Pub Date : 2023-04-09DOI: 10.1080/02650487.2023.2197778
Aimee S. Riedel, Clinton S. Weeks, A. Beatson
{"title":"Dealing with intrusive ads: a study of which functionalities help consumers feel agency","authors":"Aimee S. Riedel, Clinton S. Weeks, A. Beatson","doi":"10.1080/02650487.2023.2197778","DOIUrl":"https://doi.org/10.1080/02650487.2023.2197778","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":6.7,"publicationDate":"2023-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47392164","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-09DOI: 10.1080/02650487.2023.2197777
{"title":"Examining the effectiveness of public service announcements in encouraging pro-health behaviors: self-referent mental simulation and empowerment as mediators","authors":"","doi":"10.1080/02650487.2023.2197777","DOIUrl":"https://doi.org/10.1080/02650487.2023.2197777","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":6.7,"publicationDate":"2023-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45847360","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-03DOI: 10.1080/02650487.2022.2082221
Veronica L. Thomas, Dora E. Bock, H. McCullough
Abstract This research investigates the use of advertised gratitude expressions by sincere brands. As sincere brands are well aligned with gratitude expressions, we theorize that a messaging strategy solely expressing gratitude fails to yield brand benefits beyond a message where gratitude is not expressed. However, sincere brands can reap more brand benefits when their advertised gratitude expression is perceived as effortful (e.g., thank you message coupled with a free product). We demonstrate that when sincere brands engage in these high-effort expressions of gratitude, consumers evaluate the brand more positively, an effect mediated by brand trust. We also explore when sincere brands may benefit from low-effort gratitude expressions. Specifically, we find that consumer reactions to low-effort acknowledgments are more favorable when consumers identify with the gratitude target. Based on these findings, we detail our contributions to theory and provide managerial implications for sincere brands wishing to express gratitude.
{"title":"Examining consumer reactions to sincere brands’ gratitude expressions: when a simple thank you just won’t do","authors":"Veronica L. Thomas, Dora E. Bock, H. McCullough","doi":"10.1080/02650487.2022.2082221","DOIUrl":"https://doi.org/10.1080/02650487.2022.2082221","url":null,"abstract":"Abstract This research investigates the use of advertised gratitude expressions by sincere brands. As sincere brands are well aligned with gratitude expressions, we theorize that a messaging strategy solely expressing gratitude fails to yield brand benefits beyond a message where gratitude is not expressed. However, sincere brands can reap more brand benefits when their advertised gratitude expression is perceived as effortful (e.g., thank you message coupled with a free product). We demonstrate that when sincere brands engage in these high-effort expressions of gratitude, consumers evaluate the brand more positively, an effect mediated by brand trust. We also explore when sincere brands may benefit from low-effort gratitude expressions. Specifically, we find that consumer reactions to low-effort acknowledgments are more favorable when consumers identify with the gratitude target. Based on these findings, we detail our contributions to theory and provide managerial implications for sincere brands wishing to express gratitude.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"518 - 541"},"PeriodicalIF":6.7,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42640454","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-25DOI: 10.1080/02650487.2023.2193933
Johannes Beckert, Brigitte Naderer
Abstract The persuasive potential of influencer advertising (IAd) has become a relevant field in academia. Followers see influencers as a source of inspiration, and inspiration can play a crucial role in purchase decisions. In the present study, we examined how factors related to the message, source, and audience interactions in influencer communication relate to the persuasive effectiveness of IAd, with a particular focus on the role of inspiration. Results from a quantitative survey (n = 311) indicate that followers’ inspiration and para-social interaction with the influencer are highly relevant to reported purchase behaviors. Moreover, the inspiration followers experience from IAd varies with the frequency of advertising posts in influencers’ feeds and followers’ persuasion knowledge.
{"title":"Advertising to inspire–inspiring to persuade: how factors related to the source, message, and audience affect the persuasive effectiveness of influencer advertising","authors":"Johannes Beckert, Brigitte Naderer","doi":"10.1080/02650487.2023.2193933","DOIUrl":"https://doi.org/10.1080/02650487.2023.2193933","url":null,"abstract":"Abstract The persuasive potential of influencer advertising (IAd) has become a relevant field in academia. Followers see influencers as a source of inspiration, and inspiration can play a crucial role in purchase decisions. In the present study, we examined how factors related to the message, source, and audience interactions in influencer communication relate to the persuasive effectiveness of IAd, with a particular focus on the role of inspiration. Results from a quantitative survey (n = 311) indicate that followers’ inspiration and para-social interaction with the influencer are highly relevant to reported purchase behaviors. Moreover, the inspiration followers experience from IAd varies with the frequency of advertising posts in influencers’ feeds and followers’ persuasion knowledge.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"641 - 661"},"PeriodicalIF":6.7,"publicationDate":"2023-03-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47797844","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-24DOI: 10.1080/02650487.2023.2192111
Y. Choi, Ruonan Zhang, Christine (Eunyoung) Sung
Abstract In the beauty industry, advertisers are increasingly exploring endorsements from social media influencers (SMIs) as a strategy to promote positive consumer responses. For this strategy to be effective, it is important to select appropriate SMIs. Across two experiments, we investigated the moderating role of social distance by comparing an attractive celebrity to an expert SMI (Study 1) and by comparing attractive SMIs to expert SMIs (Study 2). The findings indicate that attractiveness is more effective when the perceived social distance from the endorser is close, whereas expertise is better when the social distance is far. Furthermore, the effects of endorser type on advertising effectiveness were mediated by attractiveness (expertise), which was mediated by the parasocial relationship with the SMI. We discuss the theoretical and practical implications of the findings regarding social media advertising strategies.
