Journal of Interactive Advertising最新文献_第7页

Hispanics’ Response to Ethnic Targeting Ads for Unhealthy Products: Examining the Roles of Endorser Identification and Endorser–Product Matchup 西班牙裔美国人对不健康产品种族广告的反应:考察代言人识别和代言人-产品匹配的作用

Journal of Interactive Advertising Pub Date : 2022-01-02 DOI: 10.1080/15252019.2021.2014371

J. Mundel, Jing Yang

引用次数: 1

Trends in Influencer Marketing: A Review and Bibliometric Analysis 影响力营销的发展趋势：综述与文献计量分析

Journal of Interactive Advertising Pub Date : 2022-01-02 DOI: 10.1080/15252019.2021.2007822

A. Tanwar, H. Chaudhry, M. Srivastava

{"title":"Trends in Influencer Marketing: A Review and Bibliometric Analysis","authors":"A. Tanwar, H. Chaudhry, M. Srivastava","doi":"10.1080/15252019.2021.2007822","DOIUrl":"https://doi.org/10.1080/15252019.2021.2007822","url":null,"abstract":"Abstract Influencer marketing has steadily grown in the past decade as a strategy utilized by digital marketers for spreading brand messages with the help of social media influencers (SMIs). The main objective of this study is to review the academic literature related to influencer marketing between 2011 and 2019 with the help of both bibliometric analysis and content analysis. This review uses the Bibliometrix R-tool and the BiblioShiny app for data analysis and scientific mapping. This review presents a background of how influencer marketing research has evolved and examines the performance analysis based on sources, authors, documents, countries, and keywords. In addition, different knowledge structures were examined and interpreted to determine the most influential aspects of the literature. The trends observed in this research area from the content analysis and bibliometric analysis in terms of the significant methods, theories, emergent topics, thematic evolution, models, variables, industry focus, platforms used, leading research streams, data sources, and context of studies are the focus of the Discussion section. Finally, based on the findings of this analysis, future research directions are recommended to offer the potential to advance research on influencer marketing and SMIs.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"22 1","pages":"1 - 27"},"PeriodicalIF":0.0,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48581902","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: 14

Parents’ Responses to Child-Targeted Influencer Advertising: An Investigation Using the Persuasion Knowledge Model 父母对儿童定向影响者广告的反应：基于说服知识模型的调查

Journal of Interactive Advertising Pub Date : 2022-01-02 DOI: 10.1080/15252019.2022.2028202

Jessica Castonguay, Nicole M. Messina

引用次数: 0

The Personalization Paradox in Facebook Advertising: The Mediating Effect of Relevance on the Personalization–Brand Attitude Relationship and the Moderating Effect of Intrusiveness 脸书广告中的个性化悖论：关联对个性化-品牌态度关系的中介作用和侵入性的中介作用

Journal of Interactive Advertising Pub Date : 2022-01-02 DOI: 10.1080/15252019.2022.2032492

J. D. de Groot

{"title":"The Personalization Paradox in Facebook Advertising: The Mediating Effect of Relevance on the Personalization–Brand Attitude Relationship and the Moderating Effect of Intrusiveness","authors":"J. D. de Groot","doi":"10.1080/15252019.2022.2032492","DOIUrl":"https://doi.org/10.1080/15252019.2022.2032492","url":null,"abstract":"Abstract Advertisers increasingly use personal information in social media advertisements as a strategy to promote positive brand attitudes. Personalized ads can be perceived as both positive and negative. This two-sided effect of personalization refers to the personalization paradox. An online experiment (N = 209), in which the level of personalization was manipulated in a Facebook setting, aimed to provide a potential explanation for this paradox. The findings showed that a highly personalized ad resulted in stronger perceived personalization than a less personalized ad. Furthermore, the stronger the perceived personalization, the stronger the relevance. The relevance of the ad positively influenced brand attitude and fully mediated the relationship between personalization and attitude. However, in line with the assumptions of the information boundary theory, the more the ad was perceived as intrusive, the weaker the relevance–attitude relationship, thereby showing a boundary condition for the effectiveness of personalized information when targeting consumers on Facebook.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"22 1","pages":"57 - 74"},"PeriodicalIF":0.0,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44238316","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

