Advertising 2019 Abstracts
Open Research
Puffing on Instagram: Effects of Puffery Claim Types on Assessment of Persuasive Intentions and Knowledge • Saleem Alhabash, Michigan State University; Olivia JuYoung Lee; Anastasia Kononova; Jef Richards; Na Rae Park; Tao Deng, Michigan State University; Jessica Hirsch • The current study examines the effects of puffery in persuasive posts on Instagram. Findings indicated that attribute puffery claims were rated higher on sincerity, understanding persuasive intent and tactics, and purchase intention, while they were rated lower on skepticism and deceptiveness, in comparison to comparative and negative puffery claims. There were significant two-way interaction effects between familiarity and puffery type. The results are discussed using theoretical framework of puffery advertising and persuasion knowledge.
Reconsider Media Multitasking and Counterarguing Inhibition: Empirical Evidence of Underlying Mechanism and Offline-to-Online Advertising Effects • Yuhmiin Chang • Two studies were conducted to elucidate the underlying mechanism and subsequent advertising effects of counterarguing inhibition while television-internet multitasking. The two studies involved different product categories and measures and did not support counterarguing inhibition hypothesis. The results consistently showed that media multitasking increased capacity interference and cognitive load, which did not lead to fewer counterarguments. Media multitasking directly produced fewer counterargument which lead to lower urge to search and buy the target products.
Comparing the Effectiveness of Help-Seeking and Product-Claim Direct-to-Consumer Advertising (DTCA): A Persuasion Knowledge Perspective • Ida Darmawan; Hao Xu; Jisu Huh, University of Minnesota • This study examined the effects of help-seeking direct-to-consumer advertising (DTCA) as a form of covert advertising and compared its effects with those of product-claim DTCA on consumers’ persuasion knowledge activation and its outcomes. An online experiment was conducted with adults experiencing symptoms mentioned in fictitious experimental ads. Help-seeking DTCA was less likely to activate persuasion knowledge than product-claim DTCA, resulting in lower skepticism, more positive attitude toward the ad, and higher behavioral intentions.
Context Matters! Effects of Contextual Information on Processing of Social Media Ads • Kristen Lynch, Michigan State University; Tao Deng, Michigan State University; Saleem Alhabash, Michigan State University; Ali Hussain, Arizona State University; Olivia JuYoung Lee • The individualized social media experience and the algorithmic approach to media buying highlight the importance of contextual effects in advertising. This study explicates the effects of sequential information processing as it pertain to ad processing through the lens of Zillman’s (1971) excitation transfer theory. The study focuses on the effects of emotional content preceding the ads, where ads were placed after pictures that varied in valence and arousal. Theoretical and managerial implications are discussed.
Privacy tradeoffs, localized deals, and consumer acceptance of mobile advertising • Lisa Farman, Ithaca College • This study explores consumer acceptance of mobile advertising, using a nationally representative sample of U.S. adults from the Simmons National Consumer Survey (N=19,657). Consistent with privacy calculus theory, willingness to make privacy trade-offs positively predicted acceptance of mobile advertising. However, desire for a specific trade-off (local deals) was a stronger predictor than a more general theoretical willingness to make privacy trade-offs. Privacy self-efficacy positively predicted mobile ad acceptance, while Internet use had a negative effect.
Does In-Stream Video Advertising Work? Effects of Position and Congruence on Ad and Brand-Related Responses • Jason Freeman, Pennsylvania State University; Lewen Wei, Pennsylvania State University; Hyun Yang; Fuyuan Shen • This study examined the effects of in-stream video advertising on consumer responses to the ad and brand. A 2 (ad position: pre versus mid-roll) x2 (congruence: low versus high) between-subjects experiment was conducted, whereby subjects viewed a short narrative video with embedded ads. We found that mid-roll advertisements led to higher levels of perceived intrusiveness and anger than pre-roll ads. Advertisements more congruent with the content elicited less anger, reduced perceived intrusiveness, but lowered brand attitudes.
