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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 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 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 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 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 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 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 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 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 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 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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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 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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The Lost History of the American Academy of Advertising Journal of Current Issues & Research in Advertising 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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Exploring Persuasion Knowledge, Identity-Related Media Use, and Ad Skepticism of Black Immigrant and Refugee Adolescents Journal of Current Issues & Research in Advertising 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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We’re All in This Together! Self-Construal Pride and Guilt Appeals in Health Advertising Journal of Current Issues & Research in Advertising 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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
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Don’t Make Me Feel Guilty! Examining the Effect of a Past Moral Deed on Perceived Irritation with Guilt Appeals in Environmental Advertising Journal of Current Issues & Research in Advertising Pub Date : 2022-09-30 Rachel Esther Lim, Ji Mi Hong
Abstract An online experiment was conducted to examine a past moral deed’s influence on consumers’ response to guilt appeals in environmental advertising. The findings suggested that a guilt appeal ad increased irritation when participants engaged previously in a moral deed. Further, the results indicate that the perceived irritation mediated the interaction between past moral behaviors (i.e., previously
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Improving Representation Over Time? Assessing Intersectional (In)Visibility of Masculinity and Race/Ethnicity in Print Ads Journal of Current Issues & Research in Advertising Pub Date : 2022-08-01 Shuang Wu, Nina Krey, Ryan E. Cruz
Abstract The current research investigates intersections of masculinity and race/ethnicity as portrayed in mainstream advertisements by assessing 1,181 print ads across two time periods. Drawing on intersectionality and content analysis, the intersections of masculinity types and race/ethnicity are explored. Results suggest a narrow assessment of these elements as part of diversity can lead to false
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Listicles vs. Narratives: The Interplay between Mood, Message Type, and Disclosure on Native-Advertising Effectiveness Journal of Current Issues & Research in Advertising Pub Date : 2022-08-01 Chris R. Noland, Taylor Wen
Abstract Two studies examine the interplay between mood and native-advertising type (listicle and narrative) on attitudinal and behavioral response. Study 1 found that listicles elicited more item-specific processing thoughts than narratives while narratives induced more relational processing thoughts than listicles. Results also suggest that people in a negative mood find native ads presented in a
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Exploring the Effect of Ad Choice in Online Video-Streaming Platforms: Moderated by Ad Involvement and Mediated by Psychological Reactance Journal of Current Issues & Research in Advertising Pub Date : 2022-07-20 Regina Jihea Ahn, Chang-Dae Ham
Abstract Online video ads on video-streaming platforms interrupt viewers’ video-watching experiences, presumably triggering anger, irritation, and negative cognition. Thereby, with a theoretical framework of psychological reactance, we call scholarly attention to the role of ad choice in mitigating the negative effect of interruptions from mid-roll video ads. We propose that the effect of ad choice
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Building the Future of Digital Advertising One Block at a Time: How Blockchain Technology Can Change Advertising Practice and Research Journal of Current Issues & Research in Advertising Pub Date : 2022-07-07 Joseph T. Yun, Joanna Strycharz
Abstract In this article we provide a primer for blockchain technology (BT) and explain ways that it has been applied (or can be applied) to the field of advertising research and practice. We situate this primer inside a critical look at the evolution of digital advertising that has been driven largely by immediate technological need for the maximization of profit rather than considerations for societal
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The Face of Nonbinary Beauty Communication on Instagram: A Content Analysis Journal of Current Issues & Research in Advertising Pub Date : 2022-07-01 Ria Wiid, Tomas Müllern, Adele Berndt
