Pub Date : 2020-05-01DOI: 10.1080/10641734.2020.1716895
Eric Van Steenburg
Abstract Increasing crimes against Muslims are evidence that Muslim Americans are being targeted, while political and media rhetoric has aided the rise of Islamophobia. In response, the Council on American-Islamic Relations initiated an advertising campaign to reframe the discourse. Relying on terror management theory as a foundation, this research leverages a sequential mixed-method approach to evaluate and analyze the ads, bringing together concepts of rhetorical articulation of politics, discourse analysis of media-based rhetoric, and complicity theory related to racism to understand contemporary political framing of Islam. A quantitative study determined one’s religious fundamentalism had an effect on the viewer’s attitude toward the ads. This was followed by a qualitative analysis of the ads based on Stern’s approach to advertisement critique. Triangulated results show that the ads reinforce cultural worldviews that frame Muslims as “other” that could entrench existing attitudes toward Muslim Americans. Suggestions are made for future advertising efforts to reframe the discussion.
{"title":"When Best Intentions Fail: Why Ads May Fall Short in Combating Islamophobia","authors":"Eric Van Steenburg","doi":"10.1080/10641734.2020.1716895","DOIUrl":"https://doi.org/10.1080/10641734.2020.1716895","url":null,"abstract":"Abstract Increasing crimes against Muslims are evidence that Muslim Americans are being targeted, while political and media rhetoric has aided the rise of Islamophobia. In response, the Council on American-Islamic Relations initiated an advertising campaign to reframe the discourse. Relying on terror management theory as a foundation, this research leverages a sequential mixed-method approach to evaluate and analyze the ads, bringing together concepts of rhetorical articulation of politics, discourse analysis of media-based rhetoric, and complicity theory related to racism to understand contemporary political framing of Islam. A quantitative study determined one’s religious fundamentalism had an effect on the viewer’s attitude toward the ads. This was followed by a qualitative analysis of the ads based on Stern’s approach to advertisement critique. Triangulated results show that the ads reinforce cultural worldviews that frame Muslims as “other” that could entrench existing attitudes toward Muslim Americans. Suggestions are made for future advertising efforts to reframe the discussion.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1716895","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43655008","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 : 2020-05-01DOI: 10.1080/10641734.2020.1724839
Marjorie Delbaere, Spencer Groth, M. Moreland
Abstract Developments in biotechnology have had a huge impact on agriculture in the past century. Despite reassurances from some experts and agriculture biotechnology manufacturers, a number of groups fear the benefits in productivity do not outweigh the potential threats to health and the environment. This research presents a content analysis of advertisements for agricultural biotechnology products targeted to farmers, focusing on the conceptual metaphors appearing in the ads. Our results suggest that ads for products high in perceived risk are more likely to have a high degree of metaphor presence than to be literal. We find that ads for seeds have higher metaphor presence as the level of genetic modification of the seeds increases and that the product type is significantly related to the conceptual metaphor appearing in the ad. Ads for pesticides were most likely to present agricultural biotechnology in terms of war.
