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The rise, growth, and future of branded content in the digital media landscape 品牌内容在数字媒体领域的崛起、增长和未来
IF 6.7 3区 管理学 Q1 BUSINESS Pub Date : 2022-12-19 DOI: 10.1080/02650487.2022.2157162
N. Dens, K. Poels
Abstract The advertising field has witnessed a dramatic transformation over the past decade. This contribution to the IJA 40th anniversary special issue deals with (digital) branded content; any output fully/partly funded or at least endorsed by the legal owner of the brand which promotes the owner’s brand values, and makes audiences choose to engage with the brand based on a pull logic due to its entertainment, information, and/or education value. We sketch the rise and growth of native advertising and content marketing as two major branded content types in the digital era and describe how the topic has been covered in academic advertising research in the past decade. We conclude with a future outlook for advertising research and practice in hope of encouraging further academic research on the topic and providing insights to practitioners to further develop their digital branded content.
摘要在过去的十年里,广告领域发生了戏剧性的变化。这是对IJA 40周年特刊的贡献,涉及(数字)品牌内容;任何由品牌合法所有者完全/部分资助或至少认可的输出,其促进了所有者的品牌价值,并使观众因其娱乐、信息和/或教育价值而基于拉动逻辑选择与品牌互动。我们概述了数字时代本土广告和内容营销作为两种主要品牌内容类型的兴起和发展,并描述了过去十年学术广告研究如何涵盖这一主题。最后,我们对广告研究和实践的未来前景进行了展望,希望鼓励对该主题进行进一步的学术研究,并为从业者进一步开发其数字品牌内容提供见解。
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引用次数: 3
Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads 可跳过还是不可跳过?前卷还是中卷?流媒体广告的视觉关注度和有效性
IF 6.7 3区 管理学 Q1 BUSINESS Pub Date : 2022-12-08 DOI: 10.1080/02650487.2022.2153529
João Lucas Hana Frade, Jorge Henrique Caldeira de Oliveira, Janaina de Moura Engracia Giraldi
Abstract In-stream ads are one of the most common ad formats on the Internet nowadays, especially on YouTube. However, there has not been enough research on visual attention and advertising effectiveness, especially regarding the effect of ad position, and whether skippable or non-skippable ads are more effective. Therefore, with a 2 (skipping characteristic: skippable/non-skippable) × 2 (ad position: pre-roll/mid-roll) between-subjects experimental design, we investigated the effect of skipping characteristic and ad position on visual attention and effectiveness (i.e., brand recall, attitude, and intrusiveness) of in-stream ads. The findings bring conceptual contributions to the domain of advertising. Through theories of interactivity, duration of exposure, and moment of interruption, we show the superiority of non-skippable and pre-roll ads concerning visual attention and advertising effectiveness. Moreover, we identify excessive visual attention in the skip button location. Thus, we envision new insights and discussions on the topic, including practical implications.
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引用次数: 2
A systemic approach of communication in multiple stakeholder settings: challenges and future research directions from a multidisciplinary perspective 多利益相关者环境中的系统沟通方法:多学科视角下的挑战和未来研究方向
IF 6.7 3区 管理学 Q1 BUSINESS Pub Date : 2022-12-07 DOI: 10.1080/02650487.2022.2150953
Annouk Lievens, Ingrid Moons
Abstract In this article we adopt a systemic view to investigate the multidisciplinary challenges for managing communication within complex multistakeholder settings. We zoom in on communication challenges from a multilevel perspective distinguishing a macro level (i.e. the entire stakeholder network), a meso level (i.e. communication and media players connecting the macro – and micro level) and a micro level (i.e. stakeholder engagement journey). In doing so, we review literature from multiple research domains within and across marketing communication and (social) sciences disciplines, we derive the main research gaps and propose a more diversified and multidisciplinary approach in addressing future communication research in complex multistakeholder settings.
