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CONSUMER BEHAVIOUR TOWARDS SPONSORED-LABELLED TARGETED ADVERTISEMENTS ON META PLATFORMS IN THE CONTEXT OF MAURITIUS
Abstract
The purpose of this research is to investigate the effectiveness of ‘sponsored’ labelled targeted ads in Mauritius and whether these ads can impact the brand awareness and purchase intention of Meta group social media users. By adopting the Uses and Gratification Theory (UGT), this research brings forward a conceptual model of six constructs (customisation, informativeness, entertainment, intrusiveness, brand awareness and Purchase intention) to quantitatively understand the effectiveness of targeted ads on Meta Platforms. A sample of 382 students participated in the survey, where 333 valid responses were used for further analysis. In this research, Confirmatory Factor Analysis was utilised to examine the measurement model for brand awareness, customization, informativeness value, entertainment value, intrusiveness value, and purchase intention. The fit indices indicated a reasonable fit between the model and the data. Using Structural Equation Modelling to test the model, the regression weight between customisation, informativeness, entertainment, intrusiveness and brand awareness were statistically significant. The regression weight between brand awareness and purchase intention was also statistically significant. Practically, the findings emphasize the need for marketers and advertisers to invest in strategies that effectively increase brand awareness through targeted advertising.
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The proliferation of technology in today’s world has led consumers to gain insight into brands via digital communication and shape their purchase intentions accordingly. However, brand awareness alone might not be sufficient to enhance consumers’ purchase intentions in the age of digital communication. Therefore, to paint a more comprehensive picture of this relationship, the paper seeks to address how and when does brand awareness lead to purchase intention in the age of digital communication? Based on the quantitative design, 208 responses conveniently
collected were analyzed, and PLS-SEM was employed to examine the hypothesized relationships. The study clarifies empirically the indirect effect of brand awareness, consumer attitude, and purchase intention in the age of digital communication. The study also provides new insights into the moderated-meditation relationship, results indicate that brand awareness in the presence of celebrity endorsement will develop a positive attitude that will positively affect purchase intention. The findings of the study not only contribute to advancing the mediating effect of consumer attitude but also verify the buffering role of celebrity endorsement. In conclusion, companies that use digital communication technologies and take into consideration celebrities who are well-liked by the target market may be able to attract consumers’ attention,
shape attitude, and influence them to make a purchase. In the end, both theoretical and practical implications are discussed.
Understanding influencer credibility and online advertising and explaining its implications
is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible in the growth of advertising through digital platforms using micro-influencers, compared to the former trend of using celebrities in creating brand awareness with the purpose to reach many cus�tomers and influence their buying decisions. The aim of this study is to examine how advertising disclosure (displayed/not displayed) affects influencer credibility, while analyzing influencer type (celebrity/micro-influencer) as a moderator variable underlying this relationship. Further, this paper investigates whether brand awareness mediates the relationship between influencer credibility and purchase intention. The questionnaire was designed and data were collected from 364 respondents
using the convenience sampling method on the student population from one Croatian university. Re�gression analysis was performed to test the set hypothesis in SPSS using the PROCESS approach and independent sample t-test. The findings show: (1) displayed advertising status increases influencers’ credibility, and (2) this relationship is not moderated by influencer type. Moreover, (3) influencer credibility has a positive and significant relationship with purchase intention, and (4) this relation�ship is mediated through brand awareness. Research results indicate the importance of advertising
disclosure and influencer credibility in influencer marketing, since brand awareness created through influencers’ credibility increased by displayed advertising disclosure significantly affects purchase intention of participants.
Recognizing the growth of Facebook and advertising on this platform in an emerging market, we conducted a study on the impact of Facebook advertising characteristics on the market’s purchase intention. This study attempts to identify and test key factors that have a direct impact on customer online purchase intention for advertised products, and examines the mediating role of attitude towards advertising. In addition, for factors that have been shown in previous studies to have a direct impact on consumer purchase intention, such as entertainment, credibility, and personalization, the direct effects are also included in the model for further consideration. This study follows a quantitative approach through interviews with 477 participants. The questionnaires were distributed to the respondents by interviewers at milk tea and coffee shops in Ho Chi Minh City, Vietnam’s largest city. Data were analyzed through structural equation modelling. Empirical results have shown an indirect effect of informativeness, privacy concerns, and irritation on purchase intention through attitudes towards advertising, however, the factors interact, personalization, entertainment, and credibility do not show an impact on attitudes towards advertising. Finally, factors such as entertainment, personalization, and credibility of Facebook ads are also found to have a significant positive effect on purchase intention. This study was successful in developing an empirical model for understanding online purchase intention with the mediating role of attitude towards advertising in emerging markets, specifically Vietnam. Therefore, the study provides essential insights for firms and marketers investigating issues related to online purchase intentions, and attitudes towards advertising.
