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Previously published research has addressed the beauty types of female advertising models from Western perspectives, which have also been applied directly to classify Asian models. We report qualitative research results which show that Asian consumers' beauty typologies differ from Western consumers' typologies and are mostly based on models' facial characteristics. We identified 10 beauty types for classifying Asian advertising models, of which seven are newly established. The subsequent quantitative study shows that eight of these types are either sexually oriented (international beauty, Korean beauty, sexy, cool) or aesthetic (pretty, natural, sweet, local beauty). Furthermore, we find that cosmetic surgery procedures lead to respondents perceiving the model as displaying more sexually oriented beauty types. We discuss the implications of these findings for advertising effectiveness in Asian contexts, and for academic and societal relevance. [ABSTRACT FROM AUTHOR]

Influencer marketing initiatives require firms to select and incentivize online influencers to engage their followers on social media in an attempt to promote the firms' offerings. However, limited research considers the costs of influencer marketing when evaluating these campaigns' effectiveness, particularly from an engagement elasticity perspective. Moreover, it is unclear whether and how marketers could enhance influencer marketing effectiveness by strategically selecting influencers, targeting their followers, or managing content. This study draws on a communication model to examine how factors related to the sender of a message (influencer), the receiver of the message (influencer's followers), and the message itself (influencer's posts) determine influencer marketing effectiveness. The findings show that influencer originality, follower size, and sponsor salience enhance effectiveness, and posts that announce new product launches diminish it. Several tensions arise when firms select influencers and manage content: Influencer activity, follower–brand fit, and post positivity all exert inverted U-shaped moderating effects on influencer marketing effectiveness, suggesting that firms that adopt a balanced approach along these dimensions can achieve greater effectiveness. These novel insights offer important implications for marketers designing influencer marketing campaigns. [ABSTRACT FROM AUTHOR]

Influencer advertising has emerged as an integral part of social media marketing. Within this realm, consumer engagement is a critical indicator for gauging the impact of influencer advertisements, as it encompasses the proactive involvement of consumers in spreading advertisements and creating value. Therefore, investigating the mechanisms behind consumer engagement holds significant relevance for formulating effective influencer advertising strategies. The current study, grounded in self-determination theory and employing a stimulus-organism-response framework, constructs a general model to assess the impact of influencer factors, advertisement information, and social factors on consumer engagement. Analyzing data from 522 samples using structural equation modeling, the findings reveal: (1) Social media influencers are effective at generating initial online traffic but have limited influence on deeper levels of consumer engagement, cautioning advertisers against overestimating their impact; (2) The essence of higher-level engagement lies in the ad information factor, affirming that in the new media era, content remains 'king'; (3) Interpersonal factors should also be given importance, as influencing the surrounding social groups of consumers is one of the effective ways to enhance the impact of advertising. Theoretically, current research broadens the scope of both social media and advertising effectiveness studies, forming a bridge between influencer marketing and consumer engagement. Practically, the findings offer macro-level strategic insights for influencer marketing. [ABSTRACT FROM AUTHOR]

The rapid expansion of social commerce (S-commerce) has necessitated the development of effective advertising strategies. Despite claims that gamification offers several benefits when integrated with S-commerce, its significance in emerging markets remains unclear. This study was designed to evaluate the influence of gamification on advertising effectiveness in emerging markets such as Vietnam. Personalization and privacy concerns (S-commerce's recent prominent factors) were also assessed. A quantitative approach was used in this study. Data were collected through a survey of 477 individuals exposed to gamification advertising on S-commerce platforms. The results demonstrate that gamification significantly influences the intention to interact with advertisements through both hedonic and utilitarian mechanisms. However, this factor only affects attitudes toward advertising through hedonic mechanisms. The influence of attitudes toward advertising on consumer behavioral intentions was also reinforced in our study. Moreover, the empirical findings show that personalization significantly influences gamification and attitudes toward advertising. Finally, privacy concerns were found to have no effect on gamification and attitudes toward advertising and, simultaneously, produced only a small negative effect on the intention to interact with advertisements. [ABSTRACT FROM AUTHOR]

Within the emerging live-streaming commerce context, streamer-consumer gender match has been considered an important topic in studies on advertising hedonic products. However, it is still under-explored how streamer-consumer gender match affects the mapping from functional benefits to advertising effectiveness when advertising utilitarian products and how the mechanism is contingent on heterogeneous price signals. To somewhat address the research gaps, we develop a number of hypotheses based on the elaboration likelihood model together with the price signaling mechanism and examine the research model drawing on a 28-day panel on 685 smartphones sold on Douyin Live Shopping. The empirical results indicate that (1) functional benefit performance has a positive effect on advertising effectiveness for utilitarian products with a middle-price signal, and the effect is stronger when the products are sold by male rather than female streamers; (2) also for advertising utilitarian products with a middle-price signal, male consumers resist male streamers when streamers leverage utilitarian information to stimulate consumers' purchase intention; and (3) functional benefit performance contributes little to advertising effectiveness for utilitarian products with a high-price or low-price signal. The evidence uncovers that gender match mainly makes a difference to appending extra hedonic cues rather than amplifying the conversion of utilitarian information in the sense of advertising utilitarian products. The findings also highlight the risk of neglecting within-category heterogeneities in the by-product-category research on live-streaming advertising. [ABSTRACT FROM AUTHOR]

