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Moslehpour, Massoud, Jargal Tumurbaatar und Khoirul Amri. „What Do Mongolian Facebook Users Want from Advertisers?“ International Journal of Business and Management 11, Nr. 9 (07.08.2016): 51. http://dx.doi.org/10.5539/ijbm.v11n9p51.
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This study is one of its kinds to explore Mongolian Facebook users’ attitudes towards advertising. It uses traditional factors and examines the relationship among the factors to dicover the variables with strongest influence among the Mongolian Facebook users. Moreover, researchers included gender as one of the relevant demographic variables as the moderating variable. This study surveyed 400 Mongolian Facebook active users through the online questionnaire. The research findings indicate that informativeness and entertainment followed by credibility are the most influential factors of Facebook users’ attitudes towards advertising. In addition, gender moderates the relationship between credibility and attitude towards Facebook advertising. For practical implications, this study helps business marketers who are interested in attracting Mongolian customers within the Facebook advertising program. For social implications, social scientists may find the results useful for their study of human behavior and motivation, and how this information may affect attitudes towards the adoption and attraction of advertisings. This study is limited to Mongolian Facebook users.
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Alvi, Muhammad Umer. „ATTITUDE OF CONSUMERS AND ISSUE OF CREDIBILITY IN FACEBOOK ADVERTISING OF COUNTERFEIT PRODUCTS“. Journal of Marketing Strategies 1, Nr. 1 (24.07.2021): 1–21. http://dx.doi.org/10.52633/jms.v1i1.1.
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One of the reasons affecting the perception of consumers and their attitude towards buying the product is the credibility of Facebook Advertisement and the Counterfeit Product. In this modern age where consumers are well aware of the products. They research thoroughly about the product before proceeding towards the last stage of the buying cycle. Social Media Platforms have made our lives easier. Everything we want to know is at our fingertips. However, research studies on SNS's and how they are perceived by their users are relatively limited especially how online factors influence users' perceptions and attitudes towards advertising of Counterfeit products on SNS's. This paper aims to examine the online factors that influence consumers' perceptions and attitudes towards advertising counterfeit products on Facebook. A total of 30 respondents participated in our research paper. The results suggest that there are five online factors that significantly influence consumers’ attitudes toward advertising on Facebook. The factors are Credibility, Entertainment, Perceived Interactivity, Privacy and Ad Avoidance. The results of this study revealed that the independent variables have a significant effect and positive influence on the dependent variable. All hypotheses were accepted. The study helps in understanding the consumer attitude towards the Facebook advertisement of counterfeit products.
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Suryadinningrat, Fickar. „PROFIL TIPE TESTIMONIAL ONLINE PADA PRODUK KOMPUTER TERHADAP SIKAP ATAS IKLAN & SIKAP ATAS PERILAKU MEMBELI“. JPPP - Jurnal Penelitian dan Pengukuran Psikologi 1, Nr. 1 (30.10.2012): 85. http://dx.doi.org/10.21009/jppp.011.12.
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Abstract With increasing, product line sales consumers not only in the real world of shopping mall, or the department store now the use of technology enables the consumer can do shopping activity over the internet.With just open, computer facility and typed site desired then transaction activity can be done.Still many consumers have limited in doing online activities shopping. Consumers like shopping buying clothes, sometimes only online electronics and computer. Consumer spending often doing online activities can diperngaruhi by a variety of factors, among other activities, product interesting advertising mounted coquet.Advertising is a process involving communication sponsor certain.Testimonials is part of an advertising, any type testimonials advertising surveyed: experts, celebrity and ordinary people. Testimonials through the ad will impact consumers, to attitude this attitude can be attitude toward advertising, attitude toward brands, attitude toward behavior.This research purposes to perceive the difference between profile type testimonials other experts, artist, and people ordinary online on the computer products with the advertising and attitudes of behavior membeli.metode used in this research is research methods descriptive. These studies have samples 32 responden. From this research result that there are differences type testimonials online at the computer products with the advertising and attitudes of behavior buy.Turns experts has a higher value than artist and ordinary people.even though artist had a low value on advertising and with the attitude of behavior buy.Researchers assumed that experts have preference better in the use of computers on celebrities and ordinary people. Key word : Type Testimonials , Attitude toward advertising, Attitude towards Behavior of buy
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van Esch, Patrick, Denni Arli, Jenny Castner, Nabanita Talukdar und Gavin Northey. „Consumer attitudes towards bloggers and paid blog advertisements: what’s new?“ Marketing Intelligence & Planning 36, Nr. 7 (01.10.2018): 778–93. http://dx.doi.org/10.1108/mip-01-2018-0027.
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Purpose Reports show that 6.77m people published blogs on blogging websites and more than 12m people write blogs using their social network. However, few studies have explored consumer attitudes toward bloggers and their advertising. Therefore, an effort to discover how paid blog advertisements influence consumer attitudes toward bloggers and the products they advertise will help marketers gain an understanding of how to use bloggers as paid sponsors to influence consumer purchase intent. Using online survey approach, a study recruited participants (n=210) through an online survey platform (MTurk). The results indicated that the similarity between the consumer and the ad creator is an important psychological reason why consumers are more likely to perceive advertisements as more authentic, more affective, less deceptive and more credible, and they are thus more likely to trust the blogger. On the other hand, the importance of ad attribute (authenticity) does not significantly influence consumers’ intention to purchase products advertised by a blogger. As consumers are becoming more skeptical of advertisements, blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting, the design, flow and clarity of the blogs must also be considered important factors. In addition, advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement; hence, promoting companies’ products and services through blogs can be an effective strategy to lower consumer skepticism barriers. The paper aims to discuss these issues. Design/methodology/approach Participants answered questions about their attitudes toward bloggers and their advertising when purchasing products in an online retail environment. Furthermore, participants also answered questions about their perceived trust in the bloggers themselves as well as the authenticity and credibility of the brand-related communication received from bloggers. Moreover, they reported on their attitudes toward how deceptive they considered bloggers and their advertising to be. Finally, participants reported how paid blog advertisements influence their purchase intent. Findings Similarity toward the ad creator is an important psychological reason behind consumers’ attitude toward blogs. Consumers who follow a blog often have the same interests and are thus more likely to support bloggers. This idea can be used as a segmentation strategy to reach particular consumers. Consumers who perceive similarity with the ad creator are more likely to recognize the ads as more authentic, affective, credible and trustworthy as well as less deceptive, regarding the blogger. Blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting but the design, flow and clarity of the blog are also important factors. Blog advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement with the website, bloggers or social media. Originality/value Trust in the blogger did not influence consumers’ purchase intent; however, it did influence their attitude toward how similar they are with the blogger. In an online shopping environment, the human touch and personal contact between consumers and retailers has been lost. Consumers often leave the online transaction due to a lack of trust. Therefore, bloggers can be replacements for the missing “salesperson” in online interactions. Companies can use bloggers as the mediating person to reach their intended audiences, bridging the gap between the company and consumers.
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Aji, Hendy Mustiko, und Basu Swastha Dharmmesta. „Subjective norm vs dogmatism: Christian consumer attitude towards Islamic TV advertising“. Journal of Islamic Marketing 10, Nr. 3 (09.09.2019): 961–80. http://dx.doi.org/10.1108/jima-01-2017-0006.
