Pub Date : 2023-11-14DOI: 10.1080/10641734.2023.2271937
Regina Jihea Ahn, Michelle R. Nelson, Lauren Eales, Fernanda Da Silva Cherubini, Tori S. Simenec, Anisa Ali, Susan Lycett Davis, Gail M. Ferguson
AbstractIn 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 extent to which Black immigrant/refugee adolescents understand persuasion tactics and develop coping skills is explored in this mixed-methods study. Adolescents were aware of persuasion tactics on social media, relying on visual cues to identify sponsored posts. Media use was positively related to PK, and African American media use was associated with skepticism. Although there remains a need to further develop PK, adolescents demonstrated generally skillful coping strategies for influencers’ persuasion tactics. AcknowledgmentsWe gratefully acknowledge the students and families in the participating communities of the Food, Culture, and Health Study (Cunno, Caado, and Caafimaad Study), on which this paper is based.Disclosure statementNo potential competing interests were reported by the author(s).Additional informationFundingThis project was funded by a 2020 Research Acceleration Developmental Project seed grant (PI: Dr. Gail M. Ferguson) through the University of Minnesota’s College of Education and Human Development and in collaboration with University of Illinois at Urbana–Champaign and University of Miami.
摘要:在美国，黑人和西班牙裔青年不成比例地成为营销人员的目标，说服知识(PK)尚未在代表性不足的群体中进行彻底研究。在这个混合方法的研究中，探讨了黑人移民/难民青少年理解说服策略和发展应对技能的程度。青少年知道社交媒体上的说服策略，依靠视觉线索来识别赞助帖子。媒体使用与PK呈正相关，非裔美国人媒体使用与怀疑有关。虽然还需要进一步发展PK，但青少年对影响者的说服策略表现出普遍的熟练应对策略。我们感谢参与食品、文化和健康研究(Cunno, Caado和Caafimaad研究)社区的学生和家庭，这是本文的基础。披露声明作者未报告潜在的竞争利益。本项目由2020年研究加速发展项目种子基金(PI: Dr. Gail M. Ferguson)资助，通过明尼苏达大学教育与人类发展学院，并与伊利诺伊大学厄巴纳-香槟分校和迈阿密大学合作。
{"title":"Exploring Persuasion Knowledge, Identity-Related Media Use, and Ad Skepticism of Black Immigrant and Refugee Adolescents","authors":"Regina Jihea Ahn, Michelle R. Nelson, Lauren Eales, Fernanda Da Silva Cherubini, Tori S. Simenec, Anisa Ali, Susan Lycett Davis, Gail M. Ferguson","doi":"10.1080/10641734.2023.2271937","DOIUrl":"https://doi.org/10.1080/10641734.2023.2271937","url":null,"abstract":"AbstractIn 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 extent to which Black immigrant/refugee adolescents understand persuasion tactics and develop coping skills is explored in this mixed-methods study. Adolescents were aware of persuasion tactics on social media, relying on visual cues to identify sponsored posts. Media use was positively related to PK, and African American media use was associated with skepticism. Although there remains a need to further develop PK, adolescents demonstrated generally skillful coping strategies for influencers’ persuasion tactics. AcknowledgmentsWe gratefully acknowledge the students and families in the participating communities of the Food, Culture, and Health Study (Cunno, Caado, and Caafimaad Study), on which this paper is based.Disclosure statementNo potential competing interests were reported by the author(s).Additional informationFundingThis project was funded by a 2020 Research Acceleration Developmental Project seed grant (PI: Dr. Gail M. Ferguson) through the University of Minnesota’s College of Education and Human Development and in collaboration with University of Illinois at Urbana–Champaign and University of Miami.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134991861","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 : 2023-11-14DOI: 10.1080/10641734.2023.2274355
Jef I. Richards
AbstractBased 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 documented, as are major moves taken in that time. The creation of awards, and the many recipients of those awards, likewise are detailed. Much of the early history has been lost, and no previous recounting of the organization’s background—aside from the first year or two—ever has been written. This information is presented in chronological order, inviting future expansion. Disclosure statementThere are no competing interests to declare.Notes1 Special thanks are owed to a reviewer for recommending material in this section.2 Special thanks to Pat Rose, who helped fill in data from the most recent decade or more.