Social media has been used increasingly to create social media advertisements, there are around 3.6 billion people using social media platforms in 2020 and expected to be 4.41 billion by 2025. However, there are many challenges faced by marketers to market its product. Thus, this study aims to identify the effect of advertising on consumer attitudes and purchase intentions across various social media platforms. Data were collected from 195 various social media users using a structured questionnaire. The data were analyzed using structural equation modelling with Amos 20.0. Findings suggested that hedonic motivation, interactivity, informativeness, corporate reputation, and social role & image were significantly influencing consumer’s attitudes towards advertisements on social media platforms. Furthermore, attitude toward social media advertisement was found to influence the purchase intention of the consumer. Therefore, marketers using social media advertisement should use it effectively to implement their plans & strategies, as it directly affects their attitude, thereby consumer intention to purchase the product.
The research aims to examine the factors that form brand awareness and brand image of the tourism sector in Indonesia by using the model social media marketing on TikTok platform. The research was conducted quantitative methods using a survey of 220 respondents who were users of the TikTok application. Data collection was carried out from April to May 2021, and processed using Structural Equation Model Partial Least Square (SEM PLS). Convenience sampling was used in this research. The results show that entertainment, electronic word of mouth, and interaction positively affect consumer brand engagement. Trendiness and customization do not affect consumer brand engagement. Furthermore, consumer brand engagement positively affects brand loyalty, brand awareness, and brand image. The implication of this research is a reference for managers and policymakers in formulating strategies to improve the tourism sector in Indonesia using the model Social Media Marketing on TikTok.
One of the characteristics of industry 4.0 is that consumers increasingly want products to be made just for themselves. This can be supported by the presence of big data, which of course cannot be separated from the use of information, the more complete the data, the more precise and accurate the targeting will be. However, the use of information for some people can also be considered a violation of privacy. Various research about personalized advertising been tested and have yielded mixed results both positive and negative on perceptions and behaviour, and provide directions for next research to testing various consumer factors as moderating variable. This study aims to fill the gaps in previous research by examining the role of consumer privacy concerns as a moderating variable that affects the relationship of personalized advertising on the perceived advertising value of consumers using a survey method on 131 respondents who are active users of Instagram in Indonesia. The findings of this study that advertising personalization have a positive effect on advertising value and purchase intention and privacy concerns do not moderate the effect of personalized advertising on advertising value. This is influenced by the factor of respondents aged 17-25 years, where they can be said to be the Tech Savvy generation. Further research suggestions are also discussed in this study.
Research relating to luxury brand resonance has typically focused on millennial consumers in developed countries. This has consequentially caused a lack of theory regarding how millennial consumers in developing countries build brand resonance with luxury brands. To fill this research gap, the current research examines millennial consumers’ characteristics from developing countries. To test our model, we used structural equation modeling with 252 survey samples collected from China in 2019.
This research identifies that the characteristics of millennial consumers in developing countries interact with the brand identification process to generate brand resonance. In doing so, this paper is able to identify the characteristics of developing countries millennial consumers. Secondly, this research also identifies that millennial consumers in developing countries are a unique cohort who have their own brand identification and assessment process. This study directs the way firms enable brand resonance for millennial consumers in developing countries.
Due to increasing competition and the similarity of merchandise, retailers utilize visual merchandising to differentiate their offerings from others' as well as to improve the desirability of products. The purpose of this research was to investigate the relationship between customer apparel impulse buying behaviours and visual merchandising such that window display, mannequin display, floor merchandising and promotional signage. The study was conducted at 20 selected famous clothing stores in Ampara District. A response of 200 fashion cloth customers was collected through the structured questionnaire. and the multiple regression analysis was carried out using SPSS 25 to find the relationships between customer impulse buying and visual merchandising. The result of the present study shows that the significant (p<0.05) positive relationship was observed among customer's impulse buying behaviours and window display (α1 = 0.217), mannequin display (α2 = 0.332), floor display (α3 = 0.448), and promotional signage (α4 = 0.478). The study reveals that visual merchandising should be considered a pivotal component of a strategic marketing plan in support of increased sale and positive image about retailer at fashion clothing stores. Further, shows the insight to Sri Lankan fashion retailers about types of visual merchandising that can influence consumers' impulse buying behaviours. The study recommends that even though impulse buying behaviour might have been more likely associated with external factors, it is strongly related to internal factor as well, therefore, this study could be extended to investigate both internal and external factors through the combination of the quantitative and qualitative research approach.
