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When verbal metaphors become more persuasive: the interplay between goal orientation of ad claims and metaphor International Journal of Advertising (IF 3.606) Pub Date : 2021-04-14 Hongmin Ahn, Mark Yi-Cheon Yim, Yongjun Sung
Abstract This study suggests that the goal orientation of metaphoric claims impacts the effects of metaphors in ads. Drawing on regulatory focus and information processing theories, we tested the moderating role of the regulatory focus of ad messages on the persuasiveness of their metaphors. In Experiment 1, we found that promotion-focused (vs. prevention-focused) verbal messages in ads were more favorable
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Charting the path forward for the International Journal of Advertising International Journal of Advertising (IF 3.606) Pub Date : 2021-04-05 Charles R. Taylor
(2021). Charting the path forward for the International Journal of Advertising. International Journal of Advertising: Vol. 40, No. 2, pp. 145-147.
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Commercial audience retention of television programs: measurement and prediction International Journal of Advertising (IF 3.606) Pub Date : 2021-04-04 Lianlian Song, Yang Shi, Geoffrey Kwok Fai Tso
Abstract Program audience ratings are typically used as a reference in placing and pricing television advertisements. However, the discrepancy in audience size between a program and its commercials impairs the reliability of the program ratings. This study proposes a new metric, commercial audience retention (CAR), to measure a program’s capability of retaining its audience when a commercial break
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Blurring luxury: the mediating role of self-gifting in consumer acceptance of phygital shopping experiences International Journal of Advertising (IF 3.606) Pub Date : 2021-03-29 Charles Aaron Lawry
Abstract The question of how to maintain allure and exclusivity while digitizing luxury brands is a pressing issue. A potential solution is to launch new retail formats that allow luxury shoppers to blur physical and digital (phygital) channels through mobile devices. Luxury shoppers, then, can use their newfound “powers” to fantasize and indulge in store atmospheres through mobile-mediated activities
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UGC attributes and effects: implication for luxury brand advertising International Journal of Advertising (IF 3.606) Pub Date : 2021-03-28 Jihye Yu, Eunju Ko
Abstract Consumers often share their various brand experiences via Instagram, which has users that indirectly enjoy brand experiences from others. Along with this trend, luxury brands have started providing brand experiences through various cultural spaces, such as cafes, restaurants, and exhibitions, and consumers obtain their experiences in those cultural spaces using social media. Consumers experience
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Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework International Journal of Advertising (IF 3.606) Pub Date : 2021-03-28 Maria Vernuccio, Ludovica Cesareo, Alberto Pastore, Philip J. Kitchen
Abstract The digital revolution has transformed the communication landscape into a hybrid online-offline environment. Although increasing complexity does pose new challenges for practitioners and scholars, the literature also lacks theoretical and empirical analyses of managerial and organizational issues regarding online and offline integration within integrated marketing communication (IMC). This
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The role of visual presentation in cause-related marketing message processing in social network sites: a case for sports brands International Journal of Advertising (IF 3.606) Pub Date : 2021-03-22 Jiyoon (Karen) Han, Seungae Lee
Abstract Cause-related marketing (CRM) advertisements focus on promotional social cause (PSC) messages for a brand; however, recent social media-based CRM ads rely on partake-in-our-cause (PIOC) messages, which encourage consumer participation. This three-part study examined the identification of a boundary condition in message type effects and the underlying mechanisms of such effects in social network
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Full disclosure: advertising is more than meets the eye International Journal of Advertising (IF 3.606) Pub Date : 2021-03-16 Sara Rosengren, Martin Eisend
(2021). Full disclosure: advertising is more than meets the eye. International Journal of Advertising: Vol. 40, Icoria Special Issue ; Guest editors: Sara Rosengren and Martin Eisend, pp. 1-4.
