Search

A new trend in influencer marketing is livestream commerce, which combines influencers' live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, "big" influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience's conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies. [ABSTRACT FROM AUTHOR]

Brands have been increasingly speaking up on sociopolitical issues (so-called brand activism advertising) to showcase their nonneutrality and drive meaningful societal changes. Yet little is known about how brands can strategize brand activism advertising to effectively engage consumers and benefit companies. Drawing upon the frameworks of transcendent media experiences, color, and message framing theory, this research examines the interplay between a visual element (i.e., image color: black-and-white [BW] versus color) and a verbal element (i.e., message framing: promotion framed versus prevention framed) in the effectiveness of brand activism advertising. Across two experiments, we found that brand activism ads that use BW (versus color) images, when paired with promotion-framed (versus prevention-framed) messages, led to more favorable attitudes toward the ads and elicited higher purchase intentions. We argue that brand activism ads trigger consumers' transcendent experiences to a varying degree and identify consumers' perceived inspiration upon viewing the ads as an underlying psychological mechanism. These findings advance current literature by examining brand activism advertising from the perspective of transcendent experiences and explicating the key factors and mechanism that affect consumer experiences and advertising effectiveness. [ABSTRACT FROM AUTHOR]

Even though the use of silhouettes in advertising is prevalent, knowledge about their impact on consumers is surprisingly limited. In this research, I propose that the use of human silhouettes, when compared to images of attractive human models, enhances advertising effectiveness by reducing the extent to which consumers experience self-threat when viewing an ad referent. In addition, I predict this effect holds only for appearance-related products and strengthens as consumers' level of appearance-related self-esteem decreases. Six studies reported in this research provide converging evidence in support of these expectations. [ABSTRACT FROM AUTHOR]

When powered by artificial intelligence (AI), the effectiveness of advertising generally improves. However, evidence shows that personalized recommendations in charity advertising may have a dark side. The existing literature about the effects of personalized recommendations in advertising is rooted primarily in outcome utility, including outcome benefits and costs. Nevertheless, consumers tend to sacrifice their own interests without expecting anything in return given that they cannot directly monitor and measure the behavior outcome in charitable consumption; this elicits in them a focus on their autonomy and signal utility in responding to charity advertising. Thus, in our article, we focus on the reasons that personalized recommendations have negative effects in charity advertising based on self-determination theory. Through five studies, the results reveal that consumers display lower donation intentions when they receive charity advertising with (versus without) personalized recommendations due to a decrease in perceived autonomy. In addition, this negative effect can be mitigated by servant communication styles and providing consumers with free choices. These conclusions not only enrich the literature on personalized recommendations in advertising, charity advertising, and AI marketing but also provide some guidance for advertisers to enhance the performance of personalized recommendations in charity advertising. [ABSTRACT FROM AUTHOR]

Existing research on advertising structures in a supply chain has mainly been conducted with symmetric quality information and the interaction between quality information disclosure and advertising has not been clarified. To identify the optimal advertising structure and disclosure strategy for a manufacturer, we explore manufacturer advertising and cooperative advertising in the context of product quality information asymmetry. We examine the implications of the manufacturer's product quality information disclosure on his advertising strategies and the impact of advertising on quality information disclosure decisions. When cooperative advertising is more effective than manufacturer advertising and the product quality is low, the manufacturer should adopt manufacturer advertising, which leads to higher perceived quality and improves the retailer's economic condition. We find that advertising can inspire the manufacturer to disclose more product quality information regardless of the advertising structure, which occurs when the effectiveness of advertising is large. Furthermore, the manufacturer, the retailer, and consumers can benefit from cooperative advertising when cooperative advertising is more effective than manufacturer advertising and the product quality is high. We also consider an extension where the manufacturer and retailer advertise simultaneously and find that advertising leads to more quality information being disclosed when the disclosure cost is low. [ABSTRACT FROM AUTHOR]

Against the backdrop of increasingly severe environmental issues, this study explores the influence mechanism of green advertising on green purchase intention through perceived value using the SOR model and the theory of consumption value. Through PLS-SEM analysis of 385 valid questionnaire data from China, we found that: (1) Green advertising significantly affects consumers' perceived functional value, social value, emotional value, conditional value, and epistemic value, indirectly influencing green purchase intention; (2) Among them, social value, emotional value, and conditional value significantly promote green purchase intention, whereas the effects of functional value and epistemic value on green purchase intention are comparatively weaker; (3) Social value, emotional value, and conditional value play a critical mediating role in the indirect impact of green advertising on purchase intention. These findings not only deepen our theoretical understanding of green consumer behavior but also provide important practical insights for formulating more effective green advertising strategies. [ABSTRACT FROM AUTHOR]