The present study aims to examine the influence of perceived social media marketing activities (SMMAs) on the consumer-based brand equity and brand love and to ana-lyze the mediating role of E-brand experience (EBE) between SMMAs and brand equity and between SMMAs and brand love. The data for the present study is collected from 441 Chinese consumers having exposure to the social media brand page through a structured questionnaire. The data is analyzed through IBM SPSS AMOS26 by performing structural equation modeling. Results of the present research show that the positively perceived SMMAs have a great potential to enhance the consumer-based brand equity as well as brand love. Furthermore, it is found that theEBE serves as the significant mediating variable between perceived SMMAs and brand love however, it does not serve as the significant mediating variable betweenperceived SMMAs and brand equity. The current study is of great significance in the-oretical as well as practical terms because it will help researchers, marketers, and policymakers to understand the contribution of social media marketing towards dif-ferent consumer-based branding outcomes, for example, brand equity, brand love,and brand experience of Chinese consumers. Hence, the Chinese firms will be able tomake better decisions and actions regarding those outcomes.
Purpose
This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.
Design/methodology/approach
Using an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement and brand knowledge.
Findings
The results reveal that interaction, electronic word-of-mouth and trendiness are the key elements directly influencing consumer brand engagement, then strengthening brand awareness and brand knowledge. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement.
Research limitations/implications
Having cross-sectional nature, the study focuses on one single product, smartphones, at one location, Hong Kong. Future research may enhance the generalisability of the findings by replication in other countries with diverse cultures, such as countries in Latin America and Africa and examine other industries and other products, such as the service sector and convenience products with a low involvement level.
Practical implications
Marketers may strengthen consumer–brand engagement by using content that is trendy, along with encouraging interaction and positive EWOM on social-media platforms, in order to build strong and positive brand knowledge in consumers' minds.
Originality/value
This study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers' brand engagement and brand knowledge. However, how effective these elements are for these purposes remains to be established. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely interaction, EWOM and trendiness, are critical drivers in the brand-building process in Hong Kong.
Mainstream economics perceive an individual as highly individualistic, presuming that he/she consumes goods in the most efficient way to optimize his/her level of happiness. This study attempts to explore the nexus between socio-economic dimensions, basic needs, luxuries and personality traits and happiness in Mauritius. Material consumption and happiness are projected to be positively and strongly related. This is usually illuminated in terms of the increased possibilities to satisfy basic needs and luxuries along with other motives which additional spending provides. Other instrumental aspects of consumption, such as its relative, community-based and hedonic magnitudes are accounted. Cross-sectional data are compiled from a household survey with a sample size of 1015 observations. To conduct the analysis, an ordered probit model is applied. The general conclusion is drawn upon the results that socio-economic indicators like educational attainment, residential location, family size, income in addition to the intermediate needs deprivation index, brand consciousness, fashion innovativeness, commercial interest, shopping enjoyment, hedonism, bandwagon effect and personality traits are significantly related to people’s happiness.
Technology enables a firm to produce a granular record of every touchpoint consumers make in their online purchase journey before they convert at the firm's website. However, firms still depend on aggregate measures to guide their marketing investments in multiple online channels (e.g., display, paid search, referral, e-mail). This article introduces a methodology to attribute the incremental value of each marketing channel in an online environment using individual-level data of customers' touches. The authors propose a measurement model to analyze customers' (1) consideration of online channels, (2) visits through these channels over time, and (3) subsequent purchases at the website to estimate the carryover and spillover effects of prior touches at both the visit and purchase stages. The authors use the estimated carryover and spillover effects to attribute the conversion credit to different channels and find that these channels' relative contributions are significantly different from those found by other currently used metrics. A field study validates the proposed model's ability to estimate the incremental impact of a channel on conversions. In targeting customers with different patterns of touches in their purchase funnel, these estimates help identify cases in which retargeting strategies may actually decrease conversion probabilities.
Deep neural networks, albeit their great success on feature learning in
various computer vision tasks, are usually considered as impractical for online
visual tracking because they require very long training time and a large number
of training samples. In this work, we present an efficient and very robust
tracking algorithm using a single Convolutional Neural Network (CNN) for
learning effective feature representations of the target object, in a purely
online manner. Our contributions are multifold: First, we introduce a novel
truncated structural loss function that maintains as many training samples as
possible and reduces the risk of tracking error accumulation. Second, we
enhance the ordinary Stochastic Gradient Descent approach in CNN training with
a robust sample selection mechanism. The sampling mechanism randomly generates
positive and negative samples from different temporal distributions, which are
generated by taking the temporal relations and label noise into account.
