Journal of Interactive Advertising最新文献

{"title":"Digital and Interactive Marketing Communications in Sports","authors":"K. Byon, Joe Phua","doi":"10.1080/15252019.2021.1970422","DOIUrl":"https://doi.org/10.1080/15252019.2021.1970422","url":null,"abstract":"Sport communication is defined as “a process by which people in sport, in a sport setting, or through a sport endeavor, share symbols as they create meaning through interaction” (Pedersen et al. 2007, p. 196). Over the past two decades, research in sport communication has grown significantly as the size of the sport business industry has risen sharply, from $213 billion at the end of the 1990s to approximately $600 billion in 2019 (Plunkett Research 2019), which resulted in the creation of discipline journals (e.g., International Journal of Sport Communication, Communication & Sport), textbooks (e.g., Strategic Sport Communication, Pedersen et al. 2021), Sport Public Relations (Stoldt, Dittmore, and Branvold, 2012), and theory/review articles (e.g., Abeza, O’Reilly, and Nadeau 2014; Filo, Lock, and Karg 2015; Hambrick 2017, Pedersen 2013; Pedersen et al. 2007). Note that the global sport industry grew 13.5% from 2020 to 2021, which is an astonishing rate, given that the sport industry has been facing unprecedented challenges since the beginning of the COVID-19 pandemic that started 2020. Almost all live sporting events were either canceled or suspended, particularly during the early months of the pandemic. As such, sport organizations operated with restrictive measures, such as social distancing, remote work, and the suspension of business activities. One of key factors of the impressive growth rate is communication and media’s ubiquitous presence and impact on the sport market. As Pedersen (2013) noted, “[T]he organization, facilitation, administration, and promotion of sport could not be accomplished without” strategic communication and management (p. 56). Indeed, digital marketing and advertising became an integral aspect in promoting sport events, increasing brand equity, and keeping sport fans engaged with stakeholders (e.g., athletes, coaches, leagues) involving sport events and organizations during the pandemic. For instance, starting in summer 2020, live sporting events started up again but without fans’ presence (e.g., NBA Finals, Formula One, Masters Tournament). Having moved beyond the one-way media via traditional telecast, digital marketing’s interactive nature and two-way communication have enabled sport fans to actively engage with others in conversation and information sharing through social media platforms, such as direct messages on Twitter and Instagram. These examples clearly indicate the importance of interactive sport communication as a strategic marketing, advertising, and management tool for sport organizations. The significance of sport communication is also evident as the Commission on Sport Management Accreditation (COSMA), which is a specialized accrediting body in the field of sport management, lists sport communication as one of the four core functions of sport management, along with sport marketing, sport finance/economics, and sport operations. Pedersen (2013) asserts that “sport cannot exist without communication”","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"75 - 78"},"PeriodicalIF":0.0,"publicationDate":"2021-05-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42629825","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":"Transforming the Fan Experience through Livestreaming: A Conceptual Model","authors":"Sarah C. Wymer, M. Naraine, A. Thompson, Andrew J. Martin","doi":"10.1080/15252019.2021.1910884","DOIUrl":"https://doi.org/10.1080/15252019.2021.1910884","url":null,"abstract":"Abstract The purpose of this case study research was to explore how Queensland Rugby League (QRL) used a Facebook brand page, for the Queensland Maroons, and incorporated livestreaming throughout the 2017–2018 State of Origin seasons. Specifically, this study sought to understand managerial perspectives regarding interactive advertising within digital sports marketing strategy encompassing livestreaming and the extent to which it may impact fan engagement. This research utilized a multimethod case study approach involving a content analysis of Facebook, complemented by two semistructured interviews with the organization’s digital staff. The findings revealed livestreaming can be an engaging proposition when it provides exclusive content that allows fans to experience authentic insights into the rituals and traditions of their favorite sports team and athletes in real time. Furthermore, three unique management livestreaming experiences were identified: planning, organization, and delivery (POD). As a response, a conceptual POD model has been created that reevaluates the opportunities for fan engagement adapted from previous research findings (Haimson and Tang 2017; Naraine and Karg 2019). This model is important for sports organizations when considering livestreaming, as there may be unique opportunities to focus on interactive advertising and, thus, to develop awareness and the fan-to-fan and fan-to-athlete/sports organization/team relationship.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"79 - 92"},"PeriodicalIF":0.0,"publicationDate":"2021-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2021.1910884","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43289146","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":"Tell Me a Story: Exploring Elite Female Athletes’ Self-Presentation via an Analysis of Instagram Stories","authors":"B. Li, Olan K. M. Scott, M. Naraine, Brody J. Ruihley","doi":"10.1080/15252019.2020.1837038","DOIUrl":"https://doi.org/10.1080/15252019.2020.1837038","url":null,"abstract":"Abstract There are many social media uses for professional athletes. From sharing their personal lives, professional highlights, and opinions to product placements and endorsements, athletes are closer to fans and consumers than ever before. Social media also puts athletes in charge of the messages, images, and content regarding their careers and their lives. With the popularity of women’s sports on the rise, it is an important time for women athletes to assess their own personal branding, as well as their professional and product branding. Building on previous work, the purpose of this study is to investigate how one particular social media advancement, Instagram Stories, has been incorporated by athletes into their online branding efforts. This study examines 37 of the top female athletes’ self-presentation strategies on Instagram via an analysis of 1,948 Instagram Stories. Results highlight no significant difference between athletes’ frontstage performances and backstage performances as they embraced Instagram Stories into their personal branding. Instagram feeds and Stories features were employed by athletes for different purposes, with Instagram feeds more likely to be used for opinion expression and Stories primarily used for interaction, promotion, and sharing behind-the-scenes (BTS) stories.