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U.S. and Japanese Consumer Attitudes Toward Tailored and Targeted Communication with Human and Chatbot Agents Journal of Interactive Advertising Pub Date : 2024-02-12 Sophia Mueller, Tom Kelleher, Yusuke Ibuki
Consumers in the United States (n = 290) and Japan (n = 221) participated in 2 × 2 experiments designed to test effects of agent type (online human or chatbot) and communication strategy (targeted ...
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I Feel Like Owning It! Exploring the Antecedents of Psychological Ownership and Its Impact on Brand Loyalty in Digital Content Marketing Journal of Interactive Advertising Pub Date : 2024-02-07 Quan Xie, Chen Lou
Content marketing is an effective approach to brand communication on social media and can inspire people to develop a sense of “ownership” toward the product/brand featured in branded content. Draw...
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Leveraging Influencer Relations Professionals for Sponsorship Disclosure in Social Media Influencer Marketing Journal of Interactive Advertising Pub Date : 2024-01-26 Ruvimbo Musiyiwa, Jenna Jacobson
This research investigates the role played by influencer relations professionals—also known as influencer intermediaries—in driving upfront and compliant disclosure of sponsorships in influencer ma...
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AI Influencers in Advertising: The Role of AI Influencer-Related Attributes in Shaping Consumer Attitudes, Consumer Trust, and Perceived Influencer–Product Fit Journal of Interactive Advertising Pub Date : 2023-12-19 Yang Feng, Huan Chen, Quan Xie
The purpose of this research is to develop an artificial intelligence (AI) influencer attributes scale (AIAS), which consists of key measures of AI influencers’ perceived attributes, as well as to ...
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Using a Photo-Elicitation Procedure to Examine Consumers’ Motivations to Post Visual Brand-Related User-Generated Content Journal of Interactive Advertising Pub Date : 2023-12-18 Annemarie J. Nanne, Marjolijn L. Antheunis, Guda van Noort
The recent popularity of visual social media has seen a parallel increase in the amount of visual brand-related user-generated content (Br-UGC). This brand-related content created by consumers can ...
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Unlocking the Power of Non-Fungible Token (NFT) Marketing: How NFT Perceptions Foster Brand Loyalty and Purchase Intention among Millennials and Gen-Z Journal of Interactive Advertising Pub Date : 2023-12-04 Quan Xie, Sidharth Muralidharan, Steven M. Edwards, Carrie La Ferle
Non-fungible tokens (NFTs) have garnered attention among marketers; however, their utilization in branding campaigns remains largely underexplored. The present study examines the perceptions of Gen...
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To Tell or Not to Tell: The Effects of Disclosing Deepfake Video on US and Indian Consumers’ Purchase Intention Journal of Interactive Advertising Pub Date : 2023-12-04 Greig Powers, James P. Johnson, Ginger Killian
Marketing communicators are utilizing artificial intelligence–driven technology to create seemingly real communications featuring synthetic humans. This research aims to determine the consequences ...
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Investigating the Effects of Perceived Autonomy in Chatbot Advertising Journal of Interactive Advertising Pub Date : 2023-12-04 Xiaohan Hu, Xiaoyu Xu, Chen (Crystal) Chen
The use of chatbots in advertising has gained significant attention recently due to the advancements in artificial intelligence. To obtain some insights on chatbot advertising effectiveness, this s...
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Virtual Influencers in Advertisements: Examining the Role of Authenticity and Identification Journal of Interactive Advertising Pub Date : 2023-11-28 Jingren Li, Yanni Ma
As vision-oriented graphic technologies and artificial intelligence (AI) advance, many brands have started using virtual influencers (VIs), which are computer-generated figures with humanlike featu...
