Journal of Interactive Advertising最新文献

{"title":"Consumer Engagement with Brands’ COVID-19 Messaging on Social Media: The Role of Perceived Brand–Social Issue Fit and Brand Opportunism","authors":"J. Mundel, Jing Yang","doi":"10.1080/15252019.2021.1958274","DOIUrl":"https://doi.org/10.1080/15252019.2021.1958274","url":null,"abstract":"Abstract While the trade press has started to report on consumer responses to brand messaging about the ongoing novel coronavirus (COVID-19) pandemic, empirical results have yet to emerge. In this study, we investigated how consumers in the United States responded to Instagram ads containing COVID-19 claims based on the perceived brand–social issue fit, which is determined by whether the brand’s product was considered essential or nonessential. Results showed perceived brand–social issue fit to be of dual nature, where stronger perceptions of fit (i.e., essential products advertised with COVID-19 claims) resulted in more positive ad evaluations, brand attitudes, and consumer engagement intentions. Lower perceptions of fit (i.e., nonessential products with COVID-19 claims) led to perceptions of brand opportunism, which we conceptualized as a negative evaluative outcome that negatively impacted ad/brand attitude and consumer engagement intentions. The findings provide insights for brands interested in placing ads addressing the changing environmental conditions resulting from COVID-19 and advances the literature on pandemic messaging.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"173 - 190"},"PeriodicalIF":0.0,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41486555","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":"The Effects of CSR Appeals and Message Sources on Consumer Responses to Branded Content on Instagram","authors":"Yang Jiang, Hyojung Park","doi":"10.1080/15252019.2021.1973930","DOIUrl":"https://doi.org/10.1080/15252019.2021.1973930","url":null,"abstract":"Abstract This study aims to expand the current understanding of how corporate social responsibility (CSR) appeals and sources in brand-related messages activate different dimensions of persuasion knowledge and interplay in influencing consumers’ behavioral intentions in the context of Instagram. We conducted an online experiment with a 3 (source: brand versus influencer without sponsorship disclosure versus influencer with sponsorship disclosure) × 2 (CSR appeals: presence versus absence) × 2 (product type: bottled water versus sofa covers) mixed design. The findings indicate that CSR appeals decreased consumers’ critical evaluations of advertising and increased purchase intentions. In addition, sponsorship disclosure raised consumers’ advertising recognition. The brand was less likely to trigger conceptual and attitudinal persuasion knowledge than was the influencer. The overall findings suggest that CSR appeals benefit a brand by reducing consumers’ critical attitudes toward an advertisement, especially when the brand promotes its own product rather than using an influencer.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"209 - 224"},"PeriodicalIF":0.0,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42340162","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":"Why People Use TikTok (Douyin) and How Their Purchase Intentions Are Affected by Social Media Influencers in China: A Uses and Gratifications and Parasocial Relationship Perspective","authors":"Yang Yang, Louisa Ha","doi":"10.1080/15252019.2021.1995544","DOIUrl":"https://doi.org/10.1080/15252019.2021.1995544","url":null,"abstract":"Abstract The purpose of this study was to explore the motivation of young consumers’ use of TikTok (Douyin) in China and how such motivations may relate to influencer videos’ persuasion power on purchases. Using a national online survey among 382 college students in China, the result showed that entertainment gratification was the most common motivation in using Douyin. But those users with socialization gratification motives had high persuasion knowledge and high parasocial relationships with the influencer, as well as higher purchase intentions for the recommended products. Implications on influencer marketing are discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"297 - 305"},"PeriodicalIF":0.0,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44409592","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":"Advertising in the Metaverse: Research Agenda","authors":"Jooyoung Kim","doi":"10.1080/15252019.2021.2001273","DOIUrl":"https://doi.org/10.1080/15252019.2021.2001273","url":null,"abstract":"Metaverse is a term that has been gaining traction in the tech world since 2020. The term metaverse, a threedimensional virtual world inhabited by avatars of real people—and coined by Neal Stephenson in his novel Snow Crash (1992)—became one of the hottest tech terms in 2021. In fact, a Google Trends search shows the term has been actively searched since early 2021, starting around the time when Roblox went public on March 10, then when Nvidia CEO Jensen Huang said in April that the company’s next step was to create a metaverse (Shapiro 2021), and when Facebook CEO Mark Zuckerberg announced his decision to rebrand the company with a new name, Meta, on October 28. Zuckerberg also stated the change would come with a new logo (an infinity sign) and even a new stock ticker, MVRS (Kelly 2021). Some critics say that the metaverse is a vague concept or simply “the feel-good place of the exciting future” created by tech giants without enough applications of it that are useful to users (WORT 89.9FM Madison 2021), or that it is simply a fantasy world created by the powers that be to control our lives and drive us to the “black hole of consumption” (Bogost 2021). Many others, however, believe the metaverse is not a buzzword but an evolution that is already under way (Lee 2021). In fact, the metaverse is not a new