International Journal of Advertising最新文献

{"title":"Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intention","authors":"Laura De Kerpel, Anneleen Van Kerckhove, Tina Tessitore","doi":"10.1080/02650487.2023.2262328","DOIUrl":"https://doi.org/10.1080/02650487.2023.2262328","url":null,"abstract":"AbstractASMR is a sensory response characterized by physical tingles in the head and spine that can be induced by everyday life cues like watching or hearing someone’s hair being brushed. As numerous videos are now deliberately designed to evoke ASMR, brands have also shown interest to include ASMR cues in their advertisements. This paper presents three studies scrutinizing ASMR experiences, both in a non-advertising and advertising context. First, a web-scraping study suggests that ASMR is typically associated with feelings of relaxation. Furthermore, two experiments show the positive influence of embedding ASMR cues in advertisements on consumers’ purchase intentions. A serial mediation analysis demonstrates that this positive effect can be explained by increased feelings of relaxation, which enable a better flow-like experience. Finally, theoretical and managerial implications are discussed.Keywords: ASMRadvertisingrelaxationflow statepurchase intentions AcknowledgmentsThe authors greatly acknowledge the help of Nicolas Dewulf in creating the stimuli and collecting the data of Study 2.Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsLaura De KerpelLaura De Kerpel (PhD, Ghent University) is a doctoral assistant in Business Economics at the Department of Marketing, Innovation, and Organisation at Ghent University, Tweekerkenstraat 2, 9000 Ghent, Belgium.Anneleen Van KerckhoveAnneleen Van Kerckhove (PhD, Ghent University) is an associate professor of marketing at the Department of Marketing, Innovation, and Organisation, at Ghent University, Tweekerkenstraat 2, 9000 Ghent, Belgium.Tina TessitoreTina Tessitore (PhD, Ghent University) is an associate professor of marketing at IÉSEG School of Management, 3 Rue de la Digue, 59000 Lille, France (LEM-CNRS UMR 9221).","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135829929","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}

{"title":"Who will buy the idea of non-fungible token (NFT) marketing? Understanding consumers’ psychological tendencies and value perceptions of branded NFTs","authors":"Quan Xie, Sidharth Muralidharan, Steven M. Edwards","doi":"10.1080/02650487.2023.2262859","DOIUrl":"https://doi.org/10.1080/02650487.2023.2262859","url":null,"abstract":"AbstractInnovative companies are experimenting with branded NFTs as part of their marketing strategies to engage consumers who are seeking exclusive content. Young consumers tend to be early adopters of blockchain technologies and are seeking branded NFTs for their own purposes. Using a U.S. sample of Gen-Z and Millennials (n = 1,053), we examined the values (i.e. informative, entertainment, unique, expressive values) consumers are seeking in the acquisition and display of branded NFTs and explored how their tendencies toward status consumption, perceived financial constraint, and dispositional innovativeness influenced their willingness to engage in brand WOM. The analyses confirmed the proposed model and revealed that value perceptions (unique, entertainment, and expressive values) helped elicit an individual’s sense of status consumption and dispositional innovativeness. This relationship resulted in positive brand WOM. For the financially constrained, the unique value offered by NFTs was important for positive WOM to manifest. This research helps both marketers and policymakers better understand consumers’ psychological responses to branded NFTs.Keywords: Non-fungible token marketingstatus consumptiondispositional innovativenessfinancial constraintsvalue perceptionbrand WOM Disclosure statementNo potential conflict of interest was reported by the author(s).Data availability statementDue to the ethical nature of the research, supporting data is not available.Additional informationFundingThis work was supported by the Southern Methodist University under the Meadows Faculty Development Grant.Notes on contributorsQuan XieQuan Xie (Ph.D., Ohio University) is an Assistant Professor of Advertising at the Temerlin Advertising Institute in Southern Methodist University. Her research focuses on the advertising effects in the interrelated contexts of digital technologies and culture. From this perspective, she investigates the mechanisms through which advertising affects information processing, consumer behavior, and brand building at the intersection of digital media and culture. Her research topics focus on content marketing, digital advertising, and social media advertising. Her research has been published in the Journal of Advertising, Journal of Business Research, International Journal of Advertising, Journal of Interactive Advertising, Journal of Product & Brand Management, and Journal of Research in Interactive Marketing, among others.Sidharth MuralidharanSidharth Muralidharan (Ph.D., The University of Southern Mississippi) is an Associate Professor and Director of Graduate Studies at the Temerlin Advertising Institute in Southern Methodist University. He formerly worked as a junior account executive for Zehnder Communications, New Orleans. His primary research interests lie in pro-social marketing, specifically, advertising’s impact on mitigating social and environmental issues in India and abroad, while secondary research interests include soci","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"82 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135535842","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}