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"35 1-2","pages":"108 - 120"},"PeriodicalIF":0.0,"publicationDate":"2021-03-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2020.1837038","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41297573","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":"“Role” of the Dice: An Exploratory Analysis of Gamer Perceptions and Interpretations of Loot Box Advertising","authors":"K. Kelling, Samuel M. Tham","doi":"10.1080/15252019.2021.1875941","DOIUrl":"https://doi.org/10.1080/15252019.2021.1875941","url":null,"abstract":"Abstract Loot boxes in video games are increasingly becoming focal points in problematic gaming studies; however, few studies have addressed the potential impact on consumers of digital advertising for such loot items. As gaming companies evolve the way in which they promote loot boxes, gamers’ sensemaking of loot box promotions must also evolve. This study explores gamer interpretations of promotional messaging among male gamers pertaining to loot boxes within a popular video game (FIFA 19). Findings have significant implications for gaming and persuasion theories. Specifically, we propose a new direction in interactive advertising research grounded in the gamers’ in-game role perception.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"68 - 74"},"PeriodicalIF":0.0,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2021.1875941","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46578473","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":"Exploring How Disclosure Works for Listicle-Style Native Advertising: The Role of Persuasion Knowledge, Persuasion Appropriateness, and Supplementary Disclosure Effect of Brand Social Media","authors":"D. Lim, Nathaniel J. Evans, Marilyn J. Primovic","doi":"10.1080/15252019.2021.1921084","DOIUrl":"https://doi.org/10.1080/15252019.2021.1921084","url":null,"abstract":"Abstract Listicles are a new media phenomenon and appear on a news organization’s website; they are articles that use a ranked list and offer concise details about a topic to readers. The study explores how consumers recognize and understand native ad forms that mimic listicle-style online news articles. We investigated whether the inclusion of a disclosure or a companion brand social media post triggers the same effect and process provoked by conceptual persuasion knowledge. Through a between-subject design experiment, we show that the presence of disclosures and branded social media posts influence consumer’s perception of persuasion appropriateness, which correlates with the affective and behavioral evaluation of the brand and publisher.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"1 - 16"},"PeriodicalIF":0.0,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2021.1921084","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44595893","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":"Building Brand Authenticity on Social Media: The Impact of Instagram Ad Model Genuineness and Trustworthiness on Perceived Brand Authenticity and Consumer Responses","authors":"Jing Yang, Camilla Teran, Ava Francesca Battocchio, Ebbe Bertellotti, Shannon Wrzesinski","doi":"10.1080/15252019.2020.1860168","DOIUrl":"https://doi.org/10.1080/15252019.2020.1860168","url":null,"abstract":"Abstract This study builds on the growing literature of social media and brand authenticity literature through an exploration of the impact of Instagram images’ expressive facial and visual aesthetics on consumers’ evaluation of a source (i.e., model in the image) and brand. The findings showed that a smiling (versus nonsmiling) facial expression and a snapshot (versus studio) photography aesthetic resulted in higher perceived source genuineness. Following the theoretical rationale of the meaning transfer model, our findings further revealed the positive effect of perceived source genuineness on an endorsed brand’s perceived authenticity via mediation of perceived source trustworthiness. Moreover, this positive effect of model genuineness was found to carry over to consumers’ brand attitudes and behavioral intentions.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"34 - 48"},"PeriodicalIF":0.0,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2020.1860168","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45125302","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":"Native Advertising in WeChat Official Accounts: How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?","authors":"Jing Yang, M. Jiang, Linwan Wu","doi":"10.1080/15252019.2021.1900758","DOIUrl":"https://doi.org/10.1080/15252019.2021.1900758","url":null,"abstract":"Abstract WeChat Official Accounts, subscription-based accounts that broadcast information to followers, have become a popular venue for native advertising in China. This study investigated the effects of individuals’ ad skepticism and ad–content congruence on native advertising effectiveness in WeChat Official Accounts, as well as the mediating role of advertising value on the interaction effect of ad skepticism and ad–content congruence. Results showed that ad skepticism negatively influenced perceived ad effectiveness. Ad–content congruence positively influenced perceived ad effectiveness only for individuals with high ad skepticism, because they perceived more advertising value in congruent native ads than incongruent native ads.