Online targeted advertising leverages an information asymmetry between the advertiser and the recipient. Policymakers in the European Union and the United States aim to decrease this asymmetry by requiring information transparency information alongside political advertisements, in the hope of activating citizens' persuasion knowledge. However, the proposed regulations all present different directions with regard to the required content of transparency information. Consequently, not all proposed interventions will be (equally) effective. Moreover, there is a chance that transparent information has additional consequences, such as increasing privacy concerns or decreasing advertising effectiveness. Using an online experiment (N = 1331), this study addresses these challenges and finds that two regulatory interventions (DSA and HAA) increase persuasion knowledge, while the chance of raising privacy concerns or lowering advertisement effectiveness is present but slim. Results suggest transparency information interventions have some promise, but at the same time underline the limitations of user-facing transparency interventions. [ABSTRACT FROM AUTHOR]

The purpose of this study is to investigate the relationship between various consumer data collection techniques and privacy issues, and how these issues impact the effectiveness of social media advertising. In a study conducted online, it was discovered that when people are exposed to advertisements based on data collected from sources other than the website the advertisement is displayed on, their privacy concerns are at their peak. Due to worries over privacy, social media users are less likely to share advertisements on these platforms. Advertisers are advised to forbid the collection of consumer information via improper means in order to achieve satisfactory advertising effectiveness. The development of a privacy-protecting environment is also encouraged through societal actions. [ABSTRACT FROM AUTHOR]

The current study aimed to examine elements that affect time to ad recognition on social media including ad types and disclosure repetition. Additionally, this study examined the influence of time to ad recognition on consequence advertising effectiveness including ad attention and ad clicks. An experiment with an eye-tracker was conducted. Findings showed that consumers spend longer time to recognize native ads than display ads, but disclosure limits its role in ad recognition. Findings implied that the difficulty to identify native ads enhances ad effectiveness. [ABSTRACT FROM AUTHOR]

Podcast audiences inthe USA are enjoying unprecedented growth, with nearly 100 million weekly listeners in 2024. Forecasts suggest that podcasting advertisement revenue will surpass US$2bn in 2024, reaching near/y US$2.6bn by 2026.At the some time, however, the business community (ie audio industry experts, including media decision makers at large agencies and brands) continue to have questions regarding the medium's safety and suitability for brands. This Paper provides a multi-modal study that juxtoposes the myths and opportunities in podcast advertising across genres./t reveals that consumers remain open to brands their advertise on podcasts and they find their tit/es to be engaging, informative and entertaining. [ABSTRACT FROM AUTHOR]

Online video platforms face the challenge of balancing the needs of their users with those of their advertisers. Although users typically prefer to have less intrusive ads, advertisers aim to effectively catch user attention. This paper investigates how the provision of ad choice affects the effectiveness of video advertising. We argue that allowing users to choose an ad to view may trigger a "conjecture-formation-and-confirmation" process that motivates users to pay more attention to the selected ad. Two online experiments and four laboratory experiments are conducted to test the theorized underlying mechanism of the ad choice effect. Study 1 finds when users are unfamiliar (versus familiar) with the content of ad options (i.e., they need to make conjectures about ad content), ad choice is more likely to increase user attention to the chosen ad. Study 2 and Study 3 show that the impact of ad choice on user attention is more likely to be positive when users are enabled to make conjectures about ad content, such as when choice options provide more relevant information about ad content. Study 4a and Study 4b provide more direct support for the underlying mechanism by showing that the ad choice effect is attenuated when users cannot form conjectures about ad content at the choice stage. Study 5 further demonstrates that the positive effect of ad choice is robust across different ad settings. Taken together, these studies show ad choice is more likely to boost the effectiveness of video advertising when the "conjecture-formation-and-confirmation" process is triggered. This paper was accepted by Kartik Hosanagar, information systems. Funding: This work was supported by the National Natural Science Foundation of China [Grants 71702126, 72022008 and 72372112], the University Research Committee of the University of Hong Kong [Grant 201905159007], HKU Education Consulting (Shenzhen) [Theme-Based Research Fund SZRI2023-TBRF-02], and the Research Grant Council Hong Kong [Project 17502921]. Supplemental Material: The data and online appendices are available at https://doi.org/10.1287/mnsc.2019.03291. [ABSTRACT FROM AUTHOR]