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Parasocial Interaction Message Elements and Disclosure Timing in Nano- and Microinfluencers’ Sponsored Content As Alternative Explanations for Follower Count’s Influence on Engagement Journal of Interactive Advertising Pub Date : 2023-09-01 Zijian Harrison Gong, Steven Holiday
Micro- and nanoinfluencers are typically segmented based on number of followers, yet follower count cannot adequately explain the different persuasion outcomes between micro- and nanoinfluencers. B...
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A Systematic Review of Virtual Influencers: Similarities and Differences between Human and Virtual Influencers in Interactive Advertising Journal of Interactive Advertising Pub Date : 2023-08-10 Kate Jeonghee Byun, Sun Joo (Grace) Ahn
Virtual influencers (VIs), computer-generated characters that serve as influencers, offer novel and cost-effective advertising strategies. VIs’ roles and appearances are comparable to those of huma...
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Enviro-Bragging: When Influencers Should Not Be Humble about a Brand’s Sustainability Journal of Interactive Advertising Pub Date : 2023-08-01 Matthew Pittman, Tyler Milfeld
Abstract Influencer marketing is a critical component of many strategic campaigns, but most research on social media influencers has examined influencer attributes (credibility, attractiveness, follower count, etc.) or congruency with the brand or cause. Challenging the conventional wisdom that green advertising should be humble and answering a call to develop novel green messaging strategies, we conceptualize
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Instagram Stories: How Ephemerality Affects Consumers’ Responses Toward Instagram Content and Advertising Journal of Interactive Advertising Pub Date : 2023-08-01 René Haldborg Jørgensen, Hilde A.M Voorveld, Guda van Noort
Abstract Ephemerality is a key characteristic of modern social media features such as Instagram Stories. The aim of this article is twofold: first it aims to understand whether ephemerality impacts processing (in terms of involvement, avoidance, and attention) of media content; second, it aims to understand whether these processing variables subsequently impact advertising effectiveness. Results show
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AI versus Human: Rethinking the Role of Agent Knowledge in Consumers’ Coping Mechanism Related to Influencer Marketing Journal of Interactive Advertising Pub Date : 2023-06-20 Dongchan Lee, Chang-Dae Ham
Abstract Despite the exponential growth of influencer marketing, little research has examined how consumers’ coping mechanism differs with two types of influencers (AI vs. human). Drawing on the persuasion knowledge model, action identification theory, and construal-level theory, we redefined agent knowledge as a core belief that shapes different autonomy perceptions of the influencers. Employing two
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How to Make Influencer Advertising Engaging on Instagram: Emotional Storytelling in Sponsored Posts Journal of Interactive Advertising Pub Date : 2023-06-20 Jana Gross, Zhiying Cui, Florian von Wangenheim
This research investigates how emotional storytelling (ES) in advertising messages in sponsored Instagram posts by microinfluencers compared to macroinfluencers affects social media engagement. In ...
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Processing Peripherally Placed Advertising: The Effect of Thematic Ad-Content Congruence and Arousing Content on the Effectiveness of In-Video Overlay Advertising Journal of Interactive Advertising Pub Date : 2023-06-14 Tianjiao (Grace) Wang, Rachel L. Bailey
Abstract Guided by ad-content congruence literature, arousal-biased competition (ABC) model, and motivated cognition framework, this research examined the effectiveness of peripherally placed advertising in online video content. Specifically, two studies were conducted to explore the interplay between arousal generated from the contextual video and thematic ad-content congruence on ad memory and evaluation
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Human versus Virtual Influencer: The Effect of Humanness and Interactivity on Persuasive CSR Messaging Journal of Interactive Advertising Pub Date : 2023-05-22 Jeongwon Yang, Ploypin Chuenterawong, Heejae Lee, Yu Tian, T. Makana Chock
