Pub Date : 2022-11-16DOI: 10.1080/10496491.2022.2143992
Rachma Fitriati, Inggit Sekar Madu Siwi
Abstract The prominent growth of social media users, particularly during the COVID-19 pandemic, allows social media to become a potential platform for product promotion. The presence of digital influencers as online opinion leaders has been proven to influence brand value perception, establish brand engagement, and encourage consumer purchase intention. As the country with the fourth-largest population globally, Indonesia is a lucrative market for cosmetic products. In addition to the rising number of the millennial generation who is interested in beauty products, the male segment which is no less concerned about appearance also expands the cosmetics market. A quantitative method was applied using an online questionnaire to 220 samples. The findings reveal that perceived influence has a positive effect on purchase intention with brand engagement in self-concept and brand expected value as the mediating variables. Likewise, brand engagement in self-concept has a positive effect on brand expected value. This study recommends XYZ Cosmetics to continue enrolling Tasya Farasya, considering that, as a mega-influencer with enormous Instagram followers in Indonesia, she can drive the perception and behavior of her followers.
{"title":"Mega-Influencers as Online Opinion Leaders: Establishing Cosmetic Brand Engagement on Social Media","authors":"Rachma Fitriati, Inggit Sekar Madu Siwi","doi":"10.1080/10496491.2022.2143992","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143992","url":null,"abstract":"Abstract The prominent growth of social media users, particularly during the COVID-19 pandemic, allows social media to become a potential platform for product promotion. The presence of digital influencers as online opinion leaders has been proven to influence brand value perception, establish brand engagement, and encourage consumer purchase intention. As the country with the fourth-largest population globally, Indonesia is a lucrative market for cosmetic products. In addition to the rising number of the millennial generation who is interested in beauty products, the male segment which is no less concerned about appearance also expands the cosmetics market. A quantitative method was applied using an online questionnaire to 220 samples. The findings reveal that perceived influence has a positive effect on purchase intention with brand engagement in self-concept and brand expected value as the mediating variables. Likewise, brand engagement in self-concept has a positive effect on brand expected value. This study recommends XYZ Cosmetics to continue enrolling Tasya Farasya, considering that, as a mega-influencer with enormous Instagram followers in Indonesia, she can drive the perception and behavior of her followers.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"359 - 382"},"PeriodicalIF":0.0,"publicationDate":"2022-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49423443","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract This study aims to analyze the effect of loyalty on customer happiness. Therefore, the role of psychological variables such as copying, and attachment styles were studied. The sample was comprised of 524 cases corresponding tdo Peruvian customers. A multiple linear regression model was performed to evaluate our hypotheses. The stepwise method was used to select variables using AIC. An important finding of this study was that concrete and abstract loyalties can predict happiness among Peruvian customers. In terms of originality, the article evaluates the effect of loyalty on happiness that represents a research gap and contributes to debate about the marketing purpose.
{"title":"Marketing of Happiness: The Role of Customer Loyalty on Happiness","authors":"Gina Pipoli de Azambuja, Gustavo Rodriguez Pena, Enver Gerald Tarazona Vargas","doi":"10.1080/10496491.2022.2143983","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143983","url":null,"abstract":"Abstract This study aims to analyze the effect of loyalty on customer happiness. Therefore, the role of psychological variables such as copying, and attachment styles were studied. The sample was comprised of 524 cases corresponding tdo Peruvian customers. A multiple linear regression model was performed to evaluate our hypotheses. The stepwise method was used to select variables using AIC. An important finding of this study was that concrete and abstract loyalties can predict happiness among Peruvian customers. In terms of originality, the article evaluates the effect of loyalty on happiness that represents a research gap and contributes to debate about the marketing purpose.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"228 - 258"},"PeriodicalIF":0.0,"publicationDate":"2022-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42597907","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-13DOI: 10.1080/10496491.2022.2143990
Salman Saleem, Rana Muhammad Umar
Abstract Cultural tourism is a rapidly growing industry across the globe. This study aims to contribute to the existing knowledge of tourist experiences at cultural destinations. To this end, the study explores the factors that contribute to memorable cultural tourism experiences at cultural heritage sites, specifically museums. Using WebHarvy, a total of 502 online reviews were collected from a popular tourism website, namely TripAdvisor. The collected reviews concern 14 heritage museums in 10 Asian countries. Netnography was employed as a content analysis technique. The results revealed five contributing factors of memorable cultural tourism experiences: authenticity, engagement, culinary attraction, atmospherics, and quality of service. Theoretically, this study adds to our understanding of memorable cultural tourism experiences by identifying a novel dimension, namely atmospherics. In other words, this research highlights the importance of ambiance and environment in tourism experiences at cultural heritage sites. Thus, the study provides insights for heritage site managers on how to make the tourism experience memorable.