{"title":"Advertising Agricultural Biotechnology: Metaphors and Controversial Products","authors":"Marjorie Delbaere, Spencer Groth, M. Moreland","doi":"10.1080/10641734.2020.1724839","DOIUrl":"https://doi.org/10.1080/10641734.2020.1724839","url":null,"abstract":"Abstract Developments in biotechnology have had a huge impact on agriculture in the past century. Despite reassurances from some experts and agriculture biotechnology manufacturers, a number of groups fear the benefits in productivity do not outweigh the potential threats to health and the environment. This research presents a content analysis of advertisements for agricultural biotechnology products targeted to farmers, focusing on the conceptual metaphors appearing in the ads. Our results suggest that ads for products high in perceived risk are more likely to have a high degree of metaphor presence than to be literal. We find that ads for seeds have higher metaphor presence as the level of genetic modification of the seeds increases and that the product type is significantly related to the conceptual metaphor appearing in the ad. Ads for pesticides were most likely to present agricultural biotechnology in terms of war.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1724839","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45284112","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 : 2020-05-01DOI: 10.1080/10641734.2019.1659195
E. C. Crawford, Emory S. Daniel, Muhabbat Yakubova, Ishan Kodagoda Peiris
Abstract Alcohol abuse among women, specifically mothers, is on the rise and has been called an emerging public health crisis. Social media, unrealistic societal expectations, and alcohol dependency drive some women into isolation. In a polycentric media environment where user-generated content is the norm, developing public service announcements (PSAs) to increase awareness of the dangers of overconsumption and regulating harmful alcohol-related messages is becoming less effective and practicable. In order to understand the connection between social media, cultural expectations, and alcohol use, this study analyzes a popular social media page titled Mommy Drinks Wine and Swears (MDWAS). The posts and comments on the page are interpreted through the lens of ritual behavior, social gifts, and risk perception. Using the themes that emerged from the inductive analysis, the research uncovers opportunities for intervention that include promoting the true social relationships that support women, instead of superficial connections on social media, and working with women to co-produce more relevant messages. Further, this research has implications for current health communication models that do not include the possibility of reaching an audience that believes they are immune to the dangers and risks associated with drinking in excess.
{"title":"Connecting without Connection: Using Social Media to Analyze Problematic Drinking Behavior among Mothers","authors":"E. C. Crawford, Emory S. Daniel, Muhabbat Yakubova, Ishan Kodagoda Peiris","doi":"10.1080/10641734.2019.1659195","DOIUrl":"https://doi.org/10.1080/10641734.2019.1659195","url":null,"abstract":"Abstract Alcohol abuse among women, specifically mothers, is on the rise and has been called an emerging public health crisis. Social media, unrealistic societal expectations, and alcohol dependency drive some women into isolation. In a polycentric media environment where user-generated content is the norm, developing public service announcements (PSAs) to increase awareness of the dangers of overconsumption and regulating harmful alcohol-related messages is becoming less effective and practicable. In order to understand the connection between social media, cultural expectations, and alcohol use, this study analyzes a popular social media page titled Mommy Drinks Wine and Swears (MDWAS). The posts and comments on the page are interpreted through the lens of ritual behavior, social gifts, and risk perception. Using the themes that emerged from the inductive analysis, the research uncovers opportunities for intervention that include promoting the true social relationships that support women, instead of superficial connections on social media, and working with women to co-produce more relevant messages. Further, this research has implications for current health communication models that do not include the possibility of reaching an audience that believes they are immune to the dangers and risks associated with drinking in excess.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1659195","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42583693","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 : 2020-05-01DOI: 10.1080/10641734.2019.1657045
E. Haley
Abstract This study looks at how highly educated, politically literate individuals make sense of political front group advertising. Using the concepts of the persuasion knowledge model and Malmelin's model of advertising literacy, the study explores the knowledge base needed for individuals to be literate in reading these types of political ads. The study uses in-depth interviews with both self-identified liberal and conservative voters. The insights suggest that even the politically literate are not equipped to fully understand a front group ad. Suggestions for ways to enhance political advertising literacy are discussed.
{"title":"Consumer Sense Making of Political Front Group Messages","authors":"E. Haley","doi":"10.1080/10641734.2019.1657045","DOIUrl":"https://doi.org/10.1080/10641734.2019.1657045","url":null,"abstract":"Abstract This study looks at how highly educated, politically literate individuals make sense of political front group advertising. Using the concepts of the persuasion knowledge model and Malmelin's model of advertising literacy, the study explores the knowledge base needed for individuals to be literate in reading these types of political ads. The study uses in-depth interviews with both self-identified liberal and conservative voters. The insights suggest that even the politically literate are not equipped to fully understand a front group ad. Suggestions for ways to enhance political advertising literacy are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1657045","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43359716","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 : 2020-05-01DOI: 10.1080/10641734.2020.1727800
J. Villegas, Cynthia R. Morton
Abstract This report presents an exploratory study that compares the emotional response outcomes to anti-terrorism messages when the attributed source is manipulated (for-profit, not-for-profit, and government). The concept of discrete emotions (e.g., anger, joy, fear) was used to explore the emotions elicited by this type of message and its sources and the unique influence on audience’s perceptions of persuasion of these discrete emotions. The results found that messages which include references about terrorism elicit a complex emotional response that can increase or reduce the persuasiveness of the message.
