Journal of Interactive Advertising最新文献_第6页

Using Influencers to Build Self–Brand Connections: The Impact of Influencer Presence, Ad Source, and Consumer Age 利用网红建立自我品牌联系:网红存在、广告来源和消费者年龄的影响

Journal of Interactive Advertising Pub Date : 2022-07-27 DOI: 10.1080/15252019.2022.2096157

Jamie L. Grigsby, Jenifer Skiba

引用次数: 1

Does Influencer–Follower Relationship Matter? Exploring How Relationship Norms and Influencer–Product Congruence Affect Advertising Effectiveness across Product Categories 影响者和追随者的关系重要吗?探索关系规范和影响者-产品一致性如何影响跨产品类别的广告效果

Journal of Interactive Advertising Pub Date : 2022-05-04 DOI: 10.1080/15252019.2022.2087809

Ilyoung Ju, Chen Lou

{"title":"Does Influencer–Follower Relationship Matter? Exploring How Relationship Norms and Influencer–Product Congruence Affect Advertising Effectiveness across Product Categories","authors":"Ilyoung Ju, Chen Lou","doi":"10.1080/15252019.2022.2087809","DOIUrl":"https://doi.org/10.1080/15252019.2022.2087809","url":null,"abstract":"Abstract This study examines how influencer–product congruence and relationship norms (i.e., exchange versus communal) between an influencer and followers affect consumer responses to influencer-sponsored ads. In Study 1, in a low-involvement product condition (sunscreen), we found that relationship norms moderate the effect of influencer–product congruence on source credibility and brand attitudes. In particular, if the influencer–follower relationship is perceived as exchange oriented, participants in an influencer–product-congruent condition perceive higher credibility of the influencer and thus indicate more favorable brand attitudes toward the influencer-sponsored ad than those in a noncongruence condition. However, if the relationship is communal oriented, influencer–product congruence does not significantly affect participants’ responses. Source credibility mediates the interaction effect between congruence and relationship norms on brand attitudes. In Study 2, we further examined how product involvement interacts with influencer–product congruence, as well as relationship norms. We found a significant three-way interaction effect among the three constructs, such that the significant moderating effect of relationship norms on influencer–product congruence is evident in a low-product-involvement condition but not in a high-product-involvement condition.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"22 1","pages":"157 - 177"},"PeriodicalIF":0.0,"publicationDate":"2022-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42428357","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: 5

Evolving Consumer Responses to Social Issue Campaigns: A Data-Mining Case of COVID-19 Ads on YouTube 不断变化的消费者对社会问题运动的反应:YouTube上COVID-19广告的数据挖掘案例

Journal of Interactive Advertising Pub Date : 2022-05-04 DOI: 10.1080/15252019.2022.2063770

Yang Feng, Huan Chen

引用次数: 0

The Effect of Ad Authenticity on Advertising Value and Consumer Engagement: A Case Study of COVID-19 Video Ads 广告真实性对广告价值和消费者参与度的影响——以新冠肺炎视频广告为例

Journal of Interactive Advertising Pub Date : 2022-05-04 DOI: 10.1080/15252019.2022.2035282

M. Jiang, Jing Yang, Eunsin Joo, Taeyoung Kim

引用次数: 3

Avoidance and Acceptance of Native Advertising on Social Media: Applications of Consumer Social Intelligence, Persuasion Knowledge, and the Typology of Consumer Responses 社交媒体上本土广告的规避与接受：消费者社会智力、说服知识和消费者反应类型学的应用

Journal of Interactive Advertising Pub Date : 2022-05-04 DOI: 10.1080/15252019.2022.2065389

Joonghwa Lee, Soojung Kim, C. Ham, Ayoung Seok

{"title":"Avoidance and Acceptance of Native Advertising on Social Media: Applications of Consumer Social Intelligence, Persuasion Knowledge, and the Typology of Consumer Responses","authors":"Joonghwa Lee, Soojung Kim, C. Ham, Ayoung Seok","doi":"10.1080/15252019.2022.2065389","DOIUrl":"https://doi.org/10.1080/15252019.2022.2065389","url":null,"abstract":"Abstract Despite its growing popularity and importance, little research has been done to understand what mechanism drives consumers to avoid or accept native advertising on social media. This study applied the ideas of consumer social intelligence, persuasion knowledge (PK), and the typology of consumer response strategy to examine how consumers’ naive theory of persuasion is associated with their evaluation of the persuasion, which in turn relates with sentry-seeker response strategy to native ads on social media. The results of an online survey (n = 503) revealed that consumers’ naive theory about digital advertising is significantly associated with their skepticism but not with perceived fairness. Both skepticism and fairness, however, are interchangeably related to manipulative (irritation and intrusiveness) and cooperative (entertainment and informative value) evaluations to native ads, which in turn have crossover relationships with the sentry (avoidance) and seeker (acceptance) response strategies. Interestingly, consumers’ skepticism was directly and negatively associated with their seeker strategy. Theoretical and practical implications are discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"22 1","pages":"141 - 156"},"PeriodicalIF":0.0,"publicationDate":"2022-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45681672","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

