Journal of Interactive Advertising最新文献_第4页

Exploring the Effect of Synced Brand versus Competitor Brand on Brand Attitudes and Purchase Intentions 同步品牌与竞争品牌对品牌态度和购买意愿的影响

Journal of Interactive Advertising Pub Date : 2023-04-03 DOI: 10.1080/15252019.2023.2200777

Garim Lee, Asma Sifaoui, C. Segijn

引用次数: 1

Hedonic and Utilitarian Gratifications to the Use of TikTok by Generation Z and the Parasocial Relationships with Influencers as a Mediating Force to Purchase Intention Z世代对TikTok使用的享乐主义和功利主义的感激之情，以及与有影响力者的反社会关系作为购买意愿的中介力量

Journal of Interactive Advertising Pub Date : 2023-04-03 DOI: 10.1080/15252019.2023.2195403

José A. Flecha-Ortiz, Vivian Feliberty-Lugo, María Santos-Corrada, Evelyn Lopez, Virgin Dones

{"title":"Hedonic and Utilitarian Gratifications to the Use of TikTok by Generation Z and the Parasocial Relationships with Influencers as a Mediating Force to Purchase Intention","authors":"José A. Flecha-Ortiz, Vivian Feliberty-Lugo, María Santos-Corrada, Evelyn Lopez, Virgin Dones","doi":"10.1080/15252019.2023.2195403","DOIUrl":"https://doi.org/10.1080/15252019.2023.2195403","url":null,"abstract":"Abstract New social network platforms such as TikTok have grown into new, more interactive content formats that appeal to younger generational groups. Through uses and gratifications (U&G) theory, we examined how hedonic gratifications through passive use of TikTok gratify utilitarian needs, triggering active use as self-expression and social interaction. We also examined how self-expression and social interaction drive user-generated content and parasocial relationships (PSR) with the influencers as a mediating force to purchase intention. A research model was established and analyzed using structural equation modeling through an online survey of 403 TikTok users and members of Generation Z. The data reflected that TikTok significantly gratifies modality-based gratifications and agency-based gratifications and interactive-based gratifications in Generation Z users. The data also identified that the cognitive, affective, and behavioral aspects of PSR do not occur separately. Instead, they act systematically as specific needs are met through U&G.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"114 - 127"},"PeriodicalIF":0.0,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45154783","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: 1

#Sponsored: Understanding the Boundary Conditions of Resistance Coping Activation in Influencer Advertising #赞助:了解网红广告中抵抗应对激活的边界条件

Journal of Interactive Advertising Pub Date : 2023-04-03 DOI: 10.1080/15252019.2023.2196549

Albena Pergelova, Alysha Hachey

{"title":"#Sponsored: Understanding the Boundary Conditions of Resistance Coping Activation in Influencer Advertising","authors":"Albena Pergelova, Alysha Hachey","doi":"10.1080/15252019.2023.2196549","DOIUrl":"https://doi.org/10.1080/15252019.2023.2196549","url":null,"abstract":"Abstract Influencer advertising has sparked controversy among both consumers and regulators, in that influencer advertising’s very effectiveness is built on deceit, because consumers are often unaware of the persuasive intent. Empirical evidence on influencer advertising is built largely on the premise that disclosure will activate consumers’ reactance, as consumers will recognize the persuasive intent. Using a mixed-method approach (focus groups and survey), we contribute to the growing body of research on influencer advertising by demonstrating the role of three important boundary conditions in the relationship between knowledge of persuasive intent and activation of “resistant coping” mechanisms: trust, overconfidence, and transparency. Based on our focus-group results, we propose that two groups of outcome variables need further research attention: (1) consumers’ moral and affective advertising literacy and (2) other individual-level psychological outcomes, such as cognitive dissonance and reduced control over one’s time and productivity. In our further empirical test, we focus more specifically on perceptions of moral appropriateness of advertising, and we illustrate its importance for understanding how influencer advertising works.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"128 - 148"},"PeriodicalIF":0.0,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44773109","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: 1

The “Mixed” Reality of Virtual Brand Endorsers: Understanding the Effect of Brand Engagement and Social Cues on Technological Perceptions and Advertising Effectiveness 虚拟品牌代言人的“混合”现实：理解品牌参与和社会线索对技术感知和广告效果的影响