Sales of eco-friendly products have increased exponentially in the United States. To determine whether products of interest are eco-friendly, consumers often rely on informational cues from advertisements. While previous literature has examined individuals' attitudes toward different types of eco-labels, less is known about the effects of different eco-labels in product promotions within social-media environments. To address this gap, the current study focuses on the sources of eco-labels and the perceived levels of influencer expertise as informational cues and examines how these cues may influence perceived product quality, perceived healthfulness of the product, and advertising effectiveness (i.e., purchase intention and electronic word-of-mouth (eWOM) intention). This study employs a 2 × 2 experimental design (N = 295), considering two factors: eco-label source (regulated vs. nonregulated) and perceived influencer expertise (high vs. low). The results from the experiment indicate that advertisements featuring a regulated eco-label and an influencer with higher perceived expertise led to higher eWOM intentions. Additionally, perceived product quality mediated the effects of informational cues on advertising-related outcomes. These findings have both theoretical and managerial implications for social-media-influencer marketing in the context of eco-labeled products. [ABSTRACT FROM AUTHOR]

The influence of social communities has quietly surpassed traditional media. Electronic word-of-mouth (eWOM) is far greater than in other forms of traditional advertising. More and more enterprises hire key opinion leaders (KOLs) to write product-related comments, hoping to influence the purchasing behavior of other users in the community. In fact, the power of text reviews on social media is more powerful than traditional advertising models. For in-app advertising, it is one of the important issues to understand the focus of ad viewers to improve the effectiveness of advertising and then enhance the click-through rate (CTR) of in-App ads. However, relatively few studies focus on studying what elements should be contained in a successful commercial review on social media. Consequently, this study will treat social media reviews as a kind of new advertising modes and attempt to find the contained elements of ads in these text comments by using natural language processing (NLP), latent semantics analysis (LSA), and matrix diagram techniques. The discovered elements of positive comments (commercial reviews) will be compared to those in negative reviews (true authentic voices of customers). Based on the results, we can provide advertising companies with suggestions when hiring KOLs to write recommendation reviews. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this interdisciplinary study, combining management and linguistics, is to investigate how linguistic features in advertising influence consumer behavior in the tourism industry. This research aims to verify which linguistics features are used in advertisements and which linguistic strategies are most effective in persuading customers to choose specific travel services. Design/methodology/approach: The study adopts a qualitative content analysis methodology, examining promotional materials from leading travel agencies. The analysis focuses on linguistic elements at the lexical, syntactical, and rhetorical levels to determine how they contribute to the effectiveness of the advertisements. Findings: The findings underline the importance of employing a rich array of linguistic strategies in tourism advertising to enhance attractiveness and persuasiveness, directly influencing consumer engagement and decision-making. Research limitations/implications: The main limitation of this research is its focus on a select number of travel agencies, which may not represent the broader industry. Practical implications: This research offers practical information for marketers in the tourism industry, highlighting the importance of strategic language use in advertising materials. Social implications: The study contributes to our understanding of how language influences consumer decisions in the tourism sector. Originality/value: This paper fills a gap in the literature by linking linguistic features with advertising effectiveness in the tourism industry. [ABSTRACT FROM AUTHOR]

Branded content creation is seeing a surge in response to the gradual loss of effectiveness of conventional advertising. This paper analyzes the degree of suitability of the radio medium for the development of the branded content technique, in contrast to podcasting, from the perspective of professionals in both sectors. To this end, exploratory research is proposed, through a methodological triangulation. Specifically, open interviews are conducted with 6 managerial professionals linked to these media, which are completed with a survey of 50 professionals from the radio company and a content analysis of the advertising rates in force in 2023 of the 31 generalist and thematic stations included in the General Media Study. The research shows that, at a formal level, despite the obstacles experienced in terms of the commercialization of the technique, radio is a valid medium for branded content and that the prestige provided by certain stations, their audience and expertise, in terms of the production of journalistic products, provide added value to the brand. However, considering the tactical nature of the medium, depending on the objectives and results pursued by the brand, podcasting may be the most appropriate spoken sound medium. [ABSTRACT FROM AUTHOR]

Copyright of Arab Journal for Scientific Publishing is the property of Research & Development of Human Recourses Center (REMAH) 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.)

