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International Journal of Advertising最新文献

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The rise, growth, and future of branded content in the digital media landscape 品牌内容在数字媒体领域的崛起、增长和未来
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2022-12-19 DOI: 10.1080/02650487.2022.2157162
N. Dens, K. Poels
{"title":"The rise, growth, and future of branded content in the digital media landscape","authors":"N. Dens, K. Poels","doi":"10.1080/02650487.2022.2157162","DOIUrl":"https://doi.org/10.1080/02650487.2022.2157162","url":null,"abstract":"Abstract The advertising field has witnessed a dramatic transformation over the past decade. This contribution to the IJA 40th anniversary special issue deals with (digital) branded content; any output fully/partly funded or at least endorsed by the legal owner of the brand which promotes the owner’s brand values, and makes audiences choose to engage with the brand based on a pull logic due to its entertainment, information, and/or education value. We sketch the rise and growth of native advertising and content marketing as two major branded content types in the digital era and describe how the topic has been covered in academic advertising research in the past decade. We conclude with a future outlook for advertising research and practice in hope of encouraging further academic research on the topic and providing insights to practitioners to further develop their digital branded content.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"141 - 150"},"PeriodicalIF":6.7,"publicationDate":"2022-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48263359","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads 可跳过还是不可跳过?前卷还是中卷?流媒体广告的视觉关注度和有效性
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2022-12-08 DOI: 10.1080/02650487.2022.2153529
João Lucas Hana Frade, Jorge Henrique Caldeira de Oliveira, Janaina de Moura Engracia Giraldi
{"title":"Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads","authors":"João Lucas Hana Frade, Jorge Henrique Caldeira de Oliveira, Janaina de Moura Engracia Giraldi","doi":"10.1080/02650487.2022.2153529","DOIUrl":"https://doi.org/10.1080/02650487.2022.2153529","url":null,"abstract":"Abstract In-stream ads are one of the most common ad formats on the Internet nowadays, especially on YouTube. However, there has not been enough research on visual attention and advertising effectiveness, especially regarding the effect of ad position, and whether skippable or non-skippable ads are more effective. Therefore, with a 2 (skipping characteristic: skippable/non-skippable) × 2 (ad position: pre-roll/mid-roll) between-subjects experimental design, we investigated the effect of skipping characteristic and ad position on visual attention and effectiveness (i.e., brand recall, attitude, and intrusiveness) of in-stream ads. The findings bring conceptual contributions to the domain of advertising. Through theories of interactivity, duration of exposure, and moment of interruption, we show the superiority of non-skippable and pre-roll ads concerning visual attention and advertising effectiveness. Moreover, we identify excessive visual attention in the skip button location. Thus, we envision new insights and discussions on the topic, including practical implications.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"1 1","pages":""},"PeriodicalIF":6.7,"publicationDate":"2022-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46167618","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
A systemic approach of communication in multiple stakeholder settings: challenges and future research directions from a multidisciplinary perspective 多利益相关者环境中的系统沟通方法：多学科视角下的挑战和未来研究方向
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2022-12-07 DOI: 10.1080/02650487.2022.2150953
Annouk Lievens, Ingrid Moons
{"title":"A systemic approach of communication in multiple stakeholder settings: challenges and future research directions from a multidisciplinary perspective","authors":"Annouk Lievens, Ingrid Moons","doi":"10.1080/02650487.2022.2150953","DOIUrl":"https://doi.org/10.1080/02650487.2022.2150953","url":null,"abstract":"Abstract In this article we adopt a systemic view to investigate the multidisciplinary challenges for managing communication within complex multistakeholder settings. We zoom in on communication challenges from a multilevel perspective distinguishing a macro level (i.e. the entire stakeholder network), a meso level (i.e. communication and media players connecting the macro – and micro level) and a micro level (i.e. stakeholder engagement journey). In doing so, we review literature from multiple research domains within and across marketing communication and (social) sciences disciplines, we derive the main research gaps and propose a more diversified and multidisciplinary approach in addressing future communication research in complex multistakeholder settings.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"201 - 226"},"PeriodicalIF":6.7,"publicationDate":"2022-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44245853","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Urgent topics for advertising research: addressing critical gaps in the literature 广告研究的紧迫主题：解决文献中的关键空白
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2022-11-30 DOI: 10.1080/02650487.2022.2150955
J. Huh, Hao Xu, M. Abdollahi