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Purpose With concern on cross-religion research, this study aims to examine Christian consumer attitude towards Islamic TV advertising in Indonesia. This study includes together both subjective norm and dogmatism in an analysis as moderating variables. Design/methodology/approach An online survey for 186 sample respondents was conducted to test nine hypotheses. Multi-group moderation test was conducted to test the moderation effect of subjective norms and dogmatism on the model. Findings The results indicate that Christian intrinsic religiosity has a significant negative relationship with Islamic TV advertising credibility. Consumers’ attitudes towards Islamic TV advertising are proven to be the consequence of Islamic TV advertising credibility, even if the relationship is inverted. Moreover, this study concludes that subjective norms and dogmatism significantly moderate the relationship between Islamic TV advertising credibility and attitudes towards Islamic TV advertising differently. Subjective norms tend to weaken the relationship, while dogmatism strengthens it. Research limitations/implications During the process of this study, the authors uncovered three research limitations. First, too many measurement items for dogmatism eliminated from the analysis. Second, having balanced proportion for the high and low group has become the concern of this study, Third, a sample size of 186 is not adequate for such a complex model. Practical implications Managers should employ endorsers with multi-faceted images who can be accepted by all segments of society to combat the negative perception and attitudes of Christian consumers on Islamic attributes in TV advertising. Originality/value This paper contributes to the literature on cross-religion marketing research, especially on the topic of advertising, by comparing the internal influence (dogmatism) and external influence (subjective norm) on attitude towards Islamic TV advertising.
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Rahimi, Nur Syuhada, Dr Bahtiar Mohamad, Talhat Alhaiou und Syed Hassan Raza. „Determinants of Attitudes Towards Web Advertising: An Evidence from Malaysia“. Jurnal The Messenger 11, Nr. 1A (02.06.2019): 81. http://dx.doi.org/10.26623/themessenger.v11i1a.818.
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<p><em>The purpose of this study is to examine the factors which influence of the consumer’s Attitudes Towards Web Advertisement (ATWA). Drawing conceptual framework from Elaboration Likelihood Model (ELM), the influence of the six independent variables have been analyzed in this study, including informativeness, entertainment, credibility, economic value, interactivity, and materialism. The data has been obtained from 384 Honda users by using online questionnaires. Results of multiple regression analysis have revealed that all six factors influenced the attitude towards Honda web advertising. However, it has been revealed that the informativeness is a most important predictor of the ATWA. This study has shown that Elaboration Likelihood Model is interrelated with the determinants of consumer's attitudes towards Honda web advertisement and offered managerial implication.</em></p>
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Korgaonkar, Pradeep K., Ronnie Silverblatt und Enrique P. Becerra. „The Hispanic View of E-mail, Popup, and Banner Advertising“. International Journal of E-Business Research 6, Nr. 2 (April 2010): 45–58. http://dx.doi.org/10.4018/jebr.2010040103.
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In this paper, the authors broadly investigate Hispanic consumer attitudes and their sociological behaviors toward online advertising. The study documents the correlation between Hispanic attitudes, behaviors, and three types of online advertising that have an effect on cultural distinctions. Additionally, the study compares the group’s attitudes toward TV advertising vis-à-vis the three types of online advertising to compare the two medium’s similarities and differences. Notably, Hispanics favor e-mail advertising and banner advertising over popup advertising, while Hispanics continue to enjoy advertising on television more than any of the three types of Web advertising that this paper will discuss.
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Astiana, Melia. „Peran Sikap dan Kemampuan Mengingat Iklan Online Terhadap Keputusan Pembelian Traveloka“. Jurnal Manajemen Bisnis 18, Nr. 1 (30.01.2021): 53–69. http://dx.doi.org/10.38043/jmb.v18i1.2786.
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This study aims to analyze the influence of attitude towards online advertising and ability to recall online advertising on Traveloka purchasing decisions. In an effort to attract online consumers to make a decision to purchase a product or service offered by the company, online advertising is often used by many companies to create awareness of the organization and its products and services. Data obtained from 105 respondents using a questionnaire. This study uses multiple linear regression as a data analysis technique. From the regression equation obtained, the independent variable that has the most significant value is attitude towards online advertising. Hypothesis testing using t test shows that attitude variable towards online advertisement and the ability to recall online advertisement, both variables significantly influence purchasing decision. While in f test showed significant <0,05. This means that attitude towards online advertising (x1) and the ability to recall online advertising (x2) together have a significant effect on purchasing decisions (y). While the coefficient of determination obtained by value adjusted R2 41.6%. It means that the purchasing decision variable can be explained by the attitude towards online advertising and the ability to recall online advertising, while the remaining 58.4% can be influenced by other variables.
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Chan, Kara, Lennon Tsang und Yanni Ma. „Consumers’ attitudes toward advertising by traditional Chinese medicine practitioners“. Media and communication as antecedents to the transformation agenda in Malaysia 25, Nr. 2 (07.12.2015): 305–22. http://dx.doi.org/10.1075/japc.25.2.11cha.
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This study investigated consumers’ attitudes toward advertising by traditional Chinese medicine (TCM) practitioners, and how attitudes varied among different demographic groups and user experiences in TCM. A survey using quota sampling was conducted. Altogether 1,039 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2014. Factor analysis found that attitudes toward TCM advertising consisted of four underlying dimensions: information value of TCM advertising; benefits of TCM advertising; confidence in financial aspects of TCM; and doubts about TCM advertising. Consumers’ attitudes toward TCM practitioners were in general favorable. Respondents appreciated information value of TCM advertising, but held some skepticism and worries about it. Respondents perceived strongly that advertising by medical professionals would lead to increase in the cost of services. Respondents with TCM consultation experience demonstrated a more positive attitude toward TCM advertising than respondents without TCM experience. Practical implications and limitations were discussed. (149 words)
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Nguyen, Thanh Duy, Nghia Dinh Tran und Cuong Manh Pham. „Proposing the online advertising on social network adoption model in Vietnam“. Science and Technology Development Journal 16, Nr. 3 (30.09.2013): 5–19. http://dx.doi.org/10.32508/stdj.v16i3.1626.
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Social network is strongly growing and is increasingly becoming an integral part of the daily life of people in all over the world; online advertising on social networks is a potential market for the business towards. With the booming development of web 2.0, online advertising is showing a remarkable transformation, Vietnam marketers are approaching the new form of online advertising on social network such as facebook, zingme, google+, linkedin, twitter, yume... The studies showed that the popularity of online advertising on social networking is essential. This study proposes a new model that is online advertising on social network adoption model in Vietnam. Research results shows that independent factors affect to attitude toward advertising and attitude toward advertising affects to online advertising on social networks; all proposed hypotheses are accepted. The model explains 72.9% of variance in the online advertising on social network adoption.
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Komar, Husin, und Hetty Karunia Tunjungsari. „PENGARUH ONLINE BEHAVIOURAL ADVERTISING DAN CONSUMER TRUST PADA SIKAP DAN NIAT KONSUMEN MERESPON ONLINE ADVERTISING“. Jurnal Muara Ilmu Ekonomi dan Bisnis 3, Nr. 1 (12.04.2019): 71. http://dx.doi.org/10.24912/jmieb.v3i1.3354.