This study examines the relationship between advertising expenditures and profitability and sales of Fast-Moving Consumer Goods FMCG companies in Pakistan. The impact of advertising on profitability can vary based on factors such as advertising effectiveness, product availability, and competition in the market. Companies should consider these factors when making advertising decisions to maximize impact on profitability and sales. The research analysed the annual reports of Unilever and Procter & Gamble to investigate the impact of advertising expenses on gross sales in the FMCG industry from 2012 to 2022. The study found that advertising and promotional expenses had a significant impact on sales growth, especially in the rural sector, and that celebrity endorsements could boost sales. Despite the economic downturn, FMCG products have remained resilient due to advertising and promotional strategies. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers. Design/methodology/approach: An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment. Findings: Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers' attitudes toward celebrity endorsers mediate the impact of celebrity endorsers' attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement. Practical implications: First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers' perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks. Originality/value: To the best of the authors' knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers. [ABSTRACT FROM AUTHOR]

As social media advertising spending continues to rise, marketers' understanding of how to enhance the effectiveness of these ads must also continue to expand. Utilizing an online experiment and a field study, we test the effect of different formats of Facebook ads (image vs. video) on sports advertising effectiveness (e.g. clicks to purchase tickets). Specifically, this research compares the effect of image ads, video ads, and carousel ads for a Major League Baseball team on page engagement and clicks to purchase game tickets. Vividness and fit theory are both examined as explanations. Results showed that the image ads performed the best in terms of clicks for purchase because of perceived vividness. Interestingly, the video ads only worked best for generating engagement for the social media page itself. Implications for marketing practice and research are provided. [ABSTRACT FROM AUTHOR]

The objective of the study was to analyze and compare the benefits of using online advertising compared to offline advertising. The aim was to understand the advantages that online advertising offered in terms of reach, interactivity, return on investment and other key factors. A comprehensive analysis of case studies, market data and current trends in online and offline advertising was carried out. Analytical tools were used to evaluate the performance of advertising campaigns in both media, as well as surveys and interviews with marketing professionals to obtain qualitative insights. The study spanned a 12-month period, with data collection from baseline to completion of the analysis. A period was selected that would allow capturing seasonal changes and trends throughout the year. The study was applied in the field of advertising and marketing, with a special focus on companies seeking to promote products or services. Case studies from different sectors were considered to obtain a broad vision applicable to various industries. The research was carried out in various markets and regions to ensure a global representation of trends. Particular attention was paid to online marketplaces such as social media platforms, search engines and specialized websites. In addition, traditional offline media, such as television, radio and print media, were considered. At the end of the study, strong conclusions were drawn about the relative benefits of online advertising compared to offline advertising. Practical recommendations were provided for businesses seeking to maximize their advertising reach and effectiveness. Emerging trends and areas of opportunity in the advertising field were highlighted, with the aim of guiding future strategies. [ABSTRACT FROM AUTHOR]

Metaverse has made sense for organizations regarding new opportunities it is likely to offer, and studies on Metaverse-related subjects in different areas have increased incredibly. Advertising is an area where Metaverse-related studies are few. For the first time, this paper prioritizes Metaverse ad appeals and performs the Parsimonious Best-worst method (BWM-P) for this purpose. BWMP, an improved version of the BWM method, allows consistent results to be achieved quickly by reducing the number of pairwise comparisons. Regarding the findings, Metaverse experience is the paramount Metaverse ad appeal, followed by product familiarity and NFT of advertisement, respectively. Further, standardization and Metaverse bonuses are the other significant Metaverse ad appeals. The present research contributes to existing knowledge by analyzing ad appeals to ensure the effectiveness of advertising strategies in the Metaverse world. [ABSTRACT FROM AUTHOR]

The purpose of current study was to examine (1) the emotion transfer effect from sport programs and (2) program-ad congruity effects on the effectiveness of ads. A 2 (program-induced valence: pleasant, unpleasant) × 2 (program-induced arousal: arousing, calm) × 2 (advertising theme: sport, non-sport) within-subjects design, along with real-time psychophysiological measures, was employed to test the hypotheses. As predicted, an ad placed after a pleasant situation (favored team's victory) was more effective than an ad placed after an unpleasant situation (favored team's defeat). Also, an ad played after an arousing situation (close game) was more effective than an ad played after a non-arousing situation (lopsided game). Further, advertising effectiveness was greater for sport-themed ads (congruent) than non-sport-themed (non-congruent) ads. The findings suggest that the same ad can result in different persuasive impacts depending upon the emotional and cognitive context of the preceding sports program. The study offers new insights to existing sport marketing communication literature by examining emotional and cognitive priming effects in the context of sport media programing. [ABSTRACT FROM AUTHOR]