Children and Unboxing Videos Online: Implications for Advertisers and Policy Makers • Deepti Khedekar; Harsha Gangadharbatla • Sponsored content, particularly content targeting young children, is on the rise on new media platforms. One such type of sponsored content is unboxing videos on YouTube that young children often watch on mobile devices like smartphones and tablets (Kabali et al., 2015). Using a sample of 421 parents with children between the ages of 4 and 10, our study investigates the role of parental mediation and the influence of selling and persuasive knowledge on such mediation when it comes to children’s consumption of unboxing videos. Results indicate that unboxing videos are highly effective in eliciting purchase demands and, in the absence of strict regulations online, parental mediation through higher levels of selling and persuasive knowledge might be the only line of defense in combating the persuasive effects of unboxing videos.
“Vioxx Provides Powerful 24-hour Relief of Arthritis” but “Vioxx Has Caused Number of Deaths from Strokes and Heart Attacks!” – Should I Continue to Take My Medicine? • Heewon Im; Jisu Huh, University of Minnesota • DTCA promoting the benefits of medications and drug injury ads emphasizing the most fatal side effects present consumers with extremely contradictory information about the same product. How would exposure to these types of ads influence consumers of prescription drugs? Addressing this question, we investigated relationships between exposure to DTCA and drug injury advertising and consumers’ beliefs about their illnesses and medications, and their medication adherence behavior. Findings offer important implications for advertising research and practice.
Antecedents of Ad Avoidance in Different Media Contexts • A-Reum Jung; Jun Heo, Louisiana State University • This study aims to a) identify a comprehensive list of the antecedents of ad avoidance and b) examine how strongly they relate to ad avoidance, and (c) to investigate how those relationships differ across media formats (traditional vs. new media). In order to fulfill these purposes, a meta-analysis was conducted. This study found 52 antecedents. Consumer perception of advertising was the main predictor of ad avoidance. The antecedents of new media ad avoidance were not much different from traditional ad avoidance although their degree of influence on ad avoidance differed across media formats.
Interaction Effects of Source Type and Message Valence in Instagram-Based Advertising Messages About Veganism • Joe Phua, University of Georgia; Seunga Venus Jin; Jihoon Kim • A between-subjects 2 (source type: celebrity versus non-celebrity) x 2 (message valence: positive versus negative) factorial experiment (N = 288) examined the effects of source type and message valence on various outcomes of Instagram-based advertising messages about veganism. Results of data analyses indicate significant main effects of message valence on perceived information value of pro-veganism posts on Instagram and significant interaction effects of the two manipulated factors on consumers’ intention to spread electronic word-of-mouth (eWOM) about pro-veganism. Furthermore, perceived prosocial characteristics of the pro-vegan source and intention to build an online friendship with the source significantly moderated the effects of endorser type and message valence on perceived information value and eWOM intention. Theoretical contributions and practical implications are discussed.
How Hateful Social Media Content Spills Over to the Adjacent Brand Ad: Implications for Brand Safety • Junga Kim; Chunsik Lee, University of North Florida; Joon Soo Lim, Syracuse University • This study proposes and tests negative spillover effect in the brand safety violation context. It created the two different experimental conditions that varied the levels of the offensive content-ad association and tested consumer responses to the advertised brands. The findings of the experimental study demonstrated that when the ad was highly associated with the offensive content, the negative emotion evoked by offensive content spilled over to the brand. The study also found that the negative spillover was amplified by ad intrusive perception and mediated by blame attribution to the brand. Lastly, negative emotions contributed to heightening negative word-of-mouth intentions.
How to Promote Health Products Online • Gawon Kim; Chun Yang, Louisiana State University; Yongick Jeong • This study examines the impacts of three critical factors on the effectiveness of online health product/service ads. Using a three-way mixed-repeated design, this study conducted online experiments with previously identified indicators of health advertising effectiveness, 2 (contextual similarity) × 2 (health threat orientation) × 2 (digital ad type). The results indicate a strong influence of contextual similarity on both Aad and PI, along with partial interaction effects of digital advertising type and health threat orientation.
Keeping up with influencers: Exploring the impact of social presence and parasocial interactions on brands • Hyosun Kim • A between-subject experiment was conducted to examine the mediating role of parasocial interaction in influencer marketing on Instagram. Drawing on the computer-mediated communication literature, the level of social presence was tested as a predictor of parasocial interaction. In a fitness blogger’s Instagram posts, social presence significantly predicts purchase intent of the brand featured in the posts as well as self-efficacy, working through parasocial interactions. Thus, parasocial interaction serves as a mediator and influencers act as role models to motivate people to exercise and benefit the brand featured in the post. Higher social presence in the posts led individuals to feel that the posts were less promotional. The effect of parasocial interaction, however, is moderated by advertising recognition, such that lower social present posts appeared to suggest promotional appeal and negatively affect purchase intent.
