Journal of Marketing Communications最新文献_第7页

Word of mouse! What drives consumer voluntarism to write online reviews? 老鼠的话！是什么驱使消费者自愿撰写在线评论？

Journal of Marketing Communications Pub Date : 2023-06-30 DOI: 10.1080/13527266.2023.2230482

Gowhar Rasool, Anjali Pathania

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The impact of self-identification with global consumer culture on eWOM generation: a test of global consumer culture theory 全球消费文化自我认同对eom一代的影响:全球消费文化理论的检验

Journal of Marketing Communications Pub Date : 2023-06-22 DOI: 10.1080/13527266.2023.2227646

C. R. Taylor, M. Rajabi, S. Rathee, S. Zamani

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The impact of regulatory focus on store promotions: The role of shopping enjoyment 监管重点对商店促销的影响：购物乐趣的作用

Journal of Marketing Communications Pub Date : 2023-06-20 DOI: 10.1080/13527266.2023.2224346

Ram Mohan Dhara, Jagrook Dawra, Bikramjit Rishi

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ELM, warning labels, product form(s), unmentionable subjects ads, mobile advertising: Scope for future research and testing alternate scenarios ELM、警告标签、产品形式、不可提及的主题广告、移动广告：未来研究和测试替代场景的范围

Journal of Marketing Communications Pub Date : 2023-06-19 DOI: 10.1080/13527266.2023.2223808

P. Kitchen

{"title":"ELM, warning labels, product form(s), unmentionable subjects ads, mobile advertising: Scope for future research and testing alternate scenarios","authors":"P. Kitchen","doi":"10.1080/13527266.2023.2223808","DOIUrl":"https://doi.org/10.1080/13527266.2023.2223808","url":null,"abstract":"This issue publishes five papers. The first paper by Hedli and Zourigg compares and contrasts – somewhat confrontationally, two models relating to attitudinal change and persuasion – the much-cited Elaboration Likelihood Model and the Unimodel. Both – alas – suffer from conceptual and empirical limitations. The question of whether attitudinal change is better explained by a dual or single process is tackled via a robust, detailed and though-provoking polemic. In the end, the authors conclude in favor of the ELM as the major contribution in the field. That said, I and indeed the literature await a robust defense of the elaboration likelihood model, and specifically one that underpins empirically the notion of a dual explanation as to how persuasion does occur in a modern context. Watch this space. Phua and Lim focus on the somewhat dubious modern practice of advertising electronic cigarette brands via social media leading to apparently ‘reduced risk’, ‘heathier and regular’ and ‘quit smoking using e-cigarettes’ via a well-developed series of experimental situations. Use of warning labels together with celebrity endorsements via social media seems to ameliorate to some degree the potential effects of positive advertising claims. As with the first paper, the door of future research is left well open in terms of the role of regulatory agencies and their role. It would be interesting for some future authors to tackle the subject of whether these points are mooted somewhat in the face of ongoing huge revenues to government in terms of tax returns. Thus, an outright ban on smoking either of traditional or e-cigarettes is most unlikely despite significant health care costs for smokers in later life. The paper by Amirkhizi, Pouralebi and Anzabi tackles a fairly unusual subject in marketing communication terms – that of visual form – to help designers and analysts design products to suit user formal preferences in different cultural contexts. As may well be anticipated different cultures produce differing feelings and reactions with regard to product forms and would appear to offer significant promise for designers to take consumer or user perceptions into considering when designing products and indeed packaging. Whether this is economically feasible or not remains to be seen. It would be interesting to see examples of product manufacturers and indeed package makers to experiment with form relative to product purchase. Yoon, Kim and Choi tackle tackle one of what used to be an almost unmentionable subject in marketing and marketing communication terms, in terms of how to educate adults who are infected with HPV to seek out prevention and treatment, rather than suffering with an illness, or worse – infecting others. Vaccination is the easiest, but many citizens in today’s world remain unvaccinated. As is evidenced her humor, STD JOURNAL OF MARKETING COMMUNICATIONS 2023, VOL. 29, NO. 5, 431–432 https://doi.org/10.1080/13527266.2023.2223808","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"29 1","pages":"431 - 432"},"PeriodicalIF":0.0,"publicationDate":"2023-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45365963","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