Purpose: This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary as a function of a key moderator: gender. Design/methodology/approach: Using a survey of 281 people, the research identifies Facebook users who are more intensely using mobile social media during the day versus in the evening, and measures five Facebook mobile advertising outcomes: brand and product recall, clicking on ads, acting on ads and purchases. Findings: The results show that women who are using social media more intensely during the day are more likely to use Facebook to seek information, hence, Facebook mobile ads tend to be more effective for these users compared to those in the evening. Research limitations/implications: This contributes to the literature by analyzing how the time of day affects social media behavior in relation to mobile advertising effectiveness, and broadening the scope of mobile advertising effectiveness research from other than just clicks on ads to include measures like brand and product recall. Practical implications: By analyzing the effectiveness of mobile advertising on social media as a function of the time of day, advertisers can be more targeted in their media buys, and so better use their social media budgets, i.e. advertising is more effective for women who use social media (Facebook) more intensely during the day than for those who use social media more intensely in the evening as the former tend to seek more information than the latter. Social implications: This research extends media ecology theory by drawing on circadian rhythm research to provide a first demonstration of how the time of day relates to different uses of mobile social media, which in turn relate to social media mobile advertising consumption. Originality/value: While research on social media advertising has been steadily increasing, little has been explored on how users consume ads when they engage with social media at different periods along the day. This paper extends media ecology theory by investigating time of day, drawing on the circadian rhythm literature, and how it relates to social media usage. [ABSTRACT FROM AUTHOR]

This article reviews advertising tools and analyzes their importance. The advantages of advertising media have been researched and their characteristics have been provided. Attention is also paid to modern advertising campaign tools that companies use to promote their products and services in foreign markets. With an emphasis on the dynamics of globalization and digitalization, the latest trends and innovations in the field of marketing and advertising are analyzed, allowing to effectively reach target audiences in different parts of the world. Particular attention is paid to how companies adapt their advertising strategies to changing consumer requirements and preferences in international markets and, further, how technological innovations affect the choice of tools for advertising campaigns. Various tools are described, including digital media, social media networks, influencer marketing, contextual advertising, SEO optimization, and other digital channels that currently are at the forefront of advertising activity. There is a strong focus on the interactive and personalized aspects of digital marketing, which provide businesses with the opportunity to build deeper and more emotional connections with their customers. Previously unexplored parts of the general problem are highlighted, in particular, the difficulties of measuring the effectiveness of various advertising tools in international markets and the adaptation of marketing strategies to the cultural characteristics of different countries. The aim of the article is to determine the most efficient modern tools of the advertising campaign for the international market and to develop recommendations for companies seeking to expand their presence abroad; outlining the methodological and practical aspects of the process of managing marketing tools at enterprises. The efficiency of each tool was evaluated on the basis of information obtained from scientific sources, using observational and abstract methods, as well as comparative analysis. Different levels of strategies are considered, along with the main tools for each level. The major performance indicators of the marketing campaign are analyzed in order to determine further directions for improving the campaign. When implementing any marketing campaign in the digital space, digital tools create many opportunities and threats for companies that need to be considered in order to minimize possible setbacks at launch. [ABSTRACT FROM AUTHOR]

This study examines the impact of perceived busyness on the effectiveness of destination advertising based on construal level theory. Results from four experiments using two different tourism destination settings (i.e., water sports park and spa resort) indicate that low- (vs. high-) construal tourism destination advertisement is more effective for tourists with higher (vs. lower) busyness perception. This relationship is mediated by the need for time efficiency and benefit focus (serial mediation) and is strengthened when the achievement motivates (i.e., hope of success and fear of failure) of the tourist are high. Our study enriches tourism research by revealing that the effectiveness of destination advertising depends on a matching effect between advertising messages and tourists' perceived busyness. It also has practical ramifications for destination marketing organizations in that it can enhance their understanding of tourists' decision-making process with perceived busyness as an internal factor and thus help promote their destinations. [ABSTRACT FROM AUTHOR]

Regulations prescribe that sponsored influencer vlogs on social media should clearly disclose the embedded advertising to naive viewers. This study conducts an eye-tracking experiment involving 200 Chinese college students (18-30 years of age) to investigate how disclosure timing and disclosure type affect advertising effectiveness, including brand trust, brand attitude, purchase intention, and electronic word-of-mouth (eWOM) intent. The results showed that, compared to post-disclosure, prior disclosure attracted more viewers' visual attention, leading to higher persuasion knowledge activation, and then negatively affected parasocial interaction (PSI), resulting in decreased advertising effectiveness. Meanwhile, the higher visual attention allocation to the prior disclosure also activated higher sponsorship transparency perception, which then increased the PSI and, subsequently, led to more positive advertising effectiveness. However, these relationships were only significant for implicit (vs. explicit) disclosure. This study provides theoretical and practical implications for disclosure usage in Chinese influencer marketing. [ABSTRACT FROM AUTHOR]

