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Purpose – This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies (These YouTube channels tend to have a greater ad clutter since their videos have embedded ads of programme sponsors in addition to regular YouTube advertisements). Design/methodology/approach – Employing a positivistic, quantitative methodology, the study collected data through an online survey from a sample of 295 YouTube viewers in Sri Lanka. Data were analysed using the regression-based PROCESS macro, utilising the SPSS software. Findings – Ad clutter has a negative impact on viewers' attitudes towards the YouTube channel, but only indirectly, through irritation. Skippability of advertisements does not moderate the relationship between ad clutter and ad irritation, but non-skippability increases ad irritation (direct relationship). Practical implications – YouTube channel owners should pay careful attention to having an optimum level of advertising because clutter resulting in high ad irritation leading to a negative attitude towards the channel could reduce subscriptions. Offering an ad skippability option is unlikely to reduce irritation if there is high clutter. Originality/value – Although ad clutter is well-researched, its impact on viewer responses to online media channels is uncommon. With YouTube poised to become a top ad revenue-generating medium, this study contributes by examining some dynamics related to ad clutter in a possibly high-clutter context.

Although short-video sharing apps (e.g., TikTok and Instagram Reels) on mobile platforms have grown exponentially due to their playful, interactive, and participatory nature, the effectiveness of branded content on these apps for desirable brand outcomes is empirically under-explored. Integrating theories of uses and gratifications, brand experience, and brand relationship quality, this study investigated how app users' motivations for branded content interactions influence their attitude toward branded content and their responses to brands promoted on these apps. An online survey via Qualtrics was conducted to recruit short-video sharing app users who had engaged with branded content. Our findings showed that, among app users' five motivations, entertainment, social connection, and information-seeking produced a favorable effect on their attitude toward branded content, while social connection and information-seeking generated their positive brand experience. Subsequently, both attitude toward branded content and brand experience affected relationship quality with the brands encountered on these apps. Based on these findings, theoretical and practical contributions are deliberated for academic researchers and marketing professionals. [ABSTRACT FROM AUTHOR]

Drawing on advertising value theory, this study examines the effects of advertising features, including informativeness, entertainment, interactivity, advertisement (ad) relevance, and creativity, on customer attitudes toward ads on social networking sites, as well as their sequential influence on customer responses (brand attitude, interest, and awareness and purchase intent). Structural equation modeling was employed to test the theoretical framework based on 383 responses from an online survey on Facebook. The results indicated that informativeness, interactivity, creativity, and ad relevance are important predictors of ad attitude, whereas entertainment does not influence it. Furthermore, the findings indicate that ad attitude improves customer response variables. Moreover, the findings confirm the mediating role of ad attitude in the associations between all social media advertising features and customer response variables, except for entertainment. [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.)

The explosive growth of The Internet and information and communication technology's has boosted the great spread of social media websites, which has contributed to increase interest in social media platforms by brands, as brands are investing increasingly in advertising on social networks, brands are always striving to provide non-traditional creative ads in order to attract the attention of the target audience in the midst of advertising crowds, These advertisements are based on visual elements that aim to entertain and attract the attention of the target audience by presenting innovative and funny ideas that lead to a feeling of satisfaction when understanding the content and idea of the advertisement. Popular culture, in all its elements includes TV & cinemas shows, cartoon characters, superheroes, games, famous characters, public holidays, trends and memes is an endless source of inspiration and introducing creative advertising, People grow up in the light of popular culture accepted by individuals and contributed to its growth and are always in emotional contact with its elements, whether famous stars or favorite virtual characters for them and others. Brands are always looking for new ways to distinguish them from competitors and to be different and keeping up with everything that is modern. Brands heading out to popular culture to inspire creative advertising ideas aimed at stopping recipients for a moment to contemplate and pay attention to their content. The elements of popular culture are rich and can help the brand to present innovative advertising ideas that can support the brand's connection with customers and making them talk about products or services in an attractive and rewarding way and share it with those around them through social media websites. Usually, brands are existed in the places where people are and where is their interests, in case there is a trendy event or topic, this means that people talk about it and contribute to its spread to those around them from friends and followers. Also, people may contribute their own content related to the nature of that trending content, and social media websites provide the possibility of continuous conversations between brands and people and between people and each other in real time. Following up on events, topics, conversations, and sharing views on the trending topics emanating from popular culture creates many opportunities for brands to introduce creative advertisements that support brand attachment and emphasizes brand identity to the audience.