Abstract Virtual influencers (VIs) are computer-generated avatars whose purpose is to exert influences on social media. The unique features of VIs have the potential to overcome several shortcomings that plague human influencers (HIs) while maintaining the advantages of HIs. Hence, this study (1) compares the persuasiveness of HIs and VIs with different humanlike visual cues; (2) examines how interactivity
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Hedonic and Utilitarian Gratifications to the Use of TikTok by Generation Z and the Parasocial Relationships with Influencers as a Mediating Force to Purchase Intention Journal of Interactive Advertising Pub Date : 2023-05-17 José A. Flecha-Ortiz, Vivian Feliberty-Lugo, Maria Santos-Corrada, Evelyn Lopez, Virgin Dones
Abstract New social network platforms such as TikTok have grown into new, more interactive content formats that appeal to younger generational groups. Through uses and gratifications (U&G) theory, we examined how hedonic gratifications through passive use of TikTok gratify utilitarian needs, triggering active use as self-expression and social interaction. We also examined how self-expression and social
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Exploring the Effect of Synced Brand versus Competitor Brand on Brand Attitudes and Purchase Intentions Journal of Interactive Advertising Pub Date : 2023-05-02 Garim Lee, Asma Sifaoui, Claire M. Segijn
Abstract With exponential technology advancement and innovation, consumers can now receive synchronized advertising across media simultaneously. However, programmatic advertising technologies allow many brands, including competing brands, to be synchronized across media. Based on the concept of repetition from the multilayered concept of relatedness, this research investigated the effects of synced
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#Sponsored: Understanding the Boundary Conditions of Resistance Coping Activation in Influencer Advertising Journal of Interactive Advertising Pub Date : 2023-04-27 Albena Pergelova, Alysha Hachey
Abstract Influencer advertising has sparked controversy among both consumers and regulators, in that influencer advertising’s very effectiveness is built on deceit, because consumers are often unaware of the persuasive intent. Empirical evidence on influencer advertising is built largely on the premise that disclosure will activate consumers’ reactance, as consumers will recognize the persuasive intent
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The “Mixed” Reality of Virtual Brand Endorsers: Understanding the Effect of Brand Engagement and Social Cues on Technological Perceptions and Advertising Effectiveness Journal of Interactive Advertising Pub Date : 2023-03-27 Jeongmin Ham, Sitan Li, Pratik Shah, Matthew S. Eastin
Abstract Within the context of virtual human influencers, the current study adds to the growing literature examining the impact of a social media–based mix of reality and virtuality on perceived anthropomorphism and authenticity, in addition to the subsequent effects on advertising perceptions and implicit behavior. Through an experimental design with 242 participants, data suggest that while some
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What Makes Disinformation Ads Engaging? A Case Study of Facebook Ads from the Russian Active Measures Campaign Journal of Interactive Advertising Pub Date : 2023-02-21 Mirela Silva, Luiz Giovanini, Juliana Fernandes, Daniela Oliveira, Catia S. Silva
Abstract This article examines 3,517 Facebook ads created by Russia’s Internet Research Agency (IRA) between June 2015 and August 2017 in its Active Measures disinformation campaign targeting the 2016 U.S. presidential election. We aimed to unearth the relationship between ad engagement (ad clicks) and 40 features related to the ads’ metadata, psychological meaning, and sentiment. The purpose of our
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Engaging in Dialogues: The Impact of Comment Valence and Influencer-Viewer Interaction on the Effectiveness of YouTube Influencer Marketing Journal of Interactive Advertising Pub Date : 2023-01-25 Min Xiao
Abstract YouTube is a popular social marketing platform. Marketers or advertisers can collaborate with a YouTube influencer to present marketing messages. However, negative user-generated comments may affect the effectiveness of message delivery. Thus, one pretest and two main studies were conducted to investigate the influence of negative comments on consumers and the strategy to combat the negativity
