Hasil untuk "Advertising"

A. Schouten, Loes Janssen, Maegan Verspaget

Abstract In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favor of social media influencers, such as vloggers and Instafamous personalities. The effectiveness of using influencer endorsements as compared to traditional celebrity endorsements is not well understood. Therefore, the present research investigated the impact of celebrity vs. influencer endorsements on advertising effectiveness (attitudes toward the advertisement and product, and purchase intention), moderated by product-endorser fit. Moreover, this research investigated two potential mediators underlying this relationship: identification (perceived similarity and wishful identification) and credibility (trustworthiness and expertise). Two experiments (N = 131, N = 446) investigated celebrity vs. influencer endorsers with good vs. poor fit with a beauty and a fitness product (Study 1), or a food and a fashion product (Study 2). Overall, our results showed that participants identify more with influencers than celebrities, feel more similar to influencers than celebrities, and trust influencers more than celebrities. In terms of advertising effectiveness, similarity, wishful identification, and trust mediate the relationship between type of endorser and advertising effectiveness. Product-endorser did not explain the relationship between type of endorser and any of the mediating and dependent variables. In all, our results show the added value of using influencer endorsers over celebrity endorsers and the importance of similarity, identification and trust in this process.

A. Alalwan

Abstract Social media is being increasingly used as a platform to conduct marketing and advertising activities. Organizations have spent a lot of time, money, and resources on social media ads. However, there is always a challenge in how organizations can design social media advertising to successfully attract customers and motivate them to purchase their brands. Thus, this study aims to identify and test the main factors related to social media advertising that could predict purchase intention. The conceptual model was proposed based on three factors from the extending Unified Theory of Acceptance and Use of Technology (UTAUT2) (performance expectancy, hedonic motivation, and habit) along with interactivity, informativeness, and perceived relevance. The data was collected using a questionnaire survey of 437 participants. The key results of structural equation modelling (SEM) largely supported the current model’s validity and the significant impact of performance expectancy, hedonic motivation, interactivity, informativeness, and perceived relevance on purchase intentions. This study will hopefully provide a number of theoretical and practical guidelines on how marketers can effectively plan and implement their ads over social media platforms.

Joseph F. Hair, Barry J. Babin, Nina Krey

Nathaniel J. Evans, Joe Phua, J. Lim et al.