With video-based social media platforms such as TikTok and Douyin gaining increasing popularity among young people, it is imperative for advertisers and social media practitioners to understand the role of these platforms before placing an advertisement. This experimental study examined four social media platforms (TikTok and Facebook for American users, and Douyin and WeChat for Chinese users) to analyze how young social media users perceive advertisements on each platform. The findings showed that social media users in the US are more critical of video advertisements on TikTok than on Facebook. In addition, the study found that American users are more generous than their Chinese counterparts while rating the personalities featured in advertised brands. [ABSTRACT FROM AUTHOR]

By disrupting their business model and their approach to advertising, the Internet has created a crisis for ad agencies. While changes in communication technologies continue to affect agencies, they do not necessarily pose a threat. The most serious threats come from media companies and audiences. Using content analysis, the study attempts to provide insights into the strategic planning process used by ad agencies. The Internet has transformed the industry by making precision and accuracy in audience targeting possible, but it has also intensified the competition ad agencies face from newcomers. The highest competitive threat comes from niches that specialize in social media, and not from advertisers who do their own ads in-house. The study suggests, having successfully embraced digital advertising, agencies are at a crossroad. They can choose to specialize in niches such as social media and/or opt to broaden their market by becoming a one-stop shop for all other marketing services. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Communication Theory & Research / Iletisim Kuram ve Arastirma Dergisi is the property of Gazi University, Faculty of Communication 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.)

Personalized social media advertisements (PSMAs) are developed by using consumers' personal information like names, demographic details, location, past buying history, and lifestyle interests to quickly grab consumers' attention within the cluttered space of digital advertisements. Generation Z consumers are highly connected to social media. Hence, this study attempts to understand how Generation Z consumers with different personality traits perceive personalized advertisements (PAs) on Facebook, and subsequently, how their perceived personalization influences their intention to click on PAs based on perceived usefulness and privacy concerns associated with those advertisements. The theoretical underpinning of this research is based on the self-congruency theory and privacy-calculus theory. An explanatory sequential mixed-methods design has been adopted, where a quantitative analysis (Study 1) is followed by a qualitative approach (Study 2). For Study 1, responses were collected from 324 Generation Z consumers through a structured questionnaire and the data was analyzed using the structural equation modeling technique to measure relationships among the constructs. Further, in Study 2, in-depth interviews were conducted with 15 Generation Z consumers, a purposively selected subset of informants from Study 1, to explore the potential causes of those relationships observed in Study 1. It has been found from the study that consumers' perception of PSMAs varies based on their personality traits. Consumers with dominant extraversion, conscientiousness, and neurotic personality traits perceive PSMAs positively whereas the openness to experience and agreeableness dominant consumers perceive those negatively. Positive perception of PSMAs among consumers increases the perceived usefulness of communications and subsequently improves the click-through intentions of the consumers. Generation Z Consumers' perception of PSMAs does not have any influence on their privacy concerns. Consumers’ high privacy concerns reduce the click-through intention rate toward PSMAs. The study will help digital marketing managers to strategically deliver PSMAs, thereby enhancing the efficiency of their advertisements.

The objective of this research is to help reconcile the mixed findings on the effect of vape advertising campaigns on consumers' vaping tendency. In a meta-analysis of 43 papers (140 studies, with 77,452 observations; 33% women, 67% men; Mage = 30.5 years), this research shows that in situations where perceived risk is less salient (e.g., social media vs. traditional advertising, ads using picture-dominant vs. text-dominant cues, adolescents vs. adults, nonsmokers vs. smokers), the positive effect of vape advertising campaigns on consumers' vaping tendency is stronger. In addition, this research provides evidence that vape advertising campaigns reduce, rather than increase, smokers' tendency to quit smoking, which is contradictory to the claims made by vaping product manufacturers. The authors discuss the theoretical contributions of those findings and provide specific tools that policy makers can use to combat the influence of vape advertising campaigns. Potential limitations and future research directions are also discussed. [ABSTRACT FROM AUTHOR]

Copyright of Ardahan University Journal of the Faculty of Economics & Administrative Sciences / Ardahan Üniversitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi is the property of Ardahan University Journal of the Faculty of Economics & Administrative Sciences 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.)