Can Visuals Mislead? A Test of the Visual Superiority Effect in Advertising • Kyongseok Kim, Towson University; Hyang-Sook Kim, Towson University • Based on the visual superiority effect and message framing, this study examined the role of an image in the processing of an advertising message. When the message content was ambiguous and difficult to grasp, participants tended to rely more on the image than its textual counterparts (e.g., a framed headline and/or body content) in forming attitudes toward a potential health-risk behavior (coffee drinking). Psychological mechanisms of the visual superiority effect and practical implications are discussed.
The effects of message framing and image valence on consumers’ responses to green advertising: Focus on issue involvement as a moderator • Jinhee Lee; Moonhee Cho • This study examines the effects of message framing, image valence, and issue involvement on consumers’ responses in the green advertising context. A 2 X 2 between-subjects experimental study was conducted. Significant main effects of message framing and image valence on consumers’ attitudes and purchase intentions were found. Regardless of message framing, positive images triggered stronger consumers’ responses than negative images. Lastly, this study revealed issue involvement’s moderation effects, and theoretical and practical implications are discussed.
Going Native on Instagram: The Effects of Product Type and Endorser Congruity on Native Advertising Effectiveness • Susanna Lee; Huan Chen, University of Florida; Yu-Hao Lee, University of Florida • In recent years, brands have been actively using self-promoted individuals, also known as “micro-celebrities” or “influencers”, on native advertising to make the ad resemble a post uploaded by one’s online friend (Marwick & Boyd, 2011). This study explored how self-expressive product and perceived product-influencer congruence affect Instagram native advertising outcomes. Findings revealed that native ad with a high self-expressive product and product-influencer congruence positively influence attitude toward the ad, attitude toward the brand, source credibility, and eWOM intention. Furthermore, results showed that people’s persuasion knowledge moderate the effect of product-influencer congruence on the source credibility.
When Online Behavioral Advertising Mistargets: The Underlying Mechanism of its Negative Impact • DongJae (Jay) Lim, University of Georgia; Shuoya Sun, UNIVERSITY OF GEORGIA; Bartosz Wojdynski, University of Georgia • The present study sought to define and test the effects of “mistargeting” – that is, the phenomenon in which consumers are delivered online behavioral advertising (OBA) that has served them an irrelevant ad based on misinterpreted characteristics. Results of a 2 (ad mechanism disclosure: present/ absent) x 2 (targeted ad accuracy: high/low) between-subjects experiment (N = 109) show that mistargeting produces higher reactance than simple low ad relevance, and subsequent negative effects for brands.
Effects of Disclosing Ads on Instagram: The Moderating Impact of Similarity to the Influencer • Brigitte Naderer; Joerg Matthes, U of Vienna; Stephanie Schäfer, U of Vienna • We investigated the effects of ad disclosures on Instagram and explored the moderating role of similarity to the influencer. We conducted a 2×3 experiment with N = 396 women, manipulating the presence of an ad disclosure and follower-influencer similarity. Findings suggest that ad disclosures can foster persuasion knowledge. However, disclosures can also lead to increased influencer trustworthiness when there is high similarity. Trustworthiness, in turn, impacts purchase intentions and future intentions to follow the influencer.
Fear of Missing Out: Components of the Experience and Experiential Variations In Different Contexts • Dominik Neumann, Michigan State University; Esther Thorson, Michigan State University • Fear of missing out (FOMO) has gained increased attention in recent years. However, dimensionality and context-dependency of the concept remain unclear. Using semi-structured interviews we examine three possible attributes of FOMO: social comparison, counterfactual thoughts, and negative affect. We examine whether these dimensions are context-dependent, that is, whether they vary in application to advertising versus social relationships. Findings suggest the importance of all three dimensions across contexts. Implications for theory and scale development are discussed.
