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Journal of Advertising Research最新文献

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When and Why Are Consumers Willing To Help For-Profit Companies in Distress? 消费者何时以及为什么愿意帮助陷入困境的营利性公司?
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-30 DOI: 10.2501/jar-2023-014
L. Barros, Farah Diba M.A. Abrantes-Braga, Cristiane Benedetti Chammas, Murilo Carrazedo Marques da Costa Filho
{"title":"When and Why Are Consumers Willing To Help For-Profit Companies in Distress?","authors":"L. Barros, Farah Diba M.A. Abrantes-Braga, Cristiane Benedetti Chammas, Murilo Carrazedo Marques da Costa Filho","doi":"10.2501/jar-2023-014","DOIUrl":"https://doi.org/10.2501/jar-2023-014","url":null,"abstract":"Companies facing financial difficulties have resorted to a novel type of appeal in their communications. Instead of promoting the benefits of their brands, they promote messages displaying the vulnerable condition they are in and ask for help. The current study examines the effectiveness of this appeal, which became more prevalent during the COVID-19 pandemic. The authors show that when companies are experiencing the threat of going out of business, the vulnerability appeal proves to be effective because of the elicitation of personal norms. For the approach to be effective, two conditions are necessary: The company’s vulnerability should come from an uncontrollable external force, and consumers should have at least some identification with the company.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"290 - 308"},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46286753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
A Study on the Impact of Message Appeal Types in Local Governments’ "Hometown Love Donation" Video Contents on Donation Intention: Focusing on the Mediating Effects of Viewing Satisfaction and Regional Image 地方政府“乡情捐赠”视频内容信息诉求类型对捐赠意愿的影响研究——基于观看满意度和区域形象的中介效应
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-30 DOI: 10.16914/ar.2023.137.134
Hyun-Ju Lee, kyung lin Gwak, Jaehyun Lee, Hyeji Yi, Yungwook Kim
{"title":"A Study on the Impact of Message Appeal Types in Local Governments’ \"Hometown Love Donation\" Video Contents on Donation Intention: Focusing on the Mediating Effects of Viewing Satisfaction and Regional Image","authors":"Hyun-Ju Lee, kyung lin Gwak, Jaehyun Lee, Hyeji Yi, Yungwook Kim","doi":"10.16914/ar.2023.137.134","DOIUrl":"https://doi.org/10.16914/ar.2023.137.134","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"17 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73550684","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
Persuasive Effects of CEO’s Apology Message according to Media Type, Appeal Type and Audience Involvement 基于媒介类型、诉求类型和受众参与的CEO道歉信息说服效应
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-30 DOI: 10.16914/ar.2023.137.174
Esposito Giulia, Taeyeong Jang, Sungwook Hwang
{"title":"Persuasive Effects of CEO’s Apology Message according to Media Type, Appeal Type and Audience Involvement","authors":"Esposito Giulia, Taeyeong Jang, Sungwook Hwang","doi":"10.16914/ar.2023.137.174","DOIUrl":"https://doi.org/10.16914/ar.2023.137.174","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"28 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81799622","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
The Effects of Social Determinants of Health on COVID-19-Preventive Behavioral Intention: Mediating Roles of Information Processing and Information Seeking 健康社会决定因素对covid -19预防行为意愿的影响:信息加工和信息寻求的中介作用
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-30 DOI: 10.16914/ar.2023.137.47
Woohyun Yoo, Sang-Hwa Oh
{"title":"The Effects of Social Determinants of Health on COVID-19-Preventive Behavioral Intention: Mediating Roles of Information Processing and Information Seeking","authors":"Woohyun Yoo, Sang-Hwa Oh","doi":"10.16914/ar.2023.137.47","DOIUrl":"https://doi.org/10.16914/ar.2023.137.47","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"46 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82653384","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
A Guide to Getting Published In the Journal of Advertising Research 在广告研究杂志上发表的指南
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-01 DOI: 10.2501/JAR-2023-012
Colin Campbell
{"title":"A Guide to Getting Published In the Journal of Advertising Research","authors":"Colin Campbell","doi":"10.2501/JAR-2023-012","DOIUrl":"https://doi.org/10.2501/JAR-2023-012","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"106 - 108"},"PeriodicalIF":2.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44443604","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
The Advertisement Puts Me Down, But I Like It 广告让我失望，但我喜欢
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-01 DOI: 10.2501/JAR-2023-010
Hongjie Sun, Yongxin Luo, Fei Liu, Ben Lowe
{"title":"The Advertisement Puts Me Down, But I Like It","authors":"Hongjie Sun, Yongxin Luo, Fei Liu, Ben Lowe","doi":"10.2501/JAR-2023-010","DOIUrl":"https://doi.org/10.2501/JAR-2023-010","url":null,"abstract":"Advertisements often use positive appeals to please consumers. One exception is an emerging device that uses negative messages to target audiences, which the current authors refer to as “audience-targeted negative advertisements.” Through in-depth interviews and two experiments, this research systematically explores the perceptions and feelings of audiences about audience-targeted negative advertisements (Study 1); empirically distinguishes these advertisements from humorous advertisements and other negative advertisements (Study 2); and investigates when audience-targeted negative advertisements are more likely to be effective for advertisers (Study 3). The results show that audience-targeted negative advertisements have unique features that include negativity, uniqueness, humor, realism, and emotional influences such as empathy. Findings include practical guidance for advertisers on degree of negativity and product-type conditions in which audience-targeted negative advertisements are most effective.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"160 - 171"},"PeriodicalIF":2.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48043071","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