{"title":"Controversial Conversations: The Emotions Evoked by Anti-Terrorism Advertising","authors":"J. Villegas, Cynthia R. Morton","doi":"10.1080/10641734.2020.1727800","DOIUrl":"https://doi.org/10.1080/10641734.2020.1727800","url":null,"abstract":"Abstract This report presents an exploratory study that compares the emotional response outcomes to anti-terrorism messages when the attributed source is manipulated (for-profit, not-for-profit, and government). The concept of discrete emotions (e.g., anger, joy, fear) was used to explore the emotions elicited by this type of message and its sources and the unique influence on audience’s perceptions of persuasion of these discrete emotions. The results found that messages which include references about terrorism elicit a complex emotional response that can increase or reduce the persuasiveness of the message.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1727800","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43271059","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 : 2020-05-01DOI: 10.1080/10641734.2019.1656684
K. Sheehan
Abstract Brands use spokescharacters like Hello Kitty and Miss Piggy to successfully market products like candy, cereal, and fast food to both adults and children. Recently, advertisers and brands began using spokescharacters to promote luxury products like jewelry, handbags, and makeup to adult women, perhaps to tap into women’s nostalgic feelings about these characters from childhood. This study examines whether traditional Match Up perspectives apply to celebrity spokescharacters for luxury brands, and whether women’s proneness to nostalgia affected brand perceptions. Women assessed two popular spokescharacters (Miss Piggy and Hello Kitty) in terms of their credibility and fit with products in two luxury product categories: makeup and handbags. Results showed that fit was influenced by perceptions of spokesperson attractiveness and expertise, as well as the specific product category. Trustworthiness, a construct important in assessing fit with “real” celebrities, did not affect fit for celebrity spokescharacters. Women’s proneness to nostalgia influenced perceptions of attractiveness, trustworthiness, and expertise but did not influence perceptions of fit.
{"title":"Who, Moi? Exploring the Fit Between Celebrity Spokescharacters and Luxury Brands","authors":"K. Sheehan","doi":"10.1080/10641734.2019.1656684","DOIUrl":"https://doi.org/10.1080/10641734.2019.1656684","url":null,"abstract":"Abstract Brands use spokescharacters like Hello Kitty and Miss Piggy to successfully market products like candy, cereal, and fast food to both adults and children. Recently, advertisers and brands began using spokescharacters to promote luxury products like jewelry, handbags, and makeup to adult women, perhaps to tap into women’s nostalgic feelings about these characters from childhood. This study examines whether traditional Match Up perspectives apply to celebrity spokescharacters for luxury brands, and whether women’s proneness to nostalgia affected brand perceptions. Women assessed two popular spokescharacters (Miss Piggy and Hello Kitty) in terms of their credibility and fit with products in two luxury product categories: makeup and handbags. Results showed that fit was influenced by perceptions of spokesperson attractiveness and expertise, as well as the specific product category. Trustworthiness, a construct important in assessing fit with “real” celebrities, did not affect fit for celebrity spokescharacters. Women’s proneness to nostalgia influenced perceptions of attractiveness, trustworthiness, and expertise but did not influence perceptions of fit.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1656684","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46857006","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 : 2020-05-01DOI: 10.1080/10641734.2020.1738290
R. A. Hayes, C. Carr
Abstract Brands have long been advised to not post or encourage negative messages about competing brands; but individual users independently posting “snark” or celebrating the travails of competing brands via social media is common. This study investigates how schadenfreude, pleasure derived from another’s misfortune, generated by negative social media posts about competing brands affects brand perceptions and attitudes among those of varying degrees of brand identification. This research employs a 2 (post target: ingroup brand vs. outgroup competitor) × 2 (valence of post: positive vs. negative) experiment (N = 108). Results reveal effects of positive-ingroup messages and negative-outgroup messages desired by the brand, moderated by brand identification. Negative-outgroup messages positively influenced perceptions of commitment, affect, and intent to purchase. In short, peer-generated snark about a competitor brand on social media can be beneficial, particularly among those already strongly associating with the preferred brand. Findings are of interest to practitioners monitoring and scholars investigating brand social media activity.
