Journal of Interactive Advertising最新文献_第5页

Instagram Influencers in Health Communication: Examining the Roles of Influencer Tier and Message Construal in COVID-19-Prevention Public Service Announcements Instagram影响者在健康传播中的作用：研究影响者层和消息结构在新冠肺炎预防公共服务公告中的作用

Journal of Interactive Advertising Pub Date : 2022-11-28 DOI: 10.1080/15252019.2022.2140316

Jiemin Looi, Deena Kemp, Yong Whi Greg Song

{"title":"Instagram Influencers in Health Communication: Examining the Roles of Influencer Tier and Message Construal in COVID-19-Prevention Public Service Announcements","authors":"Jiemin Looi, Deena Kemp, Yong Whi Greg Song","doi":"10.1080/15252019.2022.2140316","DOIUrl":"https://doi.org/10.1080/15252019.2022.2140316","url":null,"abstract":"Abstract This study evaluates the efficacy of social media influencer endorsements for COVID-19-prevention public service announcements (PSAs) on Instagram and its underlying mechanisms. An online experiment (N = 239) tested how influencer tier (mega-influencer versus nano-influencer) and message construal (independent versus interdependent versus collective) of the PSA influenced individuals’ attitudes toward the PSA and their behavioral intentions regarding COVID-19 prevention. Participants perceived mega-influencers and nano-influencers to possess similar expertise, trustworthiness, and attractiveness. However, participants regarded nano-influencers to possess greater homophily than mega-influencers. Participants exposed to a nano-influencer’s PSA displayed greater intention to engage in COVID-19 prevention behaviors than those exposed to a mega-influencer’s PSA. Participants’ perceived homophily with the nano-influencer also mediated its effect on participants’ attitudes toward the PSA and behavioral intentions regarding COVID-19 prevention. In addition, participants evaluated the PSA with collective message construal more favorably than the PSA with independent message construal. Theoretical contributions, managerial implications, and directions for future research are provided.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"23 1","pages":"14 - 32"},"PeriodicalIF":0.0,"publicationDate":"2022-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49468840","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: 6

A Social Network Approach to Social Media Influencers on Instagram: The Strength of Being a Nano-Influencer in Cause Communities 对Instagram上的社交媒体影响者的社交网络方法:在事业社区中成为纳米影响者的力量

Journal of Interactive Advertising Pub Date : 2022-11-17 DOI: 10.1080/15252019.2022.2139653

Itai Himelboim, Guy J. Golan

引用次数: 2

Leveraging Artificial Intelligence to Analyze Consumer Sentiments within Their Context: A Case Study of Always #LikeAGirl Campaign 利用人工智能分析消费者情绪:以“总是#喜欢女孩”活动为例

Journal of Interactive Advertising Pub Date : 2022-09-02 DOI: 10.1080/15252019.2022.2126337

Yang Feng, Huan Chen

引用次数: 1

Influencer Marketing and Social Commerce: Exploring the Role of Influencer Communities in Predicting Usage Intent 网红营销和社交商务:探讨网红社区在预测使用意图中的作用

Journal of Interactive Advertising Pub Date : 2022-09-02 DOI: 10.1080/15252019.2022.2111243

Hyehyun Julia Kim, Sylvia M. Chan-Olmsted

{"title":"Influencer Marketing and Social Commerce: Exploring the Role of Influencer Communities in Predicting Usage Intent","authors":"Hyehyun Julia Kim, Sylvia M. Chan-Olmsted","doi":"10.1080/15252019.2022.2111243","DOIUrl":"https://doi.org/10.1080/15252019.2022.2111243","url":null,"abstract":"Abstract As popular social media channels such as Instagram and TikTok launch new commerce features, brands are also launching influencer partnerships to facilitate use of new commerce features which help generate in-platform sales. Commonly referred to as social commerce, this emerging commerce practice is fast becoming a growing trend in the United States. To better understand various factors that facilitate adoption intent, this study investigated three influencer-related relational angles—influencer community, individual consumer, and influencer–follower relationships—as they relate to commitment toward the influencer in facilitating usage intent. In addition, platform factors derived from the technology acceptance model (TAM)—namely, perceived usefulness and enjoyment—are also explored. Using a survey, the study findings indicate that perceived enjoyment, interactivity, social support, identification, and usefulness are significant predictors of usage intent. The most significant findings and unique contributions to existing research are the effects of influencer community factors, identification, social support, and interactivity on usage intent, which was mediated by commitment toward the influencer. Limitations and avenues for future research are also discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"22 1","pages":"249 - 268"},"PeriodicalIF":0.0,"publicationDate":"2022-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42666176","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

Understanding Personalized Recruitment Ads’ Effectiveness: The Role of Personalization Type and Message Involvement 理解个性化招聘广告的有效性：个性化类型和信息参与的作用

Journal of Interactive Advertising Pub Date : 2022-09-02 DOI: 10.1080/15252019.2022.2132124

Jean Pfiffelman, Alexander Pfeuffer

引用次数: 2

Influencers As Endorsers and Followers As Consumers: Exploring the Role of Parasocial Relationship, Congruence, and Followers’ Identifications on Consumer–Brand Engagement 影响者作为代言人，追随者作为消费者:探索副社会关系、一致性和追随者认同对消费者-品牌参与的作用

Journal of Interactive Advertising Pub Date : 2022-09-02 DOI: 10.1080/15252019.2022.2116963