“The Algorithm Follows Me:” Knowledge and Experience of Targeting and Re-Targeting in Online Advertising Across Age Cohorts • Olga Shabalina; Michelle Nelson • Personalized online advertising is becoming more common across online environments, especially the use of re-targeting across media devices. Research has shown that the practice can be relevant and creepy. In our exploratory study, we interviewed people of two age groups (ages 18-27; 55-67) to gauge their knowledge and experience. Both age groups developed tactics to avoid retargeted ads, but behaviors varied given differences in media experience, feelings towards OBA, and level of privacy concerns.
Chatbots as the Next Frontier for Brand Communication • Ching-Hua Chuan, University of Miami; Wanhsiu Tsai, University of Miami; Yu Liu, Florida International University • This study presents one of the earliest empirical studies on the use of chatbots for brand communication. Specifically, this study evaluates how chatbots’ anthropomorphic design and communication that projects social presence jointly influence perceptions of parasocial interaction and dialogue, which in turn improve consumer evaluation and overall brand-liking. The findings advance the emerging research on chatbots for brand communication, and provide strategic guidelines to help advertisers capitalize on the power of chatbots to engage consumers in interpersonal communication.
Exploring the effects of compliance/non-compliance framing, desirability of end states, and brand zealotry on consumers’ responses to wearables advertising • Ruoxu Wang; Yan Huang; George Anghelcev, Northwestern University in Qatar • This study examined the combinatory effects of compliance/non-compliance framing, desirability of end states, and brand zealotry on consumers’ responses to wearables advertising. Results showed compliance framing was more effective than no-compliance framing on ad attitude, purchase intention, and WOM intention. Desirable end-states was more effective than undesirable end-states on ad attitude, purchase intention, and WOM intention. Brand zealotry moderates the interaction between compliance/non-compliance framing and desirability of end- states on purchase intention and WOM intention.
Message Features Predict Engagement with #MeToo Tweets • Nathan Lemburg; Ming Wang • This paper examines how message features affected engagement with #MeToo posts on Twitter. This study analyzed a dataset of 393,135 tweets with the #MeToo hashtag dated between November 29 and December 25, 2017. Focusing on three message features – personal reference, time orientation and emotions – results show that these three features were associated with the liking and sharing behavior toward the #MeToo tweets in different ways.
Writing Style Matters: Comparing Narrative and Expository Native Advertisements with Different Disclosure Levels • Linwan Wu, University of South Carolina; Naa Amponsah Dodoo, Emerson College; Chris Noland, University of South Carolina • Previous native advertising research has reported inconsistent findings related to the impact of advertising disclosure, implying the existence of potential boundary conditions. This study compared the effectiveness of narrative and expository native advertisements with different disclosure levels and confirmed the moderating effects of the writing style. The results of an online experiment indicated that the negative impact of explicit disclosure on content liking and share intention was only significant for the expository native advertisement, but not for the narrative native advertisement. These findings are believed to be meaningful to theory building for native advertising and to advertising professionals who are running native advertisements.
Native CSR Advertising: How Does Advertising Recognition Influence Public’s Responses to Proactive and Reactive CSR? • Linwan Wu, University of South Carolina; Holly Overton, University of South Carolina • Corporate social responsibility (CSR) communication has started to take the format of native advertising. Noticing its growing popularity and the lack of research in this area, the present study was conducted to fill this gap. Through an online experiment, this study investigated how advertising recognition influences the public’s responses to a proactive and a reactive native CSR advertisement. The results indicated that participants expressed more favorable attitudes and greater WOM intention toward a proactive native CSR advertisement than a reactive one only when they did not recognize the persuasion purpose of the native ad. This study also confirmed the mediation of perceived manipulativeness for the effects of advertising recognition and the mediation of values-driven motivation for the effects of CSR type. Theoretical and practical implications of the findings are discussed.
Exploring the Effects of Facebook-Use Fluidity, Flow and Motivations on User Interaction with Newsfeed Advertising • Xiaowen Xu; Carolyn Lin • This exploratory study tested the relations among technology fluidity, social media motivation, flow and consumer responses to newsfeed advertising. The path analysis results suggest that fluidity may impact social media motivation, social media motivation could help elicit flow and perceived ad usefulness. While flow may influence perceived ad usefulness, social media motivation and perceived ad usefulness could help shape product attitude. Perceived ad usefulness and product attitude in turn may help explain purchase intention.
