Journal of Current Issues and Research In Advertising最新文献_第3页

Advertising Role of CSR and Strategic Investment in R&D: Evidence from the Biohealth Industry 企业社会责任的广告作用与R&D战略投资:来自生物健康产业的证据

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-10-26 DOI: 10.1080/10641734.2022.2131655

Jongwan Bae, Hannah Oh, Seungbeom Kim

引用次数: 1

Influencer Marketing on Social Media: How Different Social Media Platforms Afford Influencer–Follower Relation and Drive Advertising Effectiveness 社交媒体上的影响力营销：不同的社交媒体平台如何提供影响力-追随者关系并提高广告效果

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-10-04 DOI: 10.1080/10641734.2022.2124471

Chen Lou, C. R. Taylor, Xu Zhou

{"title":"Influencer Marketing on Social Media: How Different Social Media Platforms Afford Influencer–Follower Relation and Drive Advertising Effectiveness","authors":"Chen Lou, C. R. Taylor, Xu Zhou","doi":"10.1080/10641734.2022.2124471","DOIUrl":"https://doi.org/10.1080/10641734.2022.2124471","url":null,"abstract":"Abstract Research on influencer marketing has grown exponentially over the past few years. Overall, the extant literature has been classified into three major clusters that examine sources involved in influencer marketing, message, and audience. However, there is a distinct research gap pertaining to how and why discrete social media platforms affect the effectiveness of influencer advertising differently. Theoretically, this research is the first to (1) map out followers’ gratifications pertaining to their interactions with influencers across discrete social media platforms and (2) explore how these varying gratifications and platform characteristics affect influencer–follower relation and subsequent advertising outcomes. In our current investigation, we take individual factors (gratifications) and platform factors (characteristics) into consideration. We demonstrate that consumers’ interactions with influencers are contingent on the specific affordances and characteristics of social media platforms. We find that the platform factors (characteristics) and individual factors (i.e., consumers’ fulfilled gratifications) positively correlate with the parasocial relation (PSR) between influencers and followers. The strength of influencer–follower PSR differs as a function of the platforms. More importantly, this influencer–follower PSR positively predicts advertising outcomes across different platforms.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"44 1","pages":"60 - 87"},"PeriodicalIF":3.4,"publicationDate":"2022-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45774151","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: 10

Don’t Make Me Feel Guilty! Examining the Effect of a Past Moral Deed on Perceived Irritation with Guilt Appeals in Environmental Advertising 不要让我感到内疚!考察过去的道德行为对环境广告中内疚感诉求感知刺激的影响

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-09-30 DOI: 10.1080/10641734.2022.2122638

R. Lim, Ji Mi Hong

引用次数: 8

Listicles vs. Narratives: The Interplay between Mood, Message Type, and Disclosure on Native-Advertising Effectiveness 列表与叙事：情绪、信息类型和披露对本土广告效果的影响

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-08-01 DOI: 10.1080/10641734.2022.2100845

C. Noland, T. Wen

引用次数: 5

Improving Representation Over Time? Assessing Intersectional (In)Visibility of Masculinity and Race/Ethnicity in Print Ads 随着时间的推移提高代表性?评估平面广告中男性气质和种族/民族的交叉可见性

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-08-01 DOI: 10.1080/10641734.2022.2097347

Shuang Wu, Nina Krey, Ryan E. Cruz

引用次数: 3

Exploring the Effect of Ad Choice in Online Video-Streaming Platforms: Moderated by Ad Involvement and Mediated by Psychological Reactance 在线视频流媒体平台广告选择的影响:受广告介入和心理抗拒的调节

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-07-20 DOI: 10.1080/10641734.2022.2092788

R. Ahn, C. Ham

引用次数: 8

Culture at Arm’s Length: The Effects of Analytic-Holistic Thinking on Visual Aesthetics in Brand Selfies Taken by Chinese, Russian, and U.S. Consumers 与文化保持距离：分析整体思维对中俄美消费者品牌自拍视觉美学的影响

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-07-15 DOI: 10.1080/10641734.2022.2093804

O. Shabalina, M. Nelson, Lidiia K. Lobodenko, Na Hong

引用次数: 5

Building the Future of Digital Advertising One Block at a Time: How Blockchain Technology Can Change Advertising Practice and Research 构建数字广告的未来:区块链技术如何改变广告实践和研究

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-07-07 DOI: 10.1080/10641734.2022.2090464