Cookies do not make purchase decisions; individuals do. Cookie-level analyses are problematic—use first-party individual data instead. Retargeted advertising is a popular form of digital advertising that algorithmically delivers ads to users who previously visited an advertiser's website. We empirically investigate the challenge of estimating individual-level advertising response when the data stem from a field experiment randomized at the cookie level. Such experiments are common in the industry. We investigate how cookie-level randomization manifests itself at the individual level and the role it plays in measuring retargeted advertising effectiveness. We show that cookie-based analyses to assess retargeted advertising effectiveness are flawed. Cookie randomization breaks down because of the presence of individuals who have both treatment and control cookies—these individuals are more engaged and spend more. Because of the cookie propagation effect we uncover, individual assignment to the treatment and control groups is not random. Individual-level analyses, in conjunction with first-party data, paint a more complete picture of the impact of retargeted advertising. We detect an increase in offline sales that cookie-based analyses fail to capture. Although many marketers are apprehensive about the cookie-less world of the future, we show that cookie-based analyses can be misleading. Individual data, obtained with consent while protecting identity, are better and overcome many of these problems with cookie-based analyses. History: Catherine Tucker served as the senior editor. Supplemental Material: Data and the online appendix are available at https://doi.org/10.1287/mksc.2023.1453. [ABSTRACT FROM AUTHOR]

This study examines the differences between social media influencers and virtual influencers in influencer marketing, focusing on their impact on marketing effectiveness. Using a between-subjects experimental design, the research explores how human influencers (HIs), human-like virtual influencers (HVIs), and anime-like virtual influencers (AVIs) affect perceptions of authenticity, source credibility, and overall marketing effectiveness. The study evaluates these influencer types across both for-profit and not-for-profit messaging contexts to determine how message intent influences audience reactions. The findings reveal that HVIs can be as effective as human influencers, especially in not-for-profit messaging, where their authenticity and source credibility are higher. However, when the messaging shifts to for-profit motives, the advantage of HVIs diminishes, aligning more closely with AVIs, which consistently show lower effectiveness. The study highlights the critical role that both authenticity and source credibility play in mediating the relationship between the type of influencer and advertising effectiveness.

Despite its central importance in achieving most long-term advertising goals, the past several decades of academic research have placed too little emphasis on brand awareness (BA), focusing more often on attitude toward the ad, attitude toward the brand, and purchase intention. In part because of this lack of focus, no universally accepted definition of BA has evolved, and there is a need for greater theoretical development of the concept. In response, this article draws on prior work incorporating current developments in the advertising field to derive the following updated definition of BA: Brand awareness is the likelihood that a person retrieves a brand identifier and a product category or category need from memory across brand-relevant situations. In addition, the article summarizes the trajectory of the use of dependent measures of advertising effectiveness and calls for greater focus on the measurement of BA in its various forms. To this end, the article provides guidelines for measuring BA and specific recommendations to future researchers for including BA in studies of advertising effectiveness. [ABSTRACT FROM AUTHOR]

During times of distress, people tend to seek religious or spiritual guidance as a coping mechanism. COVID-19 brought much uncertainty into the lives of people across the world, providing a unique window into the various constructs and individual preferences related to religion and spirituality. While previous findings focus on the importance of religious cues and religiosity in advertising, scholars have not paid much attention to spirituality. A growing number of Americans do not identify with any religion, and studies about the nonreligious, especially atheists and agnostics, are relatively scant. Therefore, the aim of the current study, grounded in congruity theory and cue utilization theory, was to align ad orientation (religious versus spiritual) with individual life orientation (religious versus nonreligious) to explore the impact of these relationships on advertising effectiveness. Findings show that Christians had strong and favorable attitudes toward both the religious and spiritual ads but stronger intention to learn more about the brand only after exposure to the religious ad. In contrast, nonreligious participants had significantly more favorable attitudes and higher intention after exposure to the spiritual ad (versus religious ad). These findings contribute to an initial theoretical understanding of these two groups, with important implications for advertisers. [ABSTRACT FROM AUTHOR]

Emotional and cognitive reactions to the media context prove impactful on advertising effectiveness. However, research on the topic remains lacking and with a profusion of mixed results regarding the role of the context in enhancing or detracting communication effectiveness. This study explores the media context-advertising relationship, by investigating the influence of television content on advertisement in light of media psychophysiology and grounding on the Halo effect theory. Consumers’ responses to different television content and advertisements are assessed. Specifically, consumers’ arousal, pleasure, attention, and memorization are measured through brain analysis, heart rate, and skin conductance detection. Self-reported methods complement such analysis, by exploring the values associated with the television content and the advertised brands. Results show that television content influences consumer responses to the advertisement and the values associated with the brands, confirming the existence of a halo effect. Responses differ among television content typologies. [ABSTRACT FROM AUTHOR]

In this study, we aim to explore the effectiveness of influencer advertising in the realm of public policy. More specifically, we will be examining key factors that can potentially increase psychological reactance among individuals belonging to Generation Z when they are processing anti-binge drinking Public Service Announcements. We then discuss how collaboration between federal agencies and social media influencers can overcome the hurdles posed by psychological reactance. By drawing upon the existing research on persuasive messages, psychological reactance, influencer advertising, and parasocial relationships, our findings will hold significant value for policymakers in disseminating impactful Public Service Announcements that resonate with Generation Z. [ABSTRACT FROM AUTHOR]