H. Voorveld, G. van Noort, D. Muntinga et al.

R. Petty, J. Cacioppo, D. Schumann

Scott B. MacKenzie, R. Lutz

Jooyoung Kim

Metaverse is a term that has been gaining traction in the tech world since 2020. The term metaverse, a threedimensional virtual world inhabited by avatars of real people—and coined by Neal Stephenson in his novel Snow Crash (1992)—became one of the hottest tech terms in 2021. In fact, a Google Trends search shows the term has been actively searched since early 2021, starting around the time when Roblox went public on March 10, then when Nvidia CEO Jensen Huang said in April that the company’s next step was to create a metaverse (Shapiro 2021), and when Facebook CEO Mark Zuckerberg announced his decision to rebrand the company with a new name, Meta, on October 28. Zuckerberg also stated the change would come with a new logo (an infinity sign) and even a new stock ticker, MVRS (Kelly 2021). Some critics say that the metaverse is a vague concept or simply “the feel-good place of the exciting future” created by tech giants without enough applications of it that are useful to users (WORT 89.9FM Madison 2021), or that it is simply a fantasy world created by the powers that be to control our lives and drive us to the “black hole of consumption” (Bogost 2021). Many others, however, believe the metaverse is not a buzzword but an evolution that is already under way (Lee 2021). In fact, the metaverse is not a new concept that tech companies are just now beginning to actively consider. The Metaverse Roadmap, published in 2007 (Smart, Cascio, and Paffendorf 2007), predicted that the Internet in the 10 years that followed would see “an all-encompassing digital playground where people will be immersed in an always-on flood of digital information, whether wandering through physical spaces or diving into virtual worlds” (Terdiman 2007). The prediction was not simply fantasy but based on the emerging technologies that were already being developed. The Metaverse Roadmap team in 2007 identified the four main scenarios of the metaversal world: augmented reality, lifelogging, virtual worlds, and mirror worlds. In less than 15 years, leading tech companies now see the opportunities to mix those scenarios and create a world beyond the real world: the metaverse. As it is just now beginning to be realized, no one can clearly foretell what the metaverse, considered as Web 3.0 (Cook et al. 2020), will be like in the future. But it is believed to be true that the metaverse is very near or is already here (in its primitive form) to stay with us and evolve in ways we may not be able to see now. Many leading tech firms are jumping on the metaverse trend. Nvidia Omniverse, Facebook Horizon, Microsoft’s enterprise metaverse, to name a few, are leading the wave. Consumer brands such as Gucci and Coca-Cola are selling their nonfungible tokens (NFTs) in metaverse platforms, such as Decentraland. We are already witnessing the formation of the metaverse ecosystem where multiple players, small and large, help one another create a second world simulating the real world (Caulfield 2021). According to Newzoo’s 2021 Global Games Market Report, the players in the metaverse ecosystem include metaverse gateways that provide platforms and content (e.g., Roblox, Zepeto, Fortnite, Sandbox, and Decentraland), feature providers (e.g., avatar tech [e.g., Tafi], social media, user interface and immersion [e.g., Oculus], and economy [e.g., Coinbase]), and infrastructure (e.g., cloud, artificial intelligence, ad tech, and connectivity). These players can be subsegmented based on who creates the content and whether the experience is centralized (e.g., Fortnite) or decentralized (e.g., Decentraland). As the Internet cannot be owned by one company, the metaverse cannot be owned by one corporation or just a few tech giants (Brown 2021). Though many consider the metaverse as the next web, that is Web 3.0 or the Spatial Web (Cook et al. 2020), which might fundamentally change the way we interact with the digital world (Austin 2021), there is no clear consensus yet on how the metaverse should be defined or described because of its complexity (Smart, Cascio, and Paffendorf 2007). Some define it as (1) “a fully realized digital world that exists beyond the analog one in which we live” (Herrman and Browning 2021), a reimagined version of the OASIS in Ready Player One (Cline 2011); (2) “a massive virtual world where millions of people—or their avatars—will interact in real time”

J. Martins, Catarina Costa, Tiago Oliveira et al.

Abstract In the last decade, the use of smartphones has grown steadily. The way consumers interact with brands has changed owing to the accessibility of internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe's web advertising model and flow experience theory. Based on the data collected from 303 Portuguese respondents we empirically tested the conceptual model using a partial least squares (PLS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention.

Jason Weismueller, P. Harrigan, Shasha Wang et al.

This paper investigates the impact of social media influencer endorsements on purchase intention, more specifically, the impact advertising disclosure and source credibility have in this process. The proposed framework argues that advertising disclosure has a significant impact on source credibility subdimensions of attractiveness, trustworthiness and expertise; subdimensions that positively influence consumer purchase intention. Empirical findings based on 306 German Instagram users between 18 and 34 years of age reveal that source attractiveness, source trustworthiness and source expertise significantly increase consumer purchase intention; whilst advertising disclosure indirectly influences consumer purchase intention by influencing source attractiveness. Furthermore, the results reveal that the number of followers positively influences source attractiveness, source trustworthiness as well as purchase intention. All in all, this paper makes a unique contribution to product endorsement literature, with evidence highlighting how social media influencers and advertising disclosure may be used on Instagram to effectively increase consumer purchase intention.

Do Yuon Kim, Hye-young Kim

Abstract This study investigates the effects of influencer advertising attributes on consumer responses via multiple motive inference processing. Influencer-product congruence and sponsorship disclosure are manipulated as independent variables. In so doing, this study examines whether social media users infer two types of motives (Affective vs. Calculative) of the influencer derived from perceived congruence (High vs. Low) and sponsorship disclosure (Presence vs. Absence). Results suggest that influencer-product congruence can be used to enhance product attitude and reduce advertising recognition by generating a higher affective motive inference. Sponsorship disclosure can also affect product attitude in a serial mediation of calculative motive inference and advertising recognition. The multiple motive inference model explained the dual processing of influencer advertising by attributing to the prior persuasion knowledge and situational characteristics simultaneously. The findings discussed theoretical and managerial implications on native advertising on social media.