摘要在本文中,我们采用系统的观点来研究在复杂的多利益相关者环境中管理沟通的多学科挑战。我们从多层次的角度放大传播挑战,区分宏观层面(即整个利益相关者网络)、中观层面(即连接宏观和微观层面的传播和媒体参与者)和微观层面(即利益相关者参与之旅)。在这样做的过程中,我们回顾了营销传播和(社会)科学学科内部和跨学科的多个研究领域的文献,我们得出了主要的研究差距,并提出了一种更加多样化和多学科的方法,以应对未来复杂的多利益相关者环境中的传播研究。
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引用次数: 1
Urgent topics for advertising research: addressing critical gaps in the literature 广告研究的紧迫主题:解决文献中的关键空白
IF 6.7 3区 管理学 Q1 BUSINESS Pub Date : 2022-11-30 DOI: 10.1080/02650487.2022.2150955
J. Huh, Hao Xu, M. Abdollahi
Abstract This article examined advertising research topics categorized by connections and tensions between central actors in the advertising ecosystem (advertising industry and advertisers) and other key actors. From a bibliometric analysis of original research articles published in the top three advertising journals during the past 20 years, topical areas were identified where research has been lacking. These topics included: (1) issues at the connection between advertising industry/advertisers and non-government regulatory/watchdog organizations; (2) issues at the connection between advertising industry/advertisers and the government; and (3) macro-environment issues, especially social and technology environment factors. For each of these areas, urgent topics for future advertising research and example research questions were proposed.
摘要本文根据广告生态系统中的核心参与者(广告行业和广告商)与其他关键参与者之间的联系和紧张关系,对广告研究主题进行了分类。对过去20年中发表在前三大广告杂志上的原创研究文章的文献计量分析 多年来,人们确定了缺乏研究的主题领域。这些主题包括:(1)广告业/广告商与非政府监管/监督组织之间的联系问题;(2) 广告业/广告商与政府之间的联系问题;(3)宏观环境问题,特别是社会和技术环境因素。对于这些领域中的每一个,都提出了未来广告研究的紧迫主题和示例研究问题。
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引用次数: 0
When influencers promote unhealthy products and behaviours: the role of ad disclosures in YouTube eating shows 当网红推广不健康的产品和行为:广告披露在YouTube饮食节目中的作用
IF 6.7 3区 管理学 Q1 BUSINESS Pub Date : 2022-11-28 DOI: 10.1080/02650487.2022.2148989
S. An, Sieun Ha
Abstract This study examined the role of sponsorship disclosures in YouTube eating shows that include a large amount of unhealthy food. To see the mechanism through which sponsorship disclosures affect viewers’ attitudes and behavioural intentions toward the featured product, we assessed the mediating role of inferences of manipulative intent, which refers to consumers’ inference that the persuasion method used by an ad is manipulative. Ad recognition and para-social relationships with the influencer were tested as moderators. Results showed that providing the disclosure significantly lowered inferences of manipulative intent when viewers’ ad recognition was high. Decreased inferences of manipulative intent led to positive attitudinal and behavioural outcomes. The results indicate that the presence of sponsorship disclosure might work against public health, making viewers more receptive to harmful messages.
本研究考察了赞助披露在YouTube饮食节目中的作用,其中包括大量不健康食品。为了了解赞助披露影响观众对特色产品态度和行为意向的机制,我们评估了操纵性意向推断的中介作用,操纵性意向是指消费者推断广告使用的说服方法是操纵性的。广告识别和与影响者的准社会关系作为调节因素进行测试。结果表明,当观众的广告认知度较高时,提供披露显著降低了对操纵意图的推断。减少操纵意图的推论导致积极的态度和行为结果。研究结果表明,披露赞助信息可能不利于公众健康,使观众更容易接受有害信息。
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引用次数: 3
A close look at research on pursuing the right formula for cause-related marketing advertising 事业营销广告的正确配方研究
IF 6.7 3区 管理学 Q1 BUSINESS Pub Date : 2022-11-21 DOI: 10.1080/02650487.2022.2145545
Chun-Tuan Chang, Zhao-Hong Cheng, Yu-Kang Lee, Chia-Han Chang
Abstract In a typical cause-related marketing (CRM) campaign, a company donates a percentage of product sales to a charity or nonprofit related to the chosen cause. This paper provides a comprehensive review of the literature on this subject, and briefly discusses common antecedents of CRM advertising effectiveness. The exploration of the CRM literature starts with advertising and reviews two factors: emotional appeal and execution style. We further discuss contextual elements such as cause factors, company factors, and factors related to CRM activities. This paper integrates research findings across studies to develop a coherent and comprehensive picture of the extant CRM research conducted in the advertising field. Practitioners can use these insights to communicate with their target markets and enhance acceptance of their CRM campaigns. The paper further shows the growth and evolution of the topics covered in marketing-related journals and in the International Journal of Advertising. Lastly, the paper discusses under-researched topics, and important upcoming trends and research avenues.