The growing popularity of e-commerce has prompted researchers to take a greater interest in deeper understanding online shopping behavior, consumer interest patterns, and the effectiveness of advertising campaigns. This paper presents a fresh approach for targeting high-value e-shop clients by utilizing clickstream data. We propose the new algorithm to measure customer engagement and recognizing high-value customers. Clickstream data is employed in the algorithm to compute a Customer Merit (CM) index that measures the customer's level of engagement and anticipates their purchase intent. The CM index is evaluated dynamically by the algorithm, examining the customer's activity level, efficiency in selecting items, and time spent in browsing. It combines tracking customers browsing and purchasing behaviors with other relevant factors: time spent on the website and frequency of visits to e-shops. This strategy proves highly beneficial for e-commerce enterprises, enabling them to pinpoint potential buyers and design targeted advertising campaigns exclusively for high-value customers of e-shops. It allows not only boosts e-shop sales but also minimizes advertising expenses effectively. The proposed method was tested on actual clickstream data from two e-commerce websites and showed that the personalized advertising campaign outperformed the non-personalized campaign in terms of click-through and conversion rate. In general, the findings suggest, that personalized advertising scenarios can be a useful tool for boosting e-commerce sales and reduce advertising cost. By utilizing clickstream data and adopting a targeted approach, e-commerce businesses can attract and retain high-value customers, leading to higher revenue and profitability. [ABSTRACT FROM AUTHOR]

Copyright of Tourism & Management Studies is the property of Escola Superior de Gestao, Hotelaria e Turismo, Universidade do Algarve and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Correspondencias & Analisis is the property of Universidad de San Martin de Porres and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This research utilizes the MaxDiff method to categorize associations with the term trust and evaluate its effectiveness in advertising messages. Statistical analysis reveals significant differences among various word linked to term trust. Adjectives like reliable, loyal, and caring emerge as the most prevalent, reflecting respondent preferences. Furthermore, 80.8% of respondents prefer adjectives over nouns in associating with trust. By employing the MaxDiff methodology, this study offers valuable insights into nuanced perceptions of trust in advertising, facilitating the development of more impactful messaging strategies. [ABSTRACT FROM AUTHOR]

The number of Non‐Profit Organisations (NPOs) has increased in the past years, and they rely on advertising to communicate their causes. Although the effectiveness of NPO advertising has been studied previously, there is still no consensus about which appeal (emotionally positive or negative) increases its effectiveness. On the other hand, the most prevalent research approaches to NPO advertising are traditional research methodologies based on declarative techniques. So, the purpose of this study is to identify which appeal (positive or negative) in NPO advertising is more effective at the three levels of effectiveness (perceptual or communicational effectiveness, psychological or attitudinal effectiveness and behavioural effectiveness), providing a new approach based on the analysis of consumers' unconscious responses to advertising. We conducted an experiment with 113 participants whose neurophysiological responses were evaluated through electroencephalogram (EEG) and eye tracking (ET) while they watched NPO advertisements with a randomly assigned emotional appeal (positive or negative). In addition, a survey revealed behavioural responses. The results showed that considering the psychological or attitudinal effectiveness, positively framed ads are more effective, as there is a positive effect on attitudes towards the ad and a higher positive emotional valence. On the other hand, in perceptual effectiveness, where attention is considered an important variable, the negatively framed ads showed more significant time in the area of interest (AOI) of the image area of the ad, and longer time in the AOI text was observed for positively framed ads. Furthermore, regarding behavioural effectiveness, negatively framed ads seem more effective in eliciting actual donations. The results suggest that a positive appeal is more effective in generating a more positive attitude and a positive emotional valence towards the advertisement, which could benefit the NPO in the long term. But a negative appeal is more effective if the goal is to achieve immediate donations. [ABSTRACT FROM AUTHOR]

This research investigates how emotional storytelling (ES) in advertising messages in sponsored Instagram posts by microinfluencers compared to macroinfluencers affects social media engagement. In particular, we explore how the tone and intensity of the ES used in sponsored posts affect their engagement. Based on our analysis of 6,122 sponsored posts on Instagram, we find that social media users engage more with sponsored posts with ES than with neutral ones. However, users engage less with sponsored posts with ES when these posts are made by macroinfluencers. Furthermore, results indicate that the effect of tone and intensity of ES on engagement depends on whether sponsored posts are produced by microinfluencers or macroinfluencers. This study provides theoretical insights into how to exploit both the message as well as the source to optimize the effectiveness of influencer advertising. This research also offers practical recommendations to advertisers, agencies, and influencers on how to use ES in sponsored influencer posts to increase social media engagement. [ABSTRACT FROM AUTHOR]