Finally, a lazy yet effective updating scheme is designed for CNN training.
Equipped with this novel updating algorithm, the CNN model is robust to some
long-existing difficulties in visual tracking such as occlusion or incorrect
detections, without loss of the effective adaption for significant appearance
changes. In the experiment, our CNN tracker outperforms all compared
state-of-the-art methods on two recently proposed benchmarks which in total
involve over 60 video sequences. The remarkable performance improvement over
the existing trackers illustrates the superiority of the feature
representations which are learned
Purpose
– The purpose of this paper is to: first, examine why companies create brand pages in social media, how they use them, what policies and strategies they follow, and what outcomes do they expect; and second – from firms’ point of view – how users are benefited from such pages.
Design/methodology/approach
– A qualitative study approach was employed for this study. Data were collected from personal interviews with 14 marketing managers responsible for the social media activity of their company, providing preliminary evidence about the actions firms take, the motivations that led them to getting involved, and the derived outcomes.
Findings
– The main actions of the firm are making prize competitions, announcing new products/services, interacting with fans, providing advice and useful information, and handling customer service issues. The basic motivations are the increasing popularity of social media, competitors’ presence, headquarters’ strategy, and cost reduction pressure. Interact with customers, create/enhance relationships with customers, brand awareness, customer engagement, promote products/increase of sales, and the more targeted acquisition of new customers, were referred to as the main expected outcomes for companies.
Research limitations/implications
– Given the qualitative nature of the study and the emerging field of research about social media, findings should be considered as preliminary and exploratory. Interviews with companies from more sectors and also with social media users will provide a more comprehensive view of the topic.
Practical implications
– The paper identifies several opportunities for company managers, suggesting practices for effective social media handling.
Originality/value
– Considering the rapid development of social media and their penetration in business marketing actions, this paper is an exploratory step toward the ways firms utilize social media channels.
This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors
propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived
quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity.
The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price
promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store
image, and high distribution intensity are related to high brand equity.
The current study examines consumers'perceptions of the intrusiveness of advertisements. A scale is developed to tap an underlying construct that has not previously been measured. Following traditional methods of scale development, the study uses expert-generated adjective lists, expands possible measures using a thesaurus, and finally reduces the number of items statistically to derive a new measure of advertising intrusiveness. The scale is validated using samples in different experimental conditions and is found to be valid, reliable, and parsimonious. The importance of such a scale for the field of advertising is discussed.
The rapid proliferation of mobile phones and other mobile devices has created a new channel for marketing. The use of Short Messaging Service to access customers through their handheld devices is gaining popularity, making the mobile phone the ultimate medium for one-to-one marketing. The present research investigates consumer attitudes toward mobile advertising and the relationship between attitude and behavior. An instrument for measuring attitudes toward mobile advertising is developed. The results of a survey indicate that (1) consumers generally have negative attitudes toward mobile advertising unless they have specifically consented to it, and (2) there is a direct relationship between consumer attitudes and consumer behavior. Thus it is not a good idea to send SMS advertisements to potential customers without prior permission.
Do creative ad executions like large ad sizes and intrusive ad formats that enhance communication outcomes and clickthroughs immediately after ad exposure persist over time? In examining this question, we focus on the role of advertisement size (large vs. small) and ad exposure format (intrusive vs. voluntary) on immediate and delayed brand recall, ad recognition and brand attitude in web-based media. Voluntary exposure ad formats like banners and text ads are more likely to be cognitively avoided since it is an automatic, subconscious process that occurs in parallel with the browsing activity and does not require any behavioral action by the consumer. Intrusive ad formats like pop-ups that interrupt browsing activity and demand immediate response are more likely to be physically avoided by closing them. Prior research on preattentive processing and endurance of implicit/ explicit memory and memory for subgoals supports our findings that gains from using intrusive ads accrue when ad sizes are small and negative impact of intrusiveness decay over time.
Advertising during short-form videos (SFVs) to take advantage of users' fragmented attention provides a new touchpoint to reach potential consumers, while the unique elements of attention-based purchase mechanism is still unclear. Drawing on sociotechnical systems theory and PLS modeling on 398 samples, this study examines how the social and technological affordances of SFV apps capture user attention by triggering a desire to postpone closure, thereby reducing users’ defensive judgments about advertising and stimulating potential passive demands. In addition, we find that the transition from purchase intention to purchase behavior on the SFV platform is negatively moderated by brand familiarity, which differs from that found in conventional human-computer interaction and online shopping. The findings provide managerial insights for sustainable operations, advertising strategies, and e-commerce integration of SFV platforms.