摘要在典型的事业相关营销(CRM)活动中,一家公司将一定比例的产品销售额捐赠给与所选事业相关的慈善机构或非营利组织。本文对这方面的文献进行了全面的回顾,并简要讨论了CRM广告有效性的常见前因。CRM文献的探索从广告开始,回顾了两个因素:情感吸引力和执行风格。我们进一步讨论了背景因素,如原因因素、公司因素和与CRM活动相关的因素。本文综合了各研究的研究结果,对广告领域现有的CRM研究进行了连贯和全面的描述。从业者可以利用这些见解与他们的目标市场进行沟通,并提高他们对CRM活动的接受度。这篇论文进一步展示了市场营销相关期刊和《国际广告杂志》所涵盖主题的发展和演变。最后,本文讨论了研究不足的问题,以及未来的重要趋势和研究途径。
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引用次数: 3
A comprehensive approach to the study of advertising execution and its effects 广告执行及其效果研究的综合方法
IF 6.7 3区 管理学 Q1 BUSINESS Pub Date : 2022-11-16 DOI: 10.1080/02650487.2022.2140524
L. Bergkvist, T. Langner
Abstract Recent criticism of advertising research has highlighted its lack of practical relevance and the absence of replication studies. Both are significant shortcomings for applied science intended to improve advertising practice. This paper proposes a methodological four-stage approach to the study of advertising execution to address these deficiencies. First, scholars should identify a relevant advertising phenomenon in the real world by studying advertising practice using methods such as interviewing experts, reviewing trade magazines, or attending practitioners’ conferences. Second, scholars must demonstrate the effects of the phenomenon in a laboratory experiment using internally valid stimuli, realistic stimuli exposures, adequate samples, and statistics focusing on effect sizes rather than p-values. Third, further studies have to confirm and explicate the effects using mediating or moderating variables. Finally, the effects of the advertising phenomenon should be replicated in field research. Widespread adoption of the four-stage approach would ensure the practical relevance of advertising research, and increase its validity and reliability.
摘要最近对广告研究的批评突出了其缺乏实际相关性和复制研究的缺乏。两者都是旨在改善广告实践的应用科学的重大缺陷。本文提出了一种方法论的四阶段方法来研究广告执行,以解决这些不足。首先,学者们应该通过采访专家、查阅行业杂志或参加从业者会议等方法研究广告实践,来识别现实世界中的相关广告现象。其次,学者必须在实验室实验中使用内部有效刺激、真实刺激暴露、足够的样本和关注效应大小而非p值的统计数据来证明这种现象的影响。第三,进一步的研究必须使用中介或调节变量来证实和解释这种影响。最后,广告现象的影响应该在实地研究中复制。广泛采用四阶段方法将确保广告研究的实际相关性,并提高其有效性和可靠性。
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引用次数: 1
Twenty years of research on gamified advertising: a systematic overview of theories and variables 游戏化广告研究二十年:理论和变量的系统综述
IF 6.7 3区 管理学 Q1 BUSINESS Pub Date : 2022-11-11 DOI: 10.1080/02650487.2022.2143098
Z. M. V. van Berlo, E. V. van Reijmersdal, M. Waiguny
Abstract Gamified advertising has received considerable attention from advertising scholars over the last two decades. In the literature, two main types of gamified advertising can be identified: in-game advertising (IGA) and advergames (AG). In this article, we synthesize 20 years of research into these types of advertising – and pay special attention to the role played by the International Journal of Advertising (IJA). We give a systematic overview of the most often used theories explaining the persuasive effects of advertising in games (in-game advertising) and through games (advergames) and discuss the main conclusions that can be drawn from the existing gamified advertising literature. Furthermore, we propose a framework that offers an overview of the most important ad, game, and player characteristics influencing the effectiveness of gamified advertising. Finally, we look ahead and discuss the future of research on gamified advertising.
