Pub Date : 2021-05-12DOI: 10.1080/10641734.2021.1905572
Chunsik Lee, Junga Kim, Joon Soo Lim
Abstract This research examines how a brand’s ad adjacency to offensive content influences consumers’ perceptions, emotions, and behavioral intentions toward the brand. Varying the type of offensive content, we conduct two experiments to demonstrate how offensive association (OA) between social media content and the brand’s ad increases negative word-of-mouth (NWOM) intentions. The two studies show that the seemingly accidental association with offensive content leads NWOM intentions via heightened blame attribution and negative emotions. The results suggest that even a brand’s inadvertent association with offensive content can induce consumers to believe that the brand implicitly approved or overlooked its ad placement. Furthermore, the negative spillover effects of brand safety violations are found only when the perceived ad intrusiveness is high. The present research provides advertisers with the rationale behind their need for being vigilant in safeguarding their ads and sponsorship.
{"title":"Spillover Effects of Brand Safety Violations in Social Media","authors":"Chunsik Lee, Junga Kim, Joon Soo Lim","doi":"10.1080/10641734.2021.1905572","DOIUrl":"https://doi.org/10.1080/10641734.2021.1905572","url":null,"abstract":"Abstract This research examines how a brand’s ad adjacency to offensive content influences consumers’ perceptions, emotions, and behavioral intentions toward the brand. Varying the type of offensive content, we conduct two experiments to demonstrate how offensive association (OA) between social media content and the brand’s ad increases negative word-of-mouth (NWOM) intentions. The two studies show that the seemingly accidental association with offensive content leads NWOM intentions via heightened blame attribution and negative emotions. The results suggest that even a brand’s inadvertent association with offensive content can induce consumers to believe that the brand implicitly approved or overlooked its ad placement. Furthermore, the negative spillover effects of brand safety violations are found only when the perceived ad intrusiveness is high. The present research provides advertisers with the rationale behind their need for being vigilant in safeguarding their ads and sponsorship.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2021.1905572","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44220471","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 : 2021-04-03DOI: 10.1080/10641734.2020.1841691
Shiyun Tian, J. Li
Abstract Guided by the appraisal-tendency framework and construal level theory, this study investigates how emotional appeals (guilt vs. shame) and social distance frames (distant vs. proximal) influence college students’ attitude toward bystander action campaign and intention to intervene in sexual violence situations. The findings indicated a two-way interaction effect between these two message factors on campaign attitude and behavior intention. Additionally, self-efficacy was found to be the mediator that underlying the proposed match-based effects. The findings provide theoretical implications into persuasive communication in the context of campus sexual violence bystander intervention and offer practical insights to advertisers and social/health marketers.
{"title":"The Role of Guilt, Shame, and Social Distance in Bystander-Focused Prevention of Campus Sexual Violence","authors":"Shiyun Tian, J. Li","doi":"10.1080/10641734.2020.1841691","DOIUrl":"https://doi.org/10.1080/10641734.2020.1841691","url":null,"abstract":"Abstract Guided by the appraisal-tendency framework and construal level theory, this study investigates how emotional appeals (guilt vs. shame) and social distance frames (distant vs. proximal) influence college students’ attitude toward bystander action campaign and intention to intervene in sexual violence situations. The findings indicated a two-way interaction effect between these two message factors on campaign attitude and behavior intention. Additionally, self-efficacy was found to be the mediator that underlying the proposed match-based effects. The findings provide theoretical implications into persuasive communication in the context of campus sexual violence bystander intervention and offer practical insights to advertisers and social/health marketers.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1841691","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41931804","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 : 2021-04-03DOI: 10.1080/10641734.2020.1775730
Stephen Brown
I’ll never forget it. My first time. Everyone remembers their first time. Be it good, bad, indifferent or appalling, as mine was, it’s unforgettable all the same. Tell me I’m wrong. You remember yours too. I bet you do. I know you do. Though there’s no way it’s as memorable as mine. Because it’s been the best part of forty-five years since that unforgettable day and I remember everything about it: the time, the place, the person, the passion, the pleasure, albeit brief, and the obligatory pause before a repeat performance. And another. And another...
