Search

Social media marketing is evolving rapidly, with content marketing emerging as a prominent technique. Content marketing blurs the lines between content and advertising and aims to foster enduring positive relationships between brand and consumer. For gambling products, approximately 40–50% of social media adverts are content marketing. International advertising codes stipulate that advertising must be obviously identifiable as such. However, it remains unclear whether gambling content marketing is identifiable to children and young adults who are particularly vulnerable to wide ranging gambling harms. An online experiment with over 650 participants aged 11-78 investigates whether consumers in different age groups can recognise content marketing as advertising. The two main results are that firstly, children and young adults show significantly lower recognition rates for social media gambling adverts than older adults. Secondly, irrespective of age, content marketing is challenging to identify compared to conventional adverts. Recognition levels for gambling content marketing are around chance for children and young adults, while only slightly above for older adults. Yet gambling content marketing continues to appear in social media. The findings underscore the deficiencies in current advertising regulations. Other countries have banned gambling advertising completely. The authors recommend that GB regulators consider either banning gambling operators from using content marketing or stipulating mandatory inclusion of conspicuous "This is gambling advertising" labels. The authors also recommend the expansion of advertising literacy education in schools and third sector gambling education programmes. These measures would enhance consumer protection from gambling harms in the ever-evolving landscape of social media marketing. [ABSTRACT FROM AUTHOR]

This study aims to establish the mediating role of brand image, including advertising and promotion content distributed on social media platforms, which can improve positive brand image in the relationship between social media advertising and sustainable tourism practices at Petra in Jordan. This study survey contained 332 of the participant's respondents who visited Petra from different countries. | A structured questionnaire was also embraced to gather primary data. The data were analyzed utilizing Smart-PLS, which was used to classify the measurement and structural models. The mediating influence of together social media advertising and sustainable tourism practices was tested too. The outcomes showed that brand image positively mediates the link between social media advertising and sustainable tourism practices at Petra. For that reason, it can be supposed that brand image among tourists who visit Petra plays a crucial role in promoting social media advertising for improved sustainable tourism practices at Petra. Finally, this study delivers an empirical indication of a phenomenon not studied at Petra in Jordan where the tourists who visited Petra concreted in norms and customs for sustainable tourism practices. The outcomes underline the significance of brand image in mediating the link between social media advertising and sustainable tourism practices at Petra. [ABSTRACT FROM AUTHOR]

AbstractInstagram is widely used among fashion businesses to offer richer online shopping experiences. Based upon Pine and Gilmore’s experience economy 4E framework, this study viewed an Instagram ad as an experiential offering and examined the impact of its interactivity on enhancing perceived value of a brand mediated by 4Es. Structural equation modeling results indicate that interactivity within Instagram ads effectively generates entertainment and esthetic experiences, which in turn contribute to utilitarian, hedonic, and social values of a brand. Recognition of the multi-faceted experience derived from Instagram ad’s interactivity will help fashion businesses better develop marketing strategies to enhance targeted consumers’ brand perceptions. [ABSTRACT FROM AUTHOR]

Abstract In the realm of ever-changing e-commerce, understanding the dynamics of customer online buying behavior (COBB) is pivotal. This study investigates the impact of risk factors—financial risk (FR), time risk (TR), and psychological risk (PR) along with social media advertising (SMA) on COBB with the mediating effect of trust. Grounded on the stimulus–organism–response theory, the research targets diverse segments including students, businessmen, employees, working women, and housewives. To ensure a high response rate, an online questionnaire was distributed via email, WhatsApp, and social media groups of online buyers. Convenience sampling was used to collect primary data from 350 respondents. Data analysis that employed the Statistical Package for Social Sciences, including descriptive statistics, correlation analysis, normality testing, and regression analysis, was performed for reliability, validity and hypothesis testing. The findings underscore the significant negative impact of risk factors (FR, TR, PR) on building customer trust and subsequent online shopping behavior. Social media advertising has a positive and significant impact on trust and COBB. Furthermore, trust emerged as a significant determinant of COBB, thereby validating its pivotal role in online consumer decision-making processes. Moreover, trust mediates the relationship between risk factors, SMA and COBB. This study consists of both practical and theoretical contributions, offering insights into the nuanced interplay between risk perceptions, SMA effectiveness, trust dynamics, and COBB. These insights are essential for marketers, policymakers, and researchers navigating the evolving landscape of e-commerce.

