of perceived ad novelty, presence (i.e., spatial presence, engagement, ecological val...
Abstract: In this study, we compared three 360-degree video ads with their counterparts—three standard video ads—in terms of perceived ad novelty, presence (i.e., spatial presence, engagement, ecological val...
TL;DR: The authors analyzes how the symbolic meaning of advertising can be used to create brand meaning by endowing brands with symbolic values and embedding them within their broader sociocultural context.
Abstract: Advertising is central to creating brand meaning by endowing brands with symbolic values and embedding them within their broader sociocultural context. This study analyzes how the symbolic meaning ...
TL;DR: Research on product placement, the integration of brands/products within entertainment content, has flourished over the past three decades, culminating in several review articles as mentioned in this paper. But this article is not a comprehensive review.
Abstract: Research on product placement, the integration of brands/products within entertainment content, has flourished over the past three decades, culminating in several review articles. This article conc...
TL;DR: Using another media screen while watching television has become a part of people's daily routines as discussed by the authors, and the topic of multiscreening has thus received increased attention from advertising scholars in rec...
Abstract: Using another media screen while watching television has become a part of people’s daily routines. The topic of multiscreening has thus received increased attention from advertising scholars in rec...
TL;DR: The authors showed that when social media advertisements appear with disclosures, featuring friend recommendations can result in diametrically opposite effects on advertising effectiveness in terms of advertising effectiveness and advertisement effectiveness in general.
Abstract: This study establishes that when social media advertisements appear with disclosures, featuring friend recommendations can result in diametrically opposite effects on advertising effectiveness in t...
TL;DR: In light of increasing awareness of environmental issues, advertisers around the world have developed numerous campaigns to communicate environmentally friendly attributes as mentioned in this paper, and the aim of this article is to improve the environmental awareness of advertisers.
Abstract: In light of increasing awareness of environmental issues, advertisers around the world have developed numerous campaigns to communicate environmentally friendly attributes. The aim of this article ...
TL;DR: It is proposed that because products in unrealistic images look unconsumable or unusable, unrealistic product images suppress consumers’ mental simulation of consuming or using those products and increase uncertainty in the judgment of these products’ characteristics.
Abstract: Many advertisements use unrealistic images of products (e.g., hand drawings, digital illustrations, rotoscoped animation) instead of actual product images. However, while unrealistic product images...
TL;DR: Research over the years has delved into the role of culture in advertising from various perspectives using both cross-country comparisons and within-country investigations as mentioned in this paper, and an assessment of recent...
Abstract: Research over the years has delved into the role of culture in advertising from various perspectives using both cross-country comparisons and within-country investigations. An assessment of recent ...
TL;DR: A binary integer programming model is developed to allocate sponsored recommendations considering dual objectives of maximizing ad revenue and user utility and it is shown that user utility for the recommended items can be improved while reducing ad revenue by a small amount.
Abstract: Retailing and media platforms recommend two types of items to their users: sponsored items that generate ad revenue and nonsponsored ones that do not. The platform selects sponsored items to maximi...
TL;DR: The strong relationship between advertising and public policy has important implications for consumers as discussed by the authors, and advertising is part of the fabric of advertising with respect to both research and practice, which has been discussed extensively in the literature.
Abstract: Public policy is part of the fabric of advertising with respect to both research and practice. The strong relationship between advertising and public policy has important implications for consumers...
TL;DR: Ad blocker proliferation threatens the revenue streams of many websites and raises fears about the viability of digital advertising as a whole as discussed by the authors. But although industry initiatives have increasingly aimed at targeting ad blocking, none of them have been successful.
Abstract: Ad blocker proliferation threatens the revenue streams of many websites and raises fears about the viability of digital advertising as a whole. Although industry initiatives have increasingly aimed...
TL;DR: In this paper, the downstream consequences of one significant aspect of product image display in advertising are investigated and the authors establish important downstream consequences for this aspect of image display, which plays an important role in consumer perception and behavior.
Abstract: Product image display in advertising plays an important role in consumer perception and behavior. In this research, we establish important downstream consequences of one significant aspect of produ...
TL;DR: The authors examined how guanxi (relationships, connections) between advertising agencies and their clients impact their creative performance and implementation by integrating both Chinese Guanxi and Japanese Guanxi.
Abstract: This study examines how guanxi (relationships, connections) between advertising agencies and their clients impact their creative performance and implementation by integrating both Chinese guanxi an...
TL;DR: The authors examine consumer attitudes toward ethically labeled products and demonstrate that consumers who think dichotomously tend to favor their own self-interests over the social good by choosing mainstream non-certified products over products displaying ethical labels such as fair trade and Fair Wear.
Abstract: The authors examine consumer attitudes toward ethically labeled products and demonstrate that consumers who think dichotomously tend to favor their own self-interests over the social good by choosing mainstream noncertified products over products displaying ethical labels such as fair trade and Fair Wear. The authors further suggest that advertisers can use a third-person perspective to attenuate the negative effects of dichotomous thinking, increase purchase intentions, and encourage consumption of ethically certificated products. Findings from five studies on various ethically labeled products (such as food and clothing) with a diverse group of study participants (American consumers from a popular tourist spot, an online panel, and college students) provided convergent evidence supporting the hypotheses. Theoretical contributions and implications for marketers, policymakers, and consumers are addressed.