Claudia Franke, Andrea Groeppel-Klein, Katrin Müller

Abstract Virtual influencers, generated on the computer, are changing the advertising industry. More and more brands utilize virtual instead of human influencers as endorsers for their marketing campaigns for a variety of reasons, e.g., better control of the influencer’s behavior, cost savings, or zeitgeist motives (desire to be “up to date”). However, there is currently little research on whether significant advertising goals are achieved using virtual influencers. We analyze, in an initial study, whether consumers find such influencers appealing compared to human influencers and whether they are able to identify that the influencer is not real. Our results show that consumers find it difficult to identify virtual influencers as such and that they still have more positive attitudes toward human endorsers in advertising campaigns. However, virtual endorsers can lead to higher perceived ad novelty. In a second study, we further examine whether the advertised product category functions as a moderator. Results show that perceived congruence between virtual influencers and product is dependent on the product category and leads to higher advertising effectiveness. Our studies lead to the implication that marketers should carefully consider the use of virtual influencers in accordance with the aspired advertising goals and brand values.

Chen Lou

Abstract Afforded by new digital technologies, consumer interactions are breaking the boundaries of basic assumptions about interpersonal communication, mass communication, and the concepts arising from the two. By looking into social media influencer–follower relations, this study suggests that the long-held conventional concept of parasocial relation no longer fully encompasses the evolving contemporary human interactions and related relations. The current analysis recommends an updated notion and theorization—a trans-parasocial relation—to capture a collectively reciprocal, (a)synchronously interactive, and co-created relation between influencers and their captive followers. This trans-parasocial relation concept offers a foundation on which new communicative and advertising theories can be developed to explicate new forms of social interactions and consumer behavior. More importantly, in view of this trans-parasocial relation, assumptions of the existing persuasion theory—that is, the persuasion knowledge model—need to be reassessed. The current findings demonstrate that persuasion knowledge does not always negatively affect advertising outcomes. Instead, followers indicate mostly benign attitudes toward influencer-sponsored posts, interpret influencers’ sponsorship disclosures as genuine and transparent, and internalize disclosure actions as inspiring and admirable. This study further identifies and elucidates several psychological mechanisms that account for followers’ overall appreciation of influencer-sponsored posts: positive bias, verification by cross-validation, and inspirational internalization.

Loes Janssen, A. Schouten, E. Croes

Abstract Social media influencers are increasingly employed as product endorsers, and a growing body of academic research confirms that influencers are an effective advertising instrument. However, more research is needed on the specific influencer characteristics driving this success, and the processes responsible for these effects. In this study, we investigated to what extent product-influencer fit and number of followers interact in contributing to positive advertising outcomes and influencer evaluations. Moreover, we investigated to what extent perceived credibility of the influencer and identification with the influencer mediate these relationships. We conducted a 2 (poor vs. good product-influencer fit) X 2 (moderate vs. high number of followers) between-subjects experiment among 432 Dutch Instagram users. Participants were exposed to Instagram posts of health and fitness influencers who endorsed either a protein shake (good-fit) or ice cream (poor-fit). Results showed that fit and number of followers seem to work in tandem: although influencers with a high number of followers are liked more, and their endorsements result in a more positive attitude toward both the ad and product, and a greater likelihood to buy the advertised product as compared to influencers with a moderate number of followers, the endorsed product should fit the influencer’s self-branded image for these positive effects to occur. Moreover, effects were all mediated by perceived credibility and identification, which appear to be important drivers of influencer endorsement effects. Together, our findings contribute to a growing body of knowledge on the processes driving audience responses to influencer marketing, and provide clear guidelines for practitioners.

Anshuman Sharma, Yogesh K. Dwivedi, V. Arya et al.

