Showing papers in "Journal of Interactive Advertising in 2014"
TL;DR: The authors used the two-step flow model to understand the effects of perceived third-party influence in social media and found that explicitness of disclosure of links between message sponsor and opinion leader significantly influences the perceived credibility of the opinion leader, and in turn participants' attitudes regarding the product being reviewed and purchase intentions.
Abstract: Utilizing the two-step flow model, the study sought to understand the effects of perceived third-party influence in social media. Blogger relations is a common strategy in public relations, and frequently results in compensation for coverage. Disclosure of these relationships can vary in explicitness, though the impact of disclosure is unknown. A national sample (N = 405) participated in an experiment in which a blog product review varied in its acknowledged third-party influence. Results indicate explicitness of disclosure of links between message sponsor and opinion leader significantly influences the perceived credibility of the opinion leader, and in turn participants’ attitudes regarding the product being reviewed and purchase intentions.
105 citations
TL;DR: In this article, the development of new electron beamforming was discussed and Word of Mouth (WOM) is an important information source for consumers, which has been shown to be more credible and persuasive than commercial information.
Abstract: Word of mouth (WOM) is an important information source for consumers. Previous researchers have shown it is more credible and persuasive than commercial information. The development of new electron...
83 citations
TL;DR: In this paper, a survey with samples from a student population (N = 308) and a national consumer population (n = 501) was conducted to understand the audience factors associated with heavy media multitasking.
Abstract: Multitasking with media is increasing. This shift in media consumption presents challenges to advertising practitioners and researchers because it may affect people's attention, perception, and memory for advertising contained in those media. However, while audience multitasking behavior has recently received increased attention, the individual predictors of media multitasking are underexplored. To better understand the audience factors associated with heavy media multitasking we conducted a survey with samples from a student population (N = 308) and a national consumer population (N = 501). Age and gender were significant predictors only in the national sample, while personal control and need for simplicity were predictors only in the student sample. Results also indicated that sensation seeking and creativity were significant predictors of multitasking in both samples. Interestingly for advertisers, increased perception of advertising utility was also a predictor of multitasking in both the student and ...
80 citations
TL;DR: The authors investigated the role of brand relationships and sharing motivations in the social exchange of advertising and found evidence that brand relationships interact with sharing motivations to impact ad referral decision processes within social networking sites.
Abstract: Taking a consumer centric approach, this study investigates the social processes central to ads going viral. Specifically, insights into the intertwining roles of brand relationships and sharing motivations in the social exchange of advertising are explored. Two distinct referral decision-making processes were proposed and tested: referral and coreferral. Results offer evidence that brand relationships interact with sharing motivations to impact ad referral decision processes within social networking sites. Practical and theoretical implications are discussed.
76 citations
TL;DR: In this article, the antecedents to young adults' intentions to follow brands on Twitter and Facebook were compared and three conclusions that emerge from this study are not entirely consistent with planned behavior or technology acceptance models.
Abstract: This research compares the antecedents to young adults’ intentions to follow brands on Twitter and Facebook. The three conclusions that emerge from this study are not entirely consistent with planned behavior or technology acceptance models. First, perceived ease of use directly affects users’ intentions to follow brands on Facebook and Twitter. Second, peer pressure is an important factor in the decision to follow brands on Facebook and Twitter. Third, consumers’ attitudes toward following brands on Facebook and Twitter do not directly affect their intentions to follow brands. In addition, following brands on Facebook and Twitter appears to satisfy different user gratifications.
55 citations
TL;DR: In this paper, the authors examine factors that affect consumers' intentions to join brand pages and find that utilitarian and hedonic values of advertising on social networks enhance users' positive attitudes toward brand pages.
Abstract: The purpose of this study is to examine factors that affect consumers’ intentions to join brand pages. The findings suggest that utilitarian and hedonic values of advertising on social networks enhance users’ positive attitudes toward brand pages. Belongingness has a positive effect on subjective norm. Both the attitudes toward brand pages and subjective norm variables are significant predictors of consumers’ intentions to join brand pages. However, subjective norm affects intentions to join brand pages more than attitudes toward brand pages do. The conceptual framework underlying the theoretical model provides a useful basis for explaining consumers’ intentions to become fans of brand pages.
42 citations
TL;DR: A field study compared the click-through rates of box and banner web ads with red and blue color schemes using data from more than 1.5 million ad impressions from 12 months of traffic on a popular news website, and found ads with a red color scheme elicited a greater number of responses.
Abstract: A field study compared the click-through rates of box and banner web ads with red and blue color schemes using data from more than 1.5 million ad impressions from 12 months of traffic on a popular news website. For box ads, a red (versus blue) color scheme generated substantially higher click-through rates, but for banner ads the effect of color was less pronounced. Consistent with research on color and attention, ads with a red color scheme elicited a greater number of responses. This finding also suggests, though, that habituation to certain types of ads, such as banner ads, can attenuate the effect of ad attributes.
36 citations
TL;DR: The findings indicate that young users are more concerned about the information they provide to Facebook than Twitter, and implications for advertising on social media and policymaking are discussed.
Abstract: This study examines privacy protection and behavior on two different types of social network sites (SNSs), Facebook (a traditional SNS) and Twitter (a microblogging SNS). This study examines the relationships between privacy concerns and uses of SNSs as well as between privacy concerns and uses of privacy protection on SNSs. The findings indicate that young users are more concerned about the information they provide to Facebook than Twitter. Users worry more about information on those sites being accessed by parents, teachers, or other people with authority roles than by those they know less about, such as marketers, advertisers, and those in distant relations. This study discusses implications for advertising on social media and policymaking.
31 citations
TL;DR: The authors examined how parents' individual trait differences in persuasion knowledge and mediation of their children's Internet use was related to their persuasion knowledge of children's advergames, as well as their attitudes toward them.
Abstract: As part of a larger online study that focused on parents of children between the ages of 7 and 11, this study examined how (1) parents’ individual trait differences in persuasion knowledge and mediation of their children's Internet use was related to their persuasion knowledge of children's advergames, as well as their attitudes toward them, and (2) how parents’ attitudes toward and persuasion knowledge of children's advergames was related to their attitudes toward regulating them. There was a strong negative relationship between parents’ existing persuasion knowledge and the activation of persuasion in knowledge in children's advergames. There was also a strong positive relationship between parents’ attitudes toward children's advergames and attitudes toward their regulation. Theoretical implications for persuasion knowledge research are discussed.
23 citations
TL;DR: The main finding is that some elements have both positive and negative relationships with CTRs depending on where they are placed within the advertisement, including brand, value “puffery,” and price.
Abstract: This article reports the relationship that specific elements of search engine advertisements (SEAs) have with click-through rates (CTRs) within Google AdWord Campaigns. In total, 1,880 separate advertisements with more than 57 million impressions and 185,000 click-throughs were analyzed. The main finding is that some elements have both positive and negative relationships with CTRs depending on where they are placed within the advertisement. An implication is that the section of the advertisement in which an element appears should be taken into consideration when devising SEAs and when evaluating the relationship between elements and CTRs. We found the elements with mostly a positive effect on CTRs were brand, value “puffery,” and price; and those with a negative effect were promotions and questions. Limitations of the study and future research opportunities are given.
13 citations