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"102 9-10","pages":"17 - 33"},"PeriodicalIF":0.0,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2021.1900758","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41287071","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":"Skippable Advertisement versus Full-Length Advertisement: An Empirical Analysis in a Developing Economy","authors":"W. Aslam, Kashif Farhat, Imtiaz Arif","doi":"10.1080/15252019.2020.1852634","DOIUrl":"https://doi.org/10.1080/15252019.2020.1852634","url":null,"abstract":"Abstract In-stream advertisements have become a popular choice of brands. However, limited studies have compared the attitudes of customers toward in-stream advertisement types, specifically, skippable advertisements and full-length advertisements. This study explores the attitudes of consumers toward both types of in-stream video advertising and their effect on shopping intention. A total of 289 responses for skippable advertisements and 270 responses for full-length advertisements were used to test hypotheses using the technique of partial least squares structural equation modeling (PLS-SEM). The findings showed that in skippable advertisements, the effect of irritation on attitude is less compared to full-length advertisements. For full-length advertisements, entertainment, advertising value, and emotional appeal significantly contribute to the creation of a positive attitude, whereas informativeness contributes to development of a positive attitude only for skippable advertisements. Further, the attitude toward advertising contributes to the intention to shop for both skippable and full-length advertising. This is the first study that provides comparative insights into the attitudes of consumers toward skippable advertising and full-length advertising. This study also highlights the relationship of emotional appeal and attitude to online video advertising. This research is useful to marketers and brand managers to create effective content strategies for in-stream online advertising.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"21 1","pages":"49 - 67"},"PeriodicalIF":0.0,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2020.1852634","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48081077","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":"Unpacking Unboxing Video-Viewing Motivations: The Uses and Gratifications Perspective and the Mediating Role of Parasocial Interaction on Purchase Intent","authors":"Hyosun Kim","doi":"10.1080/15252019.2020.1828202","DOIUrl":"https://doi.org/10.1080/15252019.2020.1828202","url":null,"abstract":"Abstract Drawing on the uses and gratifications (U&G) perspective, this study examines consumers’ YouTube unboxing video-viewing motivations and their influence on purchase intent. The results of a survey of 317 respondents showed a significant mediating role of parasocial interaction (PSI) with unboxers, suggesting that PSI influences viewers to consider buying products featured in the videos. Specifically, entertainment and interpersonal utility motivations were fully mediated by PSI to affect purchase intent; however, the information-seeking motivation was not mediated by PSI, as it instead directly affected purchase intent. The pass-time motivation was not mediated by PSI and was negatively influenced purchase intent. The findings show how unboxers can influence consumers’ decision making depending on individuals’ different motivations for watching unboxing videos. Also, through a mediation analysis, this study demonstrates the underlying mechanisms of unboxing video consumption and how the videos serve as a promotional channel. Managerial implications for marketers are also discussed regarding how unboxing videos can be incorporated in their promotional mix as an advertising tactic.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"20 1","pages":"196 - 208"},"PeriodicalIF":0.0,"publicationDate":"2020-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2020.1828202","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45798389","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 Effect of Number of Follower Cues and Organization Type on Perceived Social Norm Responses to CSR Campaigns on Social Media: A Gender Comparison","authors":"Yoon‐Joo Lee, Hye Jin Yoon, Nicole H. O’Donnell","doi":"10.1080/15252019.2020.1838974","DOIUrl":"https://doi.org/10.1080/15252019.2020.1838974","url":null,"abstract":"Abstract This study examined how social norms can be formed differently across gender in the context of perceiving an alcohol company’s corporate social responsibility (CSR) campaigns on social media (Facebook and Twitter). Even though social norms have been known to be powerful factors in generating positive attitudes and behavior, few studies have examined the boundary conditions and the antecedents of perceived social norm formation in the context of controversial CSR campaigns, such as drunk-driving prevention by alcohol companies. The findings revealed that there were gender differences utilizing number of followers on CSR social media pages; males more than females relied on number of followers when forming social norm perceptions. However, a follow-up study revealed that the organization type mattered (nonprofit versus profit) when males and females utilized high follower numbers; females, compared to males, had higher perceived social norms when the source was a nonprofit. Perceived prestige of the organization emerged as a significant mediator to perceived social norms, which positively impacted organization evaluation. Further theoretical and managerial implications are discussed.","PeriodicalId":37217,"journal":{"name":"Journal of Interactive Advertising","volume":"20 1","pages":"225 - 239"},"PeriodicalIF":0.0,"publicationDate":"2020-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15252019.2020.1838974","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47018933","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}