{"title":"Attractiveness or expertise? Which is more effective in beauty product endorsement? Moderating role of social distance","authors":"Y. Choi, Ruonan Zhang, Christine (Eunyoung) Sung","doi":"10.1080/02650487.2023.2192111","DOIUrl":"https://doi.org/10.1080/02650487.2023.2192111","url":null,"abstract":"Abstract In the beauty industry, advertisers are increasingly exploring endorsements from social media influencers (SMIs) as a strategy to promote positive consumer responses. For this strategy to be effective, it is important to select appropriate SMIs. Across two experiments, we investigated the moderating role of social distance by comparing an attractive celebrity to an expert SMI (Study 1) and by comparing attractive SMIs to expert SMIs (Study 2). The findings indicate that attractiveness is more effective when the perceived social distance from the endorser is close, whereas expertise is better when the social distance is far. Furthermore, the effects of endorser type on advertising effectiveness were mediated by attractiveness (expertise), which was mediated by the parasocial relationship with the SMI. We discuss the theoretical and practical implications of the findings regarding social media advertising strategies.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"1201 - 1225"},"PeriodicalIF":6.7,"publicationDate":"2023-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46511269","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-13DOI: 10.1080/02650487.2023.2187192
Sidharth Muralidharan, Carrie La Ferle, Osnat Roth-Cohen
{"title":"“Mirror, mirror, on the wall. Who is the greenest of them all?” the impact of green advertising cues on generational cohorts","authors":"Sidharth Muralidharan, Carrie La Ferle, Osnat Roth-Cohen","doi":"10.1080/02650487.2023.2187192","DOIUrl":"https://doi.org/10.1080/02650487.2023.2187192","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":6.7,"publicationDate":"2023-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42533715","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-07DOI: 10.1080/02650487.2023.2186013
Rick T. Wilson
{"title":"Out-of-home advertising: a bibliometric review","authors":"Rick T. Wilson","doi":"10.1080/02650487.2023.2186013","DOIUrl":"https://doi.org/10.1080/02650487.2023.2186013","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":6.7,"publicationDate":"2023-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44392517","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-02DOI: 10.1080/02650487.2023.2185379
C. R. Taylor
This year’s Super Bowl, advertising’s ‘big moment’ in the U.S., with average viewership exceeding 100 million, saw very heavy use of ‘A’ list celebrities coupled with humor. This combination was so prevalent as to be almost formulaic (Taylor 2023). That said, advertisers using this formula did make significant effort to stand out and one way to do this was via the use of nostalgic appeals. For example, John Travolta sang in an ad for T-Mobile based on ‘Grease’, and send-ups of old popular movies such as Clueless and Caddyshack that have cross-generational appeal made an appearance. Interestingly, we saw some new angles on nostalgia as well, at least in the context of the Super Bowl. For example, Popcorners’ ad was a parody of the popular television series ‘Breaking Bad’, featuring the original starts of the series that ran from 2008-2013. In addition, at least a few advertisers, including Uber One and Budweiser used appeals based on more recent music, but music that appeals to people of all ages. In Uber One’s case, rapper Diddy drew on hit songs mainly from the 1990s and 2000s that were popular in the formative years of younger consumers but known to older consumers as well. In contrast, Workforce’s ad featured aging rockers including Ozzy Osbourne, Joan Jett, and Paul Stanley of Kiss, each of whom has some level of popularity across ages.
{"title":"Getting sentimental about the need for more research on nostalgia in advertising","authors":"C. R. Taylor","doi":"10.1080/02650487.2023.2185379","DOIUrl":"https://doi.org/10.1080/02650487.2023.2185379","url":null,"abstract":"This year’s Super Bowl, advertising’s ‘big moment’ in the U.S., with average viewership exceeding 100 million, saw very heavy use of ‘A’ list celebrities coupled with humor. This combination was so prevalent as to be almost formulaic (Taylor 2023). That said, advertisers using this formula did make significant effort to stand out and one way to do this was via the use of nostalgic appeals. For example, John Travolta sang in an ad for T-Mobile based on ‘Grease’, and send-ups of old popular movies such as Clueless and Caddyshack that have cross-generational appeal made an appearance. Interestingly, we saw some new angles on nostalgia as well, at least in the context of the Super Bowl. For example, Popcorners’ ad was a parody of the popular television series ‘Breaking Bad’, featuring the original starts of the series that ran from 2008-2013. In addition, at least a few advertisers, including Uber One and Budweiser used appeals based on more recent music, but music that appeals to people of all ages. In Uber One’s case, rapper Diddy drew on hit songs mainly from the 1990s and 2000s that were popular in the formative years of younger consumers but known to older consumers as well. In contrast, Workforce’s ad featured aging rockers including Ozzy Osbourne, Joan Jett, and Paul Stanley of Kiss, each of whom has some level of popularity across ages.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":"42 1","pages":"459 - 460"},"PeriodicalIF":6.7,"publicationDate":"2023-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44996659","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-25DOI: 10.1080/02650487.2023.2179283
Chen Gan, Hsuan-Ting Chen
{"title":"Sex, race, and femininity: young Chinese females’ responses to lingerie advertising","authors":"Chen Gan, Hsuan-Ting Chen","doi":"10.1080/02650487.2023.2179283","DOIUrl":"https://doi.org/10.1080/02650487.2023.2179283","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":6.7,"publicationDate":"2023-02-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46143972","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-24DOI: 10.1080/02650487.2023.2175300
S. Rathee, T. Milfeld
{"title":"Sustainability advertising: literature review and framework for future research","authors":"S. Rathee, T. Milfeld","doi":"10.1080/02650487.2023.2175300","DOIUrl":"https://doi.org/10.1080/02650487.2023.2175300","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":6.7,"publicationDate":"2023-02-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43780201","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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