Why the Experiential View Is Vital To Marketing Communications Research Now 为什么体验观对营销传播研究至关重要
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-01 DOI: 10.2501/JAR-2023-011
Jean-Luc Herrmann, John B. Ford
{"title":"Why the Experiential View Is Vital To Marketing Communications Research Now","authors":"Jean-Luc Herrmann, John B. Ford","doi":"10.2501/JAR-2023-011","DOIUrl":"https://doi.org/10.2501/JAR-2023-011","url":null,"abstract":"Advertising and, more generally, marketing communications, along with consumer behaviors, have changed in important ways. Whereas, traditionally, brands and companies have forced information on consumers, they now are creating numerous forms of communications to trigger diverse gratifications for consumers who are most often exposed incidentally to them. This essay, therefore, urges researchers and practitioners to open up the theoretical framework of marketing communication research beyond the traditional information-processing paradigm by incorporating the experiential view. The authors develop three major arguments in favor of adding the experiential view to provide an enhanced framework for examining the effects of contemporary marketing communications. They conclude with a set of implications for both researchers and practitioners.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"109 - 122"},"PeriodicalIF":2.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47867305","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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 Brands Go Dark: A Replication and Extension 品牌走向黑暗：复制与延伸
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-05-12 DOI: 10.2501/jar-2023-009
P. Phua, Nicole Hartnett, Virginia Beal, G. Trinh, R. Kennedy
{"title":"When Brands Go Dark: A Replication and Extension","authors":"P. Phua, Nicole Hartnett, Virginia Beal, G. Trinh, R. Kennedy","doi":"10.2501/jar-2023-009","DOIUrl":"https://doi.org/10.2501/jar-2023-009","url":null,"abstract":"The value of mass media advertising can be demonstrated by quantifying what happens when it is removed. The current study does this, extending the work of Hartnett, Gelzinis, Beal, et al. (2021) by documenting changes in market share for 365 U.S. brands from 22 consumer goods categories that stopped advertising for at least one year. Market shares of brands without advertising declined, on average, at a steady rate year over year. On average, market share declines were more common and substantial among small brands and those losing share before advertising ceased. That prior findings generalize to a new market and many new categories increases confidence in the results.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"172 - 184"},"PeriodicalIF":2.5,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47775172","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
A Comparison of Social Media Influencers’ KPI Patterns across Platforms 社交媒体影响者跨平台KPI模式的比较
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-05-05 DOI: 10.2501/jar-2023-008
Naser Pourazad, Lara Stocchi, Shreya Narsey
{"title":"A Comparison of Social Media Influencers’ KPI Patterns across Platforms","authors":"Naser Pourazad, Lara Stocchi, Shreya Narsey","doi":"10.2501/jar-2023-008","DOIUrl":"https://doi.org/10.2501/jar-2023-008","url":null,"abstract":"Brand managers increasingly incorporate influencer marketing in their marketing strategies, but methods for evaluating the effectiveness of influencers and choosing the best personalities to collaborate with are unreliable. This study addresses this shortfall by examining classic key performance indicators (i.e., the number of followers and engagement rate) of 180 influencers on Facebook, Instagram, YouTube, TikTok, and Twitter. The analysis is based on a sample of more than 35,000 posts and considers the influencers’ areas of expertise. Among the key findings, the authors detected differences in double jeopardy effects (reverse, classic, and no double jeopardy) among mature, growing, and changing social media platforms. The findings carry practical implications for establishing partnerships between brands and influencers.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"139 - 159"},"PeriodicalIF":2.5,"publicationDate":"2023-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48423140","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
The Stories You Tell: Crafting Managerially Relevant Articles Based on Qualitative Research 你讲述的故事:基于定性研究的管理相关文章
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-05-05 DOI: 10.2501/jar-2023-007
M. Akaka, H. Schau
{"title":"The Stories You Tell: Crafting Managerially Relevant Articles Based on Qualitative Research","authors":"M. Akaka, H. Schau","doi":"10.2501/jar-2023-007","DOIUrl":"https://doi.org/10.2501/jar-2023-007","url":null,"abstract":"Advertisers and marketers leverage big data to track and influence consumer behaviors, (re)evaluate messages, and enhance customer engagement through digital platforms. But these data do not capture the complexity of market contexts or address questions about how or why specific behaviors occur. The authors provide a pathway for unearthing insights from deep data to inform marketing strategy. They call for the use of qualitative research to organize chaos, capture lived experiences, and investigate diffusion of social practices. This paper offers a primer for crafting managerially relevant articles. The authors demonstrate how to use qualitative methods through a practitioner-oriented, systematic sensemaking process.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"63 1","pages":"185 - 200"},"PeriodicalIF":2.5,"publicationDate":"2023-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44580400","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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
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