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Viral Dynamics on Social Media: Enhancing Brand Engagement through Meme Marketing Strategies Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-08-20 Jihye Kim, Minseong Kim
This research delves into the transformative power of meme marketing in shaping brand engagement and consumer perception within digital ecosystems. By conducting a nuanced examination of meme-centr...
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Computational Advertising for Meaningful Brands, the Public Purpose, and a Sustainable Ecology: A Call for Research into a Systems Approach and Modeling Applications of LLMs in Marketing and Advertising Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-08-19 Stewart Pearson
Technology and computation in 2024 are dominated by applications of artificial intelligence (AI) and large language models (LLMs). The domains of marketing and advertising have already been transfo...
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Examining Implications of Search Query Construction on Sentiment Analysis: The Case of Brandwatch Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-08-12 Kristen L. Sussman, Jiemin Looi, Haseon Park
Consistent with other fields, advertising research is currently facing a replication crisis, evoking methodological concerns regarding the reproducibility of research findings. To address this cris...
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Computational Advertising: Where Are We and Where Are We Going? Note from Editors Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-08-12 Joanna Strycharz, Ewa Maslowska, Su Jung Kim
Published in Journal of Current Issues & Research in Advertising (Ahead of Print, 2024)
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The Role of Fresh Start Mindset (FSM) and Collectivistic Orientation in Mental Health Promotion Messages Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-08-06 Yoon-Joo Lee, Hye Jin Yoon, Hae Yeon Seo
Promoting mental health issues faces significant barriers, especially due to ingrained societal norms and individuals’ concerns about societal perceptions. This study, based on experimental design,...
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Crafting Compelling Narratives: Exploring Three Key Persuasive Drivers and Their Interaction Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-07-26 Eunjin (Anna) Kim, Verena Hofmann, S. Ratneshwar, Esther Thorson
Prior literature has mainly examined the effectiveness of narrative advertisements (ads) over non-narrative ads, but little research has been done on the key factors that make one narrative ad more...
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Understanding the Role of Follower Size in Influencer Marketing: Examining the Perspective of Source Credibility and Attribution Theory Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-07-24 Hyuksoo Kim, Gahyeon Jeon, Jee Young Chung
Applying source credibility and attribution theory as a theoretical framework, this study aims to find the role of follower size on the success of influencer marketing, along with the mediating imp...
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Causes and Effects of Social Media Engagement in Luxury Fashion Marketing: A Comparative Study Over the COVID Pandemic Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-07-18 Jiayi Huang, Peng Zhou
This paper examines cross-country heterogeneities and over-time changes of the role of social media marketing (SMM) in the luxury fashion industry. A comprehensive literature review is conducted on...
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Better Stick to the Status Quo? Eco-Friendly Product Endorsements by (Large) Lifestyle Instagram Influencers as a Curiosity-Inducing Trigger for Young Women Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-07-10 Roseline van Gogh, Karolien Poels, Michel Walrave
Influencer advertising on Instagram effectively brings products to the attention of young, engaged audiences. Though brands often select Instagram influencers with green expertise for eco-friendly ...
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Big or Small? Impact of Influencer Characteristics on Influencer Success, with Special Focus on Micro- Versus Mega-Influencers Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-06-28 Nadine Walter, Ulrich Föhl, Lea Zagermann
In influencer marketing, both mega-influencers (>1 million followers) and micro-influencers (10,000–100,000 followers) are successful. In this empirical study (n = 510), the underlying drivers of s...
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Forecasting the Spread of Sustainability Movement: Computational Analysis on Social Media Messages Promoting Climate Actions Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-06-28 Sumin Shin, Ziyou Jiang, Rachel Esther Lim, Jewon Lyu
Growing concerns about climate change have led to sustainability campaigns via social media. Few researchers have explored how public responses are influenced by social media messages about sustain...