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Semakin banyak bisnis di Indonesia saat ini yang mengadopsi internet dalam melakukan pemasaran dan penjualan produk. Persaingan antar produk di pasaran mendorong produsen berpromosi melalui iklan online. Online Behavioral Advertising (OBA) adalah praktik menyesuaikan iklan berdasarkan aktivitas online individu seperti mencari kata kunci dan mengunjungi situs web. Tujuan dari penelitian ini adalah untuk mengembangkan model konseptual untuk OBA dan menguji pengaruh kepercayaan konsumen pada penerimaan OBA. Dengan menggunakan data dari 100 responden yang merupakan karyawan PT. Erajaya Swasembada, Tbk Jakarta, hubungan yang dihipotesiskan diuji dengan Structural Equation Modeling. Hasil penelitian menunjukkan bahwa terdapat pengaruh OBA terhadap intention to click OBA melalui mediasi attitude toward OBA. Hasil penelitian juga menunjukkan bahwa perceived informativeness, perceived credibility, perceived personalization, perceived interactivity memiliki pengaruh terhadap intention to click OBA melalui mediasi attitude toward OBA. Namun perceived entertainment tidak berpengaruh terhadap intention to click OBA melalui mediasi attitude toward OBA. Menurut hasil penelitian consumer trust memiliki pengaruh terhadap intention to click OBA. Implikasi untuk praktik manajemen dan penelitian selanjutnya juga dibahas dalam penelitian ini. More and more businesses in Indonesia today are adopting the internet in marketing and selling products. Competition between products on the market encourages producers to promote through online advertising. Online Behavioral Advertising (OBA) is the practice of tailoring advertisements based on individual online activities such as searching for keywords and visiting websites. The purpose of this study is to develop a conceptual model for OBA and examine the effect of consumer confidence on OBA acceptance. By using data from 100 respondents who are employees of PT. Erajaya Swasembada, Tbk Jakarta, the hypothesized relationship was tested with Structural Equation Modeling. The results showed that there was an influence of OBA on intention to click OBA through mediating attitude towards OBA. The results also showed that perceived informativeness, perceived credibility, perceived personalization, perceived interactivity had an influence on OBA intention to click through mediating attitude toward OBA. But perceived entertainment does not affect the intention to click OBA through mediating attitude towards OBA. According to the results of consumer trust research has an influence on OBA's intention to click. Implications for future management and research practices are also discussed in this study.
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Worku, Eyob Ketema. „Determinants of Users Attitudes towards Social Websites Banner Advertising among University Students in Ethiopia“. International Journal of Innovative Science and Research Technology 5, Nr. 7 (27.08.2020): 1477–99. http://dx.doi.org/10.38124/ijisrt20jul202.
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Social websites (SWSs) have quickly developed in notoriety and user’s acceptance comprehensively. Especially in recent years, they have become the fundamental spot for social relation, conversation, and correspondence. Today, numerous organizations promote their items on online social websites. The present study evaluates the impacts of social website on Ethiopian university students’ beliefs and concerns of social website advertising (SWA) on their attitudes toward social website advertising and social websites banner advertisement clicking behavior. Information was gathered from a sample of 337 university students of five private colleges/university in Addis Ababa Ethiopia. Results shows the beliefs of social website advertising promoting as useful and engaging effectively affect client mentalities toward informal community publicizing and their advertisement clicking behavior. Likewise, client worry of social website advertising as aggravating has a beneficial outcome on both their social website advertising and advertisement clicking behavior. Further aggravation and offensive were seen as emphatically affecting advertisement clicking conduct of Ethiopian higher institution student’s behavior towards SWA. The general outcomes shows that valuable and fascinating parts of social website advertising in Ethiopian higher institution students’ viewpoint were shown to make social website advertising compelling.
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BAYRAK MEYDANOĞLU, Ela Sibel, Ahmet Mete ÇİLİNGİRTÜRK, Rıza ÖZTÜRK und Müge KLEIN. „AN EMPIRICAL CROSS-COUNTRY STUDY ON CONSUMERS’ ATTITUDE TOWARDS AUGMENTED REALITY ADVERTISING“. Business & Management Studies: An International Journal 8, Nr. 2 (25.06.2020): 1424–54. http://dx.doi.org/10.15295/bmij.v8i2.1467.
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The use of AR technology for advertising is becoming more and more popular. For the efficacy of AR ad campaigns, consumers' attitudes towards AR ads are decisive. One of the major elements that determines consumers’ attitudes towards advertising is the perceived value of the ad. The aim of this study is to analyze the relationship between AR ad value and consumer attitude and to investigate the factors that affect the perceived value of AR ads among the youth both in Turkey and Germany. The mentioned relations were represented in a research model developed in the study. It was proposed that informativeness, entertainment, novelty, interactivity and self-efficacy have a positive effect on advertising value while irritation and deceptiveness have a negative effect. It was also proposed that ad value affects consumers’ attitudes positively. To test the proposed hypotheses, online surveys were conducted among a group of 365 respondents in Germany and a group of 391 respondents in Turkey. The survey results were then tested by Structural Equation Modeling (SEM). Contrary to expectations, the proposed research model as a whole did not fit and the hypotheses were not supported for Turkish consumers. For German consumers the model was fitted and the hypotheses were supported.
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Murillo-Zegarra, Miluska, Carla Ruiz-Mafe und Silvia Sanz-Blas. „The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps“. Sustainability 12, Nr. 17 (20.08.2020): 6753. http://dx.doi.org/10.3390/su12176753.
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This paper examines consumers’ behaviours towards mobile advertising alerts offered by branded mobile apps in the fashion industry. While consumer-driven factors have attracted much attention, little research has examined the impact of data-driven mobile advertising alerts on consumer continuance intention for branded mobile apps. This paper analyses the combined influence of consumer beliefs, data-driven mobile advertising alerts, and perceived value on mobile advertising acceptance, intention to repurchase, and recommendation behaviour towards branded mobile apps on social media. In total, 340 valid responses from Spanish customers of an online fashion outlet, all social media users, who make their purchases from the company exclusively through its branded mobile application, were analysed to test the hypotheses, using structural equation modelling. The results showed that mobile advertising acceptance, intention to repurchase, and recommendation behaviour are driven by the perceived value of the branded mobile app. Perceived value is determined by the usefulness of the branded mobile app, attitudes towards mobile advertising alerts, and irritation. Mobile advertising content (informativeness and credibility) improves attitudes towards mobile advertising alerts. Ease of use increases perceived usefulness, while perceived control decreases irritation. Managerial implications are provided.
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Hussain, Rahim, Ahmed Shahriar Ferdous und Gillian Sullivan Mort. „Impact of web banner advertising frequency on attitude“. Asia Pacific Journal of Marketing and Logistics 30, Nr. 2 (09.04.2018): 380–99. http://dx.doi.org/10.1108/apjml-04-2017-0063.
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Purpose The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising frequency and consumer attitudinal response. Design/methodology/approach A laboratory experiment involving 400 participants was conducted to test for the moderating effect. Factorial ANOVA is used to measure brand attitude. Findings The results identified that the web banner advertisement type acted as a moderator between frequency and brand attitude. However, the moderating effect of banner advertisement appeal was found to be insignificant at a single banner advertisement frequency (i.e. exposure) but significantly different at a higher frequency. The study findings provide better directives for online marketers. Practical implications The major limitation is the fact that the impact of banner advertisement frequency was manipulated from one to five exposures. Future research needs to determine what happens after the fifth exposure, perhaps ten exposures or more, to determine the wear-out effect and in turn, to decide on the optimal frequency level in an effort to design more appropriate web communication strategies. Social implications The result shows that pop-up banner advertisements are intrusive, and that high level of exposures to pop-up banner advertisement could annoy online users. Thus, online advertisers should avoid repeating the pop-up banner advertisements because this could adversely affect the attitude towards the online advertising in general, and could also negatively influence attitudes towards the brand and ultimately effect online purchase. Originality/value This study contributes to the theory by providing more insights into the repetition effect, and comprehensive conclusions can be drawn based on the manipulation of banner advertisement frequency on different frequency levels. The research identifies that if the communication objective is to generate brand attitude, different strategies can be adopted depending on the banner advertisement type (pop-up vs static) and banner advertisement appeal (emotional vs rational).
