Journal of Current Issues and Research In Advertising最新文献_第2页

Virtual Influencers versus Real Influencers Advertising in the Metaverse, Understanding the Perceptions, and Interactions with Users 虚拟影响者与真实影响者在元宇宙中的广告、理解感知以及与用户的互动

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2023-07-03 DOI: 10.1080/10641734.2023.2218420

Marie Haikel-Elsabeh

{"title":"Virtual Influencers versus Real Influencers Advertising in the Metaverse, Understanding the Perceptions, and Interactions with Users","authors":"Marie Haikel-Elsabeh","doi":"10.1080/10641734.2023.2218420","DOIUrl":"https://doi.org/10.1080/10641734.2023.2218420","url":null,"abstract":"Abstract Influencer marketing is developing at a fast pace. The metaverse offers new possibilities for brands to initiate influencer marketing. This study employs a qualitative approach. In total, 148 millennials were interviewed on their perceptions, involvement, and interactions with advertising and influencers in the metaverse. The study asked these participants to enter the metaverse; they were then asked questions. The first aim is to comprehend how participants react to advertising in the metaverse. The study differentiates between active participants and those who never entered the metaverse. The second aim is to comprehend whether virtual influencers can yield influence in the metaverse and how they are different from real influencers. Virtual influencers are virtual social robots that represent brands and engage in online sales experiences and/or advertising, and they often perform these tasks on social media platforms. Real influencers are human individuals who develop a large following and are capable of communicating directly with their audience. They often post about their own life experiences, product recommendations, and more. This research broadens the perspective on the metaverse as an influencer advertising medium.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42780988","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

Privacy Concerns Matter, Knowledge Does Not: Investigating Effects of Online Behavioral Advertising among Chinese and Dutch Adults 隐私问题重要，知识不重要:调查在线行为广告对中国和荷兰成年人的影响

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2023-05-11 DOI: 10.1080/10641734.2023.2199812

Dong Zhang, H. Voorveld, S. C. Boerman

引用次数: 3

Beyond Moral Reasoning Scores: Life Story Interviews and the Interpersonal Nature of Advertising 超越道德推理分数:生活故事访谈和广告的人际本质

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2023-04-03 DOI: 10.1080/10641734.2023.2194348

Erin E. Schauster

引用次数: 1

How an Online Gaming Community Advertises Brands to Members: The Roles of Relational Bonds and Trust Transfer 在线游戏社区如何向成员宣传品牌:关系纽带和信任转移的作用

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2023-03-28 DOI: 10.1080/10641734.2023.2191117

Minseong Kim, Jihye Kim

{"title":"How an Online Gaming Community Advertises Brands to Members: The Roles of Relational Bonds and Trust Transfer","authors":"Minseong Kim, Jihye Kim","doi":"10.1080/10641734.2023.2191117","DOIUrl":"https://doi.org/10.1080/10641734.2023.2191117","url":null,"abstract":"Abstract The purposes of this study are to examine the effects of relational bonds (i.e., financial, social, and structural) on two aspects of members’ trust toward their online gaming community (i.e., cognitive and affective); to investigate the interrelationship between two aspects of trust and members’ trust toward brands the online gaming community advertises based on the trust transfer theory; and to test the impacts of two aspects of trust and brand trust on purchase intentions. To do so, this study collects data from League of Legends (LoL) video-game users in the United States who have been involved in the LoL Inven community as members. The empirical findings indicate that cognitive trust toward an online gaming community is significantly influenced by financial bonds, while affective trust toward an online gaming community is significantly impacted by financial, social, and structural bonds. In addition, cognitive trust has significant effects on affective trust and brand trust, and affective trust significantly influences brand trust, resulting in a higher level of purchase intentions among online gaming community members. Based on the empirical findings, this study has theoretical and managerial implications for advertising strategies in the online environment.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47002154","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

The Ideal Advertising Professor: A ZMET-Based Inquiry 理想的广告教授:基于zmet的调查

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2023-01-19 DOI: 10.1080/10641734.2022.2153949