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Flattering Me in the Right Way: Exploring Language Use and Ethnic Cues in Localized Advertising Among Singaporean Consumers Journal of Interactive Advertising Pub Date : 2023-01-23 Chen Lou, Xuan Zhou, Xun (Irene) Huang, Goh Xin Yun, Lee Yan Jie, Loon Kin Tat Bryan, Por Xin Rong
Abstract Global brands have been experimenting with localized advertising strategies, such as using local languages, to build rapport with ethnic consumers. This study examines the assumptions of communication accommodation theory and offers new insights. Specifically, in a Singapore context that boasts two English language systems (i.e., standard English and Singlish), this study investigates how
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Experiencing Branded Apps: Direct and Indirect Effects of Engagement Experiences on Continued Branded App Use Journal of Interactive Advertising Pub Date : 2023-01-20 Zeph M. C. van Berlo, Eva A. van Reijmersdal, Guda van Noort
Abstract This study aimed to gain insight into how people engage with branded apps and adopted the media engagement framework to examine how different types of engagement experiences are associated with the continued use of branded apps. In this study, three types of engagement experiences were identified that are important in the context of branded apps: (1) hedonic, (2) utilitarian, and (3) symbolic
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Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms Journal of Interactive Advertising Pub Date : 2023-01-05 Eva A. Van Reijmersdal, Eline Brussee, Nathaniel Evans, Bartosz W. Wojdynski
Abstract This study aims to contribute to the literature by examining how two opposite-valanced mechanisms (activation of conceptual persuasion knowledge and perceived transparency of the native advertising) explain positive and negative effects of sponsorship disclosures on brand responses (i.e., brand attitude and purchase intentions) and by examining the role of message source. An experiment (N = 133)
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Cognitive Load and Social Media Advertising Journal of Interactive Advertising Pub Date : 2022-12-19 Matthew Pittman, Eric Haley
Abstract Social media engagement requires cognitive resources, which subsequently impact the advertisements consumers see while browsing. For the most part, however, advertising practitioners and scholars still study social media ads and messages as if they will receive users’ full attention and cognition. This study has two main contributions. First, we demonstrate that the use of social media induces
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Instagram Influencers in Health Communication: Examining the Roles of Influencer Tier and Message Construal in COVID-19-Prevention Public Service Announcements Journal of Interactive Advertising Pub Date : 2022-11-28 Jiemin Looi, Deena Kemp, Yong Whi Greg Song
Abstract This study evaluates the efficacy of social media influencer endorsements for COVID-19-prevention public service announcements (PSAs) on Instagram and its underlying mechanisms. An online experiment (N = 239) tested how influencer tier (mega-influencer versus nano-influencer) and message construal (independent versus interdependent versus collective) of the PSA influenced individuals’ attitudes
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A Social Network Approach to Social Media Influencers on Instagram: The Strength of Being a Nano-Influencer in Cause Communities Journal of Interactive Advertising Pub Date : 2022-11-17 Itai Himelboim, Guy J. Golan
Abstract Emerging literature on social media influencers (SMIs) identifies their potential to help brands gain attention and build credibility with consumers, in particular as brands respond to the growing consumer expectation of a commitment to social causes. We propose a social networks approach to the study of paid SMIs and implement it in veganism cause-related communities on Instagram. Findings
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Understanding Personalized Recruitment Ads’ Effectiveness: The Role of Personalization Type and Message Involvement Journal of Interactive Advertising Pub Date : 2022-10-27 Jean Pfiffelman, Alexander Pfeuffer
Abstract In response to the challenge of replacing retiring workers with new talent, recruitment ads on recruitment platforms are becoming increasingly sophisticated and personalized. On some platforms, recruiters can now integrate users’ names and photographs into recruitment ads. Previous research has frequently found that ad personalization improves advertising effectiveness; however, personalization
