Journal of Interactive Advertising最新文献

{"title":"To Tell or Not to Tell: The Effects of Disclosing Deepfake Video on US and Indian Consumers’ Purchase Intentions","authors":"Greig Powers, James P. Johnson, Ginger Killian","doi":"10.1080/15252019.2023.2260399","DOIUrl":"https://doi.org/10.1080/15252019.2023.2260399","url":null,"abstract":"AbstractMarketing communicators are utilizing artificial intelligence–driven technology to create seemingly real communications featuring synthetic humans. This research aims to determine the consequences of disclosing the use of synthetic, or “deepfake,” video avatars in marketing. Based on schema congruity theory and the persuasion knowledge model, this research investigates whether disclosing an avatar as synthetic impacts consumers’ perceptions of source credibility and subsequent purchase intention. It also examines the role of social cynicism on consumers’ perceptions of source credibility and purchase intention. This study employs a posttest only, control group experimental design (n = 318) with participants from the United States (low social cynicism) and India (high social cynicism). Using partial least squares structural equation modeling analysis, findings indicate that disclosure of a synthetic avatar negatively impacted purchase intention due to reduced perceptions of source trustworthiness. Results show that for women and higher-income individuals, disclosure has a greater negative effect on purchase intention. However, there was no significant support for social cynicism moderating the mediation effects of the three dimensions of source credibility on purchase intention. Discussion includes implications for researchers, practitioners, and policymakers interested in synthetic human avatar use in marketing communications.Keywords: Artificial intelligencedeepfakedisclosuresocial cynicismsource credibility Disclosure StatementNo potential conflict of interest was disclosed by the author(s).Ethics StatementThe Institutional Review Board at Rollins College approved this study (IRB No. 20210407GP).Additional informationNotes on contributorsGreig PowersGreig Powers (D.B.A., Crummer Graduate School of Business, Rollins College) is a Graduate Faculty Member, Full Sail University.James P. JohnsonJames P. Johnson (Ph.D., University of South Carolina) is the Nancy Siebens Binz ’55 Chair of International Business, Crummer Graduate School of Business, Rollins College.Ginger KillianGinger Killian (Ph.D., University of Georgia) is an Associate Professor of Marketing, Crummer Graduate School of Business, Rollins College.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"222 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136112218","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":"Comparing E-Commerce Micro- and Macroinfluencers in TikTok Videos: Effects of Strategies on Audience Likes, Audience Shares, and Brand Sales","authors":"Terri H. Chan, Kineta Hung, David K. Tse","doi":"10.1080/15252019.2023.2273253","DOIUrl":"https://doi.org/10.1080/15252019.2023.2273253","url":null,"abstract":"Abstract This article compares how micro- and macroinfluencers promote audience likes, shares, and brand sales in TikTok videos (Douyin in China). Using insights from the extant literature, the study examines how influencers’ charisma strategy (including attractiveness), content strategy (including message quality), and bonding strategy (audience relationship) affect audience likes, audience shares, and brand sales. The findings confirm the core tenet of charisma and content strategies. Some unexpected effects of the bonding strategy that correspond to the two (micro versus macro) influencer groups are also revealed. The salience of these strategies justifies the uniqueness of influencer marketing and helps link it to the celebrity brand endorsement literature. It also shows how microinfluencers, a topic of emerging significance, can thrive. The study provides insights for future research and industry advancement.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"15 1","pages":"307 - 322"},"PeriodicalIF":0.0,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139324687","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":"Parasocial Interaction Message Elements and Disclosure Timing in Nano- and Microinfluencers’ Sponsored Content As Alternative Explanations for Follower Count’s Influence on Engagement","authors":"Z. Gong, Steven Holiday","doi":"10.1080/15252019.2023.2236093","DOIUrl":"https://doi.org/10.1080/15252019.2023.2236093","url":null,"abstract":"Abstract Micro- and nanoinfluencers are typically segmented based on number of followers, yet follower count cannot adequately explain the different persuasion outcomes between micro- and nanoinfluencers. Based on the persuasion knowledge model (PKM), a content analysis and two experiments were conducted to examine (1) the relationship between parasocial attributes, influencer type, and engagement rates and (2) whether influencer type and parasocial attributes moderate the impact of sponsorship disclosure placement on perceived authenticity and purchase intentions. Results suggested that instead of follower count, the inclusion of parasocial attributes in influencer videos was the main driving factor of perceived authenticity. Sponsorship disclosure placed at the ends of videos increased perceived authenticity more than disclosure placed at the beginning of the video, but it did not affect purchase intentions; this effect was observed only for the nanoinfluencer’s video. Parasocial attributes reduced persuasion knowledge activation and thus minimized the effect of disclosure placement on perceived authenticity.