International Journal of Advertising最新文献

{"title":"Non-fungible tokens (NFTs) as promotional devices: research needs and future projections","authors":"C. R. Taylor","doi":"10.1080/02650487.2023.2211856","DOIUrl":"https://doi.org/10.1080/02650487.2023.2211856","url":null,"abstract":"according to the Merriam-Webster dictionary, a non-fungible token (NFt) is,” a unique digital identifier that cannot be copied, substituted, or subdivided, that is recorded in a blockchain, and that is used to certify authenticity and ownership (as of a specific digital asset and specific rights relating to it).” as noted by Kim (2021), in recent years, Gucci, Coca-Cola and other marketers began using metaverse platforms such as decentraland to sell nonfungible tokens (NFts). to date, most NFts have involved works of art, images or representations of a product, video, audio, or some combination of the above. there can be little doubt that some early efforts at selling NFts have been related to an effort to appeal to affluent younger “digital natives” who are viewed as trendsetters (duma et al. 2016; Kirjavainen 2022). indeed, sales of NFts have been growing (Kirjavainen 2022). However, academic research on NFts as a promotional tool has been scarce (taylor 2022). While it appears that, to date, NFts have not yet produced large revenue streams for marketers in comparison to sales of physical products– owing in part to uniqueness and scarcity being part of their appeal, it will be interesting to see what the future brings in terms of applications. Yanie durocher, founder of PoMPoM creative sees immense potential for double wardrobes, meaning consumers having both physical and digital wardrobes, or “skins” (durocher 2022). durocher also notes the potential for exposure to hundreds of thousands of consumers via a social media outlet such as tiktok, arguing that the digital version can influence purchases of physical product. to date, however, the biggest success stories seem to be highly creative promotional activities that are more likely to pay off in terms of promoting the brand and building/reinforcing brand associations that create brand resonance. For example, rather than simply selling NFts to the highest bidder, louis Vuitton’s “louis: the Game” which now has had more than two million users has users search for postcards that actually NFts, and some of which are scarce. Participants can also solve puzzles for the right to be entered into a raffle that offers prizes in the form of NFts featuring the game character Vivienne in a form that can be used in online profiles. Nike is also doing something quite creative around its new Swoosh Web3 and NFts. the company is offering a collection called our Force 1 (oF1) virtual sneaker NFts that pay tribute to the 41-year-old air Force 1 shoe. Users can access and purchase Classic remix (older) sneaker boxes or New Wave (new boxes) for $19.82 USd. While the initiative may generate significant revenue, the broader impact on the brand is particularly interesting. While it is difficult, if not impossible, to predict all future directions applications of NFts will take, it is clear that marketers are using them, and that in some sectors, especially luxury and fashion products they have become important promo","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44505161","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":"From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media","authors":"Kyeongwon Kwon, Jaejin Lee, Cen Wang, V. Diwanji","doi":"10.1080/02650487.2023.2208489","DOIUrl":"https://doi.org/10.1080/02650487.2023.2208489","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-05-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44195843","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":"When it pays to be clear: the appeal of concrete communication under uncertainty","authors":"Femke van Horen, M. Wänke, T. Mussweiler","doi":"10.1080/02650487.2023.2206689","DOIUrl":"https://doi.org/10.1080/02650487.2023.2206689","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46630229","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":"Digging deeper on diversity and inclusion in Advertising research: a call to action","authors":"C. R. Taylor","doi":"10.1080/02650487.2023.2202073","DOIUrl":"https://doi.org/10.1080/02650487.2023.2202073","url":null,"abstract":"i recently had the pleasure of participating in a special session at the american academy of advertising’s annual conference along with Kathrynn Pounders, Sukki Yoon, Minette drumwright, Brittany Pharr, Carrie laFerle, and Eric Haley on diversity, Equity, and inclusion in the marketplace. i was very pleased to report that papers on a variety of diversity and inclusion topics are being published in iJa at a higher rate than has been the case in the past (e.g. Kordrostami and laczniak 2022; li 2022; Phillips 2022; Mueller et al. 2023; thomas, Johnson, and Grier (2023). For an overview of research in this area and some general guidance on effective research practice, i would direct the reader to Eisend, Muldrow and rosengren (2023), who note gender, ethnicity/race, sexual orientation, and age have been the most widely researched topics. these authors call for more research on these groups and also note that other diversity attributed, including disabilities, gender identity and religion are in need of more study. an important point made is that diverse and inclusive advertising has been shown to have the ability to produce favorable brand and societal effects. While more high quality papers are indeed being submitted and accepted on diversity and inclusion topics in iJa, from an editorial perspective there are some common caveats with some submissions on these topics. First, some submissions spend to much space in the manuscript, recapping history and results that have already been documented in other academic papers. reviewers generally look for new contributions, so studies should focus on understanding a phenomenon at a deeper level than has been the case in the past. Second, some papers contain one-sided arguments, ignoring academic studies that might show some level of progress in terms of diversity and inclusion. if it has occurred it is good to acknowledge progress while focusing on what is still problematic or needs to happen for further progress to be made. third, political statements and bias should be avoided. Some papers, across a spectrum of political viewpoints, have had reviewers question the objectivity of a study, which is absolutely crucial to academic research. Notably, objectivity is apparently highly valued by a large majority of reviewers. Finally, some submissions on diversity and inclusion get criticized for not drawing realistic and actionable conclusions. While scholars obviously generally do not put forth ads, studies that show a path to more effective ads or corporate social responsibility perceptions usually have useful, helpful implications. in summary, as is the case with the papers previously cited here, research should delve deeper into existing and new issues. there are a few areas i would spotlight as especially being in need of additional research. First are experimental studies of advertising featuring various types of portrayals of minority groups and reaction of both the same minority and other groups both in t","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44213229","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 bilateral image flow in sponsorship: an extension of Prendergast, Paliwal, and Mazodier (2016)","authors":"Jakeun Koo, Jun Heo","doi":"10.1080/02650487.2023.2197768","DOIUrl":"https://doi.org/10.1080/02650487.2023.2197768","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42375533","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":"Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising","authors":"Jean Pfiffelmann, Alexander Pfeuffer, N. Dens, Sébastien Soulez","doi":"10.1080/02650487.2023.2203577","DOIUrl":"https://doi.org/10.1080/02650487.2023.2203577","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44266060","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":"From green advertising to sustainable behavior: a systematic literature review through the lens of value-belief-norm framework","authors":"P. Lima, Fernanda Pereira Sartori Falguera, Hermes Moretti Ribeiro da Silva, Suely Maciel, E. Mariano, Leila Elgaaied-Gambier","doi":"10.1080/02650487.2023.2199668","DOIUrl":"https://doi.org/10.1080/02650487.2023.2199668","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46424869","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 impacts of donors’ perceived personal resource scarcity on their intentions to volunteer for low- and high-responsibility recipients: the mediating role of perceived social worth","authors":"Ming-Yi Chen","doi":"10.1080/02650487.2023.2199672","DOIUrl":"https://doi.org/10.1080/02650487.2023.2199672","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45911543","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":"Dealing with intrusive ads: a study of which functionalities help consumers feel agency","authors":"Aimee S. Riedel, Clinton S. Weeks, A. Beatson","doi":"10.1080/02650487.2023.2197778","DOIUrl":"https://doi.org/10.1080/02650487.2023.2197778","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47392164","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 effectiveness of public service announcements in encouraging pro-health behaviors: self-referent mental simulation and empowerment as mediators","authors":"","doi":"10.1080/02650487.2023.2197777","DOIUrl":"https://doi.org/10.1080/02650487.2023.2197777","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45847360","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}