Journal of Interactive Advertising最新文献

{"title":"Engaging with Branded Content on Short-Video Sharing Apps: How Motivations Affect Attitude toward Branded Content, Brand Experience, and Relationship Quality","authors":"Seounmi Youn, Palak Shah, Naa Amponsah Dodoo","doi":"10.1080/15252019.2024.2325410","DOIUrl":"https://doi.org/10.1080/15252019.2024.2325410","url":null,"abstract":"Although short-video sharing apps (e.g., TikTok and Instagram Reels) on mobile platforms have grown exponentially due to their playful, interactive, and participatory nature, the effectiveness of b...","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"65 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140582144","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}

{"title":"Charting New Waters in Influencer Advertising: Summary of Recent Inquiries","authors":"Chen Lou, Venus Jin","doi":"10.1080/15252019.2024.2330254","DOIUrl":"https://doi.org/10.1080/15252019.2024.2330254","url":null,"abstract":"","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"34 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140372324","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}

{"title":"U.S. and Japanese Consumer Attitudes Toward Tailored and Targeted Communication with Human and Chatbot Agents","authors":"Sophia Mueller, Tom Kelleher, Yusuke Ibuki","doi":"10.1080/15252019.2024.2303008","DOIUrl":"https://doi.org/10.1080/15252019.2024.2303008","url":null,"abstract":"Consumers in the United States (n = 290) and Japan (n = 221) participated in 2 × 2 experiments designed to test effects of agent type (online human or chatbot) and communication strategy (targeted ...","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139770216","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}

{"title":"I Feel Like Owning It! Exploring the Antecedents of Psychological Ownership and Its Impact on Brand Loyalty in Digital Content Marketing","authors":"Quan Xie, Chen Lou","doi":"10.1080/15252019.2023.2295258","DOIUrl":"https://doi.org/10.1080/15252019.2023.2295258","url":null,"abstract":"Content marketing is an effective approach to brand communication on social media and can inspire people to develop a sense of “ownership” toward the product/brand featured in branded content. Draw...","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"39 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139770044","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}

{"title":"Leveraging Influencer Relations Professionals for Sponsorship Disclosure in Social Media Influencer Marketing","authors":"Ruvimbo Musiyiwa, Jenna Jacobson","doi":"10.1080/15252019.2023.2298994","DOIUrl":"https://doi.org/10.1080/15252019.2023.2298994","url":null,"abstract":"","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"25 14","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139595519","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}

{"title":"AI Influencers in Advertising: The Role of AI Influencer-Related Attributes in Shaping Consumer Attitudes, Consumer Trust, and Perceived Influencer–Product Fit","authors":"Yang Feng, Huan Chen, Quan Xie","doi":"10.1080/15252019.2023.2284355","DOIUrl":"https://doi.org/10.1080/15252019.2023.2284355","url":null,"abstract":"The purpose of this research is to develop an artificial intelligence (AI) influencer attributes scale (AIAS), which consists of key measures of AI influencers’ perceived attributes, as well as to ...","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"18 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138825335","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}

{"title":"Using a Photo-Elicitation Procedure to Examine Consumers’ Motivations to Post Visual Brand-Related User-Generated Content","authors":"Annemarie J. Nanne, Marjolijn L. Antheunis, Guda van Noort","doi":"10.1080/15252019.2023.2282967","DOIUrl":"https://doi.org/10.1080/15252019.2023.2282967","url":null,"abstract":"The recent popularity of visual social media has seen a parallel increase in the amount of visual brand-related user-generated content (Br-UGC). This brand-related content created by consumers can ...","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"55 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138716800","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}

{"title":"Virtual Influencers in Advertisements: Examining the Role of Authenticity and Identification","authors":"Jingren Li, Yanni Ma","doi":"10.1080/15252019.2023.2270478","DOIUrl":"https://doi.org/10.1080/15252019.2023.2270478","url":null,"abstract":"As vision-oriented graphic technologies and artificial intelligence (AI) advance, many brands have started using virtual influencers (VIs), which are computer-generated figures with humanlike featu...","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138542748","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}