The use of chatbots in advertising has gained significant attention recently due to the advancements in artificial intelligence. To obtain some insights on chatbot advertising effectiveness, this study examined the role of perceived autonomy on consumers' perceptions with chatbot advertising interfaces. Through two experimental studies, results showed that chatbots elicited a lower level of perceived autonomy compared to the website interface, which decreased consumers' perceived usefulness and perceived ease of use of the chatbots, and further influenced satisfaction and product attitude. In addition, this negative effect could be mitigated by anthropomorphizing the chatbot as a servant to consumers. Theoretical and managerial implications of these findings were discussed. [ABSTRACT FROM AUTHOR]

This article discusses the concept of corporate social responsibility (CSR) and its relationship to corporate social irresponsibility (CSI). The debate surrounding CSR centers around whether corporations should prioritize the interests of stakeholders or shareholders. Different political perspectives view CSR differently, with some seeing it as a way to impose social preferences on private property, while others see it as an opportunity to create a more equal society. The article also explores the role of CSR in different industries and its potential as a smokescreen for maintaining the status quo. The issue of CSI is also examined, with researchers arguing that it can be used to measure the irresponsibility of companies. Several papers in this issue of the journal explore the relationship between CSR and CSI, including the effects of CSR messaging on public perceptions, the role of moral norms in consumer responses, and the impact of ethical perception on activism behaviors. Other papers discuss CSR communication in stigmatized industries, the influence of sustainability certifications on communication practices, and the effectiveness of CSR advertising. Overall, this issue provides new insights into CSR and CSI and highlights the importance of understanding stakeholder responses and motivations in effective corporate communications. [Extracted from the article]

The purpose of this study is to determine the effectiveness of advertising in terms of brand recall through the use of intrusive advertising on the YouTube social network. The research is exploratory and descriptive and is situated within the interpretive paradigm. The students of marketing and advertising of the first semester of 2023 were selected under the figure of a non-probabilistic sampling for convenience. Of the sample analyzed, 48 students belonging to the same university participated. The results show that most advertising messages go unnoticed in the eyes of the online public, and instead of generating attention, interest or remembrance, what they produce in the audience is annoyance and negative experience. In this situation, it is suggested the marketing of attraction or content so that the online audience can participate in the brands' activities instead of interrupting them, offering them an added value and a much more personalized message. [ABSTRACT FROM AUTHOR]

One of the most important elements of advertising campaigns is their message. Many factors can influence message effectiveness, inter alia, the content, the form, the carrier, or the location of the advertisement. Together, these aspects can determine how visible the advertising message is to the audience. At the campaign-planning stage, it is usually hard to tell how the advertisement should be presented and properly exposed so that the recipients perceive and remember it. We propose performing the pre-test of advertisements with the use of a virtual reality system that provides the environment close to the natural conditions and using cognitive neuroscience tools to record the objective measures of the audience's opinions. Our proposal shows the procedure for designing and conducting an experiment that allows for an assessment of the advertising message effectiveness based on its visibility. The article also presents the preliminary results of a pilot experiment that was designed to test both the virtual reality system and the proposed procedure. [ABSTRACT FROM AUTHOR]

Advertising has become an integral part of everyday life, due to the abundance of advertising messages, it is virtually impossible to pay attention or to retain all of them; thus, consumers learn to ignore most advertisements they are exposed to. Striving for exceptionalism and persuasion, advertisers tend to use dramatic emotions, they create messages that would shock consumers, and they increasingly break social and moral norms, so that their advertising messages break through the traditional advertising clutter and reach the existing or potential customer. Since the 1980s, shock advertising has gained interest among advertising industry specialists and academics. However, the impact of shock advertising on consumer behavior can vary and its effectiveness is questionable. This article aims to analyze the differences in the reactions among generations Z and Y to shock advertising, using the eye tracking method. A total of 40 participants were invited to take part in the study. The core of the research was based on seven distinct types of shock tactics. Each of these groups represented a category of advertising posters. Within each group, there were 3-5 individual images, each varying in design, content, and nature. This variety ensured a comprehensive understanding of participants' reactions to different types of advertisements within the same category. After the data analysis, it was concluded that there are differences in the perception of different types of shock depending on the generation. The results indicate that generation Z is more tolerant of shock tactics, having a more positive reaction than generation Y. The younger age group (16-20 years) appears to engage with visual stimuli in a more dynamic and perhaps exploratory manner. They seem to have a more focused or selective attention, especially when the content is emotionally or ethically charged. This paper provides marketers with a better understanding of the effectiveness of shock advertising based on age variable, recommending alternative methods to capture the attention of consumers. [ABSTRACT FROM AUTHOR]