The aim of this research is to identify social media activities that affect the increase of brand awareness in the fashion industry in Kosovo. The research considers five different social media activities (advertising, influencers, sharing, entertainment, and interaction), and to the best knowledge of the authors, this is the first experiment to consider these factors all together, as well as the first one addressing brand awareness in Kosovo. Quantitative methods were used on a sample of 224 respondents, including confirmatory factor analysis and regression analysis. The analysis was conducted by using the AMOS statistical software. The findings indicate that activities, such as interaction and advertising, have a significant impact on brand awareness, unlike entertainment, sharing, and influencers’ behaviour. The findings provide marketers with recommendations regarding social media activities and the challenges that must be considered before they are implemented.
Digitalization, personalization and globalization shape how companies contact and communicate with their consumers who have different needs and wants. In these highly competitive heterogeneous markets, it becomes crucial to reach consumers in an easy, low-cost and more targeted manner. Social media advertising is one of the effective ways of attracting potential customers, retaining attention of current customers and exploiting them through persuasive content. Despite its plentiful and obvious advantages, the variation among consumers’ responses to social media advertising remains as a major challenge. Hence, this study aims to identify different consumer segments based on the social media advertising features, discover differences in their individual traits, and examine variation among those segments in terms of the factors that predict their purchase intentions. By utilizing cluster analysis, consumers are segmented according to their perceptions regarding social media advertising features: perceived relevance, performance expectancy, hedonic motivation, informativeness, and interactiveness. It is revealed that consumers are grouped under three segments, namely: “susceptible”, “dispassionate”, and “impervious”. It is found that there are statistically significant differences among these segments in terms of being easily persuaded, impulse buying tendency, self-confidence, and social network proneness in which consumers in “susceptible” segment are more easily persuaded, have high level of self-confidence, have more impulse buying tendency, and are more prone to social networks when compared to other groups. It is also discovered that there are differences among these segments in terms of the factors that determine their purchase intentions for the products presented in social media advertising. The purchase intention of consumers in “susceptible” segment for products exhibited in social media advertising, is determined by perceived relevance, ease of being persuaded, self-confidence and social network proneness. On the other hand, the purchase intention of consumers in the “dispassionate” segment is shaped by informativeness, ease of being persuaded, and social network proneness. Finally, the purchase intention of consumers in “impervious” segment is influenced by hedonic motivation, perceived relevance, impulse buying tendency, and ease of being persuaded. Nevertheless, when the whole sample is considered, it is observed that consumers’ purchase intentions for the products and services presented in social media advertising are influenced by the following factors: perceived relevance, performance expectancy, informativeness, impulse buying tendency, ease of being persuaded, and social network proneness. Understanding differences across segments can help companies design, manage and convey their social media advertising campaigns to their target audience in a convincing, timely, effective, and efficient way, which in turn, let them gain competitive advantage in highly volatile and dynamic markets.
The goal of this chapter is to provide a systematic overview of the existing research for a better understanding of where we
are and where we might go from here, in the field of social media use and psychological well-being.
Online food-delivery platforms provide accessible marketplaces for fast-food restaurants. However, who should take charge of logistics, especially when there is increasing consumption of plastic containers, utensils, and other single-use items? In practice, either platform logistics or restaurant’s self-logistics is available. For the former, customers pay for food and logistics services separately, while for the latter, “food & logistics” is sold in a bundle. Using game-theoretical approach, we consider a fast-food restaurant selling food in both online and physical stores, which cooperates with an online food-delivery platform under commission contract, and opts to use the platform logistics or self-logistics to deliver online orders. Interestingly, we find that the online “food & logistics” price under two logistics strategies exhibit opposite relationships with respect to the commission rate, and the restaurant’s offline food price might first increase and then decrease in the online commission rate. Consequently, the restaurant prefers to use platform logistics when its online market potential is low. We show that the restaurant’s preference for platform logistics is non-monotonic in the online market potential. Using the sales quantity-based environmental index (EI) to measure the sustainability performances under the two logistics strategies, we find that the platform logistics strategy is more environment-friendly when the online market potential is high.