Abstract SMS advertising perception has been found to have a significant influence over consumer purchase intention either directly or indirectly. However, there is a dearth of comprehensive studies, suggesting precursors of SMS advertising perception and the process by which it influences the purchase intention. This study concentrates on answering this particular question by developing a research model and empirically validating it, based on the stimulus–organism–response (SOR) framework. To evaluate and validate the results, the study adopted a two-stage, hybrid model using partial least square-structural equation modeling and neural network modeling. The findings suggest SMS advertising perception has a significant effect on purchase intention, mediated by advertising value and attitude toward SMS advertisement. The main contribution of this study is the introduction of a new higher-order construct, SMS advertising perception, for the first time in SMS advertising literature, and the validation of the transmittal effect of advertising value and attitude toward SMS advertising between SMS advertising perception and purchase intention. The study provides empirical evidence to support the SOR framework and helps to expand the scope of SMS advertising perception research and its effect on purchase intention. Additionally, it benefits marketers by fostering better decision-making to devise effective advertising campaigns using mobile-based SMS service commercials.

Alison Munsch

ABSTRACT Millennials are among the largest age cohorts in United States commanding the strong buying power. They are digital natives perplexing the marketing world to develop effective digital advertising strategies because they have become expert at avoiding digital advertising designed to influence their consumer behavior. Using a digital distraction during an advertisement is a Millennial behavior and they are not likely to read, listen to, or watch digital advertisements in their entirety. Marketers are challenged to uncover new insights relating to how to hold Millennial attention with digital marketing/advertising communication. This research explored questions on how marketers can better serve the Millennial consumer in the United States with digital marketing/advertising communication that is engaging, informative and influential to their consumer behavior. The research also explored similarities and differences in digital marketing/advertising engagement among Millennials and the Generation Z age cohort because Generation Z represents the largest age cohort coming of age. The research was conducted using the qualitative methods of focus groups, an online bulletin board and one-on-one in-depth interviews. The findings suggest that digital marketing/advertising that is short, with music, humor and the use of social media influencers has a positive impact on both age cohorts.

Kathryn J. Byun, Sun Joo Grace Ahn

Abstract Virtual influencers (VIs), computer-generated characters that serve as influencers, offer novel and cost-effective advertising strategies. VIs’ roles and appearances are comparable to those of human influencers (HIs) in advertising in that they mimic humans in their behavior. However, novel features of these digital entities allow virtual VIs to engage in unique interactions with audiences. With the rise of successful VIs, academic research on VIs has been growing rapidly. Thus, a systematic comparison of VIs and HIs in the context of interactive advertising is a timely endeavor to better understand the conceptual and operational similarities and differences between them and to guide future research. After analyzing 44 final papers on VIs, the current review suggests that there are many similarities between HIs and VIs and their roles as the source of advertising messages, but also critical differences that determine the limitations and potentials of VIs in interactive advertising.

Biao Gao, Yiming Wang, Huiqin Xie et al.

With the rapid advancement of artificial intelligence (AI) technology, the advertising industry is at a crossroads of new opportunities and challenges. This pioneering study provides an in-depth review of AI’s application in advertising, focusing especially on four key elements: Targeting, Personalization, Content Creation, and Ad Optimization. By delving deep into these areas, we uncover the potential of AI in revolutionizing the advertising sector. At the same time, we discuss the pressing ethical issues arising from the current applications of AI in advertising-related fields. Using the VOSviewer software, this study conducts an in-depth analysis of the literature, revealing the intrinsic connections of these four key elements in AI advertising based on computational advertising: Targeting and Personalization are closely linked, jointly determining who gets shown which advertisements. Content Creation generates appealing advertising content through AI during the Personalization process, while Ad Optimization relies on the outcomes of the first three elements, adjusting ad displays to achieve the highest return on investment. This research offers a fresh perspective on understanding AI’s application in advertising, aiding in the responsible and effective use of AI technology for superior ad delivery.