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Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework International Journal of Advertising (IF 3.606) Pub Date : 2021-03-16 Jaesoo Cho, Yongseok Cheon, Jong Woo Jun, Sangwon Lee
Abstract By employing a combination of the extended technology acceptance model and the technology-organization-environment framework, this study examines influential factors in the acceptance of digital advertising policy by Korean out of home (OOH) adverting firms undergoing digital transformation. To this end, by employing unique data from a national survey of 1,001 Korean OOH advertising firms
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Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram International Journal of Advertising (IF 3.606) Pub Date : 2021-03-15 Hyosun Kim
Abstract An experiment was conducted to examine the level of social presence and the mediating role of parasocial interaction in influencer marketing. In a simulated fitness influencer’s Instagram posts, social presence significantly predicts individuals’ purchase intent toward the brand featured in the posts as well as self-efficacy, working through parasocial interactions. Parasocial interaction
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The power of advertising in society: does advertising help or hinder consumer well-being? International Journal of Advertising (IF 3.606) Pub Date : 2021-03-09 Marla Royne Stafford, Kathrynn Pounders
(2021). The power of advertising in society: does advertising help or hinder consumer well-being?. International Journal of Advertising. Ahead of Print.
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Influence for social good: exploring the roles of influencer identity and comment section in Instagram-based LGBTQ-centric corporate social responsibility advertising International Journal of Advertising (IF 3.606) Pub Date : 2021-03-08 Minjie Li
Abstract Brands have increasingly collaborated with influencers on their social advocacy efforts through social media influencer advertising. This study explores the effects of influencer identity and comment section in Instagram-based corporate social responsibility advertising within the context of Pride collection supporting the LGBTQ (lesbian, gay, bisexual, transgender, queer) community. Through
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Ethics in financial advertising: a study on direct mail for credit cards International Journal of Advertising (IF 3.606) Pub Date : 2021-03-01 Feng Shen, Yi Shi
Abstract Two experiments were conducted to explore the extent to which disclosing minimum required payment in a credit card company’s direct mail advertisements to college students influenced perceived trust and brand attitude in the target audience. In Experiment 1, we discovered that a more ethical 5% minimum payment requirement was perceived to be less ethical than both a 1% minimum payment requirement
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Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers International Journal of Advertising (IF 3.606) Pub Date : 2021-02-17 Priska Breves, Jana Amrehn, Anna Heidenreich, Nicole Liebers, Holger Schramm
Abstract With the rise of social media, social media influencers (SMIs) have steadily gained importance as brand endorsers by establishing strong parasocial relationships (PSRs) with their followers. These PSRs, however, have been neglected in previous experimental studies on SMIs because they used non-followers as their study participants. This paper, therefore, analyzes the impact of SMIs on their
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The dance between darkness and light: a systematic review of advertising’s role in consumer well-being (1980–2020) International Journal of Advertising (IF 3.606) Pub Date : 2021-01-28 Jonathan Ross Gilbert, Marla B. Royne Stafford, Daniel A. Sheinin, Kathrynn Pounders
Abstract Advertising is oft described as the art of capitalism. This indispensable form of communication, in all its Technicolor glory, has the power to shape culture, conscience and commerce. Therein lies the (potential) rub. Advertising promotes consumption as the solution to all of life’s problems. Consumers appear to benefit when conveyed information reduces ignorance and lowers transaction costs
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Does company size matter in corporate social responsibility? An examination of the impact of company size and cause proximity fit on consumer response International Journal of Advertising (IF 3.606) Pub Date : 2021-01-23 Yoon Hi Sung, Rachel Esther Lim, Wei-Na Lee
Abstract Two experimental studies were carried out to investigate the effect of company size and cause proximity on consumer response to CSR initiatives. Findings from Study 1 demonstrated that, for a large company, the national cause led to more favourable attitudes toward the ad and the company, and a more socially responsible corporate image than the local cause. By comparison, for a small company