{"title":"Urgent topics for advertising research: addressing critical gaps in the literature","authors":"J. Huh, Hao Xu, M. Abdollahi","doi":"10.1080/02650487.2022.2150955","DOIUrl":"https://doi.org/10.1080/02650487.2022.2150955","url":null,"abstract":"Abstract This article examined advertising research topics categorized by connections and tensions between central actors in the advertising ecosystem (advertising industry and advertisers) and other key actors. From a bibliometric analysis of original research articles published in the top three advertising journals during the past 20 years, topical areas were identified where research has been lacking. These topics included: (1) issues at the connection between advertising industry/advertisers and non-government regulatory/watchdog organizations; (2) issues at the connection between advertising industry/advertisers and the government; and (3) macro-environment issues, especially social and technology environment factors. For each of these areas, urgent topics for future advertising research and example research questions were proposed.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"247 - 260"},"PeriodicalIF":6.7,"publicationDate":"2022-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41456494","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
When influencers promote unhealthy products and behaviours: the role of ad disclosures in YouTube eating shows 当网红推广不健康的产品和行为:广告披露在YouTube饮食节目中的作用
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2022-11-28 DOI: 10.1080/02650487.2022.2148989
S. An, Sieun Ha
{"title":"When influencers promote unhealthy products and behaviours: the role of ad disclosures in YouTube eating shows","authors":"S. An, Sieun Ha","doi":"10.1080/02650487.2022.2148989","DOIUrl":"https://doi.org/10.1080/02650487.2022.2148989","url":null,"abstract":"Abstract This study examined the role of sponsorship disclosures in YouTube eating shows that include a large amount of unhealthy food. To see the mechanism through which sponsorship disclosures affect viewers’ attitudes and behavioural intentions toward the featured product, we assessed the mediating role of inferences of manipulative intent, which refers to consumers’ inference that the persuasion method used by an ad is manipulative. Ad recognition and para-social relationships with the influencer were tested as moderators. Results showed that providing the disclosure significantly lowered inferences of manipulative intent when viewers’ ad recognition was high. Decreased inferences of manipulative intent led to positive attitudinal and behavioural outcomes. The results indicate that the presence of sponsorship disclosure might work against public health, making viewers more receptive to harmful messages.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"542 - 561"},"PeriodicalIF":6.7,"publicationDate":"2022-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47846452","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
A close look at research on pursuing the right formula for cause-related marketing advertising 事业营销广告的正确配方研究
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2022-11-21 DOI: 10.1080/02650487.2022.2145545
Chun-Tuan Chang, Zhao-Hong Cheng, Yu-Kang Lee, Chia-Han Chang
{"title":"A close look at research on pursuing the right formula for cause-related marketing advertising","authors":"Chun-Tuan Chang, Zhao-Hong Cheng, Yu-Kang Lee, Chia-Han Chang","doi":"10.1080/02650487.2022.2145545","DOIUrl":"https://doi.org/10.1080/02650487.2022.2145545","url":null,"abstract":"Abstract In a typical cause-related marketing (CRM) campaign, a company donates a percentage of product sales to a charity or nonprofit related to the chosen cause. This paper provides a comprehensive review of the literature on this subject, and briefly discusses common antecedents of CRM advertising effectiveness. The exploration of the CRM literature starts with advertising and reviews two factors: emotional appeal and execution style. We further discuss contextual elements such as cause factors, company factors, and factors related to CRM activities. This paper integrates research findings across studies to develop a coherent and comprehensive picture of the extant CRM research conducted in the advertising field. Practitioners can use these insights to communicate with their target markets and enhance acceptance of their CRM campaigns. The paper further shows the growth and evolution of the topics covered in marketing-related journals and in the International Journal of Advertising. Lastly, the paper discusses under-researched topics, and important upcoming trends and research avenues.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"96 - 108"},"PeriodicalIF":6.7,"publicationDate":"2022-11-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48276188","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
A comprehensive approach to the study of advertising execution and its effects 广告执行及其效果研究的综合方法
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2022-11-16 DOI: 10.1080/02650487.2022.2140524
L. Bergkvist, T. Langner
{"title":"A comprehensive approach to the study of advertising execution and its effects","authors":"L. Bergkvist, T. Langner","doi":"10.1080/02650487.2022.2140524","DOIUrl":"https://doi.org/10.1080/02650487.2022.2140524","url":null,"abstract":"Abstract Recent criticism of advertising research has highlighted its lack of practical relevance and the absence of replication studies. Both are significant shortcomings for applied science intended to improve advertising practice. This paper proposes a methodological four-stage approach to the study of advertising execution to address these deficiencies. First, scholars should identify a relevant advertising phenomenon in the real world by studying advertising practice using methods such as interviewing experts, reviewing trade magazines, or attending practitioners’ conferences. Second, scholars must demonstrate the effects of the phenomenon in a laboratory experiment using internally valid stimuli, realistic stimuli exposures, adequate samples, and statistics focusing on effect sizes rather than p-values. Third, further studies have to confirm and explicate the effects using mediating or moderating variables. Finally, the effects of the advertising phenomenon should be replicated in field research. Widespread adoption of the four-stage approach would ensure the practical relevance of advertising research, and increase its validity and reliability.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"227 - 246"},"PeriodicalIF":6.7,"publicationDate":"2022-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41429451","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Twenty years of research on gamified advertising: a systematic overview of theories and variables 游戏化广告研究二十年：理论和变量的系统综述