{"title":"The Lost History of the American Academy of Advertising","authors":"Jef I. Richards","doi":"10.1080/10641734.2023.2274355","DOIUrl":"https://doi.org/10.1080/10641734.2023.2274355","url":null,"abstract":"AbstractBased 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 documented, as are major moves taken in that time. The creation of awards, and the many recipients of those awards, likewise are detailed. Much of the early history has been lost, and no previous recounting of the organization’s background—aside from the first year or two—ever has been written. This information is presented in chronological order, inviting future expansion. Disclosure statementThere are no competing interests to declare.Notes1 Special thanks are owed to a reviewer for recommending material in this section.2 Special thanks to Pat Rose, who helped fill in data from the most recent decade or more.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134957192","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 : 2023-10-04DOI: 10.1080/10641734.2023.2252025
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 analysis of social media to provide suggestions for advertisers/nonprofits to address the prevalence of racism against Asian Americans. Within the theoretical framework of expectancy theory and the field of racial positions, this study reveals that in responses to anti-Asian racism, messages reflecting model minority stereotypes were predominant in conversations across the board but especially predominant among Asian Americans. Network analysis with exponential random graph models (ERGMs) demonstrated that other race groups are more likely to unite in interacting around the topic than Asian Americans. Based on these findings, purpose advertising campaign strategy insights and implications are proposed.
{"title":"Exploring Anti-Asian Racism Activism on Twitter during the Early Era of COVID-19 Hate Crimes: Implications for Marketers’ Social Purpose Communication Strategy","authors":"Yoon-Joo Lee, Eric Haley, Yuanyuan Shang","doi":"10.1080/10641734.2023.2252025","DOIUrl":"https://doi.org/10.1080/10641734.2023.2252025","url":null,"abstract":"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 analysis of social media to provide suggestions for advertisers/nonprofits to address the prevalence of racism against Asian Americans. Within the theoretical framework of expectancy theory and the field of racial positions, this study reveals that in responses to anti-Asian racism, messages reflecting model minority stereotypes were predominant in conversations across the board but especially predominant among Asian Americans. Network analysis with exponential random graph models (ERGMs) demonstrated that other race groups are more likely to unite in interacting around the topic than Asian Americans. Based on these findings, purpose advertising campaign strategy insights and implications are proposed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135597236","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 : 2023-09-28DOI: 10.1080/10641734.2023.2255249
Kosuke Mizukoshi
AbstractThis study examines corporate accounts in social media as new endorsers. A corporate account is a virtual spokesperson for advertising and promotions; they behave sometimes as if they are independent from corporate and garner support from their followers. While studies have revealed parasocial relationship constructions regarding celebrities on social media, few have examined corporate accounts. This study analyzes the data of Japanese Twitter users who are familiar with corporate accounts and finds that building parasocial relationships with corporate accounts positively impacts consumers’ online brand-related activities (COBRAs) and enhances brand affection. The effects mediated by brand affection and moderated by congruency between corporate account and corporate brand image are varied. Companies can use their accounts as endorsers and must strategically adjust their images to match their corporate brands when operating corporate accounts. Disclosure statementNo potential conflicts of interest were reported by the author.Additional informationFundingThis work was supported by the Japan Society for the Promotion of Science: 19K01939.