concept that tech companies are just now beginning to actively consider. The Metaverse Roadmap, published in 2007 (Smart, Cascio, and Paffendorf 2007), predicted that the Internet in the 10 years that followed would see “an all-encompassing digital playground where people will be immersed in an always-on flood of digital information, whether wandering through physical spaces or diving into virtual worlds” (Terdiman 2007). The prediction was not simply fantasy but based on the emerging technologies that were already being developed. The Metaverse Roadmap team in 2007 identified the four main scenarios of the metaversal world: augmented reality, lifelogging, virtual worlds, and mirror worlds. In less than 15 years, leading tech companies now see the opportunities to mix those scenarios and create a world beyond the real world: the metaverse. As it is just now beginning to be realized, no one can clearly foretell what the metaverse, considered as Web 3.0 (Cook et al. 2020), will be like in the future. But it is believed to be true that the metaverse is very near or is already here (in its primitive form) to stay with us and evolve in ways we may not be able to see now. Many leading tech firms are jumping on the metaverse trend. Nvidia Omniverse, Facebook Horizon, Microsoft’s enterprise metaverse, to name a few, are leading the wave. Consumer brands such as Gucci and Coca-Cola are selling their nonfungible tokens (NFTs) in metaverse platforms, such as Decentraland. We are already witnessing the formation of the metaverse ecosystem where multiple players, small and large, help one another create a second world simulating the real world (Caulfield 2021).","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"141 - 144"},"PeriodicalIF":0.0,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41546706","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":"English Accent Variations in YouTube Voice-Over Ads and the Role of Perceptions on Attitude and Purchase Intentions","authors":"Emi Moriuchi","doi":"10.1080/15252019.2021.1973620","DOIUrl":"https://doi.org/10.1080/15252019.2021.1973620","url":null,"abstract":"Abstract Recent changes in the media landscape have refocused research onto online advertising, such as YouTube advertising, Instagram TV, and Facebook video advertisements. The aim of this study is to investigate the impacts of accented voice-overs ads without the physical appearance of the spokesperson on consumer perceptions, attitudes, and behavioral intentions. Two studies were conducted, and the results show that foreign/nonnative accents and host/native accents are different in their effectiveness when determining consumers’ perceived attractiveness, expertise, and entertainment in their attitudes toward the YouTube ad and purchase intentions. Results show that a nonnative accent is perceived to be more entertaining than a native accent. The perception of expertise was very similar for native and nonnative English accents. The implications based on the two studies suggest that perceived attractiveness of the accent was dependent on the similarity (e.g., tonal language) between the nonnative and native accent. The results imply that the motive of the ad (e.g., information versus entertainment) must be clear so that there is congruency between motives and perceptions toward the respective accent.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"191 - 208"},"PeriodicalIF":0.0,"publicationDate":"2021-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45459287","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":"Effects of Affect: How Mood and Arousal Influence Consumer Evaluation of Search Engine Result Page (SERP) Ad Snippets","authors":"T. Wen, John F. Carter, Sela Sar, George Anghelcev, C. Ham","doi":"10.1080/15252019.2021.1950081","DOIUrl":"https://doi.org/10.1080/15252019.2021.1950081","url":null,"abstract":"Abstract An experiment was conducted with the goal of determining how mood and arousal influence the way consumers process ad information in a search engine result page (SERP) environment. By focusing on the relationships among mood, arousal, and search ad snippet length, the study shows that mood and arousal states influence information processing (heuristic vs. systematic) on search pages both independently and jointly. Using the heuristic-systematic model, the present research explains how information processing modes triggered by mood and amplified by arousal shape the processing and evaluations of search ads with different snippet lengths. Both theoretical and practical implications are discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"145 - 158"},"PeriodicalIF":0.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46844717","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":"Can Emotions Be Used as Keywords for Text-Based, Search-Engine Advertising?","authors":"Pengyuan Wang, A. Chakravarty, Jian Yang","doi":"10.1080/15252019.2021.1950082","DOIUrl":"https://doi.org/10.1080/15252019.2021.1950082","url":null,"abstract":"Abstract Click-through rates (CTR) of search-engine advertising remain elusive, thus triggering the need for more research on ad effectiveness. Using simple regression techniques on a data set of 110,000 search query–text ad pairs, we show that it may be meaningful for advertisers to target search queries by (1) using the emotion of the user as indicated by an emotion word in the search query and, then, (2) using positive emotion content in their ads to achieve congruency with the search-query emotion. The results indicate non-spurious correlations that advertisers might consider in their search engine advertising strategies.