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2022-11-11 DOI: 10.1080/02650487.2022.2143098
Z. M. V. van Berlo, E. V. van Reijmersdal, M. Waiguny
{"title":"Twenty years of research on gamified advertising: a systematic overview of theories and variables","authors":"Z. M. V. van Berlo, E. V. van Reijmersdal, M. Waiguny","doi":"10.1080/02650487.2022.2143098","DOIUrl":"https://doi.org/10.1080/02650487.2022.2143098","url":null,"abstract":"Abstract Gamified advertising has received considerable attention from advertising scholars over the last two decades. In the literature, two main types of gamified advertising can be identified: in-game advertising (IGA) and advergames (AG). In this article, we synthesize 20 years of research into these types of advertising – and pay special attention to the role played by the International Journal of Advertising (IJA). We give a systematic overview of the most often used theories explaining the persuasive effects of advertising in games (in-game advertising) and through games (advergames) and discuss the main conclusions that can be drawn from the existing gamified advertising literature. Furthermore, we propose a framework that offers an overview of the most important ad, game, and player characteristics influencing the effectiveness of gamified advertising. Finally, we look ahead and discuss the future of research on gamified advertising.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"171 - 180"},"PeriodicalIF":6.7,"publicationDate":"2022-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47063415","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 4
An international perspective of the academic-practitioner divide in advertising: an exploratory study into its causes and solutions 广告学界与实务界分歧的国际视角:对其成因及解决方法的探索性研究
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2022-11-11 DOI: 10.1080/02650487.2022.2142416
L. Ang, Cristian Buzeta, M. Hirose, M. J. V. van Loggerenberg, G. van Noort, R. Uribe, H. Voorveld
{"title":"An international perspective of the academic-practitioner divide in advertising: an exploratory study into its causes and solutions","authors":"L. Ang, Cristian Buzeta, M. Hirose, M. J. V. van Loggerenberg, G. van Noort, R. Uribe, H. Voorveld","doi":"10.1080/02650487.2022.2142416","DOIUrl":"https://doi.org/10.1080/02650487.2022.2142416","url":null,"abstract":"Abstract In our international study of seven countries, we found that the academic-practitioner divide is as real today as it was three decades ago. The divide, which is more pronounced in some regions, is likely to worsen as society becomes more digitally complex, exacerbated by the lack of industry experience among young scholars entering academia in some quarters. Many bridging solutions were explored in this study, but the most important solution is for academia to produce relevant research, one that is useful for the industry. This should be widely and innovatively disseminated in a way that is easy to understand without dumbing it down. Practitioners generally do not like or know how to collaborate with academics, suggesting a need to develop a culture or mechanism that can raise awareness and foster mutual respect and trust between academia and industry. Bridging the divide will be challenging because of the existing academic reward structures. This situation needs to change. The discovery of two successful research institutes in the Netherlands and Australia shows how this divide can be bridged.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"181 - 200"},"PeriodicalIF":6.7,"publicationDate":"2022-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44232627","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Sustainability communication 可持续性沟通
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2022-11-10 DOI: 10.1080/02650487.2022.2144035
Urša Golob, K. Podnar, V. Žabkar
{"title":"Sustainability communication","authors":"Urša Golob, K. Podnar, V. Žabkar","doi":"10.1080/02650487.2022.2144035","DOIUrl":"https://doi.org/10.1080/02650487.2022.2144035","url":null,"abstract":"Abstract This paper captures both a historical perspective and the current situation of sustainability communication (SC), the relevance and impact of conceptual and empirical contributions, and the future of SC research. By applying the principles of a meta-narrative systematic literature review, we analyze the concepts, theoretical models, and empirical approaches that researchers use in 116 articles in the field. The main manifestations of SC, including sustainability/green advertising, sustainability reporting, and greenwashing, are presented. The analysis reveals a predominant environmental focus on the literature and the dominance of applied communication approaches in SC. We identify several directions that can help advance the field and vision the leading role of the IJA journal in (re)defining and clarifying the concept and integrating the main communication concepts and theories into SC.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"42 - 51"},"PeriodicalIF":6.7,"publicationDate":"2022-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45363577","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 26
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