The present study examines the effects of sustainable corporate social responsibility (CSR) practices on impulse buying intention through the moderating role of social media advertising. We employ non-probability sampling techniques, specifically purposive and convenience sampling, to gather data from 686 university students and consumers in China. The Partial Least Squares Structural Equation Modeling (PLS-SEM) technique was employed for an empirical analysis using SmartPLS software version 4. The study findings revealed a significant positive association between sustainable CSR practices (including environmental, economic, and social well-being aspects) and impulse buying intention. The additional results show that social media advertising significantly positively moderates the association between economic aspects, environmental well-being, and impulsive buying intention. However, the moderating influence of social media advertising was insignificant in the relationship between social well-being and impulsive buying intention. This research delves into the importance of companies establishing a workable system of CSR practices and the role of effective initiatives in implementing these policies. The study demonstrates that CSR practices have a broader impact on marketing strategies than previously assumed and have become essential for a company's ability to maintain strong relationships with stakeholders, including consumers. These CSR practices significantly influence consumer purchasing behavior, which is critical for a company's sustainable growth and expansion. Further, this study recommends the use of social media to enhance the positive image of an enterprise through marketing and sustainable corporate development through CSR practices. [ABSTRACT FROM AUTHOR]

Social media platforms like Facebook and Twitter have emerged as effective channels for advertising that enable consumer targeting based on demographics, interests, and user behavior. Social media marketers have utilized information spillover within these platforms to reach a larger customer base. This information spillover also exists across groups of users within the platform and enhances returns from social media advertising. Thus, this information spillover can be utilized to strategically sequence targeted advertising to amplify the returns from social media ads. In this paper, we present a theoretical model for information retention and show that the sequential advertising strategy is effective in targeting groups of users on a social media platform. In addition, we provide empirical evidence through two series of randomized field experiments. From experiments for a health services organization, we find that sequential advertising campaigns provide 23% more clicks when compared to campaigns that target groups simultaneously, which translates to a saving of 18.7% in the advertising budget to achieve similar results as simultaneous advertising. Additionally, we found that sequential advertising campaigns targeting a smaller group first followed by a larger group provide 10.7% additional clicks when compared to targeting a larger group first followed by a smaller group. These results were consistent for consumer packaged goods that were advertised on Facebook and Twitter. These results provide implications for social media advertising research and practice. [ABSTRACT FROM AUTHOR]

This study aimed to analyse the factors considered by the learners in choosing a language learning centre in Myanmar as an overview of the competitive advantage in the rapidly transforming cutthroat and globalised market competition. Deductive approach was applied as the base of conducting the study with exploratory research design using survey questionnaire in which the related quantitative and qualitative questions distributed to 108 students. The qualitative and quantitative data interpreted revealed two prominent factors, TV advertising and financial factor, have no impact on the students’ selection decision. However, the other three factors, social media advertising, academic quality, and social influence, have significant impact on the students’ decision of selecting a language institute. The competitive advantages based on the user experience have been identified as well. Because the research area is limited to only five influential factors, the number of variables can merely cover the narrow scope of the research area to foreground the whole resemblance of the students’ selection behaviour and attitude. However, the results imply that competitive advantage in the highly competitive market requires strategic formulation of marketing strategies.

Social media and the internet have impacted how companies and organizations advertise to consumers. Digital advertising has created the opportunity to engage with consumers, target specific groups, and capture metrics of use to help build effective advertising strategies. The floral industry is a large sector within the agricultural arena, which is primed to engage with young consumers. This research examined the effectiveness of utilizing static and animated social media advertisements to increase consumers' intention to purchase floral products. Using an online survey and an experimental design, this study examined 8,488 respondents' intention to purchase floral products after viewing static and animated social media advertisements. This study identified respondents' attitudes, social norms, age, and internet use to be significant predictors in their intent to purchase floral products. Recommendations from a theoretical and applied perspective are discussed within relation to the study's findings to advance strategic advertising in the floral industry. [ABSTRACT FROM AUTHOR]