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"159 - 172"},"PeriodicalIF":0.0,"publicationDate":"2021-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47583785","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":"Untapped and Understudied Issues in Influencer Advertising","authors":"","doi":"10.1080/15252019.2021.1970416","DOIUrl":"https://doi.org/10.1080/15252019.2021.1970416","url":null,"abstract":"Scholarly research on influencer advertising has grown explosively over the past few years. Vloggers, YouTubers, Instafamous, or bloggers, all describe social media influencers who create valuable content and/or narrate their personal lives on social media platforms to connect with followers and thus attract sponsorships from brands (e.g., Jin, Muqaddam, and Ryu 2019; Lou and Yuan 2019). Influencer advertising is quintessentially interactive, which relies heavily on the bond between influencers and followers and capitalizes on the persuasive appeal of influencers. As an evolving form of interactive advertising, influencer advertising serves as a new means for brands to efficiently ramp up return-on-investment, especially during the pandemic (Taylor 2020). Extant research on influencer advertising has paid due attention to the role of sponsorship disclosure (e.g., Evans et al. 2017), the impact of AI influencers (Thomas and Fowler 2021), the appeal of influencers among children (Boerman and van Reijmersdal 2020), influencer-follower relationship (Lou 2021), and the effect of consumers’ characteristics (e.g., social comparison tendency, compulsive buying tendency, and materialistic envy) (Jin and Ryu 2020). Recent review articles have also summarized the current themes in influencer advertising and bibliometric analysis for practical implications (e.g., Hudders, De Jans, and De Veirman 2021; Ye et al. 2021). Yet, there are still untapped or understudied issues in influencer advertising pertaining to the broad context of interactive advertising, for instance, analysis from the perspectives of influencers and/or advertising agencies, the impact of influencers in promoting prosocial behavior (e.g., mask wearing during the pandemic, getting vaccines), the effect of virtual influencers, pet influencers, children influencers, and so on. Therefore, we invite original manuscripts for this upcoming Special Issue Article Collection of the Journal of Interactive Advertising (JIA) dedicated to Influencer Advertising, within the broader domain of interactive advertising. Relevant topics and themes for the Special Issue Article Collection might include, but are not limited to:","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"139 - 140"},"PeriodicalIF":0.0,"publicationDate":"2021-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41932083","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":"User Response to Extended Reality Sponsorship Activations on Social Media: Exploring Impressions of GoPro’s Use of 360° Video in Marketing","authors":"N. Burton, Troy Schlieman","doi":"10.1080/15252019.2021.1944405","DOIUrl":"https://doi.org/10.1080/15252019.2021.1944405","url":null,"abstract":"Abstract This research explores user impressions of 360° video as a platform for sponsorship activation, seeking to examine consumers’ responses to 360° virtual environments as a form of extended reality (XR) marketing as well as the structural and experiential antecedents to XR’s potential as a vehicle for brand marketing and sponsorship activation. GoPro was selected as a case study for analysis; 25 brand posts on GoPro’s YouTube channel were identified featuring 360° video integration as sponsorship communications, for which all video metadata and user comments were collected using programming software R to access YouTube’s standard application programming interface (API). Coding of the user commentary data subsequently revealed four primary themes, indicative of users’ impressions of 360° video technology. Notably, the study’s findings suggest that effective 360° integrations—alongside positive user experiences and access to the technology—pose tangible benefits to consumers’ attitudes and experiences, and present sponsors with a viable media through which to activate partnerships.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"93 - 107"},"PeriodicalIF":0.0,"publicationDate":"2021-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2021.1944405","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47413272","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":"Social Media Engagement as a Metric for Ranking US Olympic Athletes as Brand Endorsers","authors":"Natasha T. Brison, Andrea N. Geurin","doi":"10.1080/15252019.2021.1919251","DOIUrl":"https://doi.org/10.1080/15252019.2021.1919251","url":null,"abstract":"Abstract Athletes often use social media to help build their personal brand, communicate with stakeholders, and promote endorsements. Research suggests that athletes who elicit greater engagement on social media are more valuable to endorse brands than those who simply have a large number of followers. From a regulatory perspective, it is important for athlete endorsers to disclose the commercial nature of sponsored posts. Therefore, based on social influence theory (SIT), the purpose of this study was to examine Olympic athletes’ follower engagement on social media with a focus on brand mentions and disclosures of the relationships. Utilizing a content analysis of 190 US Olympic athletes’ tweets during the 2018 PyeongChang Games, findings revealed statistically significant differences in follower engagement based on the athlete’s gender. Non-brand-related posts received statistically significant greater engagement than brand-related posts, and only 12.90% of the posts that mentioned a brand disclosed a brand relationship. Implications and future research also are discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"121 - 138"},"PeriodicalIF":0.0,"publicationDate":"2021-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2021.1919251","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43505790","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}