Xiaofan Wei, Huan Chen, Artemio Ramirez, Y. Jeon, Yao Sun

{"title":"Influencers As Endorsers and Followers As Consumers: Exploring the Role of Parasocial Relationship, Congruence, and Followers’ Identifications on Consumer–Brand Engagement","authors":"Xiaofan Wei, Huan Chen, Artemio Ramirez, Y. Jeon, Yao Sun","doi":"10.1080/15252019.2022.2116963","DOIUrl":"https://doi.org/10.1080/15252019.2022.2116963","url":null,"abstract":"Abstract Given the benefits and effectiveness of consumer online brand engagement, influencer advertising and marketing have become increasingly popular on social media. Consumer online brand engagement, including consuming, contributing, and creating brand-related content, is closely related to a brand’s reputation and image. This study determines how the two aspects related to influencer endorsement—namely, influencer–follower parasocial interaction (PSI) and influencer–brand congruence (congruence)—affect the three levels of consumer online brand-related activities (COBRAs) on Sina Weibo. We also examined the mediation effect of consumers’ personal identification (PI) and social identification (SI) with brands in this process. The data were collected from 390 Weibo users in China, and valid data were analyzed using structural equation modeling (SEM). The results show that PSI and congruence have a direct positive effect on consuming brand-related content; PSI has an indirect influence on contributing brand-related content through SI’s mediation effect; and both PSI and congruence contributed to creating brand-related content, with the mediating effect of PI and SI. This study extends the literature on the motivation of consumer–brand engagement (engagement) on social media and discusses the roles of PI and SI in influencer marketing, filling a gap in the research and bringing new perspectives for brands and corporates.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"22 1","pages":"269 - 288"},"PeriodicalIF":0.0,"publicationDate":"2022-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45896610","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: 4

Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts Instagram上的影响力营销：社交媒体参与赞助帖子的实证研究

Journal of Interactive Advertising Pub Date : 2022-09-02 DOI: 10.1080/15252019.2022.2123724

Jana Gross, Florian von Wangenheim

{"title":"Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts","authors":"Jana Gross, Florian von Wangenheim","doi":"10.1080/15252019.2022.2123724","DOIUrl":"https://doi.org/10.1080/15252019.2022.2123724","url":null,"abstract":"Abstract While sponsored posts by social media influencers (SMIs) on Instagram have dramatically increased as an advertising strategy, empirical results on their efficiency have yet to emerge. These sponsored posts are placed next to nonsponsored posts (NSPs) on SMIs’ Instagram profiles. In the current study, we investigate how consumers engage with sponsored posts compared to NSPs and how engagement varies when such are posted by microinfluencers compared to macroinfluencers. Moreover, we explore engagement with sponsored posts containing different advertising appeals based on the advertising strategy, which determines whether sponsored posts contain appeals based on factual and rational information (i.e., informational appeals) or emotional and personal information (i.e., transformational appeals). Using a binomial regression on a unique data set of 64,438 sponsored Instagram posts by SMIs, we show that (1) users engage more with sponsored compared to NSPs, (2) particularly by microinfluencers, and (3) users engage more with sponsored posts with informational appeals by macroinfluencers than by microinfluencers. These findings provide meaningful insights for both advertisers interested in employing influencer marketing and SMIs interested in cooperating with advertisers for sponsored posts; the findings also advance the literature on influencer advertising and marketing.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"22 1","pages":"289 - 310"},"PeriodicalIF":0.0,"publicationDate":"2022-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44879876","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: 7

Demystifying Computer-Generated Imagery (CGI) Influencers: The Effect of Perceived Anthropomorphism and Social Presence on Brand Outcomes 揭秘计算机生成图像(CGI)影响者:感知拟人化和社会存在对品牌结果的影响

Journal of Interactive Advertising Pub Date : 2022-08-29 DOI: 10.1080/15252019.2022.2111242

R. Ahn, Sumi Cho, Wan-Hsiu Sunny Tsai

引用次数: 14

Is Repetition Really the Key to Success? The Impact of Ad Repetition and the Power of “Likes” on Facebook 重复真的是成功的关键吗?Facebook上广告重复的影响和“喜欢”的力量

Journal of Interactive Advertising Pub Date : 2022-08-11 DOI: 10.1080/15252019.2022.2106327

H. Lim, L. Bright, Gary B. Wilcox

{"title":"Is Repetition Really the Key to Success? The Impact of Ad Repetition and the Power of “Likes” on Facebook","authors":"H. Lim, L. Bright, Gary B. Wilcox","doi":"10.1080/15252019.2022.2106327","DOIUrl":"https://doi.org/10.1080/15252019.2022.2106327","url":null,"abstract":"Abstract In today’s marketplace, social media advertising, such as Facebook ads, are an especially valuable tool for small and medium-sized enterprises (SMEs), which are often financially volatile due to their limited access to resources, as well as political, economic, and social factors. The purpose of this article is to help SMEs better understand how to develop an advertising strategy on Facebook that is mindful of their time and resources. The findings of this article suggest that social media ad frequency, specifically on Facebook, leads to website visits, and social media engagement metrics (i.e., post shares and comments) can strengthen this relationship. Website visits, in turn, are suggested to increase the likelihood of purchases made during visits, and longer durations of visits can strengthen this relationship. This research contributes to our knowledge of Facebook advertising effects by examining behavioral trace data generated by consumers engaging with SMEs. By examining real-time consumption patterns, this research provides immediate managerial implications that can be employed by SMEs as they develop Facebook marketing plans for the future.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"22 1","pages":"238 - 248"},"PeriodicalIF":0.0,"publicationDate":"2022-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46491863","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

The Effects of Contextual Cues and Visual Clarity in Sponsorship Disclosures on the Interpretive Process: Processing Fluency 赞助披露中的语境提示和视觉清晰度对口译过程的影响：处理流利性

Journal of Interactive Advertising Pub Date : 2022-07-28 DOI: 10.1080/15252019.2022.2099485

Jun Heo, Soojin Kim, A. Jung

引用次数: 2