Journal of Interactive Advertising最新文献_第10页

Smart Communication for a Digital World 数字世界的智能通信

Journal of Interactive Advertising Pub Date : 2020-09-01 DOI: 10.1080/15252019.2020.1849693

Jisu Huh

引用次数: 2

Curating Luxe Experiences Online? Explicating the Mechanisms of Luxury Content Marketing in Cultivating Brand Loyalty 在线策划奢华体验？奢侈品内容营销培育品牌忠诚度的机制探析

Journal of Interactive Advertising Pub Date : 2020-09-01 DOI: 10.1080/15252019.2020.1811177

Quan Xie, Chen Lou

引用次数: 17

Role of Perceived Authenticity of Digital Enhancement of Model Advertising Images on Brand Attitudes, Social Media Engagement 模型广告图像数字化增强的真实性对品牌态度和社交媒体参与的作用

Journal of Interactive Advertising Pub Date : 2020-09-01 DOI: 10.1080/15252019.2020.1840459

Heather Shoenberger, Eunjin (Anna) Kim, E. Johnson

引用次数: 10

An Examination of a Campaign Hashtag (#OptOutside) with Google Trends and Twitter 在谷歌趋势和Twitter上对一个竞选标签(#OptOutside)的检查

Journal of Interactive Advertising Pub Date : 2020-09-01 DOI: 10.1080/15252019.2020.1840460

A. Demirel

引用次数: 2

Did You Notice the Ads? Examining the Influence of Telepresence and User Control on the Effectiveness of Embedded Billboard Ads in a VR Racing Game 你注意到广告了吗?考察远程呈现和用户控制对VR赛车游戏中嵌入式广告牌广告效果的影响

Journal of Interactive Advertising Pub Date : 2020-09-01 DOI: 10.1080/15252019.2020.1846642

Y. Wang, Mike Z. Yao

{"title":"Did You Notice the Ads? Examining the Influence of Telepresence and User Control on the Effectiveness of Embedded Billboard Ads in a VR Racing Game","authors":"Y. Wang, Mike Z. Yao","doi":"10.1080/15252019.2020.1846642","DOIUrl":"https://doi.org/10.1080/15252019.2020.1846642","url":null,"abstract":"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, little is known about how consumers process displayed ads in VR. This study examines the impact of telepresence and active control on the effectiveness of embedded in-game ads in a custom-built car racing game. A total of 88 undergraduate students participated in a 2 (telepresence: VR versus flat screen) × 2 (active control: playing versus viewing) between-subject experiment. Brand recall, brand recognition, product purchase intention, and advertised product price estimates were measured. The results showed that billboard ads were the least likely to be remembered by players and the most likely to be remembered by viewers. We did not find a difference in brand recall and recognition between the VR and flat-screen conditions. However, regardless of game control, VR led to higher price estimates. We also found an interaction effect of telepresence and control on purchase intention.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"20 1","pages":"258 - 272"},"PeriodicalIF":0.0,"publicationDate":"2020-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2020.1846642","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44304487","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: 13

Unguarded against Persuasion and Willing to Share: The Combined Effect of Chronic Regulatory Focus and Disclosure Language on Consumer Responses to Native Advertising 对说服的不防范和愿意分享:长期的监管焦点和披露语言对消费者对本地广告反应的综合影响

Journal of Interactive Advertising Pub Date : 2020-05-23 DOI: 10.1080/15252019.2020.1773353

N. Dodoo, J. Wen, Linwan Wu

{"title":"Unguarded against Persuasion and Willing to Share: The Combined Effect of Chronic Regulatory Focus and Disclosure Language on Consumer Responses to Native Advertising","authors":"N. Dodoo, J. Wen, Linwan Wu","doi":"10.1080/15252019.2020.1773353","DOIUrl":"https://doi.org/10.1080/15252019.2020.1773353","url":null,"abstract":"Abstract While disclosure has been largely investigated within existing native advertising research, consumers’ individual characteristics, which may influence the persuasion process, have not received sufficient academic attention in this area. Through online experiments, this research examined the interplay between chronic regulatory focus and disclosure language on consumer responses to native advertising across two studies. The results from Study 1 indicated that participants with a strong promotion focus were less cognizant of the commercial nature of the native ad when exposed to a native ad using an implicit disclosure label rather than one using an explicit disclosure label. More importantly, in Study 1, these participants expressed a stronger intention to share a native ad using an implicit disclosure label rather than one using an explicit disclosure label, whereas prevention-focused people reacted to native advertisements with an explicit label more positively than one using an implicit label. Study 2 further suggested that perceived persuasion intent could be the potential underlying mechanism that explained such an interaction effect. Theoretical and practical contributions of these findings are discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"20 1","pages":"273 - 288"},"PeriodicalIF":0.0,"publicationDate":"2020-05-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2020.1773353","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44037161","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: 3