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Leveraging Artificial Intelligence to Analyze Consumer Sentiments within Their Context: A Case Study of Always #LikeAGirl Campaign Journal of Interactive Advertising Pub Date : 2022-10-19 Yang Feng, Huan Chen
Abstract Because practitioners and scholars are increasingly using artificial intelligence (AI) to analyze consumer sentiments toward social media–based campaigns, we compared various supervised machine-learning (ML) algorithms (four traditional ML-based algorithms and two proprietary deep-learning-based models from Amazon and Google) in terms of their performances in classifying user comments into
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Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts Journal of Interactive Advertising Pub Date : 2022-10-17 Jana Gross, Florian von Wangenheim
Abstract While sponsored posts by social media influencers (SMIs) on Instagram have dramatically increased as an advertising strategy, empirical results on their efficiency have yet to emerge. These sponsored posts are placed next to nonsponsored posts (NSPs) on SMIs’ Instagram profiles. In the current study, we investigate how consumers engage with sponsored posts compared to NSPs and how engagement
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Influencer Marketing and Social Commerce: Exploring the Role of Influencer Communities in Predicting Usage Intent Journal of Interactive Advertising Pub Date : 2022-09-14 Hyehyun Julia Kim, Sylvia Chan-Olmsted
Abstract As popular social media channels such as Instagram and TikTok launch new commerce features, brands are also launching influencer partnerships to facilitate use of new commerce features which help generate in-platform sales. Commonly referred to as social commerce, this emerging commerce practice is fast becoming a growing trend in the United States. To better understand various factors that
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Demystifying Computer-Generated Imagery (CGI) Influencers: The Effect of Perceived Anthropomorphism and Social Presence on Brand Outcomes Journal of Interactive Advertising Pub Date : 2022-08-29 Regina Jihea Ahn, Su Yeon Cho, Wanhsiu Sunny Tsai
Abstract Computer-generated imagery (CGI) influencers are at the forefront of brand communication trends driven by artificial intelligence (AI). Focusing on Lil Miquela, this study explores the mechanism underlying the CGI influencer’s persuasiveness based on the computers-are-social-actors (CASA) framework. The study examines how consumers’ attitudes toward the influencer’s sponsored posts and the
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Is Repetition Really the Key to Success? The Impact of Ad Repetition and the Power of “Likes” on Facebook Journal of Interactive Advertising Pub Date : 2022-08-11 Hyunjoo Lim, Laura F. Bright, Gary B. Wilcox
Abstract In today’s marketplace, social media advertising, such as Facebook ads, are an especially valuable tool for small and medium-sized enterprises (SMEs), which are often financially volatile due to their limited access to resources, as well as political, economic, and social factors. The purpose of this article is to help SMEs better understand how to develop an advertising strategy on Facebook
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The Effects of Contextual Cues and Visual Clarity in Sponsorship Disclosures on the Interpretive Process: Processing Fluency Journal of Interactive Advertising Pub Date : 2022-07-28 Jun Heo, Soojin Kim, A-Reum Jung
Abstract This study explored whether the clarity-enhancing elements and contextual cues in sponsorship disclosures would help (or impede) consumers’ recognition and information processing of native advertising and, if so, which elements would affect them more or less. A lab experiment using an eye-tracking device was conducted. Various features of the sponsorship disclosure were drawn from the Federal
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Using Influencers to Build Self–Brand Connections: The Impact of Influencer Presence, Ad Source, and Consumer Age Journal of Interactive Advertising Pub Date : 2022-07-27 Jamie L. Grigsby, Jenifer Skiba
Abstract Despite the growing popularity of influencer advertising among advertisers, little is known regarding influencer advertising effectiveness, particularly in relation to advertising design factors. The current research seeks to address this gap by exploring how influencer presence (whether or not the influencer appears in the ad) and ad source (whether the brand or the influencer posts the ad