Abstract Gender is a feature of beauty marketing, used in marketing segmentation and communication images, where binary images are predominant. Recently, the social identity of gender has become increasingly nuanced as a more complex set of identities, including genderqueer and nonbinary, influences marketing communications. As part of cultural expression, advertising reflects and impacts how consumers
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Do CSR Ads with Public Health Messages Pertaining to COVID-19 Actually Help Consumers, Advertisers, and Society? Insights from the United States and Germany Journal of Current Issues & Research in Advertising Pub Date : 2022-06-13 Sophia Mueller, Sandra Diehl, Charles R. Taylor, Ralf Terlutter, Barbara Mueller
Abstract Since the onset of the COVID-19 pandemic, many corporations have employed a new form of corporate social responsibility (CSR) advertising that incorporates COVID-19-related health behavior recommendations. This type of CSR advertising seeks to increase both business-oriented responses and health-oriented responses. As such, these ads are thought to benefit three audiences from inclusion of
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Between Skepticism and Identification: A Systematic Mapping of Adolescents’ Persuasion Knowledge of Influencer Marketing Journal of Current Issues & Research in Advertising Pub Date : 2022-05-16 Nils S. Borchers
Abstract How well are adolescents prepared to competently cope with sponsored influencer content? This article provides a systematic mapping of influencer-specific dispositional persuasion knowledge in the five dimensions proposed by the persuasion knowledge model (PKM). In twenty-three focus groups with 132 German adolescents between eleven and fifteen years of age, the author found that adolescents
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Thematic Congruency in the Context of Brand Placements: Tests of Memory and Attitude Measures Journal of Current Issues & Research in Advertising Pub Date : 2022-05-10 Davit Davtyan, Armen Tashchian
Abstract The role of thematic congruency has been extensively researched in traditional advertising formats. However, despite these efforts, little is known about the impact of thematic congruency on the effectiveness of brand placements. The current research reports findings of two experiments designed to compare memory and attitudinal effects of thematically congruent and incongruent brand placements
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Understanding the Value of Street Art for Artists, Consumers, and Brands Journal of Current Issues & Research in Advertising Pub Date : 2022-03-18 Diana Cárdenas, Raquel Castaño, Claudia Quintanilla, Edgardo Ayala
Abstract This study explores the contribution of street art to the communication of a brand. In-depth interviews were conducted with consumers, urban artists, and brand managers. Street art can contribute to the communication of a specific brand by (a) imprinting in one’s memory an image of originality and coolness on the brand, (b) promoting social connectedness and bonding with the community, and
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Kidfluencing: The Role of Calls to Action, Logo Presence, and Disclosure Modality on Parental Appraisals Journal of Current Issues & Research in Advertising Pub Date : 2022-03-10 Jason Freeman, Frank Dardis
Abstract Kidfluencers are emerging as valuable brand partners capable of facilitating peer-to-peer interactions with other child viewers. The current experimental study focuses on the role of disclosure modality, call to action (CTA), and logo presence on parental reactions to kidfluencer content. Findings suggest that the negative consequences of advertising recognition can be ameliorated through
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Saudi Women Take the Wheel: A Content Analysis of How Saudi Arabian Car Companies Reached Women on Social Media Journal of Current Issues & Research in Advertising Pub Date : 2022-02-11 Khalid Alharbi, Kelli Boling
Abstract Using a mixed-methods approach, this study explored how automobile companies in Saudi Arabia used Twitter to market to women after the Saudi Arabian government lifted its ban on women driving. All tweets from auto companies posted between September 26, 2017, and June 30, 2018, were examined. While a total of 11,028 tweets were targeted toward Saudi citizens during this historic period, only
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Creativity in Advertising: How to Test for Highly Creative Individuals, How to Generate Alternative Creative Ideas, and How to Pretest Them Journal of Current Issues & Research in Advertising Pub Date : 2022-01-20 John R. Rossiter
Abstract This article addresses the three biggest issues surrounding creativity in advertising: the need for a new test to identify highly creative individuals, the need to provide a better creative idea generation procedure, and the need to pretest ideas for effectiveness. I critically review what has already been done and then draw upon my own extensive work in the field of creativity ability testing
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Effects of Disclosure, Placement Type, and Ad–Context Congruence on Brand and Advertising Recognition: An Exploration of CARE Model Processing Journal of Current Issues & Research in Advertising Pub Date : 2021-12-02 Shuoya Sun, Nathaniel J. Evans