{"title":"Snark Happens: Effects of Schadenfreude on Brand Attitudes","authors":"R. A. Hayes, C. Carr","doi":"10.1080/10641734.2020.1738290","DOIUrl":"https://doi.org/10.1080/10641734.2020.1738290","url":null,"abstract":"Abstract Brands have long been advised to not post or encourage negative messages about competing brands; but individual users independently posting “snark” or celebrating the travails of competing brands via social media is common. This study investigates how schadenfreude, pleasure derived from another’s misfortune, generated by negative social media posts about competing brands affects brand perceptions and attitudes among those of varying degrees of brand identification. This research employs a 2 (post target: ingroup brand vs. outgroup competitor) × 2 (valence of post: positive vs. negative) experiment (N = 108). Results reveal effects of positive-ingroup messages and negative-outgroup messages desired by the brand, moderated by brand identification. Negative-outgroup messages positively influenced perceptions of commitment, affect, and intent to purchase. In short, peer-generated snark about a competitor brand on social media can be beneficial, particularly among those already strongly associating with the preferred brand. Findings are of interest to practitioners monitoring and scholars investigating brand social media activity.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1738290","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47115516","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 : 2020-05-01DOI: 10.1080/10641734.2020.1726842
B. Huhmann, Yam B. Limbu
Abstract Despite ease of processing from greater prior knowledge and expertise, high-familiarity consumers often fail to process product-specific information more than low-familiarity consumers. This paradox of familiarity makes reaching consumers particularly difficult for new brands of familiar products. A creative execution corollary proposes that sufficiently engaging executions should motivate advertising engagement such that high-familiarity consumers’ experience and well-developed associative networks permit them to locate and retain relevant information better than low-familiarity consumers. Two experiments demonstrate that sufficient creative executions (i.e., humor and/or athlete endorsers) enhance attention, processing, and recall of brand-relevant information for a familiar versus unfamiliar product, but no difference when advertisements feature insufficient or no creative executions.
{"title":"Creative Advertising Executions Encourage the Processing Advantages of Product Familiarity","authors":"B. Huhmann, Yam B. Limbu","doi":"10.1080/10641734.2020.1726842","DOIUrl":"https://doi.org/10.1080/10641734.2020.1726842","url":null,"abstract":"Abstract Despite ease of processing from greater prior knowledge and expertise, high-familiarity consumers often fail to process product-specific information more than low-familiarity consumers. This paradox of familiarity makes reaching consumers particularly difficult for new brands of familiar products. A creative execution corollary proposes that sufficiently engaging executions should motivate advertising engagement such that high-familiarity consumers’ experience and well-developed associative networks permit them to locate and retain relevant information better than low-familiarity consumers. Two experiments demonstrate that sufficient creative executions (i.e., humor and/or athlete endorsers) enhance attention, processing, and recall of brand-relevant information for a familiar versus unfamiliar product, but no difference when advertisements feature insufficient or no creative executions.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1726842","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46555562","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 : 2020-04-15DOI: 10.1080/10641734.2020.1737276
K. Dörnyei
Abstract It is estimated that within the online advertising industry, online advertising fraud (OAF) accounts for at least 10 percent of all spending. Such a phenomenon requires a systematic analysis to examine the marketing perspective; therefore, this article examines online marketing professionals’ attitudes toward OAF by conducting eighty-nine interviews. The findings suggest that OAF is a high risk to the advertising industry and an urgent daily problem for many players. Building on Agency Theory, the results show that online professionals often tolerate fraudulent traffic due to a low awareness of OAF and a lack of sufficient knowledge among clients. Ineffective measurement systems and unrealistic expectations of clients also inhibit effective fraud detection practices. The present study aims to raise awareness by providing a better understanding of this understudied topic from a marketing perspective and aims to motivate practitioners and academics to establish effective fraud prevention procedures.