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Does Influencer–Follower Relationship Matter? Exploring How Relationship Norms and Influencer–Product Congruence Affect Advertising Effectiveness across Product Categories Journal of Interactive Advertising Pub Date : 2022-07-14 Ilyoung Ju, Chen Lou
Abstract This study examines how influencer–product congruence and relationship norms (i.e., exchange versus communal) between an influencer and followers affect consumer responses to influencer-sponsored ads. In Study 1, in a low-involvement product condition (sunscreen), we found that relationship norms moderate the effect of influencer–product congruence on source credibility and brand attitudes
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Evolving Consumer Responses to Social Issue Campaigns: A Data-Mining Case of COVID-19 Ads on YouTube Journal of Interactive Advertising Pub Date : 2022-06-15 Yang Feng, Huan Chen
Abstract Based on previous literature on comment-ranking algorithms and the role of popular opinion, we propose a data-mining approach to monitor evolving consumer responses to social issue campaigns. In particular, the proposed approach can (1) identify top-ranked comments on a social issue campaign in the dynamic social media environment and then (2) retrieve popular opinion from the top-ranked comments
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Avoidance and Acceptance of Native Advertising on Social Media: Applications of Consumer Social Intelligence, Persuasion Knowledge, and the Typology of Consumer Responses Journal of Interactive Advertising Pub Date : 2022-06-01 Joonghwa Lee, Soojung Kim, Chang-Dae Ham, Ayoung Seok
Abstract Despite its growing popularity and importance, little research has been done to understand what mechanism drives consumers to avoid or accept native advertising on social media. This study applied the ideas of consumer social intelligence, persuasion knowledge (PK), and the typology of consumer response strategy to examine how consumers’ naive theory of persuasion is associated with their
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The Effect of Ad Authenticity on Advertising Value and Consumer Engagement: A Case Study of COVID-19 Video Ads Journal of Interactive Advertising Pub Date : 2022-05-04 Mengtian Jiang, Jing Yang, Eunsin Joo, Taeyoung Kim
Abstract This study explored the role of ad authenticity in influencing consumers’ ad evaluations and their engagement intention in the context of COVID-19 video advertising. Results showed that aside from informativeness and entertainment, three dimensions of ad authenticity—brand essence, realistic plot, and message credibility—were positively related to consumers’ evaluation of ad value, which further
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Social Media Fatigue and Privacy: An Exploration of Antecedents to Consumers’ Concerns regarding the Security of Their Personal Information on Social Media Platforms Journal of Interactive Advertising Pub Date : 2022-04-29 Laura F. Bright, Kelty Logan, Hayoung Sally Lim
Abstract This study examined U.S. Facebook users’ privacy concerns and how those concerns, the Facebook users’ perceived abilities to protect their privacy on social media, their perceptions and intentions regarding social media advertising, and their prior experience with data breaches affected their likelihood of experiencing social media fatigue. While previous research has identified general privacy
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Awareness and Perceived Appropriateness of Synced Advertising in Dutch Adults Journal of Interactive Advertising Pub Date : 2022-04-29 Sophie C. Boerman, Claire M. Segijn
Abstract This study provides insight into Dutch adults’ awareness and perceptions of cross-media personalized advertising with a focus on synced advertising (SA). A survey among a representative sample of the Dutch population (N = 1,994) shows that the majority of people (>70%) are familiar with the collection, use, and sharing of information about their media behavior. People are less familiar with
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Are Intrusiveness and Sexual Images Effective in Advertisements? The Influence of Ad Format and Sexually Appealing Content on Mobile News Consumers Journal of Interactive Advertising Pub Date : 2022-04-21 Joseph Yoo, DooHee Lee, Jongmin Park