{"title":"Corporate Account As a New Endorser Developing Parasocial Relationships with Customers","authors":"Kosuke Mizukoshi","doi":"10.1080/10641734.2023.2255249","DOIUrl":"https://doi.org/10.1080/10641734.2023.2255249","url":null,"abstract":"AbstractThis study examines corporate accounts in social media as new endorsers. A corporate account is a virtual spokesperson for advertising and promotions; they behave sometimes as if they are independent from corporate and garner support from their followers. While studies have revealed parasocial relationship constructions regarding celebrities on social media, few have examined corporate accounts. This study analyzes the data of Japanese Twitter users who are familiar with corporate accounts and finds that building parasocial relationships with corporate accounts positively impacts consumers’ online brand-related activities (COBRAs) and enhances brand affection. The effects mediated by brand affection and moderated by congruency between corporate account and corporate brand image are varied. Companies can use their accounts as endorsers and must strategically adjust their images to match their corporate brands when operating corporate accounts. Disclosure statementNo potential conflicts of interest were reported by the author.Additional informationFundingThis work was supported by the Japan Society for the Promotion of Science: 19K01939.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135385876","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 : 2023-09-25DOI: 10.1080/10641734.2023.2252036
Xuan Zhou, Chen Lou
AbstractWhile 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 sequential mixed-methods design that combines in-depth one-on-one interviews and a cross-sectional survey to (1) qualitatively map out crucial streamer characteristics and platform affordances from the perspectives of consumers and (2) delineate the underlying mechanisms through which these factors enable online purchases. In Study 1, guided by the frameworks of source credibility, personality, and the MAIN (modality, agency, interactivity, and navigability) model of affordances, we extracted five streamer characteristics (expertise, trustworthiness, attractiveness, sincerity, and excitement) and four affordances of livestreaming e-commerce platforms (synchronicity, network association, metavoicing, and searchability) that facilitate online purchases. In Study 2, drawing on dual processing theory, we exemplified two information-processing routes (i.e., experiential route and rational route) and identified perceived pleasure and product trust as parallel mechanisms predicting purchases. Results revealed that a steamer’s attractiveness, sincerity, and excitement, as well as a platform’s searchability affordance, significantly facilitate purchase intentions via perceived pleasure. Meanwhile, a streamer’s expertise, trustworthiness, and sincerity, as well as a platform’s network association and metavoicing affordance, significantly shape purchase intentions via product trust.Keywords: Affordanceslivestreaming e-commercepersonalitysource credibility AcknowledgmentsThe authors would like to thank Liu Zifei and Yu Yifan for their assistance.Disclosure statementThe funder did not play any role in the entire research process. The authors have no conflict of interests to disclose.Additional informationFundingThis study was supported by a Tier 1 grant from the Ministry of Education, Singapore (M4012201.060).
{"title":"Modeling the Effects of Streamer Characteristics and Platform Affordances in Livestreaming E-Commerce: A Mixed-Methods Approach","authors":"Xuan Zhou, Chen Lou","doi":"10.1080/10641734.2023.2252036","DOIUrl":"https://doi.org/10.1080/10641734.2023.2252036","url":null,"abstract":"AbstractWhile 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 sequential mixed-methods design that combines in-depth one-on-one interviews and a cross-sectional survey to (1) qualitatively map out crucial streamer characteristics and platform affordances from the perspectives of consumers and (2) delineate the underlying mechanisms through which these factors enable online purchases. In Study 1, guided by the frameworks of source credibility, personality, and the MAIN (modality, agency, interactivity, and navigability) model of affordances, we extracted five streamer characteristics (expertise, trustworthiness, attractiveness, sincerity, and excitement) and four affordances of livestreaming e-commerce platforms (synchronicity, network association, metavoicing, and searchability) that facilitate online purchases. In Study 2, drawing on dual processing theory, we exemplified two information-processing routes (i.e., experiential route and rational route) and identified perceived pleasure and product trust as parallel mechanisms predicting purchases. Results revealed that a steamer’s attractiveness, sincerity, and excitement, as well as a platform’s searchability affordance, significantly facilitate purchase intentions via perceived pleasure. Meanwhile, a streamer’s expertise, trustworthiness, and sincerity, as well as a platform’s network association and metavoicing affordance, significantly shape purchase intentions via product trust.Keywords: Affordanceslivestreaming e-commercepersonalitysource credibility AcknowledgmentsThe authors would like to thank Liu Zifei and Yu Yifan for their assistance.Disclosure statementThe funder did not play any role in the entire research process. The authors have no conflict of interests to disclose.Additional informationFundingThis study was supported by a Tier 1 grant from the Ministry of Education, Singapore (M4012201.060).","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135815191","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}
AbstractThis 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 the context of mask wearing. Our findings demonstrate a compatibility effect between an interpersonal guilt appeal and a relational-interdependent self-construal and show that pride appeals are effective regardless of one’s accessible self-construal but may be particularly effective when combined with an ad that highlights a collective-interdependent self-construal. Further, findings suggest that evoking a collective-interdependent self-construal is particularly effective when it comes to behavioral intention (mask-wearing intention) because it elicits greater intention with both guilt and pride appeals. In addition, this work is the first to investigate collective-interdependent self-construal in advertising. Both theoretical contributions and practical implications are discussed. Disclosure statementThe authors report there are no competing interests to declare.
