Naveen Donthu, Weng Marc Lim, Satish Kumar, Debidutta Pattnaik
The Journal of Advertising Research (JAR) is one of the leading journals that provides a forum for scholars and practitioners to share their latest findings on all facets of advertising. This article is a scientometric study that sheds light on the major contributors and research themes in JAR through a retrospection of the journal’s articles published between 1996 and 2019. The outcome of this retrospection highlights the prominence of practitioner contributions and reveals 10 major research themes in the journal. An online supplement offers scientometric maps that illustricate these findings in color.
{"title":"A Scientometric Study Of the Journal of Advertising Research","authors":"Naveen Donthu, Weng Marc Lim, Satish Kumar, Debidutta Pattnaik","doi":"10.2501/jar-2022-002","DOIUrl":"https://doi.org/10.2501/jar-2022-002","url":null,"abstract":"The Journal of Advertising Research (JAR) is one of the leading journals that provides a forum for scholars and practitioners to share their latest findings on all facets of advertising. This article is a scientometric study that sheds light on the major contributors and research themes in JAR through a retrospection of the journal’s articles published between 1996 and 2019. The outcome of this retrospection highlights the prominence of practitioner contributions and reveals 10 major research themes in the journal. An online supplement offers scientometric maps that illustricate these findings in color.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"105 - 117"},"PeriodicalIF":2.5,"publicationDate":"2022-01-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47013044","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Consumers routinely experience sponsored events near and far, and whether the attendee is a local or not may affect the event sponsorship’s impact. With data from a professional cycling event (n=2,394), results show that attendees traveling from farther distances tend to be more knowledgeable about the sport than local attendees. This contributes to higher levels of fan identification among fans from far away, which, in turn, strengthens their fan attachment to the sporting event in comparison with that of local fans. Highly identified fans tend to be more attached to a sporting event, thereby increasing their desire to support sponsoring brands through sponsor patronage intent.
{"title":"The Role of Faraway Fans In Sporting Event Sponsorship","authors":"A. Scheinbaum, A. Krishen, R. Lacey","doi":"10.2501/jar-2022-001","DOIUrl":"https://doi.org/10.2501/jar-2022-001","url":null,"abstract":"Consumers routinely experience sponsored events near and far, and whether the attendee is a local or not may affect the event sponsorship’s impact. With data from a professional cycling event (n=2,394), results show that attendees traveling from farther distances tend to be more knowledgeable about the sport than local attendees. This contributes to higher levels of fan identification among fans from far away, which, in turn, strengthens their fan attachment to the sporting event in comparison with that of local fans. Highly identified fans tend to be more attached to a sporting event, thereby increasing their desire to support sponsoring brands through sponsor patronage intent.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"49 - 61"},"PeriodicalIF":2.5,"publicationDate":"2022-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48058186","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Differences in Policy Communication by the Types of Public Policy and National Government Agencies","authors":"Jongmin Park, T. Nam, Seyoung Lee, Manhyeok Cho","doi":"10.16914/ar.2021.131.5","DOIUrl":"https://doi.org/10.16914/ar.2021.131.5","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"49 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2021-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73687418","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-31DOI: 10.16914/ar.2021.131.110
Jong-Min Lim, Hwalbin Kim
{"title":"A Study on Factors Influencing Preventive Behavioral Intention Related to Particulate Matter : Use of Smartphone and Application of Extended Technology Acceptance Model (TAM II)","authors":"Jong-Min Lim, Hwalbin Kim","doi":"10.16914/ar.2021.131.110","DOIUrl":"https://doi.org/10.16914/ar.2021.131.110","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"88 4 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2021-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91124719","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Factors Affecting Animosity and Avoidance of Online Article-type","authors":"Hojin Choi, Yeon Jun Lee, J. Jun","doi":"10.16914/ar.2021.131.44","DOIUrl":"https://doi.org/10.16914/ar.2021.131.44","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"32 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2021-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75488022","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Effects of Corporate Social Advocacy","authors":"Sooyoung Cho, Byeol Shin","doi":"10.16914/ar.2021.131.65","DOIUrl":"https://doi.org/10.16914/ar.2021.131.65","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"1 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2021-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86630039","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Recent years have seen a significant increase in influencer advertising, a strategy applied to drive brand awareness and purchase by leveraging everyday opinion leaders on social media. Although a growing body of research focuses on what makes influencers effective, the authors took a step back to determine what drives consumers to follow influencers. To address two research questions, the authors explored consumer heterogeneity to understand how consumers derive value from the influencers they follow. Following a large-scale survey of consumers across five social media platforms (Facebook, Instagram, YouTube, Snapchat, and Twitter), the authors used latent class segmentation to uncover six consumer segments. These segments differ in why people follow, and how they react to, influencers. The findings provide both brands and influencers with insights that can guide better management of influencer–consumer relationships.