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Green with Arrogance: Dominant Brands Benefit from Arrogant Appeals Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-05-20 Tyler Milfeld, Matthew Pittman, Charles R. Taylor
Consumers increasingly expect brands to contribute positively to the environment. This trend has created a race for brands to establish their “green” credentials. Asserting their superiority—a stra...
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AI-Driven Contextual Advertising: Toward Relevant Messaging Without Personal Data Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-04-29 E. Häglund, J. Björklund
In programmatic advertising, bids are increasingly based on knowledge of the surrounding media context. This shift toward contextual advertising is in part a counter-reaction to the current depende...
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The Role of Perceived Surveillance and Privacy Cynicism in Effects of Multiple Synced Advertising Exposures on Brand Attitude Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-04-29 Claire M. Segijn, Eunah Kim, Iris van Ooijen
Technological advancements have made it possible to personalize advertising messages across media in real time based on consumers’ offline media behavior (i.e., synced advertising). This is thought...
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Is Consumer Generated Branding the Way Forward for Digital Advertising: Examining the Effects of Message Source, Presentation Format and Involvement on Consumer Decisions on X (Formerly Twitter) Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-04-24 Vaibhav Shwetangbhai Diwanji, Juliann Cortese, Jaejin Lee
This empirical study compares the effects of consumer generated brand-related content versus brand generated advertising on X (formerly Twitter). Guided by the theory of planned behavior, elaborati...
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The Power of Anthropomorphic Appeals for Environmental Corporate Social Responsibility (CSR) Advertising: With Mediation of Psychological Closeness and Moderation of Typefaces Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-04-12 Hyun Ju Jeong
This research investigates the dynamic effectiveness of brand anthropomorphism in environmental corporate social responsibility (CSR) advertising. Using two experiments, it reveals greater intentio...
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Why Do People Generate Toxic Speech Toward Woke Advertising? The Role of Persuasion Knowledge and Cognitive Dissonance Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-04-08 Yang Feng, Hyehyun Julia Kim
Brands are embracing sociopolitical issues in their advertising campaigns, a strategy termed “woke advertising,” to tailor to contemporary social movements. To create social impact, brands upload t...
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Expertise and Playfulness of Social Media Influencers Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-03-21 Minseong Kim, Tae Hyun Baek
This study aims to empirically investigate the factors that influence the perceived uniqueness and authenticity of social media influencers to predict viewers’ social media engagement with video co...
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Visual Metaphorical Advertising: The Moderating Role of Creativity and the Mediating Role of Informativeness Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-03-18 Muhammad Babar Khan, Ming Turner, Adnan Butt
The use of visual metaphor is a creative and prevalent practice in the advertising industry, but it poses a significant challenge in terms of understanding the intended advertising message. This st...
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Green Consumerism: A Cross-Cultural Linguistic and Sentiment Analysis of Sustainable Consumption Discourse on Twitter (X) Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-03-13 Vaibhav Shwetangbhai Diwanji, Annalise Frances Baines, Finnegan Bauer, Kaitlin Clark
Green consumerism research suffers from a paucity of comprehensive, cross-cultural investigations and lacks insight into the interplay of sustainability dimensions and human values. This study exam...
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The Impact of Following Duration on the Perception of Influencers and Their Persuasive Effectiveness Explained by Parasocial Relationship Stages Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-03-11 Priska Breves, Nicole Liebers
In recent years, social media influencers (SMIs) have emerged as prominent brand endorsers. Among their followers, some have followed their chosen influencers from the start, while others only rece...
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You Are So Much Like Me—You Just Have to Tell the Truth: Impact of User-Influencer Similarity on Parasocial Interactions in the Perception of Diversity Washing in Advertising Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-03-01 Zoe Olbermann, Hannah Schrand, Holger Schramm
Companies seek to demonstrate their commitment to social issues such as cultural diversity through their advertising. When a company engages in advertising that suggests a corporate commitment to c...