Social Media Fatigue and Privacy: An Exploration of Antecedents to Consumers’ Concerns regarding the Security of Their Personal Information on Social Media Platforms 社交媒体疲劳与隐私：消费者关注社交媒体平台上个人信息安全的先决条件探析

Journal of Interactive Advertising Pub Date : 2022-04-29 DOI: 10.1080/15252019.2022.2051097

L. Bright, Kelty Logan, H. Lim

{"title":"Social Media Fatigue and Privacy: An Exploration of Antecedents to Consumers’ Concerns regarding the Security of Their Personal Information on Social Media Platforms","authors":"L. Bright, Kelty Logan, H. Lim","doi":"10.1080/15252019.2022.2051097","DOIUrl":"https://doi.org/10.1080/15252019.2022.2051097","url":null,"abstract":"Abstract This study examined U.S. Facebook users’ privacy concerns and how those concerns, the Facebook users’ perceived abilities to protect their privacy on social media, their perceptions and intentions regarding social media advertising, and their prior experience with data breaches affected their likelihood of experiencing social media fatigue. While previous research has identified general privacy concerns as a contributing factor to social media fatigue, this study proposed that privacy concerns mediate the effect of the other, identified variables to predict social media fatigue, thus contributing to the existing literature by conceptually integrating privacy calculus theory (PCT) and privacy protection motivation theory (PPMT) into a model that demonstrates the pivotal role of privacy concerns as a predictor of social media fatigue. The results indicated that, regarding consumer engagement with social media advertising, the conceptualization of the privacy paradox should not be limited to an assessment of perceived risks and benefits; it should also include users’ self-assessments of their ability to manage their personal data.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"22 1","pages":"125 - 140"},"PeriodicalIF":0.0,"publicationDate":"2022-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47425818","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

Awareness and Perceived Appropriateness of Synced Advertising in Dutch Adults 荷兰成年人同步广告的意识和适当性

Journal of Interactive Advertising Pub Date : 2022-04-29 DOI: 10.1080/15252019.2022.2046216

S. C. Boerman, C. Segijn

引用次数: 4

Are Intrusiveness and Sexual Images Effective in Advertisements? The Influence of Ad Format and Sexually Appealing Content on Mobile News Consumers 侵扰性和性的形象在广告中有效吗?广告形式和性吸引力内容对移动新闻消费者的影响

Journal of Interactive Advertising Pub Date : 2022-04-21 DOI: 10.1080/15252019.2022.2048753

J. Yoo, Doohee Lee, Jongmin Park

引用次数: 0

Femluencing: Integration of Femvertising and Influencer Marketing on Social Media 女性化：社交媒体上女性化与影响力营销的融合

Journal of Interactive Advertising Pub Date : 2022-01-02 DOI: 10.1080/15252019.2022.2032493

Sangeeta Sharma, Arpan Bumb

引用次数: 6

The Influence of Perceived Personalization in TV Advertising Targeting Children on Parental Advertising Mediation: Implications for Addressable TV Advertising 儿童电视广告中感知个性化对父母广告中介的影响:对可寻址电视广告的启示

Journal of Interactive Advertising Pub Date : 2022-01-02 DOI: 10.1080/15252019.2022.2037029

S. Holiday, Nancy H. Brinson

{"title":"The Influence of Perceived Personalization in TV Advertising Targeting Children on Parental Advertising Mediation: Implications for Addressable TV Advertising","authors":"S. Holiday, Nancy H. Brinson","doi":"10.1080/15252019.2022.2037029","DOIUrl":"https://doi.org/10.1080/15252019.2022.2037029","url":null,"abstract":"Abstract Parents understand and are concerned about the influence that personalized advertising, designed to more directly engage and influence their children, is having on the youngest consumers. Research on antecedents of parental advertising mediation primarily focuses on individual consumer factors (e.g., parents’ sense of empowerment and locus of control), while largely overlooking the forms of advertising that are catalysts for the mediation of children’s advertising exposure. The present study empirically examines these two factors—a specific form of advertising (i.e., personalized advertising that targets children via addressable TV) and individual factors (i.e., perceptions of children’s susceptibility to those personalized messages)—and their combined influence on the active or restrictive advertising mediation of 147 parent respondents of children ages three to 12. Findings indicate that parents’ perceptions that an ad that is personalized to their children positively influences their active and restrictive advertising mediation behaviors. The results also indicate that this influence, in the case of restrictive advertising mediation, is partially mediated by the belief that their children are susceptible to the message. These findings suggest that both parents’ perceptions about the personalized nature of TV ads as well as the intuited susceptibility of their children to such messages play a role in determining parents’ advertising mediation behaviors. Practical and theoretical implications are also discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"22 1","pages":"75 - 94"},"PeriodicalIF":0.0,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41553858","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