Signaling Consumer Impressions with CSR Support on Social Media: The Roles of Industry Stigma and Consumer Self-Disclosure 通过社会责任支持在社交媒体上传递消费者印象:行业污名和消费者自我披露的作用

Journal of Interactive Advertising Pub Date : 2021-09-02 DOI: 10.1080/15252019.2021.2000524

Hyun Ju Jeong, M. Jiang

{"title":"Signaling Consumer Impressions with CSR Support on Social Media: The Roles of Industry Stigma and Consumer Self-Disclosure","authors":"Hyun Ju Jeong, M. Jiang","doi":"10.1080/15252019.2021.2000524","DOIUrl":"https://doi.org/10.1080/15252019.2021.2000524","url":null,"abstract":"Abstract Through the impression management lens of consumers, this experimental study investigates when and how consumers regulate their images on social media through their divergent reactions to corporate social responsibility (CSR) advertising. Results show that consumers who disclose themselves infrequently and discriminately on social media (low self-disclosure) perceive the lower social value of CSR engagement in managing their impressions when CSR is for stigmatized industries (gambling) than nonstigmatized industries (amusement park). The degraded social value of CSR engagement is a psychological mediator underlying how consumers mitigate their engagement intention for stigmatized industries, which further leads to a lower intention to purchase cause-related products. However, consumers with high self-disclosure behavior perceive a high value from CSR engagement and actively engage in CSR regardless of industry stigma. The study highlights strategic approaches to social media and target segmentation for the sin industries to attenuate the blanket effect of industry stigma on their CSR advertising.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"256 - 268"},"PeriodicalIF":0.0,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45728991","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

Attention to Social Media Ads: The Role of Consumer Recommendations and Smartphones 关注社交媒体广告:消费者推荐和智能手机的作用

Journal of Interactive Advertising Pub Date : 2021-09-02 DOI: 10.1080/15252019.2021.1997675

E. Maslowska, Jakob Ohme, C. Segijn

{"title":"Attention to Social Media Ads: The Role of Consumer Recommendations and Smartphones","authors":"E. Maslowska, Jakob Ohme, C. Segijn","doi":"10.1080/15252019.2021.1997675","DOIUrl":"https://doi.org/10.1080/15252019.2021.1997675","url":null,"abstract":"Abstract Despite the increasing presence of advertising on social media, research looking into the relative effects of social media ads is limited and highly dependent on either self-report or basic engagement metrics (e.g., likes). Our understanding of social media advertising is further complicated by (1) constantly changing advertising strategies, such as inclusion of consumer recommendations, and (2) the role of the device used to access social media. In an eye-tracking study (n = 121), we investigate whether consumers dedicate different levels of attention to an ad in a social media newsfeed depending on consumer recommendation (with versus without) and type of device (smartphone versus desktop personal computer [PC]). To increase ecological validity, this study uses a scrollable social media feed in combination with a mobile eye tracker. We find that consumers pay similar attention to the social media ad across recommendation conditions and devices. The results of this study suggest that the effects of advertisements may be smaller than previously assumed and call for more research using more realistic and dynamic exposure situations.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"283 - 296"},"PeriodicalIF":0.0,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47298314","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

Interacting with Social Media Ads: Effects of Carousel Advertising and Message Type on Health Outcomes 与社交媒体广告互动:旋转木马广告和信息类型对健康结果的影响

Journal of Interactive Advertising Pub Date : 2021-09-02 DOI: 10.1080/15252019.2021.1977736

Lewen Wei, Guolan Yang, Heather Shoenberger, Fuyuan Shen

{"title":"Interacting with Social Media Ads: Effects of Carousel Advertising and Message Type on Health Outcomes","authors":"Lewen Wei, Guolan Yang, Heather Shoenberger, Fuyuan Shen","doi":"10.1080/15252019.2021.1977736","DOIUrl":"https://doi.org/10.1080/15252019.2021.1977736","url":null,"abstract":"Abstract Carousel advertisements (ads) on social media provide consumers with the opportunity to scroll left and right when reading an ad’s content. Such an interactive advertising format has great potential to elevate consumers’ interactive and engagement experience with ads, which might be further linked with increased advertising effectiveness. The present study sets out to explore the efficacy of carousel advertising for communicating public health issues by considering both media-specific (i.e., noncarousel versus carousel) and message-specific (i.e., statistics versus narrative) characteristics. Through two experiments, we found reading carousel ads increased participants’ control perception, which was positively associated with their message engagement and then favorable ad-related outcomes. Yet, contrary to predictions, the narrative-based carousel ad was found to be no more interactive or engaging than the statistics-based one in affecting perceptual and attitudinal outcomes. We discuss the theoretical and practical implications of these findings for interactive advertising research.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"269 - 282"},"PeriodicalIF":0.0,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42925189","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: 3