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Addressing the Damage of Deception: Determining Effective Crisis Response Strategies Following Allegations of Deceptive Advertising Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-03-01 Pam Richardson-Greenfield, Carrie LaFerle, Yashar Dehdashti, Steve Edwards
Governmental agencies and other watchdog organizations are tasked with detecting deceptive advertising and punishing those who employ it. Finances, company image, and consumer–brand relationships a...
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Brand-Activistic Videos on YouTube: The Effectiveness of Character Facial Emotions and LGBTQ Focus on Popularity Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-02-16 Johnson Clement Madathil, Nithya M., Muhammed Niyas
Brands’ positions on sociopolitical issues have a digital impact on their social media presence. While previous studies concentrated on text-based platforms to unravel the digital impact, less atte...
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Evaluating the Reliability and Validity of Practitioners and Consumers’ Advertising Creativity Assessments Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-02-16 Komala Mazerant, Lotte M. Willemsen, Peter Neijens, Guda van Noort
Ad creativity, based on the originality, meaningfulness, and craftsmanship of a brand message, is widely studied as an important mechanism of advertising success. These studies are based on practit...
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Effects of Eco-Labels and Perceived Influencer Expertise on Perceived Healthfulness, Perceived Product Quality, and Behavioral Intention Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-02-12 Youngjee Ko, Joe Phua
Sales of eco-friendly products have increased exponentially in the United States. To determine whether products of interest are eco-friendly, consumers often rely on informational cues from adverti...
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Modeling the Effects of Streamer Characteristics and Platform Affordances in Livestreaming E-Commerce: A Mixed-Methods Approach Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-02-07 Xuan Zhou, Chen Lou
While livestreaming e-commerce is drawing increasing attention from advertisers, insights into the effects of streamer characteristics and platform affordances are discrete. This research adopts a ...
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Exploring Anti-Asian Racism Activism on Twitter during the Early Era of COVID-19 Hate Crimes: Implications for Marketers’ Social Purpose Communication Strategy Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-02-07 Yoon-Joo Lee, Eric Haley, Yuanyuan Shang
This study attempts to fill the void in the understanding of anti-Asian racism social media activism campaigns during the early era of the COVID-19 pandemic through content analysis and network ana...
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Guilty Displeasures? How Gen-Z Women Perceive (In)Authentic Femvertising Messages Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-02-05 Anna Christine Buckley, Natalia Yannopoulou, Matthew Gorton, Sherly Lie
This study examines how advertising messages of female empowerment are perceived by Gen-Z women. With the use of authenticity and self-concept theories, we employ in-depth interviews to investigate...
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Same Age, Different Experience: Exploring Ageism in the Advertising Industry across Departments and Intersectional Identities Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-01-31 Kasey Windels, Eliana DuBosar, Sophia Mueller
Ageism is increasingly recognized as a problem in the advertising industry. Drawing from a model of age inequality among advertising creatives in Australia, this study utilized interviews with 30 a...
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Balancing Brand Safety and User Engagement in a Two-Sided Market: An Analysis of Content Monetization on Reddit Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-01-31 Chris J. Vargo, Toby Hopp, Pritha Agarwal
Advertisers aim to avoid content containing controversy, sex, violence, and profanity, while platforms like Reddit aim to monetize as much content with ads as possible. This research explores the d...
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“Do Good and Be ‘Liked’”: CSR Messages on Social Media during COVID-19 Pandemic and Consumer Responses Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2024-01-17 Ava Francesca Battocchio, Jing Yang, Chuqing Dong, Ebbe Bertellotti, Eunsin Joo, Camilla Teran
This study explores the types of corporate social responsibility (CSR) messages communicated on social media during the outbreak of COVID-19 in the United States and its corresponding effects in dr...
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Exploring Persuasion Knowledge, Identity-Related Media Use, and Ad Skepticism of Black Immigrant and Refugee Adolescents Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-11-14 Regina Jihea Ahn, Michelle R. Nelson, Lauren Eales, Fernanda Da Silva Cherubini, Tori S. Simenec, Anisa Ali, Susan Lycett Davis, Gail M. Ferguson
In the United States, where Black and Hispanic youth are disproportionately targeted by marketers, persuasion knowledge (PK) has not been thoroughly studied among underrepresented groups. The exten...