Journal of Interactive Advertising Pub Date : 2023-03-27 DOI: 10.1080/15252019.2023.2185557

J. Ham, Sitan Li, Pratik Shah, M. Eastin

引用次数: 4

What Makes Disinformation Ads Engaging? A Case Study of Facebook Ads from the Russian Active Measures Campaign 是什么让虚假信息广告吸引人?以俄罗斯积极措施运动为例分析Facebook广告

Journal of Interactive Advertising Pub Date : 2023-02-21 DOI: 10.1080/15252019.2023.2173991

Mirela Silva, Luiz H. F. Giovanini, Juliana Fernandes, Daniela Oliveira, Catia S. Silva

{"title":"What Makes Disinformation Ads Engaging? A Case Study of Facebook Ads from the Russian Active Measures Campaign","authors":"Mirela Silva, Luiz H. F. Giovanini, Juliana Fernandes, Daniela Oliveira, Catia S. Silva","doi":"10.1080/15252019.2023.2173991","DOIUrl":"https://doi.org/10.1080/15252019.2023.2173991","url":null,"abstract":"Abstract This article examines 3,517 Facebook ads created by Russia’s Internet Research Agency (IRA) between June 2015 and August 2017 in its Active Measures disinformation campaign targeting the 2016 U.S. presidential election. We aimed to unearth the relationship between ad engagement (ad clicks) and 40 features related to the ads’ metadata, psychological meaning, and sentiment. The purpose of our analysis was to (1) understand the relationship between engagement and features, (2) find the most relevant feature subsets to predict engagement via feature selection, and (3) find the semantic topics that best characterize the data set via topic modeling. We found that investment features (e.g., ad spend, ad lifetime), caption length, and sentiment were the top features predicting users’ engagement with the ads. In addition, positive sentiment ads were more engaging than negative ads, and psycholinguistic features (e.g., use of religion-relevant words) were identified as highly important in the makeup of an engaging disinformation ad. Linear support vector machines (SVMs) and logistic regression classifiers achieved the highest mean F scores (93.6%), revealing that the optimal feature subset contains 12 and six features, respectively. Finally, we corroborate the findings of previous research that the IRA specifically targeted Americans on divisive ad topics (e.g., LGBT rights) and advance a definition of disinformation advertising.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"221 - 240"},"PeriodicalIF":0.0,"publicationDate":"2023-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49164489","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

Engaging in Dialogues: The Impact of Comment Valence and Influencer-Viewer Interaction on the Effectiveness of YouTube Influencer Marketing 参与对话:评论效价和网红-观众互动对YouTube网红营销有效性的影响

Journal of Interactive Advertising Pub Date : 2023-01-25 DOI: 10.1080/15252019.2023.2167501

Mingzhi Xiao

引用次数: 2

Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms 本地广告的信息披露驱动识别:两种竞争机制的检验

Journal of Interactive Advertising Pub Date : 2023-01-05 DOI: 10.1080/15252019.2022.2146991

E. V. van Reijmersdal, Eline Brussee, Nathaniel J. Evans, Bartosz W. Wojdynski

{"title":"Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms","authors":"E. V. van Reijmersdal, Eline Brussee, Nathaniel J. Evans, Bartosz W. Wojdynski","doi":"10.1080/15252019.2022.2146991","DOIUrl":"https://doi.org/10.1080/15252019.2022.2146991","url":null,"abstract":"Abstract This study aims to contribute to the literature by examining how two opposite-valanced mechanisms (activation of conceptual persuasion knowledge and perceived transparency of the native advertising) explain positive and negative effects of sponsorship disclosures on brand responses (i.e., brand attitude and purchase intentions) and by examining the role of message source. An experiment (N = 133) showed that disclosures of native advertising decreased persuasion via activated persuasion knowledge: Readers who understood that a blog post was a form of advertising due to a disclosure showed more attitudinal-persuasion knowledge, which in turn led to less positive brand attitudes and lower purchase intention. However, the disclosure also enhanced persuasion via perceptions of transparency of the blog post: due to the disclosure, the blog post was perceived as more transparent, which resulted in less attitudinal-persuasion knowledge and in more positive attitudes toward the brand and higher purchase intentions. Source did not moderate these mediation effects. By incorporating two competing mechanisms, this study offers important new insights into the theoretical mechanisms that explain advertising disclosure effects.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"85 - 97"},"PeriodicalIF":0.0,"publicationDate":"2023-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48443594","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: 1

