Showing papers in "Journal of Interactive Advertising in 2020"
TL;DR: In the context of social media, social media personae can build strong relationships with followers as mentioned in this paper, which carry great marketing potential, appeal to corpora and can be used for advertising.
Abstract: Via the unprecedented interactivity of social media, social media personae can build strong relationships with followers. Such relationships, which carry great marketing potential, appeal to corpor...
113 citations
TL;DR: In an examination of influencer success, the current research draws from brand personality literature and identifies social media influencers (SMIs) as human brands as mentioned in this paper, and this research exa...
Abstract: In an examination of influencer success, the current research draws from brand personality literature and identifies social media influencers (SMIs) as human brands. Specifically, this research exa...
85 citations
TL;DR: Fashion and beauty brands leverage social media influencers to shape purchasing decisions, improve cost effectiveness, and reach wider audiences as mentioned in this paper. But new conventional wisdom has brands moving away from...
Abstract: Fashion and beauty brands leverage social media influencers to shape purchasing decisions, improve cost effectiveness, and reach wider audiences. New conventional wisdom has brands moving away from...
43 citations
TL;DR: In this paper, the authors show that people generally choose to show an ideal self-image on social media, but this may be dependent on how they present themselves to their audience.
Abstract: Social media affords users the ability to control how they present themselves to their audience. People generally choose to show an ideal self-image on social media. However, this may be dependent ...
25 citations
TL;DR: This research examined whether and how AR interaction type, ad context, product type, and product type jointly influence perceived ad informativeness and brand liking.
Abstract: This study presents one of the earliest empirical studies that evaluates the effects of different interactivity and message design aspects of augmented reality (AR) advertising on consumer response...
19 citations
TL;DR: In this paper, the authors examine consumers' YouTube unboxing video-viewing motivations and their influence on purchase intent, drawing on the uses and gratifications (U&G) perspective.
Abstract: Drawing on the uses and gratifications (U&G) perspective, this study examines consumers’ YouTube unboxing video-viewing motivations and their influence on purchase intent. The results of a survey o...
18 citations
TL;DR: This paper examined consumer responses to empowerment hashtags in social media-based fashion advertising and found that consumers showed more favora cation for empowerment than women empowerment in fashion advertising, compared to men empowerment.
Abstract: Through two studies, this research examined consumer responses to empowerment hashtags in social media–based fashion advertising. The findings of Study 1 indicated that consumers showed more favora...
17 citations
TL;DR: The recent proliferation of social Web applications has facilitated an array of new customer engagement behaviors as mentioned in this paper, and creating social presence in brand communication is key to creating positive outcomcomcom...
Abstract: The recent proliferation of social Web applications has facilitated an array of new customer engagement behaviors. Creating social presence in brand communication is key to creating positive outcom...
17 citations
TL;DR: This article focuses on how researchers and practitioners can computationally analyze topics of conversation in social media posts, compare each to a human-coded topic analysis of a brand’s Twitter feed, and provides recommendations on how to assess and choose which computational methods to use.
Abstract: Advertising researchers and practitioners are increasingly using social media analytics (SMA), but focused overviews that explain how to use various SMA techniques are scarce. We focus on how resea...
16 citations
TL;DR: In today's digital era, as people increasingly spend their time online, social media has become a trendsetter for society as discussed by the authors, and social media platforms are now the primary source of information for consu...
Abstract: In today’s digital era, as people increasingly spend their time online, social media has become a trendsetter for society. Social media platforms are now the primary source of information for consu...
15 citations
TL;DR: In this article, the authors study the mechanisms of luxury content creation on social media and find that brands have increasing investment in creating compelling content that communicates brand value and stories on social networks.
Abstract: Luxury brands have been increasing investment in creating compelling content that communicates brand value and stories on social media. Yet research on understanding the mechanisms of luxury conten...
TL;DR: In this paper, the authors describe how virtual reality (VR) can enhance game players' experience by creating a hyperrealistic environment through telepresence, and how marketers have found opportunities for advertising in this new medium.
Abstract: Virtual reality (VR) can enhance game players’ experience by creating a hyperrealistic environment through telepresence. While marketers have found opportunities for advertising in this new medium,...
TL;DR: In this article, a key phenomenon of social media platforms is that groups of people who share similar interests can be grouped into groups of similar interests, which can be classified as a group of "similar interests".
Abstract: Young consumers’ social media activities are increasingly important for marketers and retailers. A key phenomenon of social media platforms is that groups of people who share similar interests crea...
TL;DR: In this paper, the diffusion of image interactivity technology in online advertising has changed how people interact with mediated information, and the authors explore how interactive images and touch-screen interfac...
Abstract: The diffusion of image interactivity technology in online advertising has changed how people interact with mediated information. This study explores how interactive images and touch-screen interfac...
TL;DR: A flurry of advertising campaigns, legislative attempts to regulate digital modification (e.g., required disclaimers about digital modification required in France and other countries), and social m....
Abstract: A flurry of advertising campaigns, legislative attempts to regulate digital modification (e.g., required disclaimers about digital modification required in France and other countries), and social m...
TL;DR: Using an eye-tracking method and a general population sample, an online survey exami... as mentioned in this paper found that Native advertising has grown tremendously as consumers have shifted attention from traditional to digital media.
Abstract: Native advertising has grown tremendously as consumers have shifted attention from traditional to digital media. Using an eye-tracking method and a general population sample, an online survey exami...
TL;DR: This paper examined how social norms can be formed differently across gender in the context of perceiving an alcohol company's corporate social responsibility (CSR) campaigns on social media (Faceb...
Abstract: This study examined how social norms can be formed differently across gender in the context of perceiving an alcohol company’s corporate social responsibility (CSR) campaigns on social media (Faceb...
TL;DR: Danmaku ads fostered more favorable attitudes toward the ad, the brand, and the advertised product via heightened social presence via heightenedSocial presence when the ad content and comment content were incongruent.
Abstract: This study explored the effect of incorporating danmaku, a website feature which allows viewers’ comments to scroll on top of videos that are streaming online, into advertising. Through a 2 (danmak...
TL;DR: While federal regulations and alcohol industry self-regulation have been exhorting alcohol advertisers to include warnings, such as legal drinking age, on alcohol advertisements, it is rare to see such warnings on advertisements.
Abstract: While federal regulations and alcohol industry self-regulation have been exhorting alcohol advertisers to include warnings, such as legal drinking age, on alcohol advertisements, it is rare to see ...
TL;DR: While disclosure has been largely investigated within existing native advertising research, consumers' individual characteristics, which may influence the persuasion process, have not received suff... as discussed by the authors, but consumers individual characteristics have not yet been investigated in the context of native advertising.
Abstract: While disclosure has been largely investigated within existing native advertising research, consumers’ individual characteristics, which may influence the persuasion process, have not received suff...
TL;DR: The use of hashtags can bring attention to brands and facilitate an online conversation around a brand-related topic as discussed by the authors, which can also be considered as a form of marketing marketing.
Abstract: Brands ubiquitously use hashtags in their online and offline marketing communications. The use of hashtags can bring attention to brands and facilitate an online conversation around a brand-related...
TL;DR: The authors presented research papers selected from the 2019 American Academy of Advertising (AAA) Global Conference, which was held July 12 through 14, 2019, at Peking University in Beijin, China.
Abstract: This special section presents research papers selected from the 2019 American Academy of Advertising (AAA) Global Conference, which was held July 12 through 14, 2019, at Peking University in Beijin...