{"title":"What Drives Consumers To Engage with Influencers?","authors":"J. Farrell, Colin Campbell, S. Sands","doi":"10.2501/JAR-2021-017","DOIUrl":"https://doi.org/10.2501/JAR-2021-017","url":null,"abstract":"Recent years have seen a significant increase in influencer advertising, a strategy applied to drive brand awareness and purchase by leveraging everyday opinion leaders on social media. Although a growing body of research focuses on what makes influencers effective, the authors took a step back to determine what drives consumers to follow influencers. To address two research questions, the authors explored consumer heterogeneity to understand how consumers derive value from the influencers they follow. Following a large-scale survey of consumers across five social media platforms (Facebook, Instagram, YouTube, Snapchat, and Twitter), the authors used latent class segmentation to uncover six consumer segments. These segments differ in why people follow, and how they react to, influencers. The findings provide both brands and influencers with insights that can guide better management of influencer–consumer relationships.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"35 - 48"},"PeriodicalIF":2.5,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43241772","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Mike Sukle, D. Schultz, Andrew J. Czaplewski, T. Key
Colorado became the first state to legalize recreational marijuana, in 2012. Health organizations and public policy makers, including the Colorado Governor’s Office, were concerned by how this action would affect the acceptability of marijuana consumption behavior among youths under 21 years of age. An advertising campaign was proposed that would motivate the underage population not to use marijuana or at least to postpone its use. This paper aims to explore the development and execution of a pioneering research effort and resulting counter-marketing campaign aimed at youths and to examine the reaction of young consumers to different advertising stimuli. A detailed profile of the target market mindset was developed on the basis of a comprehensive qualitative research effort. The work yielded a campaign centered around the tagline “Don’t Be a Lab Rat.” Colorado implemented a communication strategy using theater advertising, out-of-home alternative marketing tactics, and a comprehensive online digital and mobile marketing initiative.
{"title":"Can Marijuana Counter-Marketing Prevent Underage Use?","authors":"Mike Sukle, D. Schultz, Andrew J. Czaplewski, T. Key","doi":"10.2501/JAR-2021-019","DOIUrl":"https://doi.org/10.2501/JAR-2021-019","url":null,"abstract":"Colorado became the first state to legalize recreational marijuana, in 2012. Health organizations and public policy makers, including the Colorado Governor’s Office, were concerned by how this action would affect the acceptability of marijuana consumption behavior among youths under 21 years of age. An advertising campaign was proposed that would motivate the underage population not to use marijuana or at least to postpone its use. This paper aims to explore the development and execution of a pioneering research effort and resulting counter-marketing campaign aimed at youths and to examine the reaction of young consumers to different advertising stimuli. A detailed profile of the target market mindset was developed on the basis of a comprehensive qualitative research effort. The work yielded a campaign centered around the tagline “Don’t Be a Lab Rat.” Colorado implemented a communication strategy using theater advertising, out-of-home alternative marketing tactics, and a comprehensive online digital and mobile marketing initiative.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"61 1","pages":"456 - 471"},"PeriodicalIF":2.5,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43284565","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Broadened JAR Focus to Support Advertising Practitioners and Scholars","authors":"John B. Ford","doi":"10.2501/JAR-2021-018","DOIUrl":"https://doi.org/10.2501/JAR-2021-018","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"61 1","pages":"363 - 364"},"PeriodicalIF":2.5,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48610455","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Amie C O'Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, Nicole Mack
This study experimentally tested the effects of animation versus rotoscoping versus live action in direct-to-consumer television advertising on outcomes, including risk and benefit perceptions and attitudes toward the drug. The authors used an online panel to recruit participants with chronic dry eye (n = 504) and psoriasis (n = 490). The study found no effects of animation or rotoscoping on perceptions of drug risk or benefit, comprehension, or behavioral intentions. Animated advertisements, however, resulted in more negative attitudes than live-action or rotoscoped advertisements. Future research should explore whether animated advertisements are recalled better over time or have any lagged effects on perceptions.
{"title":"Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising","authors":"Amie C O'Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, Nicole Mack","doi":"10.2501/jar-2021-016","DOIUrl":"https://doi.org/10.2501/jar-2021-016","url":null,"abstract":"This study experimentally tested the effects of animation versus rotoscoping versus live action in direct-to-consumer television advertising on outcomes, including risk and benefit perceptions and attitudes toward the drug. The authors used an online panel to recruit participants with chronic dry eye (n = 504) and psoriasis (n = 490). The study found no effects of animation or rotoscoping on perceptions of drug risk or benefit, comprehension, or behavioral intentions. Animated advertisements, however, resulted in more negative attitudes than live-action or rotoscoped advertisements. Future research should explore whether animated advertisements are recalled better over time or have any lagged effects on perceptions.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"1 1","pages":""},"PeriodicalIF":2.5,"publicationDate":"2021-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44206149","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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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