{"title":"Fear or humor? The effects of negatively framed visual hyperbole in advertising","authors":"Ying Huang","doi":"10.1080/02650487.2023.2262325","DOIUrl":"https://doi.org/10.1080/02650487.2023.2262325","url":null,"abstract":"AbstractGrounded on the theories on rhetorical figures, incongruity, humor, and the Extended Parallel Process Model, this experimental study examined the effects of negatively framed visual hyperbole in advertising, a previously unexplored research area. Negatively framed literal ads and hyperbole ads with two levels of exaggeration were compared. The results showed that high-intensity negative hyperboles were more incongruous, more humorous, and less truthful than their literal counterparts, while the effects of low-intensity negative hyperboles and literal ads did not differ. High-intensity hyperboles (vs. literal ads) exerted a positive influence on ad attitude through incongruity and humor, and a negative influence on ad attitude through ad truthfulness. The two conditions did not differ in ad attitude. As expected, the fear response did not differ between the literal and the two hyperbole conditions. Theoretical and practical implications are discussed.Keywords: Visual hyperbolerhetorical figurenegative appealnegative intensityincongruityhumor Disclosure statementNo potential conflict of interest was reported by the author.Data availability statementThe data that support the findings of this research are available from the corresponding author upon reasonable request.Additional informationNotes on contributorsYing HuangYing Huang (Ph.D. Southern Illinois University Carbondale) is an associate professor in the Department of Communication, University of West Florida. Her research interests include the content and effects of visual rhetorical figures, and the representations of race and gender in advertising.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"111 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135816363","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}

{"title":"Perspectives: replication is more than meets the eye","authors":"Lars Bergkvist, Freya De Keyzer, Cristian Buzeta","doi":"10.1080/02650487.2023.2245278","DOIUrl":"https://doi.org/10.1080/02650487.2023.2245278","url":null,"abstract":"Drawing on recent research and debates in social sciences, this paper situates replication in an advertising research context. We clarify the role of replication in the field and outline the challenges inherent in replication studies in advertising research. We further elaborate on how researchers should engage in replication research to increase the truth value of advertising research while overcoming the obstacles to replication research. Finally, we discuss how advertising scholars, reviewers, and editors can facilitate replication research to reduce the share of false-positive results and accumulate knowledge in the discipline. We see replication as critical in advertising research, given the high variability of experimental factors and the applied nature of the field. Therefore, a better understanding of replications and the challenges of advertising research should inspire scholars to engage in more replication attempts and reviewers and editors to consider it for publication.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136299584","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}

{"title":"Effects of green messages in advertisements: a meta-analysis","authors":"Fuyuan Shen, Guolan Yang, Jeff Conlin, Xiaohua Wang","doi":"10.1080/02650487.2023.2252675","DOIUrl":"https://doi.org/10.1080/02650487.2023.2252675","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":6.7,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48026039","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}

{"title":"Cross-media advertising strategies and brand attitude: the role of cognitive load","authors":"L. Hatzithomas, F. Theodorakioglou, Kostoula Margariti, Christina Boutsouki","doi":"10.1080/02650487.2023.2249342","DOIUrl":"https://doi.org/10.1080/02650487.2023.2249342","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":6.7,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49501905","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}

{"title":"The effects of brand trustworthiness and credibility on location-based advertising: moderating effects of privacy concern and social influence","authors":"H. T. Le, W. Yoo, Jungkun Park","doi":"10.1080/02650487.2023.2251287","DOIUrl":"https://doi.org/10.1080/02650487.2023.2251287","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":6.7,"publicationDate":"2023-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45725349","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}

{"title":"Examining the effects of addressable TV advertising on children and their parents","authors":"Nancy H. Brinson, S. Holiday, Haseon Park, Yuanwei Lyu","doi":"10.1080/02650487.2023.2250171","DOIUrl":"https://doi.org/10.1080/02650487.2023.2250171","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":6.7,"publicationDate":"2023-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43975513","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}

{"title":"Conspicuous and inconspicuous consumption of luxury goods in a digital world: implications for advertisers","authors":"Aniruddha Pangarkar, Paurav Shukla","doi":"10.1080/02650487.2023.2246258","DOIUrl":"https://doi.org/10.1080/02650487.2023.2246258","url":null,"abstract":"this special issue focuses on the very intriguing types of luxury consumption that are shaping industry paradigms and trends, especially given the digital marketing revolution that is impacting the way luxury firms create and implement strategies to engage customers and drive sales. luxury brands communicate style, exclusivity, identity, uniqueness, superior quality, and hedonic value, all of which signal status to extended networks (Shukla and Purani 2012; Pangarkar, Patel, and Kumar 2023). While recent events, such as the CoVid-19 pandemic and the economic recession have impacted economic conditions, as per a Euromonitor international report, the luxury industry continued its impressive growth to reach USd 1.2 trillion in 2022, with a steady growth rate of around 6% (roberts 2022). according to a Kearney (2022), Chinese luxury consumers were at the forefront of this recovery, followed by US and German consumers, which led to many luxury brands such as Kering, lVMH, and Hermès experiencing resurgence after a temporary setback.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"1145 - 1149"},"PeriodicalIF":6.7,"publicationDate":"2023-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44277052","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}

{"title":"The hidden power of shame: how feeling ashamed enhances advertisement recall and positive attitude","authors":"Jane So, Youjae Yi, Nidhi Agrawal","doi":"10.1080/02650487.2023.2247902","DOIUrl":"https://doi.org/10.1080/02650487.2023.2247902","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":6.7,"publicationDate":"2023-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48442800","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}