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Silent persuasion. Incidental use of promotional merchandise benefits unfamiliar brands International Journal of Advertising (IF 3.606) Pub Date : 2021-01-07 Bernadette Kamleitner, Eva Marckhgott
Abstract Many brands distribute promotional merchandise like branded pens, flash drives or mugs in the hopes that it will improve consumers’ reactions to the brand. Yet, consumers often use them purely incidentally, i.e. they casually use them and pay no attention to the brand, such as when borrowing a pen from a colleague. We query whether even such incidental use of promotional merchandise affects
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Exploring the role of issue involvement and brand attachment in shaping consumer response toward corporate social advocacy (CSA) initiatives: the case of Nike’s Colin Kaepernick campaign International Journal of Advertising (IF 3.606) Pub Date : 2021-01-04 Jo-Yun Li, Joon Kyoung Kim, Khalid Alharbi
Abstract This study adopts the consumer-centric perspective, through the lens of the consumer involvement theory and stakeholder theory, to examine the role of consumer involvement in shaping individuals’ attitudinal and behavioural responses toward Nike’s 30th Anniversary ad campaign featuring Colin Kaepernick. Specifically, a survey (N = 345) was conducted to examine how consumers’ cognitive and
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The effects of user comment valence of Facebook health messages on intention to receive the flu vaccine: the role of pre-existing attitude towards the flu vaccine and psychological reactance International Journal of Advertising (IF 3.606) Pub Date : 2021-01-04 Hanyoung Kim, Youngji Seo, Hye Jin Yoon, Jeong Yeob Han, Youngjee Ko
Abstract This study examined if and how Facebook user-generated comments about the flu vaccine influenced psychological reactance in conjunction with pre-existing flu vaccine attitude. Psychological reactance was further tested as a mediating factor influencing behavioural intention to receive the vaccine. An experimental study was conducted with 264 college students. The results showed that pre-existing
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The disclosure paradox: how persuasion knowledge mediates disclosure effects in sponsored media content International Journal of Advertising (IF 3.606) Pub Date : 2020-12-28 Johannes Beckert, Thomas Koch, Benno Viererbl, Charlotte Schulz-Knappe
Abstract Persuasion knowledge is an established construct in the explanation of recipients’ coping with persuasive communication. It gains particular importance when persuasion attempts are covert. This is the case for sponsored content, as it closely adapts to its media environment. Hence, disclosures are employed to uncover such content as persuasion attempt. In the present study, we argue that disclosures
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Lethal versus reproductive disease appeals in preventive health advertising: the moderating effect of life history strategy International Journal of Advertising (IF 3.606) Pub Date : 2020-12-22 Lachezar Ivanov, Martin Eisend, Sandra Diehl, Iris M. Wang, Malgorzata Karpinska-Krakowiak
Abstract This study uses evolutionary psychology to examine how the use of disease appeals affects unhealthy behavioural intentions among consumers with different life-history strategies (LHS). Do they invest more resources in survival (slow strategists) or more resources in reproduction (fast strategists)? The results of two experimental studies indicate that behavioural intention to drink alcohol
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Social media alcohol advertising among underage minors: effects of models’ age International Journal of Advertising (IF 3.606) Pub Date : 2020-12-01 Saleem Alhabash, Juan Mundel, Tao Deng, Anna McAlister, Elizabeth Taylor Quilliam, Jef I. Richards, Kristen Lynch
Abstract Despite U.S. alcohol industry self-regulatory guidelines prohibiting the use of models under the age 25 in alcohol advertising, brands include younger-looking models in their ads. Using social cognitive theory and the limited capacity model of mediated motivated message processing (LC4MP), we investigated the effects of alcohol ads featuring younger- and older-looking models on underage youths’
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Remember the motivationally-relevant appeals? The influence of social and sensory appeals on memory for pronutritional messages promoting healthy foods International Journal of Advertising (IF 3.606) Pub Date : 2020-11-28 Lelia Samson, Annemarie J. Nanne, Moniek Buijzen
Abstract Unhealthy foods advertisements often use motivationally-relevant appeals – i.e., stimuli with survival benefits, linked to hedonic consumption or social eating contexts. These stimuli automatically attract mental resources, resulting in memorable advertisements that can influence consumers’ choices and well-being. Aiming to prevent obesity and encourage healthy lifestyles, we examined the
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Temporal and social scarcities: effects on ad evaluations International Journal of Advertising (IF 3.606) Pub Date : 2020-11-10 Sujin Kim, Sukki Yoon, Tae Hyun Baek, Yeonshin Kim, Yung Kyun Choi