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. [ABSTRACT FROM AUTHOR]

The Modern Data Analysis paradigm (Williams, 2021) advocates using multiple methods to address the same research question, which is rarely done in studies of advertising creative effects. In this paper, we apply the MDA paradigm to data from Hartnett, Kennedy, et al. (2016), which coded 158 creative variables for 312 television advertisements with commercially validated short-term sales effectiveness outcomes. We found that many models give higher classification accuracy than the ordinal regression model previously applied, some significantly higher. Importantly, by applying many alternative but equally plausible analytical methods, we can identify creative variables associated with commercial success and have evidence-based confidence that these creative variables are artefacts of the data, and not artefacts of any particular analytical method and its associated assumptions. The findings reveal several alternative creative variables that are consistently associated with sales success across methods, which relate to the timing aspects of visual branding. [ABSTRACT FROM AUTHOR]

Instagram Stories advertising has the advantages of precise targeting, diverse advertising formats, and a wide range of users; it has, thus, become an important medium for mobile game marketing. To find the most effective ad designs for mobile games on Instagram Stories, this study applied the stimulus‐organism‐response (S‐O‐R) theory to investigate how game involvement and ad designs affect users' visual attention. Visual attention is an important physiological indicator of advertising effectiveness, and eye‐tracking technology can accurately assess consumers' visual attention. This study applied eye‐tracking technology to 80 participants, grouped as follows: high‐involvement gamers, low‐involvement gamers, and nongamers. This study used the eye movement indicators for first fixation duration (FFD) and total fixation duration (TFD) to, respectively, evaluate the attentional salience and hold of mobile game ads. The ads were presented in three formats (5 s video, 15 s video, and 5 s image) with two types of content (gameplay and game characters). Results showed that the mobile game ads on Stories exerted the highest attentional hold on high‐involvement gamers. In terms of ad format, video ads offered a higher attentional hold and attentional salience. In terms of ad content, ads that introduced game characters resulted in better attentional salience; however, ads that introduced gameplay exerted better attentional hold for nongamers. This study examined both individual differences in media users and ad design to provide recommendations for the personalization of mobile game ads for social media. For example, ads designed for a high‐involvement gamer should incorporate more diverse and complex information. In addition, we found that when the marketing goal is the promotion of game characters, image ads are the most appropriate format. [ABSTRACT FROM AUTHOR]

This study employs an online experimental approach to explore why an appropriate message appeal that resonates with consumers is crucial during a recession, rather than reducing investments in marketing, such as advertising spending. Drawing upon congruity theory and the accessibility–diagnosticity framework, the results of this experimental study demonstrate an interaction effect between message appeals and the state of a recession on consumers' booking intentions. Furthermore, this effect is mediated by perceived advertisement diagnosticity, but only in the context of a price discount appeal in advertisements during a recession. This research contributes to extending the existing literature by examining the dynamic relationship between message appeals and the state of a recession on consumers' behavioral intentions, mediated by their perceived advertisement diagnosticity. This explanation plays a significant role in bridging the gap in the lack of theoretical reasoning regarding relationships beyond the conceptual threshold through empirical testing. Second, the results of this study suggest more effective and actionable propositions for marketing and advertising professionals. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal 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.)

Technology has changed how we process mediated information by enabling more interactive and relevant communication processes. Today, media communication is primarily shaped by both user control, where media users actively choose and determine their media experience, and system control, where media technologies and their underlying algorithms automatically generate and push relevant information to users. Understanding how both these processes influence media users' perceptions of and responses to media messages is thus an important yet relatively unexplored topic in advertising research. This study aims to disentangle the effects of control and personalization in advertising. We explore how ad choice, representing self-controlled advertising communication, and ad personalization, representing system-controlled advertising communication, influence media users' responses, including perceived control, perceived personalization, ad attitude, and visual attention. Findings showed an interaction effect between ad choice and ad personalization on perceived control. Ad personalization impaired perceived control only when consumers were given ad choices. We also found that having ad choices enhanced both perceived control and perceived personalization, which positively influenced ad attitude. Theoretical implications for disentangling the relationship between control and personalization as well as clarifying the conceptual differences between the objective and subjective aspects of these concepts are discussed. [ABSTRACT FROM AUTHOR]