{"title":"A Netnography Study on Memorable Cultural Tourism Experiences: Insights from Asian Cultural Heritage Site Tourists","authors":"Salman Saleem, Rana Muhammad Umar","doi":"10.1080/10496491.2022.2143990","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143990","url":null,"abstract":"Abstract Cultural tourism is a rapidly growing industry across the globe. This study aims to contribute to the existing knowledge of tourist experiences at cultural destinations. To this end, the study explores the factors that contribute to memorable cultural tourism experiences at cultural heritage sites, specifically museums. Using WebHarvy, a total of 502 online reviews were collected from a popular tourism website, namely TripAdvisor. The collected reviews concern 14 heritage museums in 10 Asian countries. Netnography was employed as a content analysis technique. The results revealed five contributing factors of memorable cultural tourism experiences: authenticity, engagement, culinary attraction, atmospherics, and quality of service. Theoretically, this study adds to our understanding of memorable cultural tourism experiences by identifying a novel dimension, namely atmospherics. In other words, this research highlights the importance of ambiance and environment in tourism experiences at cultural heritage sites. Thus, the study provides insights for heritage site managers on how to make the tourism experience memorable.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"280 - 303"},"PeriodicalIF":0.0,"publicationDate":"2022-11-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47263144","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-13DOI: 10.1080/10496491.2022.2143987
M. Abid, Junaid I. Siddique, Amir Gulzar, A. Shamim, I. Dar, Aimen Zafar
Abstract This study aims to integrate a research scholarship of customer relationship management (CRM) practices and CRM technology as an interplay with CRM Quality and investigate the overall effect on CRM loyalty through the literary lens of commitment-trust theory. The study employed cross-sectional paradigm in collecting the data using purposive sampling technique from 211 potential-riding-app users. The data was analyzed using SMART-PLS. Findings reveal a significant role of technology alignment in enhancing CRM practices. Effective CRM practices increase CRM quality by building a strong level of trust and commitment in customers. Strategic orientation of CRM practices with efficient technology usage, riding-service firms can capitalize on all novel aspects of CRM, as part of an integrated marketing process, for enhancing customer loyalty.
{"title":"Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services","authors":"M. Abid, Junaid I. Siddique, Amir Gulzar, A. Shamim, I. Dar, Aimen Zafar","doi":"10.1080/10496491.2022.2143987","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143987","url":null,"abstract":"Abstract This study aims to integrate a research scholarship of customer relationship management (CRM) practices and CRM technology as an interplay with CRM Quality and investigate the overall effect on CRM loyalty through the literary lens of commitment-trust theory. The study employed cross-sectional paradigm in collecting the data using purposive sampling technique from 211 potential-riding-app users. The data was analyzed using SMART-PLS. Findings reveal a significant role of technology alignment in enhancing CRM practices. Effective CRM practices increase CRM quality by building a strong level of trust and commitment in customers. Strategic orientation of CRM practices with efficient technology usage, riding-service firms can capitalize on all novel aspects of CRM, as part of an integrated marketing process, for enhancing customer loyalty.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"305 - 337"},"PeriodicalIF":0.0,"publicationDate":"2022-11-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41990477","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-12DOI: 10.1080/10496491.2022.2143986
Ivan-Damir Anić, I. Milaković, Mirela Mihić, Nicoletta Corrocher
Abstract This study investigates the drivers of consumers’ intentions to purchase advertised products and services via mobile devices from a consumer perspective using attribution theory as a framework. It explores whether the cause of purchase intention is attributed internally or externally and how these attributions influence it. The data collected from mobile shoppers in Croatia were analyzed using structural equation modeling (SEM). The findings show that mobile purchase intention can be attributed to the internal attribution related to the perceived importance of websites’ characteristics, unlike attitudes toward mobile advertising (internal attribution) or security and privacy aspects (external attributions). Consumer innovativeness is a crucial internal attribution that moderates the effect of the attitude toward mobile advertising on purchase intention positively and negatively the impact of perceived importance of websites’ characteristics on the purchase intention. Marketers should encourage main internal and stable attributions as preconditions of consumers’ intentions.