{"title":"Truly Bad Advertising: The Badder, the Better","authors":"Stephen Brown","doi":"10.1080/10641734.2020.1775730","DOIUrl":"https://doi.org/10.1080/10641734.2020.1775730","url":null,"abstract":"I’ll never forget it. My first time. Everyone remembers their first time. Be it good, bad, indifferent or appalling, as mine was, it’s unforgettable all the same. Tell me I’m wrong. You remember yours too. I bet you do. I know you do. Though there’s no way it’s as memorable as mine. Because it’s been the best part of forty-five years since that unforgettable day and I remember everything about it: the time, the place, the person, the passion, the pleasure, albeit brief, and the obligatory pause before a repeat performance. And another. And another...","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1775730","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44825292","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 : 2021-04-03DOI: 10.1080/10641734.2020.1780999
Micael Dahlen
Abstract Good advertising is not enough anymore. With technological and societal progress, savvy consumers, and new media revenue models, advertising needs to be truly good to serve a purpose and to be allowed to live on. In this paper, I outline how truly good advertising (TGA) does not only produce equity for the advertiser, but also generates advertising equity to the benefit of the consumer, adds value to the media context and has a positive impact on society.
{"title":"It’s Time for TGA: Truly Good Advertising","authors":"Micael Dahlen","doi":"10.1080/10641734.2020.1780999","DOIUrl":"https://doi.org/10.1080/10641734.2020.1780999","url":null,"abstract":"Abstract Good advertising is not enough anymore. With technological and societal progress, savvy consumers, and new media revenue models, advertising needs to be truly good to serve a purpose and to be allowed to live on. In this paper, I outline how truly good advertising (TGA) does not only produce equity for the advertiser, but also generates advertising equity to the benefit of the consumer, adds value to the media context and has a positive impact on society.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1780999","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44803728","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 : 2021-04-03DOI: 10.1080/10641734.2020.1780998
Pamela A. Richardson-Greenfield, Carrie La Ferle
Abstract The study examines how industry professionals perceive, process, and approach ethics in advertising. Thirty-four in-depth interviews with advertising practitioners were undertaken to assess the type of ethical considerations experienced by professionals today. Deceptive advertising was selected for a shared context in assessing level and process of ethical reasoning. Two scholarly frameworks focusing on cognitive moral development and ethical decision making were used to provide structure to the research. Participants expressed a general concern for deceptive advertising and converged on conceptual definitions. However, none had formal ethics-based training to equip them to recognize and avoid deceptive advertising, and most viewed deceptive advertising in terms of legal—not ethical or social—constraints and consequences. Comparisons with prior research indicate similar patterns in relation to experiencing Moral Myopia and practitioners operating outside the ‘Principled’ level of ethical concern from the cognitive moral development framework, but new and different areas also surfaced. Theoretical and managerial implications are discussed.
{"title":"Insights about the Ethical and Moral State of Advertising Practitioners","authors":"Pamela A. Richardson-Greenfield, Carrie La Ferle","doi":"10.1080/10641734.2020.1780998","DOIUrl":"https://doi.org/10.1080/10641734.2020.1780998","url":null,"abstract":"Abstract The study examines how industry professionals perceive, process, and approach ethics in advertising. Thirty-four in-depth interviews with advertising practitioners were undertaken to assess the type of ethical considerations experienced by professionals today. Deceptive advertising was selected for a shared context in assessing level and process of ethical reasoning. Two scholarly frameworks focusing on cognitive moral development and ethical decision making were used to provide structure to the research. Participants expressed a general concern for deceptive advertising and converged on conceptual definitions. However, none had formal ethics-based training to equip them to recognize and avoid deceptive advertising, and most viewed deceptive advertising in terms of legal—not ethical or social—constraints and consequences. Comparisons with prior research indicate similar patterns in relation to experiencing Moral Myopia and practitioners operating outside the ‘Principled’ level of ethical concern from the cognitive moral development framework, but new and different areas also surfaced. Theoretical and managerial implications are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1780998","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48330156","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 : 2021-03-25DOI: 10.1080/10641734.2020.1835755
Matthew Pittman, Glenna L. Read, Jie Chen
Abstract How can green advertising get non-green consumers to think more about the environment? Using Elaboration Likelihood Model and Social Judgment Theory, we construct hypotheses and test them across three experiments. Results provide converging evidence that messages placed on social media with low-information and high-fear (emotional) appeals are most effective at generating purchase intent and digital engagement. Moreover, pollution ideation is the mechanism underlying these effects on social media. Theoretical and practical implications are discussed in light of the potential for advertising to be a force for good, particularly on social media where campaigns may encourage non-green consumers to think more about the environment.