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Baum, Katharina, Stefan Meissner und Hanna Krasnova. „Partisan self-interest is an important driver for people’s support for the regulation of targeted political advertising“. PLOS ONE 16, Nr. 5 (12.05.2021): e0250506. http://dx.doi.org/10.1371/journal.pone.0250506.
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The rapid emergence of online targeted political advertising has raised concerns over data privacy and what the government’s response should be. This paper tested and confirmed the hypothesis that public attitudes toward stricter regulation of online targeted political advertising are partially motivated by partisan self-interest. We conducted an experiment using an online survey of 1549 Americans who identify as either Democrats or Republicans. Our findings show that Democrats and Republicans believe that online targeted political advertising benefits the opposing party. This belief is based on their conviction that their political opponents are more likely to be mobilized by online targeted political advertising than are supporters of their own party. We exogenously manipulated partisan self-interest considerations of a random subset of participants by truthfully informing them that, in the past, online targeted political advertising has benefited Republicans. Our findings show that Republicans informed about this had less favorable attitudes toward regulation than did their uninformed co-partisans. This suggests that Republicans’ attitudes regarding stricter regulation are based not solely on concerns about privacy violations, but also, in part, are caused by beliefs about partisan advantage. The results imply that people are willing to accept violations of their privacy if their preferred party benefits from the use of online targeted political advertising.
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Nguyen, Tien Thi Cam, Son Hoai Nguyen, Nhi Ho Xuan Nguyen und An Van Vu Nguyen. „ATTITUDE TOWARDS ONLINE ADVERTISING: THE CASE OF STUDENTS AT TRA VINH UNIVERSITY“. Scientific Journal of Tra Vinh University 1, Nr. 38 (14.05.2020): 13–23. http://dx.doi.org/10.35382/18594816.1.38.2020.550.
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The objective of this article was to identify the factors that lead to intrisive perception and general attitude of students at Tra Vinh University towards online advertising. This study used the Structural Equation Modeling (SEM) method with 250 students responding to questionnaires at the university. The result demonstrated that intrisive perception is affected by factors such as, content obscuring, and the attraction of online advertising, where the factor of content obscuring influences in the same direction with intrisive perception. It was alsoconcluded that discomfort can be caused by online advertising and result in a negative impact on the people’s attitude towards websites.
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Naser, Mohd Nabil Ahmad, und Syamsyul Anuar Ismail. „THE INFLUENCE OF ADVERTISING VALUE ON ATTITUDE TOWARD POLITICAL ADVERTISING IN SOCIAL MEDIA AMONG UNIVERSITY STUDENTS“. International Journal of Politics, Public Policy and Social Works 2, Nr. 7 (14.12.2020): 93–107. http://dx.doi.org/10.35631/ijppsw.27007.
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Over the past few years, many studies have conducted to examine the effect of advertising value on attitude toward advertising. Advertising value has proven that it has a strong relationship with attitude toward advertising. With the expansion of the media, advertising has been using as part of the political tools. Hence, this research paper will discuss how advertising values influence attitudes toward advertising from a political advertising perspective. Therefore, the purpose of this study is to analyses the influence of advertising value on attitude toward political advertising among Universiti Utara Malaysia (UUM) and Universiti Sains Malaysia (USM) students and their perceptions toward the value of advertising. This study used a quantitative method. An online survey was used in this study and distributed through Google Form among UUM and USM students. Statistical Package for Social Sciences (SPSS) version 25 was used to analyses the collected data. The results found that advertising value variables significantly influence the attitude toward political advertising. Therefore, this study hopes to help future researchers to understand how advertising value in political advertising can give an impact on attitude toward political advertising. Thus, this study can help other researchers as a guideline in exploring other variables for advertising value in political advertising perspective.
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Spangardt, Benedikt. „Impact of Corporate Advertising on Consumers’ Attitudes toward Products“. Business and Management Studies 2, Nr. 1 (21.02.2016): 95. http://dx.doi.org/10.11114/bms.v2i1.1394.
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Corporate advertising—advertising designed to build and maintain corporate image rather than to promote sales—is becoming increasingly important for many companies. In addition to the questions regarding whether, and, if so, how corporate advertising contributes to the goal of building and maintaining corporate image, one could also ask if it influences other areas of a company. In this study, corporate advertising was assumed to affect consumer attitudes toward company products, even if the advertising promoted the company in general terms but did not feature any products. The results of an online survey involving 408 participants indicate that corporate advertising has a marked effect on consumer attitudes toward company products, and that this effect could be influenced by product involvement.
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Zha, Xianjin, Jing Li und Yalan Yan. „Advertising value and credibility transfer: attitude towards web advertising and online information acquisition“. Behaviour & Information Technology 34, Nr. 5 (24.11.2014): 520–32. http://dx.doi.org/10.1080/0144929x.2014.978380.
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Wang, Ying, Shaojing Sun, Weizhen Lei und Mark Toncar. „Examining beliefs and attitudes toward online advertising among Chinese consumers“. Direct Marketing: An International Journal 3, Nr. 1 (27.03.2009): 52–66. http://dx.doi.org/10.1108/17505930910945732.
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Burns, Kelli S., und Richard J. Lutz. „Web users' perceptions of and attitudes toward online advertising formats“. International Journal of Internet Marketing and Advertising 4, Nr. 4 (2008): 281. http://dx.doi.org/10.1504/ijima.2008.019150.
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Souiden, Nizar, Saber Chtourou und Bernard Korai. „Consumer Attitudes toward Online Advertising: The Moderating Role of Personality“. Journal of Promotion Management 23, Nr. 2 (06.02.2017): 207–27. http://dx.doi.org/10.1080/10496491.2016.1267676.
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Yaseen, Safeena, Syed Amir Saeed, Muhammad Ibtesam Mazahir und Sara Chinnasamy. „Antecedents of Attitude towards Advertising of Controversial Products in Digital Media“. Market Forces 15, Nr. 2 (01.12.2020): 22. http://dx.doi.org/10.51153/mf.v15i2.460.
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The promotion of controversial products on digital media has become a challenge for marketers as consumers of different ethnicities and cultures access web media. Therefore, the study has examined the impact of advertising’s antecedents on consumers’ attitude and their effect on purchase intentions. The study has also considered the mediating roles of attitude towards purchase intentions. The population for this study comprises of adult female digital media users. We collected data from 400 female respondents via the online survey method. The results suggest that hedonic value, falsity, and materialism directly impact attitude towards the advertising of controversial products. Further, hedonic value and materialism also affect purchase intentions. We also found that advertising attitude mediates the relationship between hedonic value, falsity, materialism, and purchase intentions. The study’s empirical results will help design appropriate marketing strategies, especially in the context of controversial products. Future research may extend the model by incorporating other factors and testing their efficacy in different regions and cultures.