In the digital era, online advertising fraud unfortunately undermines advertising and pricing cooperation in supply chains. In order to improve advertising effectiveness in a supply chain with a manufacturer and a retailer, this paper proposes three coordination mechanisms: cooperative advertising quality improvement (CQ), quality discount (QD) and a combination of the two (CQD). We derive the equilibrium advertising and pricing decisions in closed form under each mechanism. We show that improving advertising quality is always profitable for the two members, and that with QD included (either QD or CQD) can better coordinate the supply chain than CQ alone. However, the integration of a CQ and QD scheme is not always effective due to their interaction effects. Each mechanism can be achieved as an equilibrium strategy for supply chain members depending on their advertising effects. These insights offer theoretical evidence for the design of a supply chain coordination strategy. [ABSTRACT FROM AUTHOR]

We present the research results that analyze the changes that have taken place in the prices and profitability of advertising spaces in national free-to-air television and the possible scenarios that the medium may face to survive in the audiovisual environment in Spain. To this end, two correlative studies with different methodologies were carried out to analyze the prices and profitability of television spots and, on the other hand, to know professionals' opinions about the medium's future. The results show an ever-increasing price of TV spots and a drop in profitability, especially in terms of impact on adults over 16 years of age. Also, the professionals argue that television must adapt to the digital environment in the long term but that, in the short term, they can still hold their own with advertising revenues as they continue to maintain coverage and notoriety as competitive advantages over other media. The aim is to highlight the effectiveness of television as an advertising medium today despite its loss of efficiency [ABSTRACT FROM AUTHOR]

This review addresses the issues of low consumer engagement and market development difficulties in intangible cultural heritage (ICH) products. Dietary ICH products are selected as research materials to discover contemporary commercial survival paths for ICH through the psychological effects of advertising. Firstly, this study examines the respective advantages of rational and emotional ICH advertisement in terms of emotional responses, cognitive responses, attitudes, recall, and recognition. Then, it explores the effects of different ICH advertisement types (rational advertisement, emotional advertisement) and different degrees of situational involvement (purchasing for oneself, purchasing gifts for others) on the advertising effectiveness, aiming to identify factors influencing the psychological effects of ICH advertisement. Through statistical analysis, the main conclusions are as follows: (1) Rational ICH advertisement prompts consumers to consider the actual attributes of ICH products, leading to a more positive purchasing attitude. (2) Emotional ICH advertisement is more effective in eliciting positive emotions from consumers and enhancing brand memory. (3) Under the scenario of purchasing a gift for others, emotional ICH advertisement has a more positive impact on consumers' attitudes towards advertising. (4) Under different degrees of situational involvement, rational ICH advertisement has a more positive impact on consumers' purchasing attitudes. This study not only provides guidance for optimizing ICH advertising strategies but also offers new directions for market expansion, contributing valuable insights into cultural heritage preservation, as well as the development and protection of ICH. [ABSTRACT FROM AUTHOR]

The integration of machine learning (ML) techniques into marketing strategies has become increasingly relevant in modern business. Utilizing scientific manuscripts indexed in the Scopus database, this article explores how this integration is being carried out. Initially, a focused search is undertaken for academic articles containing both the terms "machine learning" and "marketing" in their titles, which yields a pool of papers. These papers have been processed using the Supabase platform. The process has included steps like text refinement and feature extraction. In addition, our study uses two key ML methodologies: topic modeling through NMF and a comparative analysis utilizing the k-means clustering algorithm. Through this analysis, three distinct clusters emerged, thus clarifying how ML techniques are influencing marketing strategies, from enhancing customer segmentation practices to optimizing the effectiveness of advertising campaigns. [ABSTRACT FROM AUTHOR]

In today's competitive market, television advertising as a media available to everyone and with a very high ability to use different techniques and tools to introduce the desired products and services to the audience, plays a significant role in attracting consumers. Therefore, understanding how advertisements affect consumer behavior helps the television commercials producers and orderers to plan better how to communicate with the audience and how to influence them in the form of television commercial messages. The current research is one of the types of applied research in terms of its purpose, and in terms of the method, it is a type of qualitative research that has been conducted using the qualitative content analysis method. In order to extract data using the content analysis method and also using the opinions of experts in the field of advertising design and marketing management, primary coding was done and concepts and categories were extracted. Based on this, in the present study, the researchers, with the aim of identifying the influencing factors on inducing the meanings of advertising messages on the behavior of consumers, using the qualitative content analysis method, By selecting 70 advertisements from among the top 240 commercial messages of the Islamic Republic of Iran Television, the media archive site carefully examined and extracted 110 open codes and classified them into 13 categories and 5 main themes, and thus in its proposed model, 5 main factors: 1) Company advertising strategies; 2) factors related to advertising; 3) factors related to the message; 4) media-related factors; 5) The factors related to the audience were introduced as effective factors on inducing the meanings of television commercial messages to consumers and influencing their buying behavior. [ABSTRACT FROM AUTHOR]