{"title":"Purchase Intention in Mobile Commerce in Croatia: The Attribution Theory Perspective and the Role of Consumer Innovativeness","authors":"Ivan-Damir Anić, I. Milaković, Mirela Mihić, Nicoletta Corrocher","doi":"10.1080/10496491.2022.2143986","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143986","url":null,"abstract":"Abstract This study investigates the drivers of consumers’ intentions to purchase advertised products and services via mobile devices from a consumer perspective using attribution theory as a framework. It explores whether the cause of purchase intention is attributed internally or externally and how these attributions influence it. The data collected from mobile shoppers in Croatia were analyzed using structural equation modeling (SEM). The findings show that mobile purchase intention can be attributed to the internal attribution related to the perceived importance of websites’ characteristics, unlike attitudes toward mobile advertising (internal attribution) or security and privacy aspects (external attributions). Consumer innovativeness is a crucial internal attribution that moderates the effect of the attitude toward mobile advertising on purchase intention positively and negatively the impact of perceived importance of websites’ characteristics on the purchase intention. Marketers should encourage main internal and stable attributions as preconditions of consumers’ intentions.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"182 - 204"},"PeriodicalIF":0.0,"publicationDate":"2022-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47544046","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-11DOI: 10.1080/10496491.2022.2143984
T. Hsu, Jia-Wei Tang, Chun-Hsien Chen
Abstract Among the limited studies that have investigated flow experience in mobile advertising, the focus is cast on the value of advertising and the impact of flow experience. This study investigates the factors of mobile advertising that affect purchase intentions based on the value of context awareness and flow experience. First, a literature review of the corresponding studies and confirmatory factor analysis are combined to identify key factors that influence the purchase intentions of cell phones. Second, analytic network process (ANP) and structural equation modeling (SEM) are integrated into an SEM–ANP multi-criteria evaluation model. Results show that the weights for credibility, entertainment, focused immersion, and intrinsic interest are the highest. Furthermore, consumers believe that mobile advertising is a good informational reference for purchase decisions, and that the interaction of advertising value and the value of flow experience affect purchase intentions. Compared to informational advertisements, transformational advertisements are found to have a better effect on stimulating purchase intentions. Marketers are suggested to focus on transformational advertisements, supplemented by informational advertisements when designing mobile advertising campaigns.