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Verma, Meghna, und Saranya R. „Role of Gender in Influencing Consumers' Attitude Towards Online Advertising“. Indian Journal of Marketing 44, Nr. 12 (01.12.2014): 32. http://dx.doi.org/10.17010/ijom/2014/v44/i12/80009.
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Graham, Kenneth Wilson, und Kelly M. Wilder. „Consumer-brand identity and online advertising message elaboration“. Journal of Research in Interactive Marketing 14, Nr. 1 (23.03.2020): 111–32. http://dx.doi.org/10.1108/jrim-01-2019-0011.
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Purpose The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand advertising based on the degree to which the consumer identifies with the brand featured in the ad. Dependent variables include attitude toward the ad, attitude toward the brand, willingness to share the ad and purchase intention. Design/methodology/approach This study uses a posttest-only, 2 (low consumer–brand identification v. high consumer–brand identification) × 2 (negative advertisement v. positive advertisement) between-subjects factorial design for two separate brands based on the pretest results. Findings Results show, in support of extant research, that consumer–brand identification enhances consumer perceptions of positive brand advertising. In addition, this research shows that consumer–brand identification also minimizes the potentially detrimental effects of negative advertisements on the dependent variables. Further, results suggest that those with a low consumer–brand identification are more likely to share negative online brand advertising. Practical implications Building consumer–brand identification among target consumers results in positive brand attitudes and behaviors while at the same time shielding brands from negative online attack advertising. However, consumers with weak consumer–brand identification can be influenced through peripheral cues in online ads. This research indicates that managers need to focus on strengthening consumer–brand identity with target audiences and closely monitor negative online sentiment. Originality/value This exploratory research extends current consumer–brand relationship scholarship and adds support for application of the elaboration likelihood model in an online environment. To the best of the authors’ knowledge, this study is the first to examine the role of consumer–brand identity and its role in explaining consumer responses to online display advertising.
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Robertson, Kirsten Jane, Robert Aitken, Maree Thyne und Leah Watkins. „Correlates of parental mediation of pre-schooler’s advertising exposure“. Young Consumers 17, Nr. 4 (21.11.2016): 337–49. http://dx.doi.org/10.1108/yc-04-2016-00597.
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Purpose This paper aims to explore the correlates of parental mediation of pre-schoolers’ television advertising exposure, focusing on the influence of other siblings in the home. Design/methodology/approach Participants included 486 parents of pre-schoolers. A cross-sectional design involving a quantitative online survey measured the number and age of children in the home, parents’ mediation styles and advertising attitudes, parents’ levels of education and pre-schoolers’ television exposure. Findings Co-viewing was the most frequent viewing experience followed by instructive and restrictive mediation. A univariate analysis revealed that parental education and negative attitudes towards advertising were associated with less viewing time for pre-schoolers, although the presence of other siblings mediated this relationship. Logistic regression revealed mediation styles were associated with parental education, attitudes towards advertising, viewing time and the presence of other siblings. Pre-schoolers with an older sibling were less likely to experience co-viewing and more likely to experience instructive mediation. Research limitations/implications The findings revealed that parents of pre-schoolers are concerned about advertising to children and actively mediate their child’s exposure. Parental attitudes and education, and sibling composition influence pre-schoolers’ television consumption, and pre-schoolers with an older sibling might be most vulnerable to negative media effects. The sample was limited to primarily higher educated parents and might not generalize. Originality/value The study extends the field by focusing on pre-schoolers and provides novel insights into the influence of sibling composition on television consumption.
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Mazurek-Łopacińska, Krystyna. „The Evolution of the Role of Forms of Marketing Communication in Influencing Consumers’ Shopping Behavior (Based on Surveys in 1995–2018)“. Marketing of Scientific and Research Organizations 38, Nr. 4 (01.12.2020): 129–49. http://dx.doi.org/10.2478/minib-2020-0030.
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Abstract The purpose of the article is to present the extent to which consumers use modern and traditional forms of marketing communication about the market offer, depending on the characteristics of these consumers, as well as to recognize the attitudes and market behavior of consumers under the influence these forms of communication, with particular emphasis on online advertising and social media. The basis of the analyzes are the results of the own, nationwide, surveys carried out in 1995, 2001 and 2017/2018. The importance of online information sources in influencing consumer behavior has grown dynamically, but the role of reference groups as a source of information on offers is still relatively large. Despite the increase in critical attitudes towards advertising, it does not significantly reduce its effectiveness in influencing consumers, although the mechanism of this influence is changing, as the strength of the behavioral component of the attitudes studied, is greater compared to the emotional component. Moreover, according to the criterion of age and education, there are significant differences in attitudes and the use of online sources of information between consumer groups, but these differences tend to decrease due to the growing rate of internet penetration. The generation Z’s susceptibility to advertising is relatively the greatest, not only in relation to ads broadcasted on the web, but also offline ads. Consumers from this generation are also more likely to engage in various types of social media activity in shaping the market offer.
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Khalil Zadeh, Neda, Kirsten Robertson und James A. Green. „‘At-risk’ individuals’ responses to direct to consumer advertising of prescription drugs: a nationally representative cross-sectional study“. BMJ Open 7, Nr. 12 (Dezember 2017): e017865. http://dx.doi.org/10.1136/bmjopen-2017-017865.
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ObjectivesThe factors determining individuals’ self-reported behavioural responses to direct to consumer advertising of prescription drugs were explored with an emphasis on ‘at-risk’ individuals’ responses.DesignNationally representative cross-sectional survey.SettingCommunity living adults in New Zealand.Participants2057 adults (51% women).Primary outcome measuresSelf-reported behavioural responses to drug advertising (asking a physician for a prescription, asking a physician for more information about an illness, searching the internet for more information regarding an illness and asking a pharmacist for more information about a drug).MethodsMultivariate logistic regressions determined whether participants’ self-reported behavioural responses to drug advertising were predicted by attitudes towards advertising and drug advertising, judgements about safety and effectiveness of advertised drugs, self-reported health status, materialism, online search behaviour as well as demographic variables.ResultsIdentifying as Indian and to a less extent Chinese, Māori and ‘other’ ethnicities were the strongest predictors of one or more self-reported responses (ORs 1.76–5.00, Ps<0.05). Poorer self-reported health status (ORs 0.90–0.94, all Ps<0.05), favourable attitude towards drug advertising (ORs 1.34–1.61, all Ps<0.001) and searching for medical information online (ORs 1.32–2.35, all Ps<0.01) predicted all self-reported behavioural outcomes. Older age (ORs 1.01–1.02, Ps<0.01), less education (OR 0.89, P<0.01), lower income (ORs 0.89–0.91, Ps<0.05) and higher materialism (ORs 1.02–1.03, Ps<0.01) also predicted one or more self-reported responses.ConclusionsTaken together, the findings suggest individuals, especially those who are ‘at-risk’ (ie, with poorer self-reported health status, older, less educated, lower income and ethnic minorities), may be more vulnerable to drug advertising and may make uninformed decisions accordingly. The outcomes raise significant concerns relating to the ethicality of drug advertising and suggest a need for stricter guidelines to ensure that drug advertisements provided by pharmaceutical companies are ethical.
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Kwong, You Seng, Rabiah Adawiah Abu Seman und Nurul Hikmah Begum Ali Sabri. „A study on the influence of creative strategies in online advertising towards consumers’ attitude and purchase intention.“ Jurnal Pengajian Media Malaysia 19, Nr. 2 (01.12.2017): 77–95. http://dx.doi.org/10.22452/jpmm.vol19no2.5.