A natural experiment reveals that an ad ban reduces sales of a grocery retailer by 6% but does not affect overall market size. Advertising bans typically target products that deceive consumers in ways that can threaten their physical and mental health. An alternative policy objective might seek environmental protection through a ban on print advertising. Such measures would profoundly affect grocery retailers relying on printed leaflets to communicate weekly promotions. We measure the causal effect of banning advertising on retail performance by studying a temporary advertising ban implemented in a German federal state during the COVID-19 pandemic. The ban resulted in the suspension of all print advertising by grocery retailers, and the exogenous variation in advertising created by this natural experiment serves as our identification strategy. We apply difference-in-differences regressions to data from a national grocery retailer and find that the ban resulted in a 6% sales decrease in the treated state compared with an adjacent state. GfK Household Panel data reveal no effect of the advertising ban on the market level but a negative impact on retailers offering and advertising weekly promotional product assortments. We study the sensitivity of these results to the COVID pandemic and find that neither changes in COVID-19 incidence, vaccination rates, nor customers' mobility moderate the ad ban effect. The findings offer practical insights for regulators and retailers regarding the impact of ad bans and the value of advertising. History: Catherine Tucker served as the senior editor for this article. This paper was accepted through the Marketing Science: Frontiers review process. Conflict of Interest Statement: None of the authors have any financial or non-financial interests in this manuscript's subject matter or materials. Sebastian Gabel consults with a company linked to the retailer that provided the data. Access to the GfK Household Panel data is provided by AiMark (http://www.aimark.org), which is a not-for-profit foundation that supports top academic research with scanner data provided by its data partners GfK and Kantar. Funding: This work was supported by Deutsche Forschungsgemeinschaft (CRC TRR 190 [Project Number 280092119]) and Nederlandse Organisatie voor Wetenschappelijk Onderzoek. S. Gabel acknowledges funding from the Dutch Research Council (NWO) under a Veni grant. M. Spann acknowledges funding from the German Research Foundation. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mksc.2023.0019. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal 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.)

As Indian youths have more choices than ever before and purchase products that define them, it becomes necessary for marketers and companies to explore youth behavioural responses. Film celebrities, sports icons, and fictional celebrities influence youths through their status and achievements. Celebrity influence on youth is four times more than their influence on the baby boomer generation, and youthful shoppers evaluate ads more than grown-ups do. Given the battle between celebrity and Mascot for brand endorsement, marketers have an increased interest in examining the differential effect of endorsers and product involvement's potent effects on youth attitude and purchase intentions. This study has used an experimental design to assess the advertisement effectiveness. The endorser has three levels (i.e. Bollywood celebrity, sports celebrity and mascot) and product involvement had two levels (low vs high involvement, non-food products). Product involvement was used as a moderating variable and was found to enhance the impact of endorsements. The current research also assessed the interaction effect of endorsement and product involvement. This study was conducted on undergraduate and postgraduate students and has used six print ads. The study's findings revealed that all the paths from endorsement type and product involvement to AaD, AB and PI are found significant. The interaction effects of endorsement type and product involvement significantly predict attitude towards the brand and purchase intentions. The outcomes of this study add value to the body of knowledge and discuss managerial implications. [ABSTRACT FROM AUTHOR]

Advertising is methods to encourage donations, and text is one of the most crucial fundamental elements in advertising. Therefore, we chose advertising slogans as the focus of this study. The main goal of this research is to investigate how the emotional and concrete aspects of advertising slogans can impact information processing procedures and neural mechanisms, ultimately influencing advertising effectiveness. We conducted a two-factor experiment with a 2 × 2 design, using the ERPs experimental paradigm. The results reveal that slogans with an emotionally positive appeal outperformed in terms of advertising memory (recognition response time) and audience intention (liking, acting, and sharing). Emotional-negative advertising slogans performed better in eliciting early attention (P1). Concrete advertising slogans excelled in enhancing advertising memory (recognition response time, correct recognition rate), as well as in the later stages of information processing stage (N400 and LPC). Furthermore, abstract advertising slogans performed better in capturing early attention (P2) and influencing action intention. We introduce a framework comprising five distinct phases for individuals to process the advertising slogans and emphasize the foundational role of emotions in individual cognition and the processing of advertising. These findings uncover the underlying mechanism behind the effectiveness of donation advertising and provide valuable insights for the design of philanthropic advertising practices. [ABSTRACT FROM AUTHOR]

Copyright of Doxa Comunicación is the property of Fundacion Universitaria San Pablo - CEU 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.)