Political campaigns increasingly rely on digital ads to engage potential voters, with platforms like Meta offering advertisers detailed targeting options based on user demographics, behaviors, and interests. A lesser-known feature of social media advertising is the ad delivery algorithm, which sets ad prices through auctions and may deliver ads to “relevant” audiences without explicit direction from advertisers. This automated process raises the question of whether it may introduce systemic biases into digital political advertising. To examine the pricing of political ads, we conducted a pre-registered study in collaboration with three Dutch political parties. We placed 135 identical ads on the parties’ official Facebook and Instagram accounts, targeting nine different audiences during the 2022 municipal elections. All ads ran simultaneously with identical settings, daily budgets, texts, and images, ensuring any differences in pricing and delivery were due to the advertiser and target audiences. We anticipated that parties would pay less when ads targeted “relevant” audiences. However, we observed pricing differences between parties and audiences that did not always align with our expectations. For instance, one party paid 9.24% to 10.74% less per 1,000 users. Additionally, lower-educated citizens, women, and younger individuals (18–24) were more expensive to reach. These results have important implications. The unequal costs create unfair and unequal playing field, while the exclusion of certain groups from ad delivery may limit their access to election information. Our findings suggest that simply restricting targeting capabilities, without addressing the role of ad delivery algorithms, would leave pricing disparities unchecked and without transparency.1 [ABSTRACT FROM AUTHOR]

In the realm of ever-changing e-commerce, understanding the dynamics of customer online buying behavior (COBB) is pivotal. This study investigates the impact of risk factors—financial risk (FR), time risk (TR), and psychological risk (PR) along with social media advertising (SMA) on COBB with the mediating effect of trust. Grounded on the stimulus–organism–response theory, the research targets diverse segments including students, businessmen, employees, working women, and housewives. To ensure a high response rate, an online questionnaire was distributed via email, WhatsApp, and social media groups of online buyers. Convenience sampling was used to collect primary data from 350 respondents. Data analysis that employed the Statistical Package for Social Sciences, including descriptive statistics, correlation analysis, normality testing, and regression analysis, was performed for reliability, validity and hypothesis testing. The findings underscore the significant negative impact of risk factors (FR, TR, PR) on building customer trust and subsequent online shopping behavior. Social media advertising has a positive and significant impact on trust and COBB. Furthermore, trust emerged as a significant determinant of COBB, thereby validating its pivotal role in online consumer decision-making processes. Moreover, trust mediates the relationship between risk factors, SMA and COBB. This study consists of both practical and theoretical contributions, offering insights into the nuanced interplay between risk perceptions, SMA effectiveness, trust dynamics, and COBB. These insights are essential for marketers, policymakers, and researchers navigating the evolving landscape of e-commerce. [ABSTRACT FROM AUTHOR]

Applying behavioral reasoning theory, this study examines the effect of social media food waste advertising on consumers' intention not to waste food, with customer–brand communal engagement and awareness of food waste consequences acting as mediators, and fast-food customers' altruism as a moderator. Structural equation modeling was applied to data from 422 customers of Malaysian retail fast-food chains. The findings reveal that social media food waste advertising positively affects customers' intentions not to waste food directly and indirectly through two mediators: awareness of food waste consequences and customer–brand communal engagement. The stronger mediator was awareness, and it indicated that cognitive factors play a greater role in pro-environmental behaviors than emotional ones. Additionally, this study demonstrates that customer altruism moderates the cognitive pathway but not the emotional pathway. The results of these findings suggest that social media campaigns should focus on both cognitive and emotional dimensions as well as personal value to maximize effectiveness. The findings have implications for fast-food chains to design more effective social media campaigns that promote food waste reduction as part of broader sustainability goals in the food industry. [ABSTRACT FROM AUTHOR]