Veiled on Instagram? Representation of Veiled versus Nonveiled Women in Western and Egyptian Instagram Posts 在Instagram上戴面纱?西方和埃及Instagram帖子中戴面纱与不戴面纱女性的表现

Journal of Interactive Advertising Pub Date : 2021-09-02 DOI: 10.1080/15252019.2021.2002742

Ahmed Taher, Doaa M. El-Banna, Noha Alaa El Dine, N. Hamdy

引用次数: 1

How Political Interest and Gender Influence Persuasion Knowledge, Political Information Seeking, and Support for Regulation of Political Advertising in Social Media 政治利益和性别如何影响社交媒体中政治广告的说服知识、政治信息寻求和监管支持

Journal of Interactive Advertising Pub Date : 2021-09-02 DOI: 10.1080/15252019.2021.1978352

M. Nelson, C. Ham, E. Haley, Ungyoung Chung

{"title":"How Political Interest and Gender Influence Persuasion Knowledge, Political Information Seeking, and Support for Regulation of Political Advertising in Social Media","authors":"M. Nelson, C. Ham, E. Haley, Ungyoung Chung","doi":"10.1080/15252019.2021.1978352","DOIUrl":"https://doi.org/10.1080/15252019.2021.1978352","url":null,"abstract":"Abstract Political advertising in the United States is regulated differently from commercial advertising, and regulations vary by media. The relative lack of regulations on social media has led to the dissemination of false information, often without source disclosure, which is harmful to democracy. In response, in a self-regulatory capacity, Twitter stopped accepting political advertising in 2019, launching a debate over political advertising regulation. We explore voters’ support for regulation of political advertising on social media (as a social or societal outcome of persuasion knowledge), with a focus on how persuasion knowledge of political advertising is related to such support. Our quota sample survey of 208 U.S. voters revealed that political interest in the topic serves as a key moderator in understanding how political information seeking and persuasion knowledge relate to support for regulations. Gender differences in political interest, information seeking, and persuasion knowledge were also found. Men were more likely than women to score higher on these constructs. Considering the role of interest in and information seeking on the topic (i.e., politics) is important for understanding how persuasion knowledge operates.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"225 - 242"},"PeriodicalIF":0.0,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45707280","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

Commenting on Brand Posts during a Crisis: The Relationship between Context-Induced Moods and Brand Message Processing across Three Social Media Platforms 危机中的品牌帖子评论：三个社交媒体平台的语境诱导情绪与品牌信息处理之间的关系

Journal of Interactive Advertising Pub Date : 2021-09-02 DOI: 10.1080/15252019.2021.1994060

Yang Feng, Linwan Wu

{"title":"Commenting on Brand Posts during a Crisis: The Relationship between Context-Induced Moods and Brand Message Processing across Three Social Media Platforms","authors":"Yang Feng, Linwan Wu","doi":"10.1080/15252019.2021.1994060","DOIUrl":"https://doi.org/10.1080/15252019.2021.1994060","url":null,"abstract":"Abstract Within the context of COVID-19, this study examines the relationship between context-induced moods and consumers’ responses to two different types of brand posts on social media: profit-driven posts and public-driven posts. Using both social media data (24,578 user comments on 14 brand posts on Facebook, Instagram, and Twitter) and survey data (356 subjects recruited from Amazon.com’s Mechanical Turk), we found that across all three social media platforms (i.e., Facebook, Instagram, and Twitter), the more negative mood one was in when using a social media platform during the pandemic, the more likely one would leave a comment to praise the company endorser of the public-driven post (comment type 5) as opposed to leaving a comment to discuss serious issues, shedding light on the prediction of negative-state relief model. By contrast, across all three social media platforms, there is no relationship between context-induced moods and types of comments people leave on a profit-driven brand post. We provide theoretical, practical, and methodological implications for future research.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"243 - 255"},"PeriodicalIF":0.0,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47523573","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