Drawing on cognitive load theory, congruence research, and dual processing models, the purpose of this study is to determine the effectiveness of online advertising in social media. To this end, three separate studies were conducted. First, using eye-tracking and electroencephalography, we examine the differences, based on whether or not an ad is embedded, in subjects’ visual attention and engagement in a TripAdvisor webpage. Our findings showed that synergies between social media content and advertising content positively affect users’ visual attention. A second study, using an online survey, assessed the impact of congruent/incongruent ads on ad recall. A third study, using eye-tracking, assessed the impact of congruent/incongruent ads on visual attention. Our findings suggest that consumers exposed to online ads for very limited time periods rely on less effortful, more heuristic, context-based processing strategies. Congruent ad-media contexts can act as peripheral cues, activating knowledge structures and facilitating message processing.
Issue addressed
Digital health technologies can potentially reduce health disparities in cancer care. However, benefits of digital health technology depend partly on users’ digital health literacy, that is, ‘capabilities and resources required for individuals to use and benefit from digital health resources’, which combines health and digital literacy. We examined issues for digital health technology implementation in cancer care regarding digital health literacy, via stakeholder consultation.
Methods
Consumers, health care professionals, researchers, developers, non‐government and government/policy stakeholders (N=51) participated in focus groups/interviews discussing barriers, enablers, needs and opportunities for digital health implementation in cancer care. Researchers applied framework analysis to identify themes of digital health literacy in the context of disparity and inclusion.
Results
Limited digital and traditional health literacy were identified as barriers to digital technology engagement, with a range of difficulties identified for older, younger, and socio‐economically or geographically disadvantaged groups. Digital health technology was a potential enabler of health care access and literacy, affording opportunities to increase reach and engagement. Education combined with targeted design and implementation were identified means of addressing health and digital literacy to effectively implement digital health in cancer care.
Conclusions
Implementing digital health in cancer care must address variability of digital health literacy in recipients, including groups living with disadvantage and older and younger people, in order to be effective.
So what?
If cancer outcome disparity is to be reduced via digital health technologies, they must be implemented strategically to address digital health literacy needs. Health policy should reflect this approach.
A number of different methods have been used to enhance the level of message relevance to the viewer based on past behavior (e.g., retargeting), and/or specific information about the shopper (e.g., microtargeting). Sometimes consumers see ads created by other consumers. In all of these cases the ads are something that happens “to” the viewer. While the extent to which data is overtly or covertly collected may influence consumer preferences for the content shown, they are still recipients of what an algorithm decides would be best for them to see. This paper is the first to experimentally examine customized advertising, where individuals customize specific message elements, in some cases in perceived collaboration with others, varying the level of ad customization. We take our classification of “customization” from Arora et al. (2008) who define it as the degree to which a modification in a marketing mix element is proactively generated by the customer as opposed to the firm. With customized advertising, the ad is something that happens “with” the viewer. We find that as customization increases, so too does: strength of the perceived customer relationship with the company; sense of task engagement; perceptions of company trust/integrity; and, attitude toward the ad. Experiment 1 demonstrates that when overlap is high, customized advertising is superior to a random version of the ad. Experiment 2 extends this into a social media context, where participants believed they were socially co-creating the ad with others. Those who believed they socially co-created the ad demonstrated higher values on all key dependent variables. Study 3 indicates that for the individually generated ads, the effect of level of overlap between what is desired and what is received is mediated by perceived efficacy, suggesting that the process of creation is important to the effects observed, to the extent that the process yields outcomes.
Despite promising conceptual developments in value co-creation and consumer-brand engagement (CBE), the scholarly attention afforded to the importance of social media marketing (SMM) activities in strengthening consumers’ intention for value co-creation and CBE is limited. SMM is conceptualised as a hierarchical construct with five dimensions: entertainment, customisation, interaction, electronic-word-of-mouth (EWOM) and trendiness. This study examines the role of SMM in building value co-creation and CBE, as well as repurchase intention and on-going search behaviour as behavioural responses. Based on primary data from a survey of 392 smartphone users in China and Hong Kong, we use partial least squares – structural equation modelling (PLS-SEM) to test the hypotheses. The findings show that effective SMM strategies lead to the strengthening of value co-creation, CBE, repurchase intention and on-going search behaviour. It is also found that there is a significant difference in the impact of CBE on repurchase intention between China and Hong Kong consumers. These findings contribute to the marketing literature by empirically validating the five elements in the SMM construct, providing intelligence on how SMM can drive value co-creation and CBE. The findings also enrich the marketing literature by showing that value co-creation acts as an antecedent of CBE, driving consumers’ behavioural intention, reflected by on-going search behaviour and repurchase intention.
The development and selection of research designs too often reflects thinking which is technique-oriented. This article looks at advertising research from another viewpoint.