{"title":"We’re All in This Together! Self-Construal Pride and Guilt Appeals in Health Advertising","authors":"Kathrynn Pounders, Deena Kemp, Lindsay Bouchacourt","doi":"10.1080/10641734.2023.2248219","DOIUrl":"https://doi.org/10.1080/10641734.2023.2248219","url":null,"abstract":"AbstractThis 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 the context of mask wearing. Our findings demonstrate a compatibility effect between an interpersonal guilt appeal and a relational-interdependent self-construal and show that pride appeals are effective regardless of one’s accessible self-construal but may be particularly effective when combined with an ad that highlights a collective-interdependent self-construal. Further, findings suggest that evoking a collective-interdependent self-construal is particularly effective when it comes to behavioral intention (mask-wearing intention) because it elicits greater intention with both guilt and pride appeals. In addition, this work is the first to investigate collective-interdependent self-construal in advertising. Both theoretical contributions and practical implications are discussed. Disclosure statementThe authors report there are no competing interests to declare.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135395683","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 : 2023-07-03DOI: 10.1080/10641734.2023.2224416
Anan Wan, M. 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, trust, usefulness, and dialogue. Contrary to practitioner insights, consumers did not perceive virtual influencers as more enjoyable, easier to use, more distant, and more likely to generate purchase intention than human influencers. Furthermore, influencer warmth (usefulness) is positively related to influencer attitude (purchase intention). Implications and limitations are discussed.
{"title":"Can Virtual Influencers Replace Human Influencers in Live-Streaming E-Commerce? An Exploratory Study from Practitioners’ and Consumers’ Perspectives","authors":"Anan Wan, M. Jiang","doi":"10.1080/10641734.2023.2224416","DOIUrl":"https://doi.org/10.1080/10641734.2023.2224416","url":null,"abstract":"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, trust, usefulness, and dialogue. Contrary to practitioner insights, consumers did not perceive virtual influencers as more enjoyable, easier to use, more distant, and more likely to generate purchase intention than human influencers. Furthermore, influencer warmth (usefulness) is positively related to influencer attitude (purchase intention). Implications and limitations are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44711889","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 : 2023-07-03DOI: 10.1080/10641734.2023.2212022
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 Black U.S. social media users to explore their understanding of AI and data gathering related to ethnicity. We focused on ethnic affinity targeting (EAT), a controversial tactic used by social media platforms. Our results indicate that the ethical aspects of persuasion knowledge, specifically appropriateness beliefs, affect consumers’ coping strategies through distinct mechanisms. Consumers’ ethnic identification and the stability of their affinity feelings toward social media also influence intentions to use specific coping strategies. These findings suggest that consumers’ perceptions of ethnicity targeting depend on how advertisers collect and use ethnicity data and underscore the importance of diverse perspectives to inform algorithm transparency practices and policies.
