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4 results on '"Mengtian Jiang"'

1. Promoting Mask-Wearing in COVID-19 Brand Communications: Effects of Gain-Loss Frames, Self- or Other-Interest Appeals, and Perceived Risks

Author

Mengtian Jiang and Naa Amponsah Dodoo

Subjects
Marketing, 2019-20 coronavirus outbreak, Coronavirus disease 2019 (COVID-19), Communication, Severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2), Pandemic, Advertising, Business and International Management, Psychology
Abstract

During the COVID-19 pandemic, many businesses displayed signs to promote preventive behaviors, such as wearing masks in public, but the effectiveness of this practice largely remains unknown. This ...

Published
2021

2. Native Advertising in WeChat Official Accounts: How Do Ad–Content Congruence and Ad Skepticism Influence Advertising Value and Effectiveness?

Author

Linwan Wu, Mengtian Jiang, and Jing Yang

Subjects
Marketing, Communication, media_common.quotation_subject, 05 social sciences, 050801 communication & media studies, Advertising, 0508 media and communications, 0502 economics and business, Congruence (manifolds), 050211 marketing, Psychology, Native advertising, Content (Freudian dream analysis), Value (mathematics), ComputingMilieux_MISCELLANEOUS, Skepticism, media_common
Abstract

WeChat Official Accounts, subscription-based accounts that broadcast information to followers, have become a popular venue for native advertising in China. This study investigated the effects of in...

Published
2021

3. Now You See Me, But You Don't Know: Consumer Processing of Native Advertisements in Online News Sites

Author

Jef I. Richards, Mengtian Jiang, Wally Snyder, and Brigitte A. McKay

Subjects
Marketing, 0508 media and communications, business.industry, Communication, 0502 economics and business, 05 social sciences, Internet privacy, Exploratory research, 050801 communication & media studies, 050211 marketing, Advertising, Business, Native advertising
Abstract

Native advertising has become a growing trend in news outlets to break through the clutter of advertisements to reach consumers. This exploratory study investigates consumers' cognitive processing ...

Published
2017

4. Don’t Hate me Because I am Beautiful: Identifying the Relative Influence of Celebrity Attractiveness and Character Traits on Credibility

Author

Nora J. Rifon, Sookyong Kim, and Mengtian Jiang

Subjects
Advertising research, Product (business), Attractiveness, Source credibility, Physical attractiveness, Credibility, Equity (finance), Advertising, Character traits, Psychology
Abstract

A celebrity spokesperson is typically defined as a recognizable person who uses this recognition to promote a consumer good through an advertisement. Celebrity endorsers are widely used to engage consumers. Past research has shown that almost 25% of all television commercials contain celebrity endorsers (Erdogan et al., 2001). As of 2010, it was estimated that $35 billion was spent on celebrity endorsements in traditional media (Crutchfield, 2012) and another $35 billion on digital endorsements (Shayon, 2011). Celebrities have their own brand and equity, and each celebrity’s brand is important to marketers as they seek to transfer the celebrity’s image to the endorsed product (McCraken, 1989).

Published
2015

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