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Elucidating the linkage between advertisements embedded with emotional appeals and the brand relationship quality during the COVID pandemic 阐明新冠肺炎疫情期间嵌入情感诉求的广告与品牌关系质量之间的联系

Journal of Marketing Communications Pub Date : 2023-06-13 DOI: 10.1080/13527266.2023.2220338

P. Garg, Suma Singh, Pankaj Chamola, Ajay Kumar, Minakshi Paliwal

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How not who: Message strategies adopted by celebrities v/s social media influencers 如何而不是谁:名人和社交媒体影响者采用的信息策略

Journal of Marketing Communications Pub Date : 2023-05-31 DOI: 10.1080/13527266.2023.2220326

Daneshwar Sharma

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Adult-focused sharenting does not pay out: Sharenting in sponsored posts elicits negative ethical attitudes if the product is adult-related, but not when it is child-related 以成年人为中心的分享不会有回报：如果产品与成年人有关，但与儿童有关，分享赞助帖子会引发负面的道德态度

Journal of Marketing Communications Pub Date : 2023-05-18 DOI: 10.1080/13527266.2023.2208122

Ágnes Buvár, Gábor Orosz

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A wide dimensionality of subject matter 题材的广泛维度

Journal of Marketing Communications Pub Date : 2023-05-12 DOI: 10.1080/13527266.2023.2208922

P. Kitchen

{"title":"A wide dimensionality of subject matter","authors":"P. Kitchen","doi":"10.1080/13527266.2023.2208922","DOIUrl":"https://doi.org/10.1080/13527266.2023.2208922","url":null,"abstract":"This issue publishes five papers – all relating to marketing communications, and with a very wide dimensionality of subject matter. Four papers stemming from the USA, and one from India. The first paper by Segijn et al. focuses upon new personalization technologies to deliver ostensible personalized messages to consumer relative to ‘synced advertising’. The effects of such advertising are analysed in detail. The discovery of downsides – both in terms of critical attitudes and a level of perceived surveillance. Evidently more work of an educational nature is needed in order to increase consumer confidence in such advertising. The paper by Song and Ferguson relates to the perennial matter of stakeholder support relative to CSR programs in an important domain of facilitating donations to specific societal causes and generating or maintaining towards corporation or businesses engaged in CSR. Personal belief-based altruistic motivations work well in conjunction with the perceived social corporate motive. Both need to be analysed, understood, and carefully planned for relative to profit and not-for-profit sectors. Michelle Seelig’s paper addresses a topic of growing importance to all readers of ‘green’ issues in connection with marketing and corporate communications, i.e., the emphasis on green attributes, imagery, and credentials in attempts to market qualities of the natural world. Naturally now, as a result of widespread exposure of greening for the sake of rhetoric, greenwashing, etc, consumer confidence is low, skepticism is high, and distrust is the order of the day. Clearly, as Seelig strongly recommends, environmental stewardship has to be continuous, believable, and worthy of trust. Customer engagement is now a topic worthy of marketing attention and research as Gligor et al. assert. The outcomes of their research differ by gender relative to purchases, influence, knowledge etc but not necessarily customer referrals. Perceived brand fairness (as explained), however, mediates gender impactfulness on customer engagement. The final paper by Dogra and Kaushal considers the effectiveness of digital financial advertising relative to creating favorable consumer attitudes and purchase intentions. The much-favored and cited TAM model is augmented and confirmed by this paper, which will be benefit to aid marketers, planners, and managers in developing and implementing new policies.","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"2 1","pages":"315 - 316"},"PeriodicalIF":0.0,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59738715","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Marketing communication education in developing countries: Post-pandemic insights from India and South Africa 发展中国家的营销传播教育:来自印度和南非的大流行后见解

Journal of Marketing Communications Pub Date : 2023-05-09 DOI: 10.1080/13527266.2023.2208131

Holly B. Cooper, M. Ewing, L. Jayasinghe, Ilse Struweg, M. Wait

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Effects of a branded webtoon on ad avoidance: The persuasion knowledge model of dual experiences 品牌网络漫画对广告回避的影响:双重经验的说服知识模型

Journal of Marketing Communications Pub Date : 2023-05-05 DOI: 10.1080/13527266.2023.2208161

Ilyoung Ju, J. Jun

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