{"title":"An SEM-ANP Multi-Criteria Evaluation Model for Mobile Advertising That Affect Purchase Intentions: Perspectives on the Values of Context Awareness and Flow Experience","authors":"T. Hsu, Jia-Wei Tang, Chun-Hsien Chen","doi":"10.1080/10496491.2022.2143984","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143984","url":null,"abstract":"Abstract Among the limited studies that have investigated flow experience in mobile advertising, the focus is cast on the value of advertising and the impact of flow experience. This study investigates the factors of mobile advertising that affect purchase intentions based on the value of context awareness and flow experience. First, a literature review of the corresponding studies and confirmatory factor analysis are combined to identify key factors that influence the purchase intentions of cell phones. Second, analytic network process (ANP) and structural equation modeling (SEM) are integrated into an SEM–ANP multi-criteria evaluation model. Results show that the weights for credibility, entertainment, focused immersion, and intrinsic interest are the highest. Furthermore, consumers believe that mobile advertising is a good informational reference for purchase decisions, and that the interaction of advertising value and the value of flow experience affect purchase intentions. Compared to informational advertisements, transformational advertisements are found to have a better effect on stimulating purchase intentions. Marketers are suggested to focus on transformational advertisements, supplemented by informational advertisements when designing mobile advertising campaigns.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"383 - 404"},"PeriodicalIF":0.0,"publicationDate":"2022-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44422739","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-08DOI: 10.1080/10496491.2022.2143985
Bang Nguyen-Viet
Abstract Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Consequently, marketers and businesses are increasingly incorporating more detailed environmental information into their offerings, such as eco-labels and green advertising. This study examines the influence of eco-labels and green advertising on green brand equity in emerging markets, such as Vietnam. Data were gathered from 870 consumers who purchased milk products in Vietnam. The results revealed that eco-labels and green advertising have a positive and significant influence on green brand equity components. Furthermore, the results reveal the relationship between green brand equity components, which is important for understanding corporate branding efforts. The findings of this study provide valuable insights into the effects of eco-labels and green advertising on different elements of brand equity to generate and manage brand equity.
{"title":"A Study on the Influence of Eco-Labels and Green Advertising on Green Brand Equity in Emerging Market","authors":"Bang Nguyen-Viet","doi":"10.1080/10496491.2022.2143985","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143985","url":null,"abstract":"Abstract Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Consequently, marketers and businesses are increasingly incorporating more detailed environmental information into their offerings, such as eco-labels and green advertising. This study examines the influence of eco-labels and green advertising on green brand equity in emerging markets, such as Vietnam. Data were gathered from 870 consumers who purchased milk products in Vietnam. The results revealed that eco-labels and green advertising have a positive and significant influence on green brand equity components. Furthermore, the results reveal the relationship between green brand equity components, which is important for understanding corporate branding efforts. The findings of this study provide valuable insights into the effects of eco-labels and green advertising on different elements of brand equity to generate and manage brand equity.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"205 - 227"},"PeriodicalIF":0.0,"publicationDate":"2022-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45457834","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-09-02DOI: 10.1080/10496491.2022.2108187
H. Koh
Abstract This study tested the joint effect of nostalgia appeals and product types on receivers’ purchase intention. The current study also tested the roles of mixed thoughts and mixed emotions as mediators in explicating the processing of nostalgia-themed messages based on heuristic-systematic model (HSM). The results from an online experiment showed that when a public product was promoted, exposure to personal nostalgia-themed advertising led to a higher level of intention to purchase through increased mixed emotions and favorable attitude toward advertising relative to exposure to historical nostalgia-themed advertising. Theoretically, the findings in the currents study are valuable in that the current study empirically examined one of the untested propositions taking rest in the prior literature. That is, the current study opens up a new avenue to examine the effect of nostalgia appeals in the realm of prior literature on advertising message processing. Practically, the findings are contradictory to the stated but untested proposition, which alerts scholars in the academic world and advertisers and marketers in the real world to take into account age-segmented communication strategies for nostalgia-themed strategic messages.