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The Lost History of the American Academy of Advertising Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-11-14 Jef I. Richards
Based on facts culled from thousands of documents, over several years, the first 65 years of the American Academy of Advertising is traced. The founders, officers, and conference locations are docu...
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Corporate Account As a New Endorser Developing Parasocial Relationships with Customers Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-09-28 Kosuke Mizukoshi
This study examines corporate accounts in social media as new endorsers. A corporate account is a virtual spokesperson for advertising and promotions; they behave sometimes as if they are independe...
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We’re All in This Together! Self-Construal Pride and Guilt Appeals in Health Advertising Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-09-15 Kathrynn Pounders, Deena Kemp, Lindsay Bouchacourt
This study examines the interplay between the emotional appeals of guilt and pride with one’s accessible self-construal (independent, relational interdependent, and collective interdependent) in th...
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Me, like Chanel: Examining Antecedents and Consequences of Consumers’ Luxury Brand Engagement on Instagram Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-09-08 Eunseon (Penny) Kwon, Tae Rang Choi, Liang Ma
This study investigates the key antecedents and outcomes of consumer–brand engagement (CBE) in the context of luxury brands on social media. Based on data collected from 547 nonstudents—specificall...
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No One Optimal Way to Measure People’s Attitudes? Preferred Length of Scales in Advertising Research Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-09-05 Gunwoo Yoon
Rating scales are commonly used to measure constructs that are not directly observable, such as attitudes. The extant research in the literature has extended the general understanding of attitude m...
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Digital Advertising in the Age of Generative AI Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-08-29 Tae Hyun Baek
Abstract Artificial intelligence (AI) is significantly reshaping branded content delivery and consumer engagement in the advertising industry. Generative AI, exemplified by ChatGPT, is anticipated to have a substantial impact on all digital advertising domains worldwide. This special issue delves into the exploration of future trends in global digital advertising in the era of generative AI. The research
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Communicating with College Student Nondrinkers: Using the Six-Segment Message Strategy Wheel to Create Advertising Messages That Resonate Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-08-21 Joyce M. Wolburg, Eric Haley
Some students enter college eager to experiment with drinking while others choose not to drink. Yet nondrinkers cope with many pressures that can jeopardize their commitment. This raises the questi...
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Toward Better Digital Advertising: The Role of the Anthropomorphic Virtual Agent Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-07-21 Sihem Ben Saad
Abstract The advent of the Internet has led to the emergence of online advertising, which has benefited marketing organizations of all sizes. However, the emergence of digital natives as a new generation of consumers necessitates further research to ensure the continued effectiveness of online advertising. In this regard, the purpose of this paper is to investigate the effectiveness of advertising
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Virtual Influencers versus Real Influencers Advertising in the Metaverse, Understanding the Perceptions, and Interactions with Users Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-07-21 Marie Haikel-Elsabeh
Abstract Influencer marketing is developing at a fast pace. The metaverse offers new possibilities for brands to initiate influencer marketing. This study employs a qualitative approach. In total, 148 millennials were interviewed on their perceptions, involvement, and interactions with advertising and influencers in the metaverse. The study asked these participants to enter the metaverse; they were