J. Huh, M. Nelson, C. Russell

Since ChatGPT was released on November 30, 2022, followed by Microsoft’s announcement of its artificial intelligence (AI)–powered new Bing search engine on February 7, 2023, and Google’s Bard release on March 21, 2023, it seems AI generally has taken over conversations across all sectors of society. In a very short time span, consumers and a wide range of organizations have adopted generative AI technologies with astonishing capabilities (Bove 2023). These new technological developments have accelerated the integration of AI into many tools, apps, and areas of our daily life, but the transformative AI technology is perhaps most deeply impacting the world of advertising. AI-enabled advertising spending worldwide in 2022 was estimated to be $370 billion, with predictions of $1.3 trillion in the next ten years (Statista 2023). While the viral sensation and enormous popularity of ChatGPT are generating unprecedented attention and interest in AI right now, AI, as both a theoretical concept and version of its technological implementations and applications, has a long history with its origin going back to the 1950s. In the advertising field, the first research article on the topic of AI in connection to advertising was published in 1988 (Cook and Schleede 1988). The authors described “decision support systems” (i.e., expert systems) as probably the “most widely implemented and well-known applications of AI” (48). As described, these systems used databases and models to solve problems, such as help with direct-mail systems and newspaper advertising placement. Since then, AI has changed the business of media and advertising and attracted attention from both advertising practitioners and scholars. Although there is no standard definition, Rodgers (2021) defined AI advertising as “brand communication that uses a range of machine functions that learn to carry out tasks with intent to persuade with input by humans, machines, or both” (2) and positioned AI advertising as a subdiscipline of advertising “situated at the intersection of cognitive science, computer science, and advertising” (2). Advertisers are using AI technologies in automated market segmentation and targeting, ad creative development and personalization, improving ad buying and placement, and optimizing advertising investment (Kietzmann, Paschen, and Treen 2018). Following the trend of increasing AI adoption in advertising, advertising scholars have organized sessions at the American Academy of Advertising (AAA) conference, such as the 2014 preconference, “Big Data for Advertising Research and Education,” and the joint AAA-ANA Educational Foundation luncheon panel with the provocative title, “The Future of Advertising—Will We Be Replaced by Robots?” in 2018. The Journal of Advertising (JA) has published multiple themed collections on AI-related topics, starting with a Special Section on Artificial Intelligence and Advertising, guest-edited by Hairong Li (2019). This collection of articles explored the potential and actual application of AI technologies to enhance advertising efficiency, effects, and effectiveness across the entire spectrum of the advertising campaign process, from situation analysis and consumer insight generation to advertising message creation, to media planning and buying, and to advertising effect assessment (see the Journal of Advertising, vol. 48, no. 4). Another Special Section on Advances in Computational Advertising in 2020, guest edited by Jisu Huh and Ed Malthouse (2020), addressed broad implications of evolving computer science technologies for data-driven, AI-powered computational advertising, and proposed a future research agenda in the areas of macro and exogenous factors, consumers’ roles in computational advertising, AI-powered ad content generation, computational advertising media planning strategy shifts from purchasing exposure to focusing on meaningful consumer engagement, and computational advertising measurement systems (see the Journal of Advertising, vol. 49, no. 4). A year later, JA published an up-to-date comprehensive Themed Issue on Promises and Perils of Artificial Intelligence and Advertising (2021, vol. 50, no. 1). In her editorial, the previous editor, Shelly Rodgers (2021) proposed an AI classification schema to systematically understand and develop subdomains

Yuki Kobayashi, Koichi Toida

Extended Reality (XR) affords an enhanced sense of bodily presence that supports experiential modes of comprehension and affective engagement which exceed the possibilities of conventional information delivery. Nevertheless, the psychological processes engendered by XR, and the manner in which these processes inform subsequent behavioural intentions, remain only partially delineated. The present study addresses this issue within an applied context by comparing non-immersive 2D viewing advertising with immersive XR experiential advertising. We examined whether XR strengthens internal responses to a product, specifically perceived comprehension and empathy, and whether these responses, in turn, influence the behavioural outcome of purchase intention. A repeated-measures two-way ANOVA demonstrated a significant main effect of advertising modality, with XR yielding higher ratings on all evaluative dimensions. Mediation analysis further indicated that the elevation in purchase intention was mediated by empathy, whereas no significant mediating effect was observed for comprehension within the scope of this study. These findings suggest that immersive XR experiences augment empathic engagement with virtual products, and that this enhanced empathy plays a pivotal role in shaping subsequent behavioural intentions.