Firms often employ personalized recommendations to help customers make purchase decisions. To improve the effectiveness of their personalized recommendations, some firms use cues to offer transparency on how they collect and use data to derive recommendations. We draw on attribution theory to propose an additional mechanism to improve the effectiveness of personalized recommendations with cues. Attributional cues, which refer to the underlying data (i.e., customers' own data vs. similar customers' data) used for personalized recommendations, aim to increase customers' self‐attribution of personalized recommendations. Specifically, in three experimental studies, we show that attributional cues increase customers' self‐attribution of personalized recommendations, leading to higher trust in and lower reactance to personalized recommendations. The accuracy and valence of the personalized recommendations moderate this attributional effect. As a result, employing attributional cues can be an essential and affordable tool for firms to increase the effectiveness of their personalized recommendations. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to examine the extent to which cultural differences and slogan meaning type affect the role of comprehension in attitude toward the ad (Aad) and attitude toward the brand (Abrand) formation. Design/methodology/approach: In an online experiment, a total of 256 adult participants from the USA (ranged in age from 19 to 26 years old) and 184 participants from France (ranged in age from 18 to 28) were randomly assigned to one of the two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. After getting exposed to the ad, participants responded to questions related to their Aad, Abrand, comprehension, uncertainty avoidance and demographics. Findings: Results from this research demonstrate the moderating effect of uncertainty avoidance and slogan type (single meaning vs polysemous) on the relationship between comprehension and Aad. The authors show that for polysemous (and not single meaning) slogans, comprehension results in more favorable Aad for low uncertainty avoidance individuals than for high uncertainty avoidance individuals. In addition, the authors demonstrate the mediating effect of Aad in the relationship between comprehension and Abrand. Research limitations/implications: The authors used nationality as a proxy for culture. Future research should include other cultural dimensions in the development of conceptual models and analysis of data. Another limitation is that the authors used a college student sample for this research. A more representative sample should be used in future research to examine cultural differences in interpreting adverting messages. One other limitation concerns the measurement tool the authors used to measure objective versus subjective comprehension in this research. While the theoretical foundations of the two modes of comprehension are clear and robust, improved measurement tools can enhance the validity and reliability of future research. Finally, the authors suggest that future research examine the effect of such variables as figure-ground contrast, figure attractiveness, stimulus repetition, prototypicality, symmetry and semantic or visual priming that may impact the processing of brand slogans. Practical implications: This study argues that the processing of brand slogans in advertising is impacted by culture. Individuals from different cultures perceive and comprehend brand slogans differently. This study contributes to the research stream that examines the influence of cultural dimensions on the effectiveness of advertising by focusing more precisely on the impact of uncertainty avoidance (one of Hofstede's cultural dimensions). In the case of single meaning slogans, advertisers might diminish the use of objective comprehension advertising strategies to influence both individuals with high and low uncertainty avoidance. In the case of polysemous slogans, advertisers should consider that consumers with high uncertainty avoidance (vs low uncertainty avoidance) are impacted more by subjective comprehension (vs objective comprehension) when forming Aad and Abrand. Originality/value: This research contributes meaningfully to the marketing literature by examining previous work on ad slogan processing through subjective vs objective comprehension and extending the analysis by incorporating culture as an important factor. [ABSTRACT FROM AUTHOR]

This study aims to identify the effectiveness of wardah advertisements through Instagram social media on active @wardahbeauty followers on Instagram. Consumers who use social media Instagram @wardah beauty are active with a total of 92 followers. The data analysis technique used in this study is a validity test, reliability using SPP version 20.0 Based on the results of the study, the validity and reliability test of the questionnaire for each statement item was declared valid and the results obtained were that the independent variable, namely advertising effectiveness (X) had a positive and significant influence on the dependent variable, namely purchase decision (Y), this is indicated by the tcount value = 5.603 and ttable = 2.01537 then tcount > ttable, so Ho is rejected and Ha is accepted. Based on simple linear regression calculations, the regression equation Y = 25.982 + 0.531X + e means that every time there is an increase in the purchasing decision variable by 0.531, it will affect the effectiveness of advertising. The coefficient of determination (R2) is 0.416 (41.6%). So it can be said that 41.6% of the dependent variable, namely advertising effectiveness in this study, can explain purchasing decisions while the remaining 58.4% is influenced by other variables outside the variables studied.

Social media influencer (SMI) advertising is on the rise; however, extant theory regarding the determinants of SMI advertising effectiveness is undeveloped. The present research establishes when and how the type of SMI based on the number of followers influences SMI advertising effectiveness. Specifically, the findings of four experimental studies show that micro-influencers (those who have 10,000 to 100,000 followers) are more persuasive than mega-influencers (those who have more than 1 million followers) because endorsements by micro-influencers (versus mega-influencers) bestow higher perceptions of authenticity on the endorsed brand, which "rubs off" from the perceptions regarding influencer authenticity. However, this differential effect of SMI type through influencer and brand authenticity occurs only when the endorsed product is perceived as hedonic (as opposed to utilitarian) consumption. From a theoretical perspective, these findings extend prior research on how endorsements from different SMI types vary in terms of their persuasiveness, shed light on the underlying mechanism, and identify consumption type as an important boundary condition. From a practical perspective, we offer managerial implications for enhancing the effectiveness of SMI advertising strategies by taking into consideration SMI types, consumption contexts, and message framing styles. [ABSTRACT FROM AUTHOR]