It starts with the questions: What is advertising supposed to do? What are its functions? The authors then show the implications of these questions in relation to measurements of the effectiveness of proposed advertisements.
Recent research has identified attitude toward the ad (AAd) as an important construct mediating the effects of advertising on brand attitude and purchase intention. To date, however, little attention has been directed toward explaining the origins of AAd. The authors present the latest version of a theory of AAd formation, report the results of an empirical test of a portion of that theory, and offer further refinements to the theory based on the observed results. Implications of the findings for advertising practice are discussed.
Purpose
Online video advertisement is a wide-ranging phenomenon on the internet that provides huge opportunities for business enterprises. The revenues of website service providers come primarily from advertisement. However, it is rare to find research focusing on consumer attitudes toward online video advertisement. This study aims to investigate consumer attitudes toward advertisement while they are watching online videos on YouTube.
Design/methodology/approach
The paper followed Brackett and Carr’s (2001) Web Advertising Attitudes Model and combined it with the theory of reasoned action (TRA) and the flow theory. This study investigates consideration of the factors affecting attitudes toward advertisement and the influence on shopping intention and purchase behavior.
Findings
The findings indicate that entertainment, informativeness, irritation and credibility have a shopping influence on purchase attitudes. Flow, on the other hand, does have an influence on shopping intention and purchase behavior. The discussion and conclusion have been further discussed.
Originality/value
This study provides a comprehensive model for online video advertisement. This model was based on Brackett and Carr’s model, combining the users and gratifications theory, TRA and flow theory to develop an online video advertisement model. Researchers can consider this model as a framework and use it to capture a more complete picture of the relevant phenomena in their works.
Marketers increasingly use social media advertising to promote their products and services. In particular, display ads have a prominent presence accompanying various social media feeds. This study aims to develop an understanding of how consumer online motivations (connection vs. consumption) lead to ad clicks on social media, which in turn affect behavioral intentions. A research model is developed to delineate two processes: First, the effects of motivations on ad clicks via perceived entertainment and informativeness values of ads, in which the mediating role of perceived congruity between ad and media content is proposed, too; second, the effect of ad clicks on behavioral intentions to purchase and spread positive word of mouth. The model was tested and confirmed with the online survey data of 613 social media users. Practical and theoretical implications are discussed.
The paper explores the influence of greenwash on green trust and discusses the mediation roles of green consumer confusion and green perceived risk. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. This research employs an empirical study by means of the structural equation modeling. The results show that greenwash is negatively related to green trust. Therefore, this study suggests that companies must reduce their greenwash behaviors to enhance their consumers’ green trust. In addition, this study finds out that green consumer confusion and green perceived risk mediate the negative relationship between greenwash and green trust. The results also demonstrate that greenwash is positively associated with green consumer confusion and green perceived risk which would negatively affect green trust. It means that greenwash does not only negatively affect green trust directly but also negatively influence it via green consumer confusion and green perceived risk indirectly. Hence, if companies would like to reduce the negative relationship between greenwash and green trust, they need to decrease their consumers’ green consumer confusion and green perceived risk.
An important issue for a firm wishing to invest in a product placement is deciding how its product or brand is going to be presented within the movie. Accordingly, the objective of this research study is to examine the impact of objective and subjective characteristics of product placements on consumer evaluations and memory. A sample of 103 movie goers viewed and reacted to 18 product placements taken from 11 different movies. After a one-week delay, they were contacted and asked to recall the products and brands they had seen. Based on the results, it appears that the effectiveness of product placement as a communication strategy must be gauged against the specific objectives of decision makers.
The growth of advertising on the World Wide Web requires research on users' general perceptions since these affect attitudes toward individual advertisements. This article presents results of an intercept survey focusing on the perceived value of Web advertising, an approach developed by the author for assessing advertising in the general media. Both the hypothesized model of advertising value and its role as an antecedent of overall audience attitudes are confirmed. The author maintains that advertising value is a useful measurement criterion for evaluating advertising effects generally, and particularly in the case of the Web.
This paper introduces a new construct—advertising value—a representation of the perceived value of advertising to consumers. A conceptual model is proposed and tested via a mall intercept survey. A portion of the model focusing on how informativeness and entertainment influence advertising value is then examined in an experimental study. The results from both tests strongly support the validity of the proposed relationships. Potential implications and applications of the construct as well as hypothesized relationships with other variables are also discussed.