(1) Background: Marketing and advertising strategies for food products are very diverse and have a differential effect on consumers’ behaviours and attitudes towards products. (2) Objectives: To examine the influence of point-of-purchase (PoP) marketing and advertising strategies and the promotion of products employing opinion leaders (celebrities) on the healthy perception of pre-packaged food and buying behaviour of young consumers. (3) Methods: Online survey (N = 130) of 18–31 years old participants. (4) Results: “Price” was the most influential factor when purchasing a snack (66.2%), although “salt and macronutrient content” had a major influence on females (x2(1,N=129) = 14.02, p < 0.001). Participants with low or no weight satisfaction were more prone to consider “low fat” (x2(1,N=130) = 5.02, p = 0.025) and chose “green” as the most suitable colour for healthy snack packaging. Male celebrities were more picked by males than female participants (x2(1,N=129) = 6.41, p = 0.011). (4) Conclusion: Using green packaging, nutritional claims related to low-calorie intakes or accentuating salt and macronutrient content, and using opinion leaders with whom consumers can relate to, were the most influential factors in fostering a healthy perception of pre-packaged food products. These results highlight the need for policies to limit marketing strategies to avoid misleading consumers’ opinion of a product as healthy when it is not.

In the contemporary view, social media stands as a formidable force, facilitating rapid dissemination of information and serving as a prominent platform for advertising. Businesses adeptly leverage social media's advanced management information systems to tailor advertisements to match the preferences and behaviors of their target audience, thereby enhancing sales performance. Notably, social media's influence transcends generational boundaries, captivating younger demographics who integrate it seamlessly into their daily lives. This demographic's habitual engagement with shared content amplifies its impact, fueled by ubiquitous smart mobile phones and internet connectivity. The evolution of social media has prompted corporate entities to devise innovative marketing strategies across various sectors, anchored in Web 2.0 principles that foster virtual communities. Central to this ecosystem is social media advertising, which optimizes outreach through targeted delivery to users across platforms. By facilitating costeffective promotion, social media advertising promotes financial inclusion among businesses, driving sales and extending market reach. [ABSTRACT FROM AUTHOR]

As social media platforms have evolved to be superfluously prevalent, social media advertising comes out as an appealing avenue for expanding promotion viability. Hence, the study investigates the impact of the identified social media advertising antecedents namely, perceived uniqueness, perceived herd behavior, perceived vividness, and perceived customization on consumer's attitude toward empathy expression. Furthermore, the impact of consumer's attitude toward empathy expression on the intention to express empathy and consumer's brand engagement with the moderating role of intrusiveness were also studied. The results largely supported the influence of all the social media advertising antecedents on consumer's attitude toward empathy expression except the perceived uniqueness. Intrusiveness acts as a moderator between the attitude and intention to express empathy and attitude and brand engagement. Thus, the study offers a noteworthy contribution by providing the marketing practitioners with a framework for social media advertising to help them utilize their marketing penny in optimal and best rewarding terms. [ABSTRACT FROM AUTHOR]

The authors' team specialises in creating lead generation campaigns for clients across various industries. But after creating many white paper lead generation campaigns, they discovered that some were wildly successful in terms of low cost per lead (CPL), while others were not. In attempting to answer the question 'why are these white papers successful?', they compared the titles of their successful and unsuccessful white paper topics and found that the titles of all the successful white papers had four things in common: people, applicability, relevancy and emotion. Thus, the P.A.R.E. method was born. This paper explains lead generation, white papers and the P.A.R.E. method to help marketers create successful white paper lead generation campaigns. Also provided are a few examples of where the P.A.R.E. method was applied to demonstrate its effectiveness in creating an attractive lead generation campaign that captures many leads at a low cost. [ABSTRACT FROM AUTHOR]

Education is very important in acquiring knowledge. In Indonesia, private schools need to be more creative in order to continue to grow, demonstrate competitive advantage and pay attention to core competencies. If the school services it produces are good, then trust will increase and make Purchase Intention very significant. The purpose of this research is to identify how Social Media Advertising influences Purchase Intention of SMP Daarut Tauhiid Boarding School. From the hypothesis test shows that there is a positive relationship from Social Media Advertising to Purchase Intention. The data analysis used is simple linear regression. The random sampling technique was used in conjunction with the directional sampling technique. Currently, the sample size is 103 people who live in the city of Cimahi and have never sent their children to Daarut Tauhiid Boarding School Middle School. The results of this study indicate that Social Media Advertising partially or simultaneously has a positive and significant effect on consumer purchase intentions for SMP Daarut Tauhiid Boarding School services. [ABSTRACT FROM AUTHOR]

Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology to market their products by creating attractive visual advertising to acquire their consumers. This study empirically investigates purchase behavior and evaluation of Instagram content ads from the visual elements of advertising (color, product image, design, and typography). A total of 496 online consumers participated in the survey. The findings further show that, except for color, all visual elements of advertising directly affect consumer attitude. Our results also confirm that actual purchases are formed by attitudes and purchase intentions. Theoretically, this study furthers the literature on consumer behavior, social media advertisement, and digital marketing. Moreover, it provides practical insights into designing attractive advertisement content on Instagram, which benefits marketers and content/graphic designers. [ABSTRACT FROM AUTHOR]

The commercial climate for multinational organizations has changed as an outcome of the growth of significant online businesses. Consumer interest has evolved away from traditional buying behaviors due to modern societal digitization. This study intends to investigate how social media advertising affects consumers' intention to make a purchase while taking into account brand preference and brand image as potential mediators. An online survey was conducted among customers of a shoe retailer brand of Pakistan. The sample included 200 respondents who have experience of online shopping. Statistical results showed that social media advertising and consumer purchase intentions are significantly correlated. Additionally, our analysis discovers that brand preference and brand image play an important mediating role in the relationship between social media advertising and customers' purchase intentions. Furthermore, the study has highlighted the significance of social media advertising strategy for gaining the best position in customers' minds and enhancing brand perception. [ABSTRACT FROM AUTHOR]

Social networking is now considered to be an essential need for human existence. In order to better understand how customers feel about social media advertising, a survey was done. Numerous studies from various nations and contexts have concentrated on how consumers feel about advertising. This study concentrated on five crucial features as the factors affecting consumer attitudes toward social media advertising. The five criteria are amusement, informational value, annoyance, credibility, and interaction. This study was carried out using a quantitative research methodology. To gather primary data, the researcher employed self-administered questionnaires. The number of customers with each category and selected as a sample, 308 questionnaires have been gathered in total. A multiple linear regression analysis was done to investigate the impact of each element, and in addition, a correlation analysis was utilized to assess the link between the independent variables and the dependent variable. According to the research, consumer attitudes towards social media advertising in in ABC bank credit card are significantly positively correlated with entertainment, informativeness, credibility, and interaction, while negatively correlated with irritation. Additionally, it has been shown that the consumer attitudes towards advertising in ABC bank credit cards are favorably impacted by entertainment, informativeness, credibility, and interaction, while adversely impacted by irritation. The immediate beneficiaries of the study, according to the researcher, are marketers and advertisers who use Social media advertising. [ABSTRACT FROM AUTHOR]

(1) Background: Marketing and advertising strategies for food products are very diverse and have a differential effect on consumers' behaviours and attitudes towards products. (2) Objectives: To examine the influence of point-of-purchase (PoP) marketing and advertising strategies and the promotion of products employing opinion leaders (celebrities) on the healthy perception of pre-packaged food and buying behaviour of young consumers. (3) Methods: Online survey (N = 130) of 18–31 years old participants. (4) Results: "Price" was the most influential factor when purchasing a snack (66.2%), although "salt and macronutrient content" had a major influence on females (x2(1,N=129) = 14.02, p < 0.001). Participants with low or no weight satisfaction were more prone to consider "low fat" (x2(1,N=130) = 5.02, p = 0.025) and chose "green" as the most suitable colour for healthy snack packaging. Male celebrities were more picked by males than female participants (x2(1,N=129) = 6.41, p = 0.011). (4) Conclusion: Using green packaging, nutritional claims related to low-calorie intakes or accentuating salt and macronutrient content, and using opinion leaders with whom consumers can relate to, were the most influential factors in fostering a healthy perception of pre-packaged food products. These results highlight the need for policies to limit marketing strategies to avoid misleading consumers' opinion of a product as healthy when it is not. [ABSTRACT FROM AUTHOR]

As the prevalence of social media increases, it is considered as an important promotion outlet for the airline industry. The main motivation behind this paper is to identify the determinants of attitude towards social media advertising in the context of the Turkish airline industry. The model of advertising value lies in the theoretical foundation of this paper. Employing a convenience sampling, a questionnaire was completed by 123 users of social media in Turkey. The Partial Least Squares Structural Equation modeling (PLS-SEM) approach was employed to test the hypothesized relationships. Results revealed that informativeness, entertainment, and credibility are positively associated with advertising value, thus affecting attitude towards social media advertising. On the other hand, irritation has no significant relation with advertising value.