A model's eyes are a powerful and ubiquitous visual feature in virtually any advertisement depicting a person. But does where the ad model's eyes look matter? Integrating insights from social psychology and performance and visual art theory, we demonstrate that when the ad model's gaze is averted (looking away from the viewer), the viewer is more readily transported into the ad narrative and responds more favorably to the ad than when the ad model's gaze is direct (looking directly at the viewer). Five multi-method experiments (field and lab studies) illustrate that averted gaze (direct gaze) enhances narrative transportation (spokesperson credibility) to boost the effectiveness of emotional (informative) ads. Study 1 is a Facebook field study that demonstrates the effect of averted (vs. direct) gaze direction on advertising effectiveness using a real brand. Studies 2a and 2b implicate enhanced narrative transportation as the underlying process mechanism by measuring (study 2a) and manipulating (study 2b) narrative transportation. Studies 3a and 3b examine ad contexts in which direct gaze can enhance ad effectiveness: when the ad has informational (vs. emotional) appeal (study 3a), and when the viewer prefers not to identify with the negative emotional content of the ad (study 3b). [ABSTRACT FROM AUTHOR]

Bu araştırmanın amacı, reklamlarda kullanılan bireyci ve kolektivist mesajların tüketicilerin tutum ve satın alma niyetleri üzerindeki etkisini belirlemektir. X ve Z kuşağında yer alan deneklerin yer aldığı bu çalışma, bireyci ve kolektivist kültürel değerlere sahip tüketicilerin, bireyci ve kolektivist mesaj içeren reklamlara karşı tutum, satın alma niyeti etkinliği arasındaki bağlantıları keşfetmek için tasarlanmış deneyin sonuçlarını raporlamaktadır. X kuşağı ve Z kuşağının bireyci ve kolektivist reklam mesajlarına yönelik tepkilerinin ölçülmesi hedeflenmektedir. Hipotezleri test etmek için kolayda örnekleme yöntemi ile toplanmış verilerden yararlanılmış ve bağımsız örneklem t testi ve eşleştirilmiş örneklem t testi ile analizler yapılmıştır. Genel olarak Türkiye hala daha kolektivist kültürel değerlere sahip olmakla birlikte Z kuşağı üzerinde bireyci kültürel etkilerin daha baskın gözlemlenmiştir. Bu durum da Z kuşağı ile X kuşağı arasında reklamlara yönelik farklı tepkilerin geliştirmesine yol açmaktadır. Bulgular, reklam stratejilerini düzenlemede ve geliştirmede ilgili taraflara yardımcı olabilir veya rehberlik edebilir. Ulaşılan sonuçlar, X ve Z kuşağı için daha iyi reklam etkinliği yaratmada bireyci ve kolektivist kültür değişkenlerinin anlaşılmasını zenginleştirir. Türkiye’de Z ve X kuşağına mensup katılımcıların bireycilik/kolektivizm boyutuna dair eğilimlerini değerlendiren ilk çalışmalardan biridir.

This study investigates the effectiveness of Vlogs as an advertising tool to promote the tourism sector in Pakistan using Ducoffe's Advertising Value Model and stimulus-organism-response (S-O-R) framework, and its subsequent effect on customer engagement behaviours (CEBs). Data were collected from generation Z through both the online and offline medium, 230 students were approached; 206 questionnaires were usable for analysis. Partial least squares–structural equation modelling (PLS-SEM) was used for model assessment. The results indicated that all the relationships are supported: informativeness, entertainment, credibility and irritation significantly influence advertising value; adverting value influences attitude towards Vlog; and finally, attitude towards Vlog significantly influences electronic word-of-mouth (eWOM), positive word-of-mouth (PWOM), customer referral, and destination visit intention. This study is the first in this domain that measures the importance of Vlog advertising value in shaping the attitude of generation Z toward Vlog destination advertising, especially in the context of Pakistan, a developing economy. The theoretical and practical implications of the findings, limitations of the study and suggestions for future research directions are also discussed. [ABSTRACT FROM AUTHOR]

Advertising has played an increasingly relevant role in raising awareness of social problems via institutional campaigns. In the phenomenon of domestic violence, most institutional advertising campaigns are directed at victims, who are often represented as vulnerable people. The general objective of this explorative study was to ascertain, from the point of view of victims of domestic violence, what the contributions of advertising campaigns are in combating this phenomenon. Stemming from a previous study on institutional advertising campaigns on domestic violence, which included a survey with about 500 participants residing in Portugal, a focus group was carried out with 4 participants who declared that they had been victims of domestic violence. The data were subjected to thematic analysis, and two major themes were identified: A: the effectiveness of advertising campaigns on the prevention of domestic violence and B: domestic violence and the fight against it via advertising strategies. The results suggest that advertising is a useful tool for social transformation, which has contributed to the social awareness of the problem of domestic violence. There is no consensus that the shock strategy of certain advertisements has the desired effects nor that campaigns should only focus on victims. It was suggested that the campaigns should be extended to the aggressors and that the theme should also be introduced in schools. The discussion made it possible to question the characteristics of advertising campaigns and to propose new directions in this field for the prevention of the phenomenon. [ABSTRACT FROM AUTHOR]