A variety of visual information has received attention in the field of destination sensory marketing. However, the horizon height in a panoramic advertising image – one visual message often used in advertising – has yet to be researched. This research causes several noteworthy findings through three scenario-based experiments. Results reveal that the horizon height in a tourism panoramic advertisement should be tailored to the tourism activity type to enhance advertising effectiveness (i.e. increased travel intention): for a relaxing activity, customers should be exposed to a panoramic advertisement featuring a high horizon; for a challenging activity, a panorama with a low horizon is more persuasive. Findings also unearth the mediating (i.e. engagement) and moderating (i.e. narrative perspective) effects behind the interaction between the horizon height in a panoramic advertising view and tourism activity type on travel intention. These discoveries enrich the literature on tourism destination sensory marketing and provide destination marketers with a novel means of attracting visitors. [ABSTRACT FROM AUTHOR]

Body image concerns among college-aged women continue to be an immense issue across many college campuses. As technology advances, it has become more common for young girls and women to edit their social media photos and focus more on their flaws. Body image has a significant impact on mental and physical health; therefore, it is vital that these concerns are addressed and fought. One movement recently used as a possible way to combat this concern is the body positivity movement. However, more research is needed to understand the impact of this movement on young women. Survey data was collected via Qualtrics from 609 students at a southeastern public university. The results were analyzed using SPSS data analysis software. Recommendations based on the data collected from this survey are provided. [ABSTRACT FROM AUTHOR]

The object of research is digital marketing of innovative products. The problem addressed in the study was the need to define digital marketing tools for the promotion of innovative products in order to increase the financial results of enterprises. The specificity of digital marketing of innovative products, which have their own specificity, has been clarified, including the need to explain the benefits of new technologies to consumers. The results of the research revealed that the study of the target audience using analytical tools allows better optimization of marketing campaigns. It has been proven that the substantiation of the expenditure budget based on the method “from the achievement of goals” provides effective use of marketing resources and flexibility in case of changes in market conditions. The advantages of this budgeting method have been revealed, which makes it possible to clearly define marketing goals and direct resources to achieve them. This ensures optimal use of marketing resources. On the basis of regression analysis, the influence of expenses on various digital marketing tools on the total income of the enterprise was determined. Verification of the guidelines included an assessment of the impact of various digital marketing tools on total revenue. Based on the regression analysis, it was established that the costs of setting up a website and search advertising, advertising in social networks and email marketing showed a significant positive impact on the total income of the enterprise. However, spending on content marketing revealed a negative effect. The identified dependences made it possible to accurately assess the impact of each marketing tool on the total revenue of the enterprise, which is critical for effective planning of marketing campaigns and cost optimization [ABSTRACT FROM AUTHOR]

Copyright of Cultura, Ciencia y Deporte is the property of Cultura, Ciencia y Deporte 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.)

With the increasing significance of public service advertising in information dissemination and value guidance, the dissemination effect of Thai public service advertisements in China has attracted widespread attention. This study selected 20 Thai public service advertisements from 2015 to 2022. It uses case analysis and semiotic theory to deeply explore the role of visual and auditory symbols in the effectiveness and dissemination of Thai public service advertisements. Questionnaire survey and in-depth interview methods were used to research the dissemination effects of Thai public service advertisements on Chinese audiences. Research has found that in Thai public service advertisements, using populist character symbols, philosophical textual symbols, realistic scene symbols, and appropriate auditory symbols can significantly improve advertising effectiveness and the spread of information. Thai public service advertising is found to significantly impact Chinese audiences in the aspects of cognition, attitude, and behaviour. This study provides a reference for creating and disseminating Chinese public service advertising. It is expected to promote further the exploration of content production in Chinese public service advertising. [ABSTRACT FROM AUTHOR]