George Anghelcev, Sela Sar, Jas L. Moultrie, S. Naqvi

{"title":"The Ideal Advertising Professor: A ZMET-Based Inquiry","authors":"George Anghelcev, Sela Sar, Jas L. Moultrie, S. Naqvi","doi":"10.1080/10641734.2022.2153949","DOIUrl":"https://doi.org/10.1080/10641734.2022.2153949","url":null,"abstract":"Abstract Advertising departments in universities worldwide must grapple with a fast-changing industry that continues to redefine itself amid technological change and disruption. It is a reality that has prompted extensive discussion among researchers, educators, administrators, and advertising practitioners. There have been workshops addressing the need to consider the skills and qualifications of the contemporary advertising professor. However, left out of the conversation are the students, and thus their expectations about their instructors remain largely unknown. How do students imagine the ideal advertising professor? What qualities are they looking for? What do they want to learn, and how do they envision their relationship with their advertising professors? We explored students’ mindset using the Zaltman Metaphor Elicitation Technique (ZMET), obtaining rich insight into their thoughts, feelings, and expectations about the ideal advertising professor. The study can serve as a tool of reflection for advertising educators about their teaching practices, and of assessment for advertising departments during hiring and promotion.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47561975","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

A Textual Analysis of Gender Diversity and Creativity in Award-Winning Agencies’ Self-Representations 获奖机构自我表达中的性别多样性与创造力的文本分析

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2023-01-13 DOI: 10.1080/10641734.2022.2155890

Teresa Tackett

引用次数: 1

The Effects of Influencer Types and Sponsorship Disclosure in Instagram Sponsored Posts Instagram赞助帖子中网红类型和赞助披露的影响

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2023-01-09 DOI: 10.1080/10641734.2022.2155891

Y. Chung, S. S. Lee, E. Kim

引用次数: 7

To Share or Not to Share: A Framing Analysis of Paid Vaccine Advertisements on Facebook during COVID-19 and Pro-Vaccine Mothers’ Willingness to Promote Vaccines within Their Peer Networks 分享还是不分享：新冠肺炎期间Facebook上付费疫苗广告的框架分析和接种前母亲在同龄人网络中推广疫苗的意愿

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2023-01-06 DOI: 10.1080/10641734.2022.2153392

Amanda S. Bradshaw

{"title":"To Share or Not to Share: A Framing Analysis of Paid Vaccine Advertisements on Facebook during COVID-19 and Pro-Vaccine Mothers’ Willingness to Promote Vaccines within Their Peer Networks","authors":"Amanda S. Bradshaw","doi":"10.1080/10641734.2022.2153392","DOIUrl":"https://doi.org/10.1080/10641734.2022.2153392","url":null,"abstract":"Abstract Two studies in this line of research explored paid vaccine-related advertisements on Facebook from March to May 2020 at the outset of COVID-19 and how this content could influence message sharing. Study 1 included a framing analysis of vaccine ads collected from the Facebook Ad Library. Overarching pro-vaccine frames included: (i) support for vaccines and (ii2) dual benefits – individual and community protection. On the other hand, anti-vaccine messages emphasized the necessity of individual liberty. COVID-19-specific frames included (i) vaccine development and politicization and (ii2) the pandemic as a tangible backdrop to illustrate the need for vaccines, holistically. Study 2 included interviews with vaccine-accepting mothers to understand their perceptions of the most prevalent ad frames identified in Study 1, through the lens of Source Credibility Theory, and their willingness to share these messages. Five overarching themes emerged. Relevant credibility cues included sponsor, image selection, spokesperson, wording, and attitude homophily. Key findings for advertising practitioners and public health communicators include the politicization of vaccines on Facebook, the need for neutral, credible sources and medical provider buy-in, and the need for a change in message emphasis. Notably, this research highlights the critical role of advertising platform selection to effectively promote vaccines on social media.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46714985","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

Advertising in the Times of COVID: A Tight-Loose Analysis of Pandemic-Related TV Commercials COVID时代的广告:对大流行相关电视广告的严密分析

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-12-09 DOI: 10.1080/10641734.2022.2149640

Cynthia R. Morton, N. Dodoo, J. Villegas, Sophia Mueller, Hyeonjeen Chang

引用次数: 0

Empathy or Escape? Examining Alternative Mechanisms Underlying Responses to Disgust-Evoking Charity Appeals Over Time 移情还是逃避？随着时间的推移，研究应对引发厌恶的慈善呼吁的替代机制

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-10-26 DOI: 10.1080/10641734.2022.2130483

Deena Kemp

引用次数: 7