Abstract Despite industry and academic attention to disclosures in sponsored content over recent years, questions remain concerning how consumers process message and context-related characteristics. Primarily building upon the covert advertising recognition and effects (CARE) model, this study investigated the effects of disclosures (present versus absent), brand placement type (text versus picture)
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Gym Membership Programs: Image Motivation and Conditional Discount Framing Journal of Current Issues & Research in Advertising Pub Date : 2021-12-02 Xiaofei Pan, Sukki Yoon
Abstract This article reports the results of a study examining consumer responses to gym membership advertisements for individual and group workout programs, according to whether the ads use a gain frame for advertising a minimum participation requirement (“Visit ten times a month and get $50 off”) or a loss frame (“Pay $50 more if you fail to make ten visits a month”). Participants in a 2 (group versus
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Influencers’ Disclosures of Advertising and Responses from Youth with Varying Levels of Theory of Mind Journal of Current Issues & Research in Advertising Pub Date : 2021-12-02 Jessica Castonguay
Abstract Influencer advertising has become a multibillion-dollar industry, with young people playing a large role. While there are ethical concerns regarding targeting an audience too young to comprehend this subtle form of advertising, clear disclosures can help trigger children’s persuasion knowledge. Some influencers and sponsors have expressed concern that prominent disclosures will negatively
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Green Advertising on Social Media: Brand Authenticity Mediates the Effect of Different Appeals on Purchase Intent and Digital Engagement Journal of Current Issues & Research in Advertising Pub Date : 2021-11-01 Matthew Pittman, Anne Oeldorf-Hirsch, Ashley Brannan
Abstract This research investigates the effects of digital context on perception of green advertising. We challenge the common advertising practice of posting similar content across platforms by showing how the same ad is received differently by consumers on different digital channels. We use social norms theory (SNT) to build our hypotheses and test them with two experiments. We demonstrate that on
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Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube Journal of Current Issues & Research in Advertising Pub Date : 2021-11-01 Taylor Jing Wen, Ching-Hua Chuan, Jing Yang, Wanhsiu Sunny Tsai
Abstract By applying the computational method of decision trees, this research identifies the most decisive attributes enhancing ad persuasiveness by examining the contextual effects of emotional (in)congruence on ad placement for music videos on YouTube. Findings of this interdisciplinary research not only evaluated key psychological constructs via a computational approach to predict persuasiveness
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Virtual Tours Encourage Intentions to Travel and Willingness to Pay via Spatial Presence, Enjoyment, and Destination Image Journal of Current Issues & Research in Advertising Pub Date : 2021-11-01 Jihoon (Jay) Kim, Thitapa Shinaprayoon, Sun Joo (Grace) Ahn
Abstract Virtual reality (VR) tourism provides individuals with a brief, but realistic, preview of travel destinations. Despite the increasing popularity of VR tourism in destination advertising, outcomes and underlying mechanisms of virtual tours remain underexplored. Guided by the theoretical framework of spatial presence, this experiment (N = 118) investigated how VR tourism affected behavioral
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How Can We Minimize Visual Stereotypes in Ads? Journal of Current Issues & Research in Advertising Pub Date : 2021-11-01 Qiang (Tony) Yan, Michael R. Hyman
Abstract Because ever-shifting sociohistorical contexts compel their construction, distribution, and interpretation, visual stereotypes (VSs) in ads may have multiple meanings and changing connotations, making them challenging to detect and minimize via government regulation. To meet this challenge, VSs in ads are posited as a societal problem needing societal scrutiny. Hence, a pluralistic three-stage
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How Pro-Social Purpose Agencies Define Themselves and Their Value: An Emerging Business Model in the Advertising-Agency World Journal of Current Issues & Research in Advertising Pub Date : 2021-09-16 Samantha LaVoi, Eric Haley
Abstract Organizations across sectors are collaborating on social initiatives, taking political action, and using media platforms to speak out on a range of social issues. This study deals with the emerging phenomena of purpose-driven and social-impact communications from an agency standpoint. This study employs inductive analysis to understand how such agencies define themselves, their value, and
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Using Photovoice Research for Advertising Theory Journal of Current Issues & Research in Advertising Pub Date : 2021-08-19 Shelly Rodgers, Evgeniia Belobrovkina
Abstract This article overviews the photovoice method and proposes ways in which photovoice can contribute to theory building in advertising. Although theory building using photovoice has been discussed in prior literature, the method has been ignored in advertising, and no study has connected photovoice to advertising research. This article presents definitions, history, and aspects of photovoice