This study was to design and explain a model for the effectiveness of hidden pleasures within social media advertising, using qualitative and quantitative procedures. Recruiting an exploratory approach during the qualitative phase to develop the conceptual model, the data were initially collected through semi-structured, in-depth interviews with the relevant experts (n=11), i.e., professors, senior managers, and experienced consultants. Afterward, the interviews were analyzed via the thematic analysis method, and ultimately the model for the effectiveness of hidden pleasures within social media advertising was designed, and the quantitative phase commenced upon raising six hypotheses. In the quantitative phase, with an applied purpose, the given model was further tested on a large statistical population, here all Iranian users of Instagram, as a popular social media platform. The data were accordingly collected by means of a 40-item researcher-made questionnaire distributed among 400 users, 10 times the number of the items, selected based on convenience sampling. With reference to structural equation modeling (SEM), the data were then analyzed using the IBM SPSS Statistics and SmartPLS software packages. In this sense, the quantitative-phase outcomes validated the model designed during the qualitative one as well as its hypothetical relationships. The study results revealed that the personality traits, including being introverted, cautious, curious, mature, polite, and insidious, and the audience’s social status, viz., job position, being a role model, and being the center of attention have significant effects on perceived heterogeneity in the advertisement content. The perceived heterogeneity in the advertisement content correspondingly has a significant impact on the emergence of hidden pleasures in the audience, including hidden attention to the advertisement content and hidden impression with it. Moreover, the emergence of hidden pleasures in the audience has a significant effect on the internal consequences, viz., internal happiness upon reviewing the advertisement content and brand loyalty. The emergence of hidden pleasures in the audience consequently has a significant impact on the external or behavioral consequences, namely, purchasing goods or services and sharing the advertisement content with close friends. Additionally, the internal consequences have a significant effect on the behavioral ones. [ABSTRACT FROM AUTHOR]

This study uses quantitative and qualitative approach to discover the attributes that do not encourage young consumers in Egypt to perceive and be loyal to the American Eagle brand. Determining specific areas that need strategy change gives executives clear guidance of what needs to be done to enhance appeal and sustainable business in the region. To address the research question regarding the effect of social media as the method of advertising this research study uses a quantitative research approach by administering interview questions and surveys through Google Sheets. The results as established there is a correlation between the variables as the independent variable influences the dependent variable. Concerning Egyptian customers' perceived price, quality, and brand prestige for Western brands, prior research has a wealth of literature. Indeed, since the arrival of this author in Egypt, no study was empirical that investigates satisfaction aspects associated with real retention issues and low loyalty for an American brand. Based on a limited number of consumers who are currently interacting with existing American Eagle, this research identifies missed opportunities for engagement and branding in Egypt that have led to decrease in brand loyalty after entering the market. The study thus reveals why wrong strategies in social media and branding do not work in that culture. [ABSTRACT FROM AUTHOR]

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 scholarly discourse presented in this document meticulously dissects the intricate phenomenon of “virtual kidnapping” orchestrated by social media advertising. Adolescents are metaphorically ensnared in the digital realm, distanced from genuine interactions and caught in a web of detrimental consequences spanning their mental well-being, social integration, and cognitive development. The evolution of media influence from conventional platforms to the digital domain has heralded a transformative shift toward tailored content dissemination, algorithmic advertising methodologies, and ethical dilemmas surrounding the delineation between manipulation and persuasion in targeting susceptible youth. This article expounds on the deleterious effects of excessive television and social media exposure on young individuals, accentuating its disruptions of sleep patterns, cognitive abilities, physical health, academic attainment, and interpersonal skills. The comparative analysis of marketing practices in television versus social media unveils regulatory disparities and challenges in shielding minors from precision-targeted marketing tactics prevalent in the digital sphere. Moreover, the profound impact of social media on adolescent mental health is rigorously scrutinized, attributing escalating rates of psychological distress, anxiety disorders, and suicidal behavior to constant digital connectivity, pervasive comparison culture, and exposure to unattainable body standards. This discourse underscores the need for heightened awareness, robust regulatory frameworks, and conscientious media consumption practices to fortify the comprehensive well-being of young individuals amidst the burgeoning digital landscape, advocating for a holistic reassessment of media’s pivotal role in shaping youth development.

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.

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.)

Copyright of Hermeneus is the property of Revista Hermeneus 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 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.