In contrast to mechanistic views, writers have suggested functional and psychological views of media influence. This chapter will consider the psychological and functional roots of uses and gratifications, the objectives and functions of the paradigm, and the evolution of uses-and-gratifications research. Then, it addresses the links between media uses and effects, focusing on audience activity and media orientations, dependency and functional alternatives, and social and psychological circumstances. Lastly, it considers some directions, especially as linked to personal involvement and parasocial interaction. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to adver-tisements, which are on par with many commonly held ideas in marketing practice. This is the main conclusion of an analysis of 1363 print advertisements tested with infrared eye-tracking methodology on more than 3600 con-sumers. The pictorial is superior in capturing attention, independent of its size. The text element best captures attention in direct proportion to its surface size. The brand element most effectively transfers attention to the other elements. Only increments in the text element's surface size produce a net gain in attention to the advertisement as a whole. The authors discuss how their findings can be used to render more effective decisions in advertising. Rik Pieters is Professor of Marketing, Marketing Department, Tilburg Uni-versity (e-mail: pieters@uvt.nl). Michel Wedel is Professor of Marketing, University of Michigan Business School (e-mail: wedel@bus.umich.edu). The authors thank Dominique Claessens and Chris Huijnen of Verify Inter-national for the eye-tracking data.
What makes customization so appealing? Is it because the content is tailored or because the user feels greater agency? Study 1 tested these propositions with a news-aggregator Website that was either personalized (system-tailored), customized (user-tailored), or neither. Power users rated content quality higher when it had a customizable interface, whereas nonpower users preferred personalized content. In Study 2, half the participants were told that their browsing information may be used for providing requested services while the other half was told that it would not be used. The interaction found in Study 1 was observed only under conditions of low privacy, with the pattern being reversed under high privacy. Significant three-way interactions were found for sense of control and perceived convenience.
Product placements in entertainment media are increasing, particularly in content targeted to adolescents. This marketing communication tactic is examined in the context of media socialization and individual differences in brand consciousness. The relative influence of commercial media (TV, radio, movies, online) and perceived peer and parent brand consciousness on US adolescent brand consciousness is assessed, as well as differences in how low and high brand-conscious adolescents view product placements. Awareness, liking and perceived effects of product placements on self and others (third-person perception) were measured. Results of hierarchical multiple regression analyses show that movies and perceived parent and peer brand consciousness were positively related to adolescent brand consciousness. Those adolescents considered to be highly brand-conscious were also those who were most aware of and favourable towards product placements. All adolescents demonstrated third-person perception of media effects in that they considered others to be more influenced by product placements than themselves, with peers influenced more than friends. Highly brand-conscious teens perceived the greatest effects of product placements on their own and others’ buying behaviours, yet low brand-conscious teens revealed the largest gap in perceptions of impact on self vs. peers. The results are discussed in view of media effects; ramifications for marketers and public policy makers are also appraised.
Social interaction plays a central role in effectuation processes, yet we know little about the implications for effectuation when an entrepreneur interacts via particular channels such as social media. To address this gap, our paper uses an inductive, theory-building methodology to develop propositions regarding how effectuation processes are impacted when entrepreneurs adopt Twitter. Twitter is a microblogging platform that can facilitate a marked increase in interaction. We posit that Twitter-based interaction can trigger effectual cognitions, but that high levels of interaction via this medium can lead to effectual churn. We also posit that there is one factor, perceived time affordability, that predicts the level of social interaction in which an entrepreneur engages via Twitter. Further, we propose two factors that moderate the consequences of social interaction through Twitter. These factors are community orientation and community norm adherence. Implications for our understanding of effectuation, of social interaction, and of the impact of social media on entrepreneurial firms are discussed.
This article reports the results of a survey of online consumers in the U.S. The survey was executed with the assistance of America Online Inc. (AOL) and HotWired.com to determine the types of gratifications that drive consumer use of the Internet. The most powerful gratifications might be considered utilitarian, related to what the Internet provides in content and experience, while the more moderate gratifications are social. The comparison between factors of gratification for Internet use is strictly relative, offered for purposes of suggesting optimization strategies for ISP operators. The dimensions of enjoyment for Internet use described here are broadly and generally descriptive of what users seek in the online experience. This study identifies the uses and gratifications of Internet use most prized by heavy AOL users; it is a simple manner to concentrate managerial attention on maximizing the customer experience related to these variables to ensure more extensive use of the Internet service, in the expectation that shopping profits will rise with online experience and over time with satisfied and repeated use of the interface.
Attitude toward the site
- Q Chen
- W D Wells
Understanding consumers attitude toward advertising
- C Wang
- P Zhang
- R Choi
- M Eredita