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45911432","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":"A Systematic Review of Virtual Influencers: Similarities and Differences between Human and Virtual Influencers in Interactive Advertising","authors":"Kathryn J. Byun, Sun Joo Grace Ahn","doi":"10.1080/15252019.2023.2236102","DOIUrl":"https://doi.org/10.1080/15252019.2023.2236102","url":null,"abstract":"Abstract Virtual influencers (VIs), computer-generated characters that serve as influencers, offer novel and cost-effective advertising strategies. VIs’ roles and appearances are comparable to those of human influencers (HIs) in advertising in that they mimic humans in their behavior. However, novel features of these digital entities allow virtual VIs to engage in unique interactions with audiences. With the rise of successful VIs, academic research on VIs has been growing rapidly. Thus, a systematic comparison of VIs and HIs in the context of interactive advertising is a timely endeavor to better understand the conceptual and operational similarities and differences between them and to guide future research. After analyzing 44 final papers on VIs, the current review suggests that there are many similarities between HIs and VIs and their roles as the source of advertising messages, but also critical differences that determine the limitations and potentials of VIs in interactive advertising.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43011591","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":"Instagram Stories: How Ephemerality Affects Consumers’ Responses Toward Instagram Content and Advertising","authors":"René Haldborg Jørgensen, H. Voorveld, G. van Noort","doi":"10.1080/15252019.2023.2232797","DOIUrl":"https://doi.org/10.1080/15252019.2023.2232797","url":null,"abstract":"Abstract Ephemerality is a key characteristic of modern social media features such as Instagram Stories. The aim of this article is twofold: first it aims to understand whether ephemerality impacts processing (in terms of involvement, avoidance, and attention) of media content; second, it aims to understand whether these processing variables subsequently impact advertising effectiveness. Results show that in an ephemeral media context (Stories) versus in a persistent media context (feed), respondents (i) indicate worse processing of content (lower involvement, higher avoidance, and lower attention), (ii) recall fewer of the advertised brands, and (iii) express lower ad liking. A follow-up study validated the manipulation of ephemerality and highlighted that Instagram Stories and Instagram Feed differ on other media characteristics, too (pacing, perceived control, perceived time pressure, and perceived autonomy). These media context characteristics together form two unique contexts: Instagram Stories and Instagram Feed. The results opens up for both practical and scholarly debate on how to develop and apply research on ephemerality.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"187 - 202"},"PeriodicalIF":0.0,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43193801","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":"Enviro-Bragging: When Influencers Should Not Be Humble about a Brand’s Sustainability","authors":"Matthew Pittman, T. Milfeld","doi":"10.1080/15252019.2023.2232781","DOIUrl":"https://doi.org/10.1080/15252019.2023.2232781","url":null,"abstract":"Abstract Influencer marketing is a critical component of many strategic campaigns, but most research on social media influencers has examined influencer attributes (credibility, attractiveness, follower count, etc.) or congruency with the brand or cause. Challenging the conventional wisdom that green advertising should be humble and answering a call to develop novel green messaging strategies, we conceptualize a new strategy called enviro-bragging. We find this aggressive form of advertising is best suited for green influencers collaborating with brands that dominate their product market. We use signaling theory to show that influencers can function as signals of a brand’s environmental commitment and identify a differential effect of influencer- (versus advertiser-) generated green ads depending on the firm’s relative market position. Interestingly, while we find a significant difference in influencer impact when the brand is dominant, we find no difference when the brand is not dominant. We discuss our results in light of their theoretical and managerial implications.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"259 - 274"},"PeriodicalIF":0.0,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42530691","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 versus Human: Rethinking the Role of Agent Knowledge in Consumers’ Coping Mechanism Related to Influencer Marketing","authors":"Dongchan Lee, C. Ham","doi":"10.1080/15252019.2023.2217830","DOIUrl":"https://doi.org/10.1080/15252019.2023.2217830","url":null,"abstract":"Abstract Despite the exponential growth of influencer marketing, little research has examined how consumers’ coping mechanism differs with two types of influencers (AI vs. human). Drawing on the persuasion knowledge model, action identification theory, and construal-level theory, we redefined agent knowledge as a core belief that shapes different autonomy perceptions of the influencers. Employing two single-factor between-subject experiments, Study 1 revealed that consumers perceived AI (vs. human) as a heteronomous agent, which guides a low-level construal devoid of perceived superordinate intentions. Building on these findings, Study 2 showed that consumers’ agent knowledge of AI (vs. human) negatively affected attitudinal and behavioral changes, being sequentially mediated by source credibility and perceived persuasion effectiveness, respectively. Theoretical and practical implications are discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"241 - 258"},"PeriodicalIF":0.0,"publicationDate":"2023-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43425760","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":"How to Make Influencer Advertising Engaging on Instagram: Emotional Storytelling in Sponsored Posts","authors":"Jana Gross, Zhiying Cui, Florian von Wangenheim","doi":"10.1080/15252019.2023.2211579","DOIUrl":"https://doi.org/10.1080/15252019.2023.2211579","url":null,"abstract":"Abstract This research investigates how emotional storytelling (ES) in advertising messages in sponsored Instagram posts by microinfluencers compared to macroinfluencers affects social media engagement. In particular, we explore how the tone and intensity of the ES used in sponsored posts affect their engagement. Based on our analysis of 6,122 sponsored posts on Instagram, we find that social media users engage more with sponsored posts with ES than with neutral ones. However, users engage less with sponsored posts with ES when these posts are made by macroinfluencers. Furthermore, results indicate that the effect of tone and intensity of ES on engagement depends on whether sponsored posts are produced by microinfluencers or macroinfluencers. This study provides theoretical insights into how to exploit both the message as well as the source to optimize the effectiveness of influencer advertising. This research also offers practical recommendations to advertisers, agencies, and influencers on how to use ES in sponsored influencer posts to increase social media engagement.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45297343","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":"Processing Peripherally Placed Advertising: The Effect of Thematic Ad-Content Congruence and Arousing Content on the Effectiveness of In-Video Overlay Advertising","authors":"T. Wang, Rachel L. Bailey","doi":"10.1080/15252019.2023.2217810","DOIUrl":"https://doi.org/10.1080/15252019.2023.2217810","url":null,"abstract":"Abstract Guided by ad-content congruence literature, arousal-biased competition (ABC) model, and motivated cognition framework, this research examined the effectiveness of peripherally placed advertising in online video content. Specifically, two studies were conducted to explore the interplay between arousal generated from the contextual video and thematic ad-content congruence on ad memory and evaluation of in-video overlay advertisements. Results revealed that in a calm context, thematic incongruence was associated with better encoding and storage of ad information but no differences in ad attitudes or purchase intentions, whereas in an arousing context, thematically congruent ads (vs. incongruent ads) led to better encoding and storage, as well as greater processing fluency, which, in turn, resulted in more favorable ad attitudes and greater purchase intentions. Theoretical and practical implications are also discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"203 - 220"},"PeriodicalIF":0.0,"publicationDate":"2023-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47531154","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":"Human versus Virtual Influencer: The Effect of Humanness and Interactivity on Persuasive CSR Messaging","authors":"Jeongwon Yang, Ploypin Chuenterawong, Heejae Lee, Yu Tian, T. Chock","doi":"10.1080/15252019.2023.2189036","DOIUrl":"https://doi.org/10.1080/15252019.2023.2189036","url":null,"abstract":"Abstract Virtual influencers (VIs) are computer-generated avatars whose purpose is to exert influences on social media. The unique features of VIs have the potential to overcome several shortcomings that plague human influencers (HIs) while maintaining the advantages of HIs. Hence, this study (1) compares the persuasiveness of HIs and VIs with different humanlike visual cues; (2) examines how interactivity and visual humanness interplay in determining source credibility; and (3) investigates how credibility of endorsers can promote corporate social responsibility (CSR) engagement and brand reputation. Conducting an online experiment with 2 (humanness: VIs versus HIs) × 2 (interactivity: high versus low) between-subjects design (n = 219), the study found that social media influencers (SMIs) with higher humanness led to higher source credibility. Further, an interaction effect between humanness and interactivity has been found, as interactivity played more critical role in elevating credibility for VIs than HIs. Source credibility mediated the positive effect of humanness over CSR engagement and brand reputation. Moderated mediations have also been found, as the mediating effect of source credibility was more pronounced in the low-interactivity condition than in the high-interactivity condition. Overall, the study provides empirical evidence suggesting that VIs’ credibility and effectiveness can be greatly enhanced via active interaction.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"275 - 292"},"PeriodicalIF":0.0,"publicationDate":"2023-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43104137","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}