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The purpose of this paper is to study the influence of creative strategies (humour, code-switching and visual communication) in online advertising on consumer’s attitude towards advertisements and purchase intention. Boundaries of culture and nonboundaries of brands, online platforms and niche consumer market limit the brand’s ability to be noticed and outstand, thus require effective creative strategies. Limited literatures discuss on effective creative strategies in online advertising. This study applied a factorial 2 x 3 design of experimental research, conducted on 120 UCSI University undergraduate students who were randomly selected and assigned to two different groups and sets of stimuli. The results of this study shows that the treatment group with three creative strategies has significantly better attitude towards the advertisement, and higher purchase intention compared to the non-treatment group. Code-switching was the most effective creative strategy, followed by visual communication and humour. The treatment group also shown to be more effective than the non-treatment group. Online advertising requires creative strategy elements to create favourable attitude and purchase behaviour among targeted consumers. This study has created practical implications to all advertisers, advertisements designers or business owners in advertising industries as this study helps to broaden their horizons in creativity aspect
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Raza, Syed Hassan, und Umer Zaman. „Effect of Cultural Distinctiveness and Perception of Digital Advertising Appeals on Online Purchase Intention of Clothing Brands: Moderation of Gender Egalitarianism“. Information 12, Nr. 2 (07.02.2021): 72. http://dx.doi.org/10.3390/info12020072.
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Digital advertising has been frequently used for the promotion of e-commerce among individuals. However, little is known about the function of cultural factors that can outline the effectiveness of digital advertising practices to alter attitude and consumer behavior toward clothing brands. This research examines how norm-congruent attitudes toward digital advertising (hereafter ADA) may operate as a process variable that mediates the relationship between perception about digital advertising (hereafter PDA) and online purchase intention of fashion brands (hereafter OPI). We propose a gender egalitarianism (hereafter GE)-moderated mediation model whereby ADA mediates the relationships between PDA and OPI in two culturally diverse nations: Malaysia and Pakistan. The model was tested by using 2 (GE appeal: present vs. absent) × 2 (nation: Pakistan vs. Malaysia) × 2 (no exposure to ads/exposure to ads) experimental design with data obtained from a sample of 260. Findings show that there is a significant difference in the relationship between PDA and OPI that is mediated by the attitude in both nations. However, the mediation implication of the attitude is significantly dependent on the interaction of the GE. In this way, the study provides some practical recommendations for the marketers by highlighting the salient advertising features that may be more useful in both nations.
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Nizam, Nurul Zarirah, Johanna Abdullah Jaafar und Siti Hindun Supaat. „Interactive Online Advertising: The Effectiveness of Marketing Strategy towards Customers Purchase Decision“. MATEC Web of Conferences 150 (2018): 05043. http://dx.doi.org/10.1051/matecconf/201815005043.
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A growing of IT industry made many companies used Internet as their mediators on advertising platform to control over the promotion materials and it possess greater reliability and flexibility. Internet also becoming an important stop point for customers in finding their needs and wants. This study has been designed to measures how significant is the online advertising effectiveness in terms of attitude towards ads, ability to recall ads and frequency of clicking ads in explaining purchase decision in Malacca, Malaysia. A series of survey was conducted from 200 respondents and were analyzed quantatively. The results showed among the attitude towards ads, ability to recall and frequency of clicking ads had significantly gave impact to the purchasing decision by the customers. For the recommendations discussed to the advertisers to have good understanding on how to advertise effectively (using marketing strategy program) and do some innovation of the products in terms of the products association.
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Mete, Melisa. „A Study on the Impact of Personality Traits on Attitudes Towards Social Media Influencers“. Multidisciplinary Business Review 14, Nr. 2 (17.09.2021): 40–51. http://dx.doi.org/10.35692/07183992.14.2.5.
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Companies increasingly collaborate with social media influencers (SMIs) to promote product and service brands (Jin & Muqaddam, 2019). There has so far been limited research examining how the personality traits of consumers may impact the extent to which they are influenced by SMIs. This study aims to understand the relationship between consumers’ personality traits and their attitudes towards SMIs. The study utilised an online questionnaire distributed to a group of millennials (n=221), in order to understand the impact of personality traits on attitudes towards SMIs. The five-factor model of personality (McCrae & Costa, 1987), which employs the neuroticism, extraversion, openness, agreeableness, and conscientiousness labels, was used as a framework for the study, while the questions on attitudes towards SMIs explored four main areas - envy towards SMIs, advertising content value, credibility of SMIs, and perceived trustworthiness of SMIs. The findings highlight the importance of investigating personality traits to better understand how followers/consumers’ perceptions and attitudes towards SMIs and SMI-endorsed advertisements can be influenced. The implications for further research and the study’s limitations are discussed.
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Wang, Ying, und Shaojing Sun. „Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries“. International Business Review 19, Nr. 4 (August 2010): 333–44. http://dx.doi.org/10.1016/j.ibusrev.2010.01.004.
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Munnukka, Juha, Outi Uusitalo und Hanna Toivonen. „Credibility of a peer endorser and advertising effectiveness“. Journal of Consumer Marketing 33, Nr. 3 (09.05.2016): 182–92. http://dx.doi.org/10.1108/jcm-11-2014-1221.
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Purpose Advertisers use various tactics to influence consumer purchases and create positive associations with their brands. The purpose of this study is to explore the formation of peer-endorser credibility and its influence on attitude formation. The role of product involvement in the formation of attitudes and endorser credibility is also examined. Design/methodology/approach A quantitative study was conducted among university students. Data were collected using an online questionnaire concerning three advertisements for which identical questionnaires were constructed; 364 responses were generated. Findings The authors show that the credibility of a peer endorser is constructed from trustworthiness, expertise, similarity and attractiveness dimensions that positively affect consumers’ attitude toward an advertisement and a brand. Product involvement affects advertising effectiveness indirectly through the endorser-credibility construct. Finally, the authors show that a consumer’s experience with an advertised product affects the perception of endorser credibility and the effectiveness of the advertisement. Originality/value The findings reveal new insights into the little studied area of peer-endorser effectiveness. The authors shed light on the construction of peer endorser credibility and the relative importance of specific credibility dimensions on the effectiveness of an advertisement. This study also provides information on the direct and indirect effects of consumers’ brand involvement on attitudes toward advertisements.
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Sembada, Agung. „POWER MOTIVATION INFLUENCES ATTITUDE TOWARDS LUXURY GOODS ADVERTISING AFTER ONLINE SOCIAL COMPARISON“. Global Fashion Management Conference 2018 (30.07.2018): 443. http://dx.doi.org/10.15444/gmc2018.04.03.02.
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Sadowa, Agnieszka. „Pokolenia X, Y i Z wobec reklamy internetowej“. Studenckie Prace Prawnicze, Administratywistyczne i Ekonomiczne 28 (26.09.2019): 297–311. http://dx.doi.org/10.19195/1733-5779.28.22.