Abstract Temporal scarcity appeals are a marketing technique in which marketers inform consumers that offers are valid for a limited time, such as “The offer ends today!” Social scarcity appeals inform consumers that offers are exclusive, such as “Members only!” In two studies, the authors study effects of temporal and social scarcity appeals for attracting consumers to promotional offers, depending
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Deepfakes: perspectives on the future “reality” of advertising and branding International Journal of Advertising (IF 3.606) Pub Date : 2020-11-04 Jan Kietzmann, Adam J. Mills, Kirk Plangger
Abstract Deepfakes are real videos with fake content. Leveraging artificial intelligence technologies to superimpose voices and likenesses, deepfakes can, quite literally, put someone’s words in anyone else’s mouth. Deepfakes are exploding across mass and social media, and these outlets are feverously trying to manage the proliferation of content with potentially deceitful authenticity on their platforms
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The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers International Journal of Advertising (IF 3.606) Pub Date : 2020-10-28 Liselot Hudders, Steffi De Jans, Marijke De Veirman
Abstract This review provides insight into the research on the strategic use of social media influencers. A search in the Scopus database yielded a total of 154 peer-reviewed academic publications focussing on influencer marketing, published mostly in the last three years (2018–2020). Most of these studies were empirical and used survey research, an experimental design, content analysis, or interview
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Persuasive effects in social media: the case of envy International Journal of Advertising (IF 3.606) Pub Date : 2020-10-28 Camille Singh, Lawrence Ang
Abstract In the age of social media, consumers are constantly exposed to idealistic images of others arousing social-related emotions such as envy. Yet, very little is known about the effects of envy on purchase intention. Our pilot study and experiment investigated the effects of Facebook envy on purchase intent involving female Facebook users, aged 18–25 years. The pilot study and experiment manipulated
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CEOs’ self-disclosure on Instagram and consumer-brand relationships: the moderating effect of relationship norms International Journal of Advertising (IF 3.606) Pub Date : 2020-10-27 Taeyeon Kim, Yongjun Sung
Abstract This study examined the effects of chief executive officers’ (CEOs) self-disclosure on consumer–brand relationships and the moderating role of brand relationship norms. To test the proposed hypotheses, a 2 × 2 factorial design was implemented with self-disclosure (high vs. low) and relationship norms (exchange v. communal) as the between-subjects factors. The results showed the interplay between
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Virtual reality advertising with brand experiences: the effects of media devices, virtual representation of the self, and self-presence International Journal of Advertising (IF 3.606) Pub Date : 2020-10-27 Hayeon Song, Jihyun Kim, Thao P.H. Nguyen, Kwan Min Lee, Namkee Park
Abstract Virtual reality (VR) is gaining mainstream attention, but little is known about the effects of VR advertising (VR ad). This study examined 360-degree video-based advertising, which presented an entire view of the scene and allowed users to pan around the view interactively. In particular, the study sought to answer the following questions: (a) does the effect of VR ad vary when it is viewed
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Death in advertising: the last taboo? International Journal of Advertising (IF 3.606) Pub Date : 2020-10-23 Jane Caulfield, Michelle Day, Barbara J. Phillips
Abstract Portrayals of death in advertising for non-death related products are exceedingly rare, in sharp contrast to numerous death portrayals in other media sources such as movies and TV programs. Additionally, advertising increasingly depicts other controversial topics, such as sex and violence, but not death. Is death the last taboo in advertising? This qualitative study uses a grounded theory
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Comedic violence in advertising: cultural third-person effects among U.S., Korean, and Croatian consumers International Journal of Advertising (IF 3.606) Pub Date : 2020-10-23 Hye Jin Yoon, Sukki Yoon, Srdan Zdravkovic, Ivana Kursan Milakovic, Dario Miocevic, Yung Kyun Choi
Abstract Humour is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavour to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and market potential: the U.S., Korea, and Croatia. Across
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An expert with whom i can identify: the role of narratives in influencer marketing International Journal of Advertising (IF 3.606) Pub Date : 2020-10-20