{"title":"Unlocking the Power of Non-Fungible Token (NFT) Marketing: How NFT Perceptions Foster Brand Loyalty and Purchase Intention among Millennials and Gen-Z","authors":"Quan Xie, Sidharth Muralidharan, Steven M. Edwards, Carrie La Ferle","doi":"10.1080/15252019.2023.2258875","DOIUrl":"https://doi.org/10.1080/15252019.2023.2258875","url":null,"abstract":"AbstractNon-fungible tokens (NFTs) have garnered attention among marketers; however, their utilization in branding campaigns remains largely underexplored. The present study examines the perceptions of Gen Zers and millennials toward branded NFTs and the impact of these perceptions on their attitudes and behaviors toward both the NFTs and the brand. The study proposes and tests a model based on the technology acceptance model and the theory of reasoned action to explain how NFT perceptions (perceived usefulness, ease of use, playfulness, risk, and scarcity) influence their evaluations of branded NFTs, willingness to purchase branded NFTs, brand attitude, and ultimately brand loyalty and purchase intentions, via a quasi-experiment. Findings showed that the perceived usefulness, playfulness, and scarcity of NFTs, as well as NFTs as a low-risk purchase, helped strengthen brand purchase intentions. More important, attitudes toward branded NFTs, willingness to purchase NFTs, brand attitudes, and brand loyalty positively mediated this relationship. Also, perceived descriptive norms of NFTs positively related to willingness to purchase branded NFTs. These findings advance both theory and practice in NFT marketing, representing one of the first empirical studies in this area.Keywords: Brand loyaltybrand purchase intentiondescriptive normsNFT marketingNFT perceptionstechnology acceptance model Disclosure StatementNo potential conflict of interest was reported by the author(s).Ethics StatementThis study has Southern Methodist University IRB Committee approval (Protocol ID No. 22-115).Additional informationFundingThis work was supported by the General Board of Higher Education & Ministry of The United Methodist Church under the Sam Taylor Fellowship Fund.Notes on contributorsQuan XieQuan Xie (Ph.D., Ohio University) is an Assistant Professor, Temerlin Advertising Institute, Meadows School of the Arts, Southern Methodist University.Sidharth MuralidharanSidharth Muralidharan (Ph.D., The University of Southern Mississippi) is an Associate Professor, Temerlin Advertising Institute, Meadows School of the Arts, Southern Methodist University.Steven M. EdwardsSteven M. Edwards (Ph.D., University of Texas at Austin) is a Professor, Temerlin Advertising Institute, Meadows School of the Arts, Southern Methodist University.Carrie La FerleCarrie La Ferle (Ph.D., University of Texas at Austin) is the Marriott Endowed Professor of Ethics and Culture, Temerlin Advertising Institute, Meadows School of the Arts, Southern Methodist University.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"48 5.6","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136234731","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}

{"title":"Investigating the Effects of Perceived Autonomy in Chatbot Advertising","authors":"Xiaohan Hu, Xiaoyu Xu, Chen (Crystal) Chen","doi":"10.1080/15252019.2023.2262456","DOIUrl":"https://doi.org/10.1080/15252019.2023.2262456","url":null,"abstract":"Abstract The use of chatbots in advertising has gained significant attention recently due to the advancements in artificial intelligence. To obtain some insights on chatbot advertising effectiveness, this study examined the role of perceived autonomy on consumers’ perceptions with chatbot advertising interfaces. Through two experimental studies, results showed that chatbots elicited a lower level of perceived autonomy compared to the website interface, which decreased consumers’ perceived usefulness and perceived ease of use of the chatbots, and further influenced satisfaction and product attitude. In addition, this negative effect could be mitigated by anthropomorphizing the chatbot as a servant to consumers. Theoretical and managerial implications of these findings were discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"26 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136316835","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}