Abstract We examined the association of intrusive and sexually appealing advertisements in a mobile news environment with audiences’ perceptions of the content and reactive behaviors. Based on the psychological reactance theory, we conducted a 2 × 2 (sexual ad versus nonsexual ad × highly intrusive ad versus low intrusive ad) full factorial experimental design measuring associations with behavioral
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Femluencing: Integration of Femvertising and Influencer Marketing on Social Media Journal of Interactive Advertising Pub Date : 2022-04-07 Sangeeta Sharma, Arpan Bumb
Abstract The multifold increase in influencer marketing has sparked debates about the mechanism of influencer marketing on social media. Although the research on influencer marketing is escalating, its integration with other forms of advertising to facilitate positive outcomes is unexplored. This article introduces the new research concept of femluencing, which is influencer marketing coupled with
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The Influence of Perceived Personalization in TV Advertising Targeting Children on Parental Advertising Mediation: Implications for Addressable TV Advertising Journal of Interactive Advertising Pub Date : 2022-04-04 Steven Holiday, Nancy H. Brinson
Abstract Parents understand and are concerned about the influence that personalized advertising, designed to more directly engage and influence their children, is having on the youngest consumers. Research on antecedents of parental advertising mediation primarily focuses on individual consumer factors (e.g., parents’ sense of empowerment and locus of control), while largely overlooking the forms of
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The Personalization Paradox in Facebook Advertising: The Mediating Effect of Relevance on the Personalization–Brand Attitude Relationship and the Moderating Effect of Intrusiveness Journal of Interactive Advertising Pub Date : 2022-04-04 Judith Irene Maria de Groot
Abstract Advertisers increasingly use personal information in social media advertisements as a strategy to promote positive brand attitudes. Personalized ads can be perceived as both positive and negative. This two-sided effect of personalization refers to the personalization paradox. An online experiment (N = 209), in which the level of personalization was manipulated in a Facebook setting, aimed
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Parents’ Responses to Child-Targeted Influencer Advertising: An Investigation Using the Persuasion Knowledge Model Journal of Interactive Advertising Pub Date : 2022-03-01 Jessica Castonguay, Nicole Messina
Abstract Research in the field of children and media has long had a heavy focus on children’s understandings and evaluations of advertising, noting the importance of parental mediation to protect children from unfairly being influenced. However, little is known regarding parents’ own understanding and evaluations of advertising, particularly in newer and more subtle media formats. This study therefore
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Hispanics’ Response to Ethnic Targeting Ads for Unhealthy Products: Examining the Roles of Endorser Identification and Endorser–Product Matchup Journal of Interactive Advertising Pub Date : 2022-02-16 Juan Mundel, Jing Yang
Abstract Hispanics are the largest minority in the United States, making this segment attractive for brands. Yet, little research has focused on Hispanic consumer behavior on social media. We investigated the roles of endorser identification and the perceived matchup between the endorser and the product in influencing Hispanic consumers’ attitudes and purchase intentions. Results show that identification
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Trends in Influencer Marketing: A Review and Bibliometric Analysis Journal of Interactive Advertising Pub Date : 2022-02-16 Anshika Singh Tanwar, Harish Chaudhry, Manish Kumar Srivastava
Abstract Influencer marketing has steadily grown in the past decade as a strategy utilized by digital marketers for spreading brand messages with the help of social media influencers (SMIs). The main objective of this study is to review the academic literature related to influencer marketing between 2011 and 2019 with the help of both bibliometric analysis and content analysis. This review uses the
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Advertising in the Metaverse: Research Agenda Journal of Interactive Advertising Pub Date : 2021-12-10 Jooyoung Kim
(2021). Advertising in the Metaverse: Research Agenda. Journal of Interactive Advertising: Vol. 21, No. 3, pp. 141-144.