Experiencing Branded Apps: Direct and Indirect Effects of Engagement Experiences on Continued Branded App Use 体验品牌应用:参与体验对品牌应用持续使用的直接和间接影响

Journal of Interactive Advertising Pub Date : 2023-01-02 DOI: 10.1080/15252019.2022.2163859

Z. M. V. van Berlo, E. V. van Reijmersdal, G. van Noort

引用次数: 2

Flattering Me in the Right Way: Exploring Language Use and Ethnic Cues in Localized Advertising Among Singaporean Consumers 以正确的方式奉承我:探索新加坡消费者本地化广告中的语言使用和种族暗示

Journal of Interactive Advertising Pub Date : 2023-01-02 DOI: 10.1080/15252019.2022.2163858

Chen Lou, Xu Zhou, X. Huang, Goh Xin Yun, Lee Yan Jie, Loon Kin Tat Bryan, Por Xin Rong

{"title":"Flattering Me in the Right Way: Exploring Language Use and Ethnic Cues in Localized Advertising Among Singaporean Consumers","authors":"Chen Lou, Xu Zhou, X. Huang, Goh Xin Yun, Lee Yan Jie, Loon Kin Tat Bryan, Por Xin Rong","doi":"10.1080/15252019.2022.2163858","DOIUrl":"https://doi.org/10.1080/15252019.2022.2163858","url":null,"abstract":"Abstract Global brands have been experimenting with localized advertising strategies, such as using local languages, to build rapport with ethnic consumers. This study examines the assumptions of communication accommodation theory and offers new insights. Specifically, in a Singapore context that boasts two English language systems (i.e., standard English and Singlish), this study investigates how language variation in ad copy, the use of ethnic cues, and product type interact in affecting consumer responses. The results of study 1 reveal that, for a utilitarian product (laptop), Singlish ads (vs. English ads) are less favored by Singaporeans when ethnic cues also appear in the ads, whereas Singlish and English ad copy lead to equivalent levels of ad attitudes and brand attitudes when there are no ethnic cues. However, for a hedonic product (coffee), English (vs. Singlish) ad copy elicits more favorable brand attitudes regardless of whether ethnic cues are present in the ads. In study 2, we further test the interaction effect found in study 1 by adopting a different utilitarian product (office chair). Our findings of study 2 replicate the interaction effect between language use and ethnic cues on ad attitudes and brand attitudes found in study 1. The findings of this study yield theoretical and practical implications for global brands to design effective localized advertisements.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"55 - 72"},"PeriodicalIF":0.0,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44532483","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

Cognitive Load and Social Media Advertising 认知负荷与社交媒体广告

Journal of Interactive Advertising Pub Date : 2022-12-19 DOI: 10.1080/15252019.2022.2144780

Matthew Pittman, E. Haley

{"title":"Cognitive Load and Social Media Advertising","authors":"Matthew Pittman, E. Haley","doi":"10.1080/15252019.2022.2144780","DOIUrl":"https://doi.org/10.1080/15252019.2022.2144780","url":null,"abstract":"Abstract Social media engagement requires cognitive resources, which subsequently impact the advertisements consumers see while browsing. For the most part, however, advertising practitioners and scholars still study social media ads and messages as if they will receive users’ full attention and cognition. This study has two main contributions. First, we demonstrate that the use of social media induces a measurable degree of cognitive load, presumably because the variety of networking and media components requires users to hold multiple evaluation schemas in working memory. Second, we show that while under cognitive load, participants rely on cues (e.g., number of likes and comments) that trigger heuristics to influence purchase intentions. However, product involvement was found to serve as a boundary condition wherein those under cognitive load did not rely on cues when they had higher involvement with the advertised product. Drawing on the limited capacity model of motivated mediated message processing (LC4MP), this research tests the proposed hypotheses using a pilot study and three experimental studies to provide converging evidence for the influence of social media use on heuristics and subsequent purchase intentions. Analysis of thought elicitation further supports our proposed effect of cognitive load on consumer decision making. Theoretical and practical implications are discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"33 - 54"},"PeriodicalIF":0.0,"publicationDate":"2022-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43644503","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: 2