{"title":"Marketing Professionals’ Views on Online Advertising Fraud","authors":"K. Dörnyei","doi":"10.1080/10641734.2020.1737276","DOIUrl":"https://doi.org/10.1080/10641734.2020.1737276","url":null,"abstract":"Abstract It is estimated that within the online advertising industry, online advertising fraud (OAF) accounts for at least 10 percent of all spending. Such a phenomenon requires a systematic analysis to examine the marketing perspective; therefore, this article examines online marketing professionals’ attitudes toward OAF by conducting eighty-nine interviews. The findings suggest that OAF is a high risk to the advertising industry and an urgent daily problem for many players. Building on Agency Theory, the results show that online professionals often tolerate fraudulent traffic due to a low awareness of OAF and a lack of sufficient knowledge among clients. Ineffective measurement systems and unrealistic expectations of clients also inhibit effective fraud detection practices. The present study aims to raise awareness by providing a better understanding of this understudied topic from a marketing perspective and aims to motivate practitioners and academics to establish effective fraud prevention procedures.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2020-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1737276","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46103796","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 : 2020-03-20DOI: 10.1080/10641734.2020.1734119
Yoon‐Joo Lee, Wen Zhao, Huan Chen
Abstract This study examines a unique context for corporate social responsibility (CSR) initiatives in the form of a virtual reality (VR) video featuring a quasi-experimental design that was sponsored by an alcohol company. The study examines whether individual variation in the immersive tendency plays a role in the perception of CSR initiatives in VR videos. This study reveals that consumers (i.e., college students) with a higher level of immersive tendency are more likely to have positive attitudes toward CSR ads, via emotional engagement and telepresence, than those with a lower level of immersive tendency. However, our results show that consumer immersive tendency and emotional engagement with the VR video have no influence on purchase intention. Further, this study reveals that unique characteristics of VR video (e.g., telepresence and emotional engagement) can play a role in evaluating cognitive, attitudinal, and purchase intention in the unique context of VR video by adopting dialogic (emotional) engagement and the hierarchy-of-effect (HOE) model. Theoretical and managerial implications are discussed.
{"title":"Consumer Response to Virtual CSR Experiences","authors":"Yoon‐Joo Lee, Wen Zhao, Huan Chen","doi":"10.1080/10641734.2020.1734119","DOIUrl":"https://doi.org/10.1080/10641734.2020.1734119","url":null,"abstract":"Abstract This study examines a unique context for corporate social responsibility (CSR) initiatives in the form of a virtual reality (VR) video featuring a quasi-experimental design that was sponsored by an alcohol company. The study examines whether individual variation in the immersive tendency plays a role in the perception of CSR initiatives in VR videos. This study reveals that consumers (i.e., college students) with a higher level of immersive tendency are more likely to have positive attitudes toward CSR ads, via emotional engagement and telepresence, than those with a lower level of immersive tendency. However, our results show that consumer immersive tendency and emotional engagement with the VR video have no influence on purchase intention. Further, this study reveals that unique characteristics of VR video (e.g., telepresence and emotional engagement) can play a role in evaluating cognitive, attitudinal, and purchase intention in the unique context of VR video by adopting dialogic (emotional) engagement and the hierarchy-of-effect (HOE) model. 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":"2020-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1734119","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49109763","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：