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W pierwszych dwóch dekadach X XI wieku zauważa się wyraźne przemiany w zachowaniach nabywców pod wpływem internetu. Powszechna stała się wirtualna komunikacja, która znacząco wpłynęła na zmianę struktury wydatków na reklamę — permanentnie zwiększa się udział reklamy internetowej w torcie reklamowym. Reklama online niewątpliwie oddziałuje na przedstawicieli pokoleń X, Y i Z, które wyodrębnia się w literaturze ze względu na odmienne cechy charakteru, poglądy, zachowania, a także stosunek do nowych technologii. W pracy wykorzystano wycinek pierwotnych badań ilościowych autorki, przeprowadzonych na przełomie roku 2017 i 2018 na próbie respondentów w Polsce 487 i Wielkiej Brytanii 173. Generations X, Y and Z towards online advertisingIn the last 20 years the two decades of the 21st century, there have been visible changes in the behavior of buyers under the influence of the Internet. Virtual communication has become widespread, which has significantly changed the structure of advertising expenditures — the share of online advertising in the advertising pie is constantly increasing. Online advertising undoubtedly affects the representatives of generations X, Y and Z, which are distinguished in the literature due to different character traits, views, behaviors, as well as the attitude to new technologies. The aim of the considerations is to recognize the impact of online advertising on the purchasing behavior of representatives of generations X, Y and Z in Poland. Two research hypotheses were formulated. First of all, online advertising affects the purchases of all the generations analysed. Secondly, the generations Y and Z most commonly tend to be inclined to purchase by advertisements posted on social networks. To achieve the goal a section of the author’s original quantitative research was used, which was carried out at the turn of 2017 and 2018 on a sample of 660 respondents in Poland 487 and Great Britain 173.
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Jain, Geetika, Sapna Rakesh und Kostubh Raman Chaturvedi. „Online Video Advertisements' Effect on Purchase Intention“. International Journal of E-Business Research 14, Nr. 2 (April 2018): 87–101. http://dx.doi.org/10.4018/ijebr.2018040106.
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Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.
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Yang, Keng-Chieh, Chia-Hui Huang, Conna Yang und Su Yu Yang. „Consumer attitudes toward online video advertisement: YouTube as a platform“. Kybernetes 46, Nr. 5 (02.05.2017): 840–53. http://dx.doi.org/10.1108/k-03-2016-0038.
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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.
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Gazley, Aaron, Adam Hunt und Lachlan McLaren. „The effects of location-based-services on consumer purchase intention at point of purchase“. European Journal of Marketing 49, Nr. 9/10 (14.09.2015): 1686–708. http://dx.doi.org/10.1108/ejm-01-2014-0012.
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Purpose – This paper aims to empirically test a conceptual model, analysing the effects that features of mobile phone location-based advertising (MLBA) services (customisation, permission and intrusiveness) have on attitudes and purchase intentions, using the theory of interactive advertising. In addition, the moderating effect of receiving such messages at point of purchase (POP) is assessed. Design/methodology/approach – Scenario-based online surveys were used, which manipulated the timing and levels of customisation of the message. Responses were received from 422 “net generation” consumers. Findings – Customisation, permission and intrusiveness all have a direct effect on consumer attitudes towards MLBA messages, and subsequently purchase intention. In addition, receiving such messages at POP strengthens the relationships between intrusiveness and attitudes, but surprisingly weakens the effect of customisation on attitudes. Research limitations/implications – Future research could consider more widespread product categories and try to measure actual behaviour. There is also potential to investigate mobile relationship marketing. Practical implications – Through permission, consumers can control the flow of messages and customise the messages they receive. While consumers benefit greatly, managers also gain opportunities through facilitating co-creative functions. These efforts will be in vain, however, if the consumer perceives the messages to be intrusive. Originality/value – While there is much research that looks at the impact of interactive advertising features on attitudes and behaviour, research has yet to consider these factors in an MLBA context. In addition, it has not considered how providing such messages at POP can influence these relationships.
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Battista, Ivan De, Franco Curmi und Emanuel Said. „INFLUENCING FACTORS AFFECTING YOUNG PEOPLE’S ATTITUDE TOWARDS ONLINE ADVERTISING: A SYSTEMATIC LITERATURE REVIEW“. International Review of Management and Marketing 11, Nr. 3 (15.05.2021): 58–72. http://dx.doi.org/10.32479/irmm.11398.
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Mutum, Dilip S., Ezlika M. Ghazali, Amrul Asraf Mohd-Any und Bang Nguyen. „Avoidance of sponsored posts on consumer-generated content: a study of personal blogs“. Bottom Line 31, Nr. 1 (12.03.2018): 76–94. http://dx.doi.org/10.1108/bl-09-2017-0027.
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Purpose This study aims to conceptualise and empirically examine how blog users engage with the sponsored posts on consumer-generated content, specifically blogs. Design/methodology/approach This paper empirically tested the proposed hypotheses using the structural equation modelling using a sample of 399 blog users. Findings The need for cognition, perceived interactivity and perceived credibility of blogs has been found to directly influence consumers’ attitude towards blogs. Innovativeness has been found to have a weak negative link with the attitude towards blogs. Blog users were more favourable towards the sponsored posts if the blogs were more interactive. Attitude towards blogs has been found to mediate the relationship between users’ perceived interactivity and their avoidance of the sponsored posts and also between perceived credibility and avoidance of the sponsored posts on blogs. The most significant finding of this study is that the positive attitude towards a blog results in a higher avoidance of the sponsored posts. Research limitations/implications This study focuses on the sponsored posts on blogs. It does not look at other forms of advertising on blogs such as banner ads, or other forms of consumer-generated content. Practical implications Marketers and bloggers should carefully consider the suitability of the sponsored posts on blogs as they risk alienating the regular users of the blogs. Sponsored posts which are perceived as honest reviews (as opposed to paid advertorials) might be more acceptable to blog users. Social implications This study highlights the importance of credibility of bloggers to blog users. There are some serious ethical issues related to the sponsored posts which have not been discussed here but need to be examined further. Originality/value This study represents one of the first attempts to conceptualise and empirically examine how blog users engage with customer-generated advertising – sponsored posts. It contributes to marketing literature by enhancing the understanding of how consumers perceive consumer-generated content and more specifically, with regard to consumer attitudes towards online consumer-generated advertising. This study enhances the theoretical and empirical knowledge on how consumers react to advertisements on social media, with important suggestions for future research and implications for practitioners.
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Chew, Bee Eng, und Azaze-Azizi Abdul Adis. „A Study on Malaysian Consumers’ Attitude and Behavioral Intention Towards Print Advertising“. International Journal of Marketing Studies 10, Nr. 2 (15.05.2018): 132. http://dx.doi.org/10.5539/ijms.v10n2p132.
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The purpose of this study is to examine the relationship between belief factors, consumers’ attitude, and consumers’ behavioral intention toward print advertising. This study also explores the mediating role of attitude on the relationship between belief factors and consumers’ behavioral intention. The six belief factors are product information, social role and image, hedonic/pleasure, irritation, personalization, and credibility. The study finds that product information, social role and image, hedonic/pleasure, irritation, and credibility have positive influences on consumers’ attitude and behavioral intention. The results reveal that attitude has positive influence on consumers’ behavioral intention. Moreover, the mediation analysis results indicate that the role of attitude mediating has been significant in product information, hedonic/pleasure, irritation, and credibility on behavioral intention. The target population for this study was those Malaysian people who have experience in searching for exposure to print advertising before. The respondents were classified according to their age, gender, race, occupation as well as their income levels. The questionnaires were distributed to the respondents through online survey and questionnaire tool, Google Form. Implication and recommendations for future studies are also discussed.