{"title":"Changing Attitudes on Social Media: Effects of Fear and Information in Green Advertising on Non-Green Consumers","authors":"Matthew Pittman, Glenna L. Read, Jie Chen","doi":"10.1080/10641734.2020.1835755","DOIUrl":"https://doi.org/10.1080/10641734.2020.1835755","url":null,"abstract":"Abstract How can green advertising get non-green consumers to think more about the environment? Using Elaboration Likelihood Model and Social Judgment Theory, we construct hypotheses and test them across three experiments. Results provide converging evidence that messages placed on social media with low-information and high-fear (emotional) appeals are most effective at generating purchase intent and digital engagement. Moreover, pollution ideation is the mechanism underlying these effects on social media. Theoretical and practical implications are discussed in light of the potential for advertising to be a force for good, particularly on social media where campaigns may encourage non-green consumers to think more about the environment.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-03-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1835755","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46330760","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 : 2021-01-02DOI: 10.1080/10641734.2021.1876797
Harsha Gangadharbatla
Abstract While the global coronavirus pandemic might not have caused many of the changes we are witnessing in the field of advertising, it has definitely accelerated the rate of change in many areas of our society and field. In this article, we begin by outlining some of the significant changes that the Covid-19 pandemic has accelerated. Using a systems approach to advertising research, we examine the role of environmental changes, such as the current pandemic, in influencing the trajectory of advertising scholarship. Then, we argue that when systems, such as our economic or financial one, experience shocks of such epic proportions, they present researchers in an applied field like advertising an opportunity to problematize and question the fundamental aspects or foundations of the field itself. We conclude by making a case for a paradigm shift in advertising research and identify numerous opportunities for new lines of inquiry in this new paradigm.
{"title":"Covid-19 and Advertising: The Case for a Paradigm Shift","authors":"Harsha Gangadharbatla","doi":"10.1080/10641734.2021.1876797","DOIUrl":"https://doi.org/10.1080/10641734.2021.1876797","url":null,"abstract":"Abstract While the global coronavirus pandemic might not have caused many of the changes we are witnessing in the field of advertising, it has definitely accelerated the rate of change in many areas of our society and field. In this article, we begin by outlining some of the significant changes that the Covid-19 pandemic has accelerated. Using a systems approach to advertising research, we examine the role of environmental changes, such as the current pandemic, in influencing the trajectory of advertising scholarship. Then, we argue that when systems, such as our economic or financial one, experience shocks of such epic proportions, they present researchers in an applied field like advertising an opportunity to problematize and question the fundamental aspects or foundations of the field itself. We conclude by making a case for a paradigm shift in advertising research and identify numerous opportunities for new lines of inquiry in this new paradigm.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2021.1876797","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47022903","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 : 2020-12-17DOI: 10.1080/10641734.2020.1859023
Alexander Pfeuffer, Xinyu Lu, Yiran Zhang, J. Huh
Abstract Facing the rising trend of sponsored product reviews posted on social media, government regulatory agencies have published industry guidelines requiring disclosure of sponsorship in social media product reviews. However, research about the effects of online product review sponsorship disclosures, especially in the social media context, is still limited. To address this problem, the current study tested the effects of sponsorship disclosure in YouTube product reviews on consumers’ persuasion knowledge and attitudinal responses to the product, brand, and the reviewer. Persuasion Knowledge Model and expectancy violations theory were applied to form the theoretical foundation for the study hypotheses. Results from an online experiment revealed: (1) sponsorship disclosure increased consumers’ perceived persuasive intent and appropriateness of a sponsored product review but not their perceived effectiveness of the content; (2) sponsorship disclosure had no significant effect on viewers’ attitudes toward the reviewed product, brand, or the reviewer; and (3) viewers’ expectancy moderated the effects of sponsorship disclosure on persuasion knowledge. Implications of the study findings and limitations and suggestions for future research are discussed.