{"title":"Did You Say [Obscenity] Forget about It?: Examining the Joint Effect of Nostalgia Appeals and Product Types on Receivers’ Purchase Intention Based on Heuristic-Systematic Model (HSM)","authors":"H. Koh","doi":"10.1080/10496491.2022.2108187","DOIUrl":"https://doi.org/10.1080/10496491.2022.2108187","url":null,"abstract":"Abstract This study tested the joint effect of nostalgia appeals and product types on receivers’ purchase intention. The current study also tested the roles of mixed thoughts and mixed emotions as mediators in explicating the processing of nostalgia-themed messages based on heuristic-systematic model (HSM). The results from an online experiment showed that when a public product was promoted, exposure to personal nostalgia-themed advertising led to a higher level of intention to purchase through increased mixed emotions and favorable attitude toward advertising relative to exposure to historical nostalgia-themed advertising. Theoretically, the findings in the currents study are valuable in that the current study empirically examined one of the untested propositions taking rest in the prior literature. That is, the current study opens up a new avenue to examine the effect of nostalgia appeals in the realm of prior literature on advertising message processing. Practically, the findings are contradictory to the stated but untested proposition, which alerts scholars in the academic world and advertisers and marketers in the real world to take into account age-segmented communication strategies for nostalgia-themed strategic messages.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"45 - 76"},"PeriodicalIF":0.0,"publicationDate":"2022-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43386871","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-30DOI: 10.1080/10496491.2022.2108186
Takumi Kato
Abstract While the model chosen for campaigns is crucial in gaining empathy, previous literature has primarily considered celebrities. Remarkably, literature includes no examples of unknown models focusing on empathy in product usage scenes. Therefore, the purpose of this study is to clarify the effect of empathy—or consumers’ belief that the model uses products in the same way as in their daily lives—on repurchase intentions. As a result of applying a propensity score for personal computers and smartphones in Japan, the significant effect was shown. This result suggests that realistic depictions should be adopted in symbolizing product concepts.
{"title":"Brand Storytelling on Websites: The Role of Empathy on Repurchase Intentions for PCs and Smartphones","authors":"Takumi Kato","doi":"10.1080/10496491.2022.2108186","DOIUrl":"https://doi.org/10.1080/10496491.2022.2108186","url":null,"abstract":"Abstract While the model chosen for campaigns is crucial in gaining empathy, previous literature has primarily considered celebrities. Remarkably, literature includes no examples of unknown models focusing on empathy in product usage scenes. Therefore, the purpose of this study is to clarify the effect of empathy—or consumers’ belief that the model uses products in the same way as in their daily lives—on repurchase intentions. As a result of applying a propensity score for personal computers and smartphones in Japan, the significant effect was shown. This result suggests that realistic depictions should be adopted in symbolizing product concepts.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"27 - 44"},"PeriodicalIF":0.0,"publicationDate":"2022-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49330507","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-11DOI: 10.1080/10496491.2022.2108188
Kristin Stewart, Rebeca Perren
Abstract Source, message, and situational factors all influence consumers’ trust in advertising. Though prior researchers have studied how the message and source impact trust in mobile advertising, this research studies a situational determinant – the platform used to access the ad. Today, as smartphones have become ubiquitous and increasingly serve as the main conduit through which advertising is received, research is needed to examine how dependence on these platforms affects consumers' responses to ads displayed on them. Findings from a large U.S. sample demonstrate that smartphone use frequency positively influences consumers’ trust in advertising through smartphone dependence. The results reveal a halo effect – smartphone dependence evokes a state of trust in the device, which is transferred to the ad. Ultimately, this added trust leads to higher purchase intentions. Implications and future directions are offered.
{"title":"Under the Spell of Your Smartphone: How Dependence Evokes a Halo of Trust in Advertising","authors":"Kristin Stewart, Rebeca Perren","doi":"10.1080/10496491.2022.2108188","DOIUrl":"https://doi.org/10.1080/10496491.2022.2108188","url":null,"abstract":"Abstract Source, message, and situational factors all influence consumers’ trust in advertising. Though prior researchers have studied how the message and source impact trust in mobile advertising, this research studies a situational determinant – the platform used to access the ad. Today, as smartphones have become ubiquitous and increasingly serve as the main conduit through which advertising is received, research is needed to examine how dependence on these platforms affects consumers' responses to ads displayed on them. Findings from a large U.S. sample demonstrate that smartphone use frequency positively influences consumers’ trust in advertising through smartphone dependence. The results reveal a halo effect – smartphone dependence evokes a state of trust in the device, which is transferred to the ad. Ultimately, this added trust leads to higher purchase intentions. Implications and future directions are offered.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"106 - 124"},"PeriodicalIF":0.0,"publicationDate":"2022-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41575044","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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