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The Role of Social Identity and Spokesperson in Influencing Consumer Involvement, Information Seeking, and Purchase Intention Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-07-20 Carolyn A. Lin, Louvins Pierre
Abstract Limited research has examined how racially diverse spokespersons in advertising may influence advertising effectiveness in an experimental setting. An online experiment (N = 330) was conducted via a 3 (spokesperson race) x 2 (product type) between-subject design with random assignment. Results showed that spokespersons’ race had a significant effect on all variables, but product type only
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Linking Ethnicity Targeting with Artificial Intelligence and Data Collection: Perceptions and Behavioral Responses of Black Consumers Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-07-19 Weilu Zhang, Shelly Rodgers
Abstract Data-centric targeting with artificial intelligence (AI) is transforming advertising by using machine learning and big data to target consumers, creating value for both consumers and brands. Despite the growing interest in ethnicity targeting in social media, there is still much to learn about leveraging ethnicity data for advertising research and practice. In this study, we surveyed 1,030
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Brand Changes Me: An Exploratory Study of Perceived Changes in Consumers’ Self-Concept in the Life Cycle Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-07-17 Magdalena Kolańska-Stronka, Marzanna Farnicka, Piotr Mamcarz, Paweł Krasa, Agata Poręba-Chabros
Abstract This study explored what perceived changes in consumers’ self-concept are influenced by the purchase of brands in different stages of life. The research focuses on both desirable and undesirable changes to consumers’ self-image brought about by the consumption of preferred and nonpreferred brands. The results of interviews conducted among 586 people (51.8 percent women) aged thirteen to eighty-two years
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COVID-19 Public Service Advertisements through the Prism of Goal-Framing Theory Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-07-18 Evgeniia Belobrovkina, Shelly Rodgers
Public service advertisements (PSAs) about COVID-19 were a main means of slowing the spread of the virus in 2020. Yet the literature lacks research on the design of such PSAs regarding motivation e...
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Green CSR Communication to Internal Audiences: The Persuasive Power of Normative Appeals to Employees’ Green Behaviors Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-07-18 Eun Yeon Kang, Soo Yeon Kang
Given the increasing attention being paid to companies’ microlevel green efforts, this study aims to provide insights into green corporate social responsibility (CSR) communication targeting intern...
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Mitigating the Vampire Effect of Using Celebrity in Advertising: An Eye-Tracking Approach Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-07-17 Terri H. Chan, Bolton K. H Chau
While marketing literature evidences celebrities and other well-known personalities as effective brand endorsers, practitioners are troubled by the potential for such famous personas to overshadow ...
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Can Virtual Influencers Replace Human Influencers in Live-Streaming E-Commerce? An Exploratory Study from Practitioners’ and Consumers’ Perspectives Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-07-12 Anan Wan, Mengtian (Montina) Jiang
Abstract We conducted expert interviews and a consumer experiment to investigate practitioners’ and consumers’ attitudes toward and adoption of virtual influencers to substitute human influencers in live-streaming e-commerce (LSC). Results of consumer data confirmed practitioner insights that virtual (versus human) influencers generated less positive attitudes and lower levels of perceived warmth,
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Examining the Ad Industry’s Race and Ethnicity Problem: Application and Extension of Co-Cultural Theory Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-05-01 Noura Ibrahim, Kasey Windels, Lincoln Lu
Historically, White people have been overrepresented in the advertising industry, making them the dominant group. Through in-depth interviews with twenty-five co-cultural advertising professionals ...