Teaching and Pedagogy
The Ideal Advertising Professor • George Anghelcev, Northwestern University in Qatar; Shageea (Gia) Naqvi; Sela Sar; Jasmine Moultrie • Advertising faculty and program administrators would benefit from knowing what advertising students expect from the “ideal” advertising professor, yet no research has examined the topic. The present study constitutes a first step towards building knowledge in that specific domain. We explored the issue directly by attempting to answer the question, ‘how do students imagine the “ideal” advertising professor’?, in a manner that allowed the students to freely define their expectations without being constricted by the researchers’ views. The results were partly intuitive and partly surprising. They revealed a nuanced and rather sophisticated set of expectations from the ideal advertising professor, and have actionable pedagogical implications beyond the study’s contribution to literature and methodology in advertising education research.
Inter-Agency Collaboration: Account and Creative Teams Speak Out About Their Relationship • Robyn Blakeman, University of Tennessee, Knoxville; Eric Haley, University of Tennessee; Maureen Taylor, University of Tennessee, Knoxville • The relationship between account management and creative is a complicated and ever-changing one. A common theme in the advertising literature is that account and creative teams sometimes struggle with inter-agency communication. This paper looks at why communication is still an issue today and what knowledge modern account and creative teams need to know about the others role in the agency to close the long-standing communication gap. We asked both account and creatives what they wished the other understood about their roles within the agency. From their answers, we identify pedagogical suggestions for advertising professors as they work to better prepare students for careers in the industry.
Professional Freedom & Responsibility (PF&R)
Gender Expression and Contribution Amounts in Social Responsibility Advertising for Pride Collections: Does Doing More Make a Difference? • Sara Champlin; Minjie Li • One social issue that has gained popularity in recent years is representation of LGBTQ models and messages. Using samples of heterosexual and LGBTQ participants, this study examines the impact of boundary-crossing model gender expression (masculine, feminine) and non-profit contribution amount (1%, 100% of sales) on consumer responses to advertisements that feature a social justice topic. Findings from this study suggest that complete (100%) donations may elicit skepticism among consumers, implications for practitioners are discussed.
Are Digital Natives Naive About Digital Influence? An Exploration of Generational Differences and Understanding of Social Media Influencer Marketing • Brandon Boatwright; COURTNEY CHILDERS, University of Tennessee • Influencer marketing has upended traditional notions of celebrity endorsement, as advertisers partner with social media users with smaller followings but higher levels of engagement among key audiences. Twenty-five (n=25) diverse participants between the ages of 18-51 years shared their experiences with and opinions of influencer marketing via personal interviews. Findings suggest that there are differences between generational groups’ perceptions of social media influencers and move us closer towards establishing a model of audience-influencer relationships (AIRs).
Gender Portrayals in Adverts in the Gulf: A Content Analysis of Gender Portrayals in Television Advertising • Ali Khalil, Zayed University; Ganga Dhanesh • The stereotyping of women in dependent and familial roles in advertising has traditionally prevailed according to numerous studies. This study examined the level of gender stereotyping in television advertising in the Arab Gulf region, where conservative traditions and patriarchal structures remain strong among native populations. There is very little research into gender portrayal in advertising in this region. Following the lead from previous studies, this research has found that traditional stereotyping patterns mostly hold ground in the Gulf region, but change is starting to appear in certain areas.
Special Topics in Advertising
An Eye-Tracking Approach to Evaluate Personalized Advertising Effectiveness on Social Media: From Attention to Click • A-Reum Jung; Jun Heo, Louisiana State University • The main purpose of this study was to (a) examine how personalization influences advertising effectiveness and (b) investigate the roles of ad types and privacy concern during the persuasion process by employing eye-tracking equipment. The results revealed that perceived personalization of Facebook ads is positively related to (a) ad attention (i.e., total visit duration) and (b) ad clicks (i.e., click count). However, the positive effectiveness was significant only when participants viewed native ads and when they reported low privacy concern. Theoretical and practical implications are discussed.