How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest 社交媒体影响者如何培养与追随者的关系：来源可信度和公平性在准社会关系和产品利益中的作用

Journal of Interactive Advertising Pub Date : 2020-05-03 DOI: 10.1080/15252019.2020.1769514

Shupei Yuan, Chen Lou

{"title":"How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest","authors":"Shupei Yuan, Chen Lou","doi":"10.1080/15252019.2020.1769514","DOIUrl":"https://doi.org/10.1080/15252019.2020.1769514","url":null,"abstract":"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 corporations and brands. Based on the literature of source credibility and communication justice, this study investigated the determinants of the parasocial relationship between social media influencers and their followers, as well as their effects on followers’ interests in the products advertised by influencers. The results of an online survey showed that followers’ perceived attractiveness of influencers, similarity to influencers, procedural fairness, and interpersonal fairness of their interactions with influencers are positively related to the strength of their parasocial relationship with influencers, which further mediates the effect of the aforementioned factors on followers’ interests in influencer-promoted products. The findings of this study explicate the mechanism through which influencers foster relationships with followers and also provide practitioners with insights on orchestrating strategic influencer campaigns.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"20 1","pages":"133 - 147"},"PeriodicalIF":0.0,"publicationDate":"2020-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2020.1769514","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42153906","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: 136

The Power of Social Media in Fashion Advertising 社交媒体在时尚广告中的力量

Journal of Interactive Advertising Pub Date : 2020-05-03 DOI: 10.1080/15252019.2020.1802955

Shu-Chuan Chu, Yoo‐Kyoung Seock

引用次数: 14

Too Big to Sell? A Computational Analysis of Network and Content Characteristics among Mega and Micro Beauty and Fashion Social Media Influencers 大到卖不出去?美妆与时尚社交媒体大微网红网络与内容特征的计算分析

Journal of Interactive Advertising Pub Date : 2020-05-03 DOI: 10.1080/15252019.2020.1763873

R. Britt, Jameson L. Hayes, Brian C. Britt, Haseon Park

引用次数: 56

Alcohol Brands Being Socially Responsible on Social Media? When and How Warning Conspicuity and Warning Integration Decrease the Efficacy of Alcohol Brand Posts among Under-Drinking-Age Youth 酒类品牌在社交媒体上承担社会责任?警告显著性与警告整合性何时及如何降低酒龄以下青少年酒精品牌贴的效能

Journal of Interactive Advertising Pub Date : 2020-05-03 DOI: 10.1080/15252019.2020.1780651

Chen Lou, Saleem Alhabash

{"title":"Alcohol Brands Being Socially Responsible on Social Media? When and How Warning Conspicuity and Warning Integration Decrease the Efficacy of Alcohol Brand Posts among Under-Drinking-Age Youth","authors":"Chen Lou, Saleem Alhabash","doi":"10.1080/15252019.2020.1780651","DOIUrl":"https://doi.org/10.1080/15252019.2020.1780651","url":null,"abstract":"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 this practice on social media. This study investigated the effects of warning conspicuity and warning-ad claim integration on under-drinking-age youth’s reactions to beer brand posts on social media (i.e., Instagram) and explicated the underlying mechanisms. The findings demonstrate that large-sized warnings (versus small-sized warnings) and integrated warnings (versus nonintegrated warnings) attract more visual attention, respectively. When warnings are integrated to the focal claims of the brand posts, a big-sized warning evokes greater state reactance than a small-sized one. However, when the warning is separated from the claim, a small-sized warning triggers higher reactance than a big-sized one. Underage participants’ state reactance mediates the interaction effect of warning conspicuity and warning integration on brand attitudes and intentions to interact with the brand posts, which in turn affect their intentions to drink alcohol, respectively.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"20 1","pages":"148 - 163"},"PeriodicalIF":0.0,"publicationDate":"2020-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2020.1780651","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44777971","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: 3