Joseph T. Yun, J. Strycharz

{"title":"Building the Future of Digital Advertising One Block at a Time: How Blockchain Technology Can Change Advertising Practice and Research","authors":"Joseph T. Yun, J. Strycharz","doi":"10.1080/10641734.2022.2090464","DOIUrl":"https://doi.org/10.1080/10641734.2022.2090464","url":null,"abstract":"Abstract In this article we provide a primer for blockchain technology (BT) and explain ways that it has been applied (or can be applied) to the field of advertising research and practice. We situate this primer inside a critical look at the evolution of digital advertising that has been driven largely by immediate technological need for the maximization of profit rather than considerations for societal well-being. We discuss arenas in which the current state of digital advertising is not well positioned to maximize societal well-being and has built a consumer distrust of digital advertising, specifically with regard to the areas of privacy invasion, value to consumers, technology companies’ power, inaccuracies of personalizations, and misinformation spread. Throughout this article we discuss how blockchain technologies can be used as a research environment for testing new paths for digital advertising that could tackle these issues and be more beneficial to society. We also provide an overview of avenues for future research on BT application in the digital advertising ecosystem.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"44 1","pages":"24 - 37"},"PeriodicalIF":3.4,"publicationDate":"2022-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43693420","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 Face of Nonbinary Beauty Communication on Instagram: A Content Analysis Instagram上非二元美传播的面貌:内容分析

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-07-01 DOI: 10.1080/10641734.2022.2089786

Ria Wiid, Tomas Müllern, A. Berndt

{"title":"The Face of Nonbinary Beauty Communication on Instagram: A Content Analysis","authors":"Ria Wiid, Tomas Müllern, A. Berndt","doi":"10.1080/10641734.2022.2089786","DOIUrl":"https://doi.org/10.1080/10641734.2022.2089786","url":null,"abstract":"Abstract Gender is a feature of beauty marketing, used in marketing segmentation and communication images, where binary images are predominant. Recently, the social identity of gender has become increasingly nuanced as a more complex set of identities, including genderqueer and nonbinary, influences marketing communications. As part of cultural expression, advertising reflects and impacts how consumers perceive themselves and others, with Generation Z consumers increasingly rejecting gender labels and stereotypes. Consequently, our study involves the visual meaning making of 222 Instagram images of beauty brands’ marketing communications with models other than “female” in traditional Western society’s conceptualization of gender. The findings reveal a group of models who are not female; while most of these images are genderqueer, a group that may be considered agender is evident. Both groups have distinctive although differing characteristics, suggesting the development of new stereotypes. This study contributes to understanding the changing representations of models: While beauty brands primarily use female models, the increased use of genderqueer and agender models can attract alternative target markets. It also highlights advertising’s place in cultural expressions that both reflect and impact how consumers perceive themselves and others.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"44 1","pages":"1 - 23"},"PeriodicalIF":3.4,"publicationDate":"2022-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42891473","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: 8

Do CSR Ads with Public Health Messages Pertaining to COVID-19 Actually Help Consumers, Advertisers, and Society? Insights from the United States and Germany 带有与新冠肺炎有关的公共卫生信息的企业社会责任广告实际上有助于消费者、广告商和社会吗？来自美国和德国的见解

IF 3.4

Journal of Current Issues and Research In Advertising Pub Date : 2022-06-13 DOI: 10.1080/10641734.2022.2079025

Sophia Mueller, S. Diehl, C. R. Taylor, R. Terlutter, Barbara Mueller

{"title":"Do CSR Ads with Public Health Messages Pertaining to COVID-19 Actually Help Consumers, Advertisers, and Society? Insights from the United States and Germany","authors":"Sophia Mueller, S. Diehl, C. R. Taylor, R. Terlutter, Barbara Mueller","doi":"10.1080/10641734.2022.2079025","DOIUrl":"https://doi.org/10.1080/10641734.2022.2079025","url":null,"abstract":"Abstract Since the onset of the COVID-19 pandemic, many corporations have employed a new form of corporate social responsibility (CSR) advertising that incorporates COVID-19-related health behavior recommendations. This type of CSR advertising seeks to increase both business-oriented responses and health-oriented responses. As such, these ads are thought to benefit three audiences from inclusion of such messages: (1) society at large when individuals comply with the health messages; (2) individual consumers through increased sense of well-being and safety; and (3) the company through positive effects on the brand. Given the impact on all three audiences, we developed a comprehensive model that incorporates both the health belief model (HBM) and traditional advertising variables. We tested the model in the United States and Germany, surveying a total of 2,302 subjects. The model was largely confirmed in both countries. Importantly, COVID-19-related CSR ads increased the individual consumer’s sense of well-being, which then had a positive effect on brand outcomes but a detrimental effect on message compliance. This effect was stronger in Germany than in the United States. Thus, our findings are indicative of some undesirable effects on society of CSR ads that include COVID-19-related health behavior recommendations.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"43 1","pages":"337 - 359"},"PeriodicalIF":3.4,"publicationDate":"2022-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42242027","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: 8