Power Users’ Branded VR Experiences on Immersiveness and Sharing Behavior: Moderating Effect of Prior Company Schema • Yoon-Joo Lee, Washington State University; Mina Park; David Silva; Jinho Joo; Pritha Agarwal • Virtual reality advertising campaigns allow consumers to interact with a company offering the VR experiences in a novel way. This study examined how individuals’ differences in power usage (confidence levels in using technology in an innovative and a functional way) and the company schema (trustworthy-related perception of a company) interact in experiencing immersion and evaluating attitudinal and behavioral intentions (share and recommendation of the VR experiences). The findings revealed that power users are more likely to be immersed into the VR environment, have positive attitude toward the VR experiences, and sharing the experiences, but less likely to recommend the VR experiences than non-power users. These effects of power usage were moderated by the trustworthy-schema toward the company providing VR experiences. Power users were less sensitive to the company schema than non-power users. The implications of the findings and future studies were further discussed.
Will Location Privacy Concerns Influence Location-Based Advertising Effectiveness? • Yowei Kang, National Taiwan Ocean University; KENNETH C. C. YANG, The University of Texas at El Paso • An important, but less explored, question about location-based mobile advertising (LBA) is how location privacy concerns would affect its effectiveness. Empirical results from an online survey of 391 U.S. participants found that location privacy concerns negatively predict attitudes toward, intention to use, and actual use of LBA. Positive attitudes predict a higher intention to use LBA, but not actual use. Overall, location privacy concerns predict LBA effectiveness even after considering users’ demographics and previous LBA experience. Theoretical and practical implications are discussed.
Graduate and Undergraduate Student Research
He Said, She Said: The Role of Gender in Influencer Marketing in Saudi Arabia • Khalid Alharbi, University of South Carolina • This study uses social learning theory and congruence between social media influencers (SMI) and consumers to evaluate the impact of gender in influencer marketing. The findings indicate that SMI-consumer congruence positively increases the attitude towards the brand and the endorsement, especially when the endorser is a male influencer and the consumer is female. Also, influencer marketing appears to be a useful tool to increase consumer purchase intention and generate positive eWOM.
Advertising and Ethics: Theme and Community Segregation on Chicago’s Rapid Transit System • Ava Francesca Battocchio, Loyola University Chicago • Home to the United States’ second largest public transportation system, Chicago has a long history with economic, educational, and racial disparities amongst its 77 neighborhoods. Through content analysis, this study examines and categorizes 1,048 advertisements by their community demographics such as education, income and race, to examine theme variance within the context of residential segregation on Chicago’s rapid transit rail system.
The Impacts of Consumer Personality Traits on Online Video Ads Sharing • Chang Won Choi, School of Journalism and Mass Communications, University of South Carolina • Despite the increasing importance of advertisement sharing, research on the characteristics of people sharing advertisements with others is limited. This study examines the impacts of personality traits on online video advertising sharing intention. Structural equation modeling test results show that neuroticism, openness to experience, and extraversion among big-five personality traits have positive impacts on the intention through the advertising message involvement. Implications of the findings as well as suggestions for further research are discussed.
Conflicting Messages: Eye Tracking Participant Outcomes of Empowerment and Objectification in Contemporary Advertising • Amelia Couture Bue, University of Michigan • Empowerment-themed advertising (ETA) is becoming a popular marketing strategy, and ETAs often pair ostensibly empowering messages with objectifying visuals. This study explores the independent and collective contributions of text and visual messages on women’s self-objectification and felt empowerment, including message processing. Results indicated that ETA visuals paired with empowerment-themed captions produced the lowest objectification scores, but the presence of the photo decreased feelings of empowerment. Limited differences in message processing differences were found across conditions.
Transparent Deception: Exploring the Relationship between Moral Ecology and Native Advertising • Jason Freeman, Pennsylvania State University; Michael Krieger • This study examined how the moral ecology of advertising and public relations agencies influence native advertising attitudes and practices. Six in-depth qualitative interviews were conducted with advertising and public relations executives working at two New York based agencies. Participants discussed their views on native advertising using a dualistic perspective, at one moment speaking as a consumer, and then in the next as practitioners. Insights into the structural forces that shape a practitioners’ ability to negotiate their work are discussed.