{"title":"Linking Ethnicity Targeting with Artificial Intelligence and Data Collection: Perceptions and Behavioral Responses of Black Consumers","authors":"Weilu Zhang, Shelly Rodgers","doi":"10.1080/10641734.2023.2212022","DOIUrl":"https://doi.org/10.1080/10641734.2023.2212022","url":null,"abstract":"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 Black U.S. social media users to explore their understanding of AI and data gathering related to ethnicity. We focused on ethnic affinity targeting (EAT), a controversial tactic used by social media platforms. Our results indicate that the ethical aspects of persuasion knowledge, specifically appropriateness beliefs, affect consumers’ coping strategies through distinct mechanisms. Consumers’ ethnic identification and the stability of their affinity feelings toward social media also influence intentions to use specific coping strategies. These findings suggest that consumers’ perceptions of ethnicity targeting depend on how advertisers collect and use ethnicity data and underscore the importance of diverse perspectives to inform algorithm transparency practices and policies.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43193609","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 : 2023-07-03DOI: 10.1080/10641734.2023.2243496
T. 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 articles within this special issue encompass a diverse array of topics, ranging from consumer responses to AI-generated virtual influencers in the metaverse and livestreaming e-commerce to the influence of anthropomorphic virtual agents, privacy concerns in online behavioral advertising, understanding of AI-driven ethnic affinity targeting, and the role of relational bonds within online gaming communities.
{"title":"Digital Advertising in the Age of Generative AI","authors":"T. Baek","doi":"10.1080/10641734.2023.2243496","DOIUrl":"https://doi.org/10.1080/10641734.2023.2243496","url":null,"abstract":"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 articles within this special issue encompass a diverse array of topics, ranging from consumer responses to AI-generated virtual influencers in the metaverse and livestreaming e-commerce to the influence of anthropomorphic virtual agents, privacy concerns in online behavioral advertising, understanding of AI-driven ethnic affinity targeting, and the role of relational bonds within online gaming communities.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46740654","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 : 2023-07-03DOI: 10.1080/10641734.2023.2218432
S. 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 through an anthropomorphic virtual agent (AVA) on consumers’ psychological states and attitude toward online advertising. An experimental website was designed for the study. After interacting with AVA, respondents had to take part in a survey. Structural equation modeling (SEM) analyses using AMOS 24 and a bootstrapping method using SPSS Macro Conditional Process Analysis were conducted to test the research hypotheses. The results confirm the positive influence of the advertising through AVA on flow states and telepresence experience, which is positively associated with the attitude toward the online advertising. Working on AVAs is original as they represent the effective technology that can used for advertising. This study contributes to the existing research on how companies should integrate digital technologies to advertise, which to date has focused on other advertising channels such as social media advertisement, mobile advertisement, video advertisement, and e-mail advertisement.
{"title":"Toward Better Digital Advertising: The Role of the Anthropomorphic Virtual Agent","authors":"S. Saad","doi":"10.1080/10641734.2023.2218432","DOIUrl":"https://doi.org/10.1080/10641734.2023.2218432","url":null,"abstract":"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 through an anthropomorphic virtual agent (AVA) on consumers’ psychological states and attitude toward online advertising. An experimental website was designed for the study. After interacting with AVA, respondents had to take part in a survey. Structural equation modeling (SEM) analyses using AMOS 24 and a bootstrapping method using SPSS Macro Conditional Process Analysis were conducted to test the research hypotheses. The results confirm the positive influence of the advertising through AVA on flow states and telepresence experience, which is positively associated with the attitude toward the online advertising. Working on AVAs is original as they represent the effective technology that can used for advertising. This study contributes to the existing research on how companies should integrate digital technologies to advertise, which to date has focused on other advertising channels such as social media advertisement, mobile advertisement, video advertisement, and e-mail advertisement.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44392260","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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