在过去的二十年里,游戏化广告受到了广告学者的广泛关注。在文献中,可以识别出两种主要的游戏化广告类型:游戏内置广告(IGA)和广告游戏(AG)。在这篇文章中,我们综合了20年来对这些类型广告的研究,并特别关注了国际广告杂志(IJA)所起的作用。我们系统地概述了解释游戏中的广告(游戏内置广告)和游戏中的广告(广告游戏)的说服效应的最常用理论,并讨论了从现有游戏化广告文献中可以得出的主要结论。此外,我们还提出了一个框架,概述了影响游戏化广告有效性的最重要的广告、游戏和玩家特征。最后,我们展望并讨论了游戏化广告研究的未来。
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引用次数: 4
An international perspective of the academic-practitioner divide in advertising: an exploratory study into its causes and solutions 广告学界与实务界分歧的国际视角:对其成因及解决方法的探索性研究
IF 6.7 3区 管理学 Q1 BUSINESS Pub Date : 2022-11-11 DOI: 10.1080/02650487.2022.2142416
L. Ang, Cristian Buzeta, M. Hirose, M. J. V. van Loggerenberg, G. van Noort, R. Uribe, H. Voorveld
Abstract In our international study of seven countries, we found that the academic-practitioner divide is as real today as it was three decades ago. The divide, which is more pronounced in some regions, is likely to worsen as society becomes more digitally complex, exacerbated by the lack of industry experience among young scholars entering academia in some quarters. Many bridging solutions were explored in this study, but the most important solution is for academia to produce relevant research, one that is useful for the industry. This should be widely and innovatively disseminated in a way that is easy to understand without dumbing it down. Practitioners generally do not like or know how to collaborate with academics, suggesting a need to develop a culture or mechanism that can raise awareness and foster mutual respect and trust between academia and industry. Bridging the divide will be challenging because of the existing academic reward structures. This situation needs to change. The discovery of two successful research institutes in the Netherlands and Australia shows how this divide can be bridged.
摘要在我们对七个国家的国际研究中,我们发现学术从业者的分歧在今天和三十年前一样真实。这种分歧在一些地区更为明显,随着社会变得更加数字化复杂,这种分歧可能会加剧,而一些地区进入学术界的年轻学者缺乏行业经验,这种情况也会加剧。本研究探讨了许多桥接解决方案,但最重要的解决方案是学术界进行相关研究,这对行业有用。这应该以一种易于理解的方式广泛而创新地传播,而不会让它变得愚蠢。从业者通常不喜欢或不知道如何与学术界合作,这表明有必要发展一种文化或机制,以提高认识,促进学术界和工业界之间的相互尊重和信任。由于现有的学术奖励结构,弥合这种差距将是一项挑战。这种情况需要改变。荷兰和澳大利亚两个成功的研究机构的发现表明了如何弥合这一鸿沟。
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引用次数: 0
Sustainability communication 可持续性沟通
IF 6.7 3区 管理学 Q1 BUSINESS Pub Date : 2022-11-10 DOI: 10.1080/02650487.2022.2144035
Urša Golob, K. Podnar, V. Žabkar
Abstract This paper captures both a historical perspective and the current situation of sustainability communication (SC), the relevance and impact of conceptual and empirical contributions, and the future of SC research. By applying the principles of a meta-narrative systematic literature review, we analyze the concepts, theoretical models, and empirical approaches that researchers use in 116 articles in the field. The main manifestations of SC, including sustainability/green advertising, sustainability reporting, and greenwashing, are presented. The analysis reveals a predominant environmental focus on the literature and the dominance of applied communication approaches in SC. We identify several directions that can help advance the field and vision the leading role of the IJA journal in (re)defining and clarifying the concept and integrating the main communication concepts and theories into SC.
摘要本文捕捉了可持续性传播的历史视角和现状,概念和经验贡献的相关性和影响,以及可持续性传播研究的未来。通过应用元叙事系统文献综述的原则,我们分析了研究人员在该领域116篇文章中使用的概念、理论模型和实证方法。SC的主要表现形式,包括可持续性/绿色广告、可持续性报告和绿色清洗。该分析揭示了对文献的主要环境关注和SC中应用传播方法的主导地位。我们确定了几个有助于推进领域和愿景的方向——IJA期刊在(重新)定义和澄清概念以及将主要传播概念和理论整合到SC中的主导作用。
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引用次数: 26
期刊
International Journal of Advertising
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