The Effect of Verbal and Visual Product Information on Cognitive and Affective Responses • Xiaohan Hu, University of Illinois at Urbana-Champaign; Chen Chen, University of Illinois at Urbana Champaign • Visual and verbal are the two primary presentation formats in online information consumption. We conducted an experiment to investigate the effects of different presentation formats, as well as Internet use motivations, on the audience’s cognitive and affective responses respectively in the context of online product information search. Results revealed that verbal presentation led to better cognitive responses (i.e., the perceived amount of information). Utilitarian and hedonic motivations positively influence the audience’s attitudes and behavior intentions toward product information.
The Influence of Beauty-Related YouTube Content on Consumers’ Purchase Intentions • Kyungji Lee • Electronic word of mouth (eWOM) is considered an effective tool in appealing consumers. Previous studies primarily focus on text-based eWOM. This study builds on earlier studies by applying the Information Adoption Model to beauty-related videos on YouTube. It confirms that information quality and source credibility are important determinants of perceived information usefulness which positively influence information adoption and purchase intention. It also found expected relationships between dependent variables within the elaboration likelihood model (ELM).
Exploring Musical Characteristics in Public Service Announcement: A Content Analysis on PSA Videos • Bitt Moon, Indiana University Bloomington • This study analyzed the PSA advertisements to examine how music is associated with message framing and message appeals. A content analysis was conducted on a total of 362 PSA ads. The results showed that background music with positive music emotion was observed most often in PSA ads. The findings also revealed the significant relationships between musical characteristics and message components. Theoretical and strategic implications were discussed.
Listicles vs. Narratives: The Interplay Between Mood, Message Type and Disclosure on Native Advertising Effectiveness • Chris Noland, University of South Carolina • Two studies examine the interplay between mood and native advertising type (listicle and narrative) on attitudinal and behavioral response. Study 1 suggests that people in a negative mood find native ads presented in a listicle format more appealing while people in a positive mood prefer native ads presented as narratives. Study 2 added disclosure language as a potential moderator; however, the results showed consistent findings as Study 1 and suggested disclosure language did not influence the effectiveness of native advertising. Furthermore, Study 2 also identified manipulativeness as an underlying mechanism which explains the interaction between mood and native ad type.
Effects of celebrity, social media influencer, and peer endorsements on attitude and behavior towards a celebrity-owned brand: The role of source credibility and the concept of congruence • Shiyun Tian, University of Miami • Product endorsement is a widely used advertising technique. In addition to traditional celebrity endorsement, electronic Word of Mouth appears to be highly effective for brand promotion, either through online opinion leaders (i.e., social media influencers (SMIs)) or through consumers’ peer reviews. This study investigates the effectiveness of three types of product endorsement (i.e., celebrity, SMI, and peer endorsements) from the perspectives of source credibility and congruity theory. Results indicated that source credibility, especially perceived expertise, play an important role in consumers’ evaluation process of product endorsement messages. In addition, the endorser-consumer congruence and the endorser-product congruence can serve as a moderating role that reinforces the effectiveness of product endorsement. Theoretical and practical implications are discussed.
Product Category Involvement Moderates Emotion Spillover Effect on Advertising Effectiveness • You Zhan, University of California, Davis • This study proposed and tested the idea that product category involvement could influence the elaborative level of advertising processing, and therefore moderate the effects of preceding emotional content on subsequent advertising effectiveness. Verbal and visual recognition, product attitude, and purchase intention data were collected to examine the predictions and research questions. The results demonstrated the interaction effects of preceding emotional content and product category involvement on advertising processing, product attitude, and purchase intention. The recognition data showed as the product category involvement level increased, more cognitive resources were directed from visual information to verbal information, improving the elaborative level of advertising processing. In addition, the preceding arousing content had greater influence on the elaborative level of advertising with moderate or high product category involvement compared with that of advertising with low product category involvement. Similar pattern was found on product attitude. And the effect of preceding arousing content on product attitude was smaller when the product category involvement was low compared with when the product category involvement was moderate or high. Furthermore, a three-way interaction of preceding valence, preceding arousing content, and product category involvement on purchase intention was observed. Particularly, the purchase intention for low-involvement product categories benefited most from the preceding positive arousing content while that for moderate- and high-involvement product categories was the highest when the preceding content was positive calm. Practical implications of the study and suggestions for future research have also been discussed.
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