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Parke, Adrian, Andrew Harris, Jonathan Parke, Jane Rigbye und Alex Blaszczynski. „RESPONSIBLE MARKETING AND ADVERTISING IN GAMBLING: A CRITICAL REVIEW“. Journal of Gambling Business and Economics 8, Nr. 3 (28.04.2015): 21–35. http://dx.doi.org/10.5750/jgbe.v8i3.972.
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Marketing and advertising play a significant role in the adoption of attitudes and societal norms, which have been shown to have a direct impact on behavioural intentions, ultimately leading to behavioural execution. Concurrent with other attempts to inform policy strategy with respect to harm minimisation in gambling there is a paucity of evidence pertaining to the impact that gambling advertising has on gambling behaviour, gambling-related harm, and the efficacy of advertising regulations to minimise harm. There appears to be an overwhelming portrayal of gambling as a normative, legitimate social activity, at the expense of highlighting the potential risks involved. Furthermore, new marketing techniques utilising the social media platform are able to instil emotive and positive attitudes towards gambling brands and products, as well as enabling consumers to widely share and recommend gambling products across their online community, sometimes exposing under-age and vulnerable populations to gambling. The following paper critically reviews existing research investigating the impact of current gambling advertising and marketing campaigns on both vulnerable (i.e. adolescents and problem gamblers) and normal adult populations, looking specifically at the impact of exposure, the positive framing of gambling, and the transparency of marketing techniques. It is concluded that marketing and advertising in gambling needs to facilitate more informed choice for consumers, and a more balanced approach in the framing of gambling. It is suggested that risk information is presented asynchronously to gambling promotions, as opposed to being delivered as peripheral information, and moreover future strategies need to be based on robust empirical evidence demonstrating the impact of responsible gambling advertising and marketing on behaviour.
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Cartwright, Robert Freeman, und Suzanna J. Opree. „All that glitters is not gold: do materialistic cues in advertising yield resistance?“ Young Consumers 17, Nr. 2 (20.06.2016): 183–96. http://dx.doi.org/10.1108/yc-12-2015-00573.
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Purpose This study aims to investigate emerging adults’ emotional responses to a commercial with materialistic cues, and the commercial’s perceived and actual effect on materialism – taking the role of pre-existing attitudes toward advertising into account. Design/methodology/approach The paper used a mixed-method design to gauge emotions evoked by materialistic cues both qualitatively and quantitatively. Emotions were assessed using both open-ended and close-ended questions. Perceived effectiveness was also measured using close-ended questions. To establish the commercial’s actual effect, an online experiment was conducted. In total, 179 individuals between the ages of 18 and 25 years participated. Findings Emerging adults’ pre-existing attitudes toward advertising predicted their emotional responses toward a commercial with materialistic cues (i.e. influencing whether they are negative, neutral or positive) as well as the perceived effectiveness of materialistic cues in advertising. A one-time exposure to a commercial with materialistic cues does not increase materialism. Practical implications Emerging adults who dislike advertising, tend to also dislike advertising with materialistic cues and perceive it as less effective. However, young consumers with an interest in advertising do appreciate the use of materialistic cues and perceive them as being effective. Although no actual effect was found, this could be a reason for advertisers to use materialistic cues. Originality/value This paper is the first to investigate consumers’ emotions toward materialistic cues, and to study their perceived and actual effect. Moreover, it is the first to examine the link between advertising exposure and materialism among emerging adults.
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Sun, Shaojing, und Ying Wang. „Familiarity, Beliefs, Attitudes, and Consumer Responses Toward Online Advertising in China and the United States“. Journal of Global Marketing 23, Nr. 2 (16.04.2010): 127–38. http://dx.doi.org/10.1080/08911761003673454.
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Valaei, Naser, Sajad Rezaei, Wan Khairuzzaman Wan Ismail und Yoke Moi Oh. „The effect of culture on attitude towards online advertising and online brands: applying Hofstede's cultural factors to internet marketing“. International Journal of Internet Marketing and Advertising 10, Nr. 4 (2016): 270. http://dx.doi.org/10.1504/ijima.2016.081346.
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Oh, Yoke Moi, Sajad Rezaei, Wan Khairuzzaman Wan Ismail und Naser Valaei. „The effect of culture on attitude towards online advertising and online brands: applying Hofstede's cultural factors to internet marketing“. International Journal of Internet Marketing and Advertising 10, Nr. 4 (2016): 270. http://dx.doi.org/10.1504/ijima.2016.10002253.
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Vashisht, Devika, und Surinder Mohan. „Game-speed influence and brand attitude: mediating role of thought favorability in in-game advertising“. Arts and the Market 8, Nr. 1 (08.05.2018): 99–112. http://dx.doi.org/10.1108/aam-09-2016-0017.
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Purpose The purpose of this paper is to investigate the effect of game-speed on brand attitude and mediating role of thought favorability in the speed-attitude relationship in the context of in-game advertising (IGA). Specifically, this investigation employs the Limited Capacity Model of Attention and the heuristic-systematic model to explain the conditions under which in-game brand placements form favorable or unfavorable thoughts about the game and the embedded brand, and subsequent brand attitude. Design/methodology/approach In total, 78 student-gamers participated in the study. One-tailed independent-samples t-tests and a path analysis were used for hypothesis testing. Findings Results revealed that fast-paced games resulted in higher thought favorability and more favorable brand attitude than the slow-paced games. Furthermore, the results also showed that thought favorability mediated the relationship of game-speed and brand attitude among Indian gamers. Research limitations/implications This paper adds to advertising literature from a non-traditional advertising perspective, primarily in the context of IGA, and explains the role played by game-speed as an antecedent to thought favorability that adds value to thought favorability and brand attitude relationship. Also, the study provides an important implication for the marketers that to generate more positive brand attitudes and high favorable thoughts, advertisers and game-developers must focus on high-speed games. Originality/value This study is the first in its stream toward understanding the mediating role of thought favorability in determining the persuasion effect on Indian gamers’ brand attitude in the context of online advertising from attention and elaboration perspectives.
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Holmes, Todd A. „Effects of self-brand congruity and ad duration on online in-stream video advertising“. Journal of Consumer Marketing 38, Nr. 4 (05.05.2021): 374–85. http://dx.doi.org/10.1108/jcm-07-2019-3333.
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Purpose The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements. Design/methodology/approach Two online experiments were administered based on a 2 (self-brand congruity) * 2 (ad duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures. Findings High self-brand congruity resulted in significantly greater attention, attitude toward the ad, attitude toward the brand and purchase intention when compared to low self-brand congruity. Higher recall of ad information was found for subjects who viewed ads low in congruity with their self-concepts. Attention, recall and recognition were significantly higher for participants who viewed 30-s ads. An interaction effect of self-brand congruity and ad duration was found on purchase intention. Research limitations/implications This study considered the impact of self-brand congruity and ad duration on the effectiveness of ads for only well-known brands inserted into short-form content. Future research should consider using ads without celebrities present or ads for fictitious brands inserted into long-form video content. Practical implications When producing video advertisements, an adequate selection of brand cues should be included that are deemed self-congruent with target audiences. Ad managers aiming to drive favorable consumer attitudes and purchase intention should select 15-s over 30-s ads. Originality/value This study examines the impact of self-brand congruity and ad duration on each stage of the hierarchy of effects model, including attention as a precursor to recall and recognition. The interaction effect between self-brand congruity and ad duration is also assessed.