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English Accent Variations in YouTube Voice-Over Ads and the Role of Perceptions on Attitude and Purchase Intentions Journal of Interactive Advertising Pub Date : 2021-10-22 Emi Moriuchi
Abstract Recent changes in the media landscape have refocused research onto online advertising, such as YouTube advertising, Instagram TV, and Facebook video advertisements. The aim of this study is to investigate the impacts of accented voice-overs ads without the physical appearance of the spokesperson on consumer perceptions, attitudes, and behavioral intentions. Two studies were conducted, and
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How Political Interest and Gender Influence Persuasion Knowledge, Political Information Seeking, and Support for Regulation of Political Advertising in Social Media Journal of Interactive Advertising Pub Date : 2021-11-02 Michelle R. Nelson, Chang Dae Ham, Eric Haley, Un Chae Chung
Abstract Political advertising in the United States is regulated differently from commercial advertising, and regulations vary by media. The relative lack of regulations on social media has led to the dissemination of false information, often without source disclosure, which is harmful to democracy. In response, in a self-regulatory capacity, Twitter stopped accepting political advertising in 2019
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Commenting on Brand Posts during a Crisis: The Relationship between Context-Induced Moods and Brand Message Processing across Three Social Media Platforms Journal of Interactive Advertising Pub Date : 2021-12-01 Yang Feng, Linwan Wu
Abstract Within the context of COVID-19, this study examines the relationship between context-induced moods and consumers’ responses to two different types of brand posts on social media: profit-driven posts and public-driven posts. Using both social media data (24,578 user comments on 14 brand posts on Facebook, Instagram, and Twitter) and survey data (356 subjects recruited from Amazon.com’s Mechanical
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Signaling Consumer Impressions with CSR Support on Social Media: The Roles of Industry Stigma and Consumer Self-Disclosure Journal of Interactive Advertising Pub Date : 2021-12-13 Hyun Ju Jeong, Mengtian Jiang
Abstract Through the impression management lens of consumers, this experimental study investigates when and how consumers regulate their images on social media through their divergent reactions to corporate social responsibility (CSR) advertising. Results show that consumers who disclose themselves infrequently and discriminately on social media (low self-disclosure) perceive the lower social value
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Interacting with Social Media Ads: Effects of Carousel Advertising and Message Type on Health Outcomes Journal of Interactive Advertising Pub Date : 2021-11-02 Lewen Wei, Guolan Yang, Heather Shoenberger, Fuyuan Shen
Abstract Carousel advertisements (ads) on social media provide consumers with the opportunity to scroll left and right when reading an ad’s content. Such an interactive advertising format has great potential to elevate consumers’ interactive and engagement experience with ads, which might be further linked with increased advertising effectiveness. The present study sets out to explore the efficacy
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Attention to Social Media Ads: The Role of Consumer Recommendations and Smartphones Journal of Interactive Advertising Pub Date : 2021-12-13 Ewa Maslowska, Jakob Ohme, Claire M. Segijn
Abstract Despite the increasing presence of advertising on social media, research looking into the relative effects of social media ads is limited and highly dependent on either self-report or basic engagement metrics (e.g., likes). Our understanding of social media advertising is further complicated by (1) constantly changing advertising strategies, such as inclusion of consumer recommendations, and
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Veiled on Instagram? Representation of Veiled versus Nonveiled Women in Western and Egyptian Instagram Posts Journal of Interactive Advertising Pub Date : 2021-12-10 Ahmed Taher, Doaa M. El-Banna, Noha Alaa El Dine, Naila Hamdy
Abstract This study uses visual, quantitative content analysis to examine whether there is a significant difference in the representation of veiled versus nonveiled women in branded Instagram posts. We also tested the representation of women in Western and Egyptian branded Instagram posts. We used a sample of 200 branded Instagram posts created to promote products and services. The study tested five
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The Effects of CSR Appeals and Message Sources on Consumer Responses to Branded Content on Instagram Journal of Interactive Advertising Pub Date : 2021-10-07 Yangzhi (Nicole) Jiang, Hyojung Park
Abstract This study aims to expand the current understanding of how corporate social responsibility (CSR) appeals and sources in brand-related messages activate different dimensions of persuasion knowledge and interplay in influencing consumers’ behavioral intentions in the context of Instagram. We conducted an online experiment with a 3 (source: brand versus influencer without sponsorship disclosure
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Digital and Interactive Marketing Communications in Sports Journal of Interactive Advertising Pub Date : 2021-09-29 Kevin K. Byon, Joe Phua
(2021). Digital and Interactive Marketing Communications in Sports. Journal of Interactive Advertising: Vol. 21, Digital and Interactive Marketing Communications in Sports, pp. 75-78.