{"title":"The Effect of Sponsorship Disclosure in YouTube Product Reviews","authors":"Alexander Pfeuffer, Xinyu Lu, Yiran Zhang, J. Huh","doi":"10.1080/10641734.2020.1859023","DOIUrl":"https://doi.org/10.1080/10641734.2020.1859023","url":null,"abstract":"Abstract Facing the rising trend of sponsored product reviews posted on social media, government regulatory agencies have published industry guidelines requiring disclosure of sponsorship in social media product reviews. However, research about the effects of online product review sponsorship disclosures, especially in the social media context, is still limited. To address this problem, the current study tested the effects of sponsorship disclosure in YouTube product reviews on consumers’ persuasion knowledge and attitudinal responses to the product, brand, and the reviewer. Persuasion Knowledge Model and expectancy violations theory were applied to form the theoretical foundation for the study hypotheses. Results from an online experiment revealed: (1) sponsorship disclosure increased consumers’ perceived persuasive intent and appropriateness of a sponsored product review but not their perceived effectiveness of the content; (2) sponsorship disclosure had no significant effect on viewers’ attitudes toward the reviewed product, brand, or the reviewer; and (3) viewers’ expectancy moderated the effects of sponsorship disclosure on persuasion knowledge. Implications of the study findings and limitations and suggestions for future research are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1859023","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44019246","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 : 2020-12-11DOI: 10.1080/10641734.2020.1830893
C. Childers, Brandon C. Boatwright
Abstract Influencer marketing has upended traditional notions of endorsement, as advertisers partner with social media users with diverse followings but higher levels of engagement to reach key audiences. Twenty-five personal interviews were conducted with adults between the ages of 18 and 51 years to unearth shared experiences with and perceptions of influencer marketing efforts. Three key themes of difference between generational cohorts’ perceptions of social media advertising and influencers (SMIs) were found: (1) digital natives and digital influence of social media advertising overall, (2) challenges associated with defining influencer marketing and understanding its impact, and (3) transparency and trust with influencers. The importance of community and connection in was a theme that emerged among all participants. This study broadens the framework for examining influencers’ utility by providing implications for the advertising industry as well as for multidisciplinary research and practice.
{"title":"Do Digital Natives Recognize Digital Influence? Generational Differences and Understanding of Social Media Influencers","authors":"C. Childers, Brandon C. Boatwright","doi":"10.1080/10641734.2020.1830893","DOIUrl":"https://doi.org/10.1080/10641734.2020.1830893","url":null,"abstract":"Abstract Influencer marketing has upended traditional notions of endorsement, as advertisers partner with social media users with diverse followings but higher levels of engagement to reach key audiences. Twenty-five personal interviews were conducted with adults between the ages of 18 and 51 years to unearth shared experiences with and perceptions of influencer marketing efforts. Three key themes of difference between generational cohorts’ perceptions of social media advertising and influencers (SMIs) were found: (1) digital natives and digital influence of social media advertising overall, (2) challenges associated with defining influencer marketing and understanding its impact, and (3) transparency and trust with influencers. The importance of community and connection in was a theme that emerged among all participants. This study broadens the framework for examining influencers’ utility by providing implications for the advertising industry as well as for multidisciplinary research and practice.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1830893","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46424091","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 : 2020-12-11DOI: 10.1080/10641734.2020.1819919
A. Agnihotri, S. Bhattacharya, Satya V. K. Prasad
Abstract Using the source-credibility model and the match-up hypothesis, this study examines the effectiveness of celebrities’ investment information on crowdfunding campaigns. Findings from four studies indicate that when celebrities invest in projects meant for crowdfunding and when such projects are congruent with their image, investors’ intentions to invest in the projects increase. Furthermore, investors value celebrities’ past project success information more than the product-celebrity image congruent information such that if a celebrity has a previous successful investment even in an incongruent product category, investors’ intentions to invest in the project is still higher than a failed project in a product congruent category.
{"title":"Celebrity Investors and the Success of Crowdfunding Campaigns","authors":"A. Agnihotri, S. Bhattacharya, Satya V. K. Prasad","doi":"10.1080/10641734.2020.1819919","DOIUrl":"https://doi.org/10.1080/10641734.2020.1819919","url":null,"abstract":"Abstract Using the source-credibility model and the match-up hypothesis, this study examines the effectiveness of celebrities’ investment information on crowdfunding campaigns. Findings from four studies indicate that when celebrities invest in projects meant for crowdfunding and when such projects are congruent with their image, investors’ intentions to invest in the projects increase. Furthermore, investors value celebrities’ past project success information more than the product-celebrity image congruent information such that if a celebrity has a previous successful investment even in an incongruent product category, investors’ intentions to invest in the project is still higher than a failed project in a product congruent category.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1819919","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44712111","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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