As time goes by, education will continue to experience difficulties, therefore students cannot only wait for the lessons given by the teacher, self-regulated learning is needed to increase student effectiveness. So that students quickly understand the lesson and the teacher does not have difficulty explaining the material that will be presented. Purpose of the research This is to increase student learning effectiveness by using self-regulated learning.Method usedby researchers in conducting this research areQuantitative, data obtained through distributing online questionnaires using Google Forms.Results of this researchshows that there is an increase in student learning effectiveness through the use of self-regulated learning.Conclusion of this researchis to increase discipline and independence of students who cannot be controlled. Therefore, self-regulated learning is needed to facilitate understanding of learning material.Limitations in researchThis researcher only conducted research online so the data obtained was less relevant. This research also recommendsto future researchers so that it becomes a challenge to use self-regulated learning in increasing student learning effectiveness. [ABSTRACT FROM AUTHOR]

This study provides a comprehensive assessment of the impact of advertising creative strategy (ACS) on advertising elasticity, founded on an integrative framework that distinguishes between the function (content) and form (execution) of an advertising creative. The authors evaluate function using a three-dimensional representation of content (experience, affect, cognition), whereas the representation of form accounts for both executional elements and the use of creative templates. The distinction between function and form allows for the investigation of potential synergies between content and execution, previously unaccounted for in the literature. The ACS framework also facilitates the calculation of composite metrics that capture holistic aspects of the creative strategy, such as focus (i.e., the extent of the emphasis on a specific content dimension) and variation (i.e., changes in content and execution over time). The empirical application focuses on a dynamic linear model analysis of 2,251 television advertising creatives from 91 brands in 16 consumer packaged goods categories. The findings show that for function, experiential content has the greatest effect on elasticity, followed by cognitive and affective content. Function and form produce synergies that advertisers can leverage to increase returns. Finally, focus, variation, and the use of templates increase advertising elasticity. [ABSTRACT FROM AUTHOR]

Anthropomorphism in advertising has been shown to create positive advertising and branding outcomes. In this research, we introduce an important internal variation in this ad strategy—advertising a brand as collective- versus solo-anthropomorphized (i.e., the presence of multiple anthropomorphized entities versus one entity). Four studies overall demonstrate that advertising a brand as collective- (versus solo-)anthropomorphized decreases advertising effectiveness. We further show that these two types of brand anthropomorphism significantly interact with gender. That is, our research reveals that women develop lower expectations of relationship closeness with a collective- (versus solo-)anthropomorphized brand, thereby resulting in lower effectiveness of collective anthropomorphic ad appeals. In contrast, we find no detrimental effect of this ad strategy for men. Importantly, our work establishes that explicitly incorporating relationship potential cues in collectively anthropomorphized ad copy or inducing no expectations of close relationships with a brand will attenuate the negative impact of a collective- (versus solo-)anthropomorphized ad appeals on advertising effectiveness. [ABSTRACT FROM AUTHOR]

Some sponsored search advertisers might benefit from a top ranking for its primary effect, while others might suffer a loss when their product advertising is located in less prominent positions. This phenomenon could also reduce the efficiency of consumer decisions, leading to disadvantage in terms of product information. Thus, exploring strategies that reduce advertisers' reliance on the position effect is important. Drawing on shopping goals theory, this study explores the moderating effect of consumers' shopping goals through product type, promotion information, and keyword specificity. It tests the hypothesized structural model through hierarchical linear modeling, using a unique data set from a well-known Chinese e-commerce platform. The results show that both click-through and conversion rates decrease with the drop in advertising position. However, keyword specificity and the promotion information embedded in keywords, as well as experience (vs. search) products, can reduce the effect of position rank on both click-through and conversion rates. Additional analyses provide valuable insights for managers to improve their advertising effectiveness and apply efficient keyword strategies. [ABSTRACT FROM AUTHOR]

Awe represents a powerful positive emotion that has received limited examination in the advertising context. The present research draws on construal-level theory to shed light on when and how awe increases persuasion. Across five experimental studies, we show that the effect of awe elicits an abstract mindset and, therefore, increases advertising persuasiveness when the advertised product emphasizes desirability features and is perceived as temporally distant. The findings offer insights about how awe influences advertising effectiveness that was heretofore lacking. Theoretical contributions and practical implications for leveraging emotional appeals in advertising are discussed. [ABSTRACT FROM AUTHOR]