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Beyond Moral Reasoning Scores: Life Story Interviews and the Interpersonal Nature of Advertising Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-04-10 Erin Schauster
Abstract The current study is the first to report N2 Defining Issues Test (DIT) moral reasoning scores and life-story interviews of advertising executives perceived as ethical leaders. Combining N2 scores with in-depth moral justifications provides a detailed view of morality to better understand what normatively appropriate behavior is, both in and outside of advertising, and how it develops. Scores
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How an Online Gaming Community Advertises Brands to Members: The Roles of Relational Bonds and Trust Transfer Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-03-28 Minseong Kim, Jihye Kim
Abstract The purposes of this study are to examine the effects of relational bonds (i.e., financial, social, and structural) on two aspects of members’ trust toward their online gaming community (i.e., cognitive and affective); to investigate the interrelationship between two aspects of trust and members’ trust toward brands the online gaming community advertises based on the trust transfer theory;
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The Ideal Advertising Professor: A ZMET-Based Inquiry Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-01-19 George Anghelcev, Sela Sar, Jas L. Moultrie, S. Shageaa Naqvi
Abstract Advertising departments in universities worldwide must grapple with a fast-changing industry that continues to redefine itself amid technological change and disruption. It is a reality that has prompted extensive discussion among researchers, educators, administrators, and advertising practitioners. There have been workshops addressing the need to consider the skills and qualifications of
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A Textual Analysis of Gender Diversity and Creativity in Award-Winning Agencies’ Self-Representations Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-01-13 Teresa Tackett
Abstract Gender disparity continues to permeate the advertising industry, with only 11% of creative directors in agencies being women. This study uses textual analysis to examine how Ad Age’s Agency A-List annual award recipients’ websites are encoded with messages of deep-level diversity attributes (e.g., attitude, beliefs, values) despite lacking surface-level diversity attributes (e.g., gender)
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The Effects of Influencer Types and Sponsorship Disclosure in Instagram Sponsored Posts Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-01-09 Y. J. Chung, S. S. Lee, E. Kim
Abstract Brands and digital marketing rely on influencers more than ever. As the marketing landscape for social media influencers quickly changes, policies and regulations require standardized sponsorship disclosures. This study examined the effectiveness of three different types of sponsorship disclosure—no disclosure, implicit disclosure, and explicit (standardized) disclosure. This study also compared
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To Share or Not to Share: A Framing Analysis of Paid Vaccine Advertisements on Facebook during COVID-19 and Pro-Vaccine Mothers’ Willingness to Promote Vaccines within Their Peer Networks Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2023-01-06 Amanda S. Bradshaw
Abstract Two studies in this line of research explored paid vaccine-related advertisements on Facebook from March to May 2020 at the outset of COVID-19 and how this content could influence message sharing. Study 1 included a framing analysis of vaccine ads collected from the Facebook Ad Library. Overarching pro-vaccine frames included: (i) support for vaccines and (ii2) dual benefits – individual and
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Advertising in the Times of COVID: A Tight-Loose Analysis of Pandemic-Related TV Commercials Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2022-12-09 Cynthia R. Morton, Naa Amponsah Dodoo, Jorge Villegas, Sophia Mueller, Hye Soo Chang
Abstract This research explores normative beliefs advocated in the earliest stage of the COVID-19 public health crisis. The exploration utilizes Tight-Loose Theory and Hofstede’s dimensions as frameworks to analyze N = 377 COVID-centered ads run from March to June 2020. The findings from this research support the presence of both tight and loose orientations in ads dedicated to COVID-19 messaging.
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Advertising Role of CSR and Strategic Investment in R&D: Evidence from the Biohealth Industry Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2022-10-26 Jongwan Bae, Hannah Oh, Seungbeom Kim
Abstract This study employs a novel perspective to assess corporate social responsibility (CSR) as a way of advertising by focusing on the biohealth industry. The biohealth industry is emerging as an important contributor to society, as its business operations directly affect people’s lives. The industry is based on intensive research and development (R&D). Based on CSR’s positive role in building
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Empathy or Escape? Examining Alternative Mechanisms Underlying Responses to Disgust-Evoking Charity Appeals Over Time Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2022-10-26 Deena Kemp
Abstract Disgust-evoking imagery is often used in charity advertising. Although research suggests disgust has negative effects on prosocial behavior, few studies examine charity appeals. The current two-factor, between-participants experiment compared immediate and delayed responses to disgust versus nondisgust appeals. Immediately following exposure, disgust reduced self-reported message attention
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Influencer Marketing on Social Media: How Different Social Media Platforms Afford Influencer–Follower Relation and Drive Advertising Effectiveness Journal of Current Issues & Research in Advertising (IF 4.2) Pub Date : 2022-10-04 Chen Lou, Charles R. Taylor, Xuan Zhou
Abstract Research on influencer marketing has grown exponentially over the past few years. Overall, the extant literature has been classified into three major clusters that examine sources involved in influencer marketing, message, and audience. However, there is a distinct research gap pertaining to how and why discrete social media platforms affect the effectiveness of influencer advertising differently