Journal articles on the topic 'Advertising motivation'
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Fernandes, Ervina, Hatane Semuel, and Michael Adiwijaya. "The Influence of Social Media Advertising on Purchase Intention Through Utilitarian and Hedonic Shopping Motivation: A Study at Beauty Care and Anti-Aging Clinic Service in Surabaya." Petra International Journal of Business Studies 3, no. 1 (May 19, 2020): 23–36. http://dx.doi.org/10.9744/ijbs.3.1.23-36.
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This study examines whether online advertising on social media Instagram influences purchase intention
through shopping motivation. The study uses causal quantitative research methods with 110 respondents using
purposive sampling techniques. The results show that Instagram social media online advertising has a positive
effect on buying interest and utilitarian and hedonic shopping motivations for beauty care products and services.
Hedonic motivation influences the customer's desire to buy beauty care products and services, but conversely,
utilitarian motivation does not affect the interest in buying beauty care products and services. Online advertising
can affect utilitarian shopping motivation but does not affect buying interest, while online advertising affects
hedonic motivation and then affects customers in buying beauty care at Favourite Beauty Care Surabaya.
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Beard, Fred. "Forgotten classics: Motivation in Advertising, by Pierre Martineau (1957)." Journal of Historical Research in Marketing 8, no. 4 (November 21, 2016): 585–94. http://dx.doi.org/10.1108/jhrm-05-2016-0012.
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Purpose The purpose of this paper is to review and summarize Pierre Martineau’s Motivation in Advertising and to assess its status as a valid forgotten classic of the marketing literature. Design/methodology/approach Motivation in Advertising is reviewed and summarized, and its contributions to marketing and advertising history, thought and practice are assessed. Findings Martineau was among a handful of figures behind the “motivation research” movement among marketers and advertisers during the late 1940s to the 1960s. His “new philosophy” regarding communication theory, persuasion and advertising message strategy and tactics remains highly influential and relevant. Written during a period of tremendous growth in consumption in the USA and a revolution in the use of qualitative research in marketing and advertising, Martineau’s book represents much more than a work about his experiences with motivation research, but a significant contribution to advertising communication theory as well. Originality/value Pierre Martineau was the subject of a historical biography (Martin, 1985), which also focused substantially on the principal themes and contributions of Motivation in Advertising. The book was also widely reviewed shortly after its publication. This more recent review and assessment, however, reveals the work’s valuable historical insights into how postmodern consumption evolved and many present-day perspectives of consumer behavior and advertising effects coalesced during the Consumer Revolution and at the outset of modern advertising’s “Golden Age”.
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Mir, Imran Anwar. "Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective." Zagreb International Review of Economics and Business 20, no. 1 (May 24, 2017): 19–47. http://dx.doi.org/10.1515/zireb-2017-0006.
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Abstract Social media has phenomenally changed the communication landscape. Particularly social network sites have received enormous popularity and user acceptance globally. The business model of many social network sites is based on advertising. The survival of these social network sites depends on the user acceptance of advertising appearing on these websites. Users usually accept the advertising which is consistent with their motivations for using social network sites. The current study examines the underlying dimensions of entertainment motivation for using social network sites and their impact on user acceptance of social network advertising. Analysis of data from 450 university students show entertainment motivation for using social network sites a multidimensional (SNSs) construct consisting of enjoyment, social escapism, relaxation and pass time factors. Furthermore, the results exhibit that SNSs entertainment motivation partially impacts user acceptance of social network advertising.
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Rozendaal, Esther, and Bernd Figner. "Effectiveness of a School-Based Intervention to Empower Children to Cope With Advertising." Journal of Media Psychology 32, no. 3 (July 2020): 107–18. http://dx.doi.org/10.1027/1864-1105/a000262.
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Abstract. This study tested the effectiveness of a theory-driven, school-based advertising intervention entitled Ad Masters that aimed to stimulate children’s advertising coping behavior in the current media landscape. A cluster randomized controlled trial was completed among 704 children (7–12 years old) in schools. The schools were allocated to either the intervention group ( n = 399) or control group ( n = 305). Both short-term (directly after the intervention) and long-term effects (3 months after the end of the intervention) were measured. Bayesian mixed-effect analyses showed positive short- and long-term effects of the intervention on children’s understanding of advertising’s tactics. Structural equation analysis showed that the intervention-induced changes in children’s understanding of advertising’s tactics were not related to any changes in their use of advertising coping strategies or their advertising susceptibility. No other intervention effects were found. However, structural equation analyses showed that, regardless of the intervention, motivation and ability to use advertising coping strategies are both associated with children’s actual coping behavior. These findings indicate that motivation and ability to effectively use advertising coping strategies are important empowering factors that should be taken into account in future research on children’s advertising coping behavior and in advertising intervention development.
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MIR, IMRAN ANWAR. "DIMENSIONALITY AND EFFECTS OF INFORMATION MOTIVATION ON USERS’ ONLINE SOCIAL NETWORK ADVERTISING ACCEPTANCE." Revista de Administração de Empresas 58, no. 2 (March 2018): 174–87. http://dx.doi.org/10.1590/s0034-759020180206.
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ABSTRACT Social media has produced substantial changes in the communication landscape. Online social network sites (SNS) grew as a common platform for online social interaction. SNS firms generate revenue from the advertising appearing on SNS. Their survival depends on users’ approval of such social network advertising (SNA). Marketing literature indicates that users accept advertising if it is consistent with their motivations for using social media. Information seeking is the most recognized SNS motivation. Yet, research on evaluating the influence of SNS information motivation on users’ approval of SNA is scarce. Based on SNS uses and gratifications theory, this study proposes a multidimensional model that shows the influence of SNS information motivation on users’ approval of SNA.
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Bassam Mahmoud, Ali. "Linking information motivation to attitudes towards Web advertising." Journal of Islamic Marketing 5, no. 3 (September 2, 2014): 396–413. http://dx.doi.org/10.1108/jima-02-2013-0011.
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Purpose – The purpose of this research is to investigate the relationships among Syrian consumers’ information motivation and beliefs about and attitude towards Web advertising. Design/methodology/approach – A cross-sectional investigation is conducted and the proposed model is tested and revised using structural equation modeling technique. Findings – The results indicate that information motivation predicts three dimensions of beliefs about Web advertising, i.e. positively for information and entertainment; and negatively for irritation. It is found also that information motivation positively influences consumers’ attitudes towards advertising. As well as, information, entertainment and irritation are found to partially mediate the relationship between information motivation and attitude towards Web advertising. Additionally, values corruption is found to negatively influence Syrian consumers’ attitudes toward Web advertising. Research limitations/implications – Researchers are advised to use the validated scales in the present study when it comes to measure beliefs about and attitudes toward Internet advertising in the Syrian context or other Arab countries contexts. Also, further investigations using longitudinal design are needed to check the validity of our results on a longer period of time, besides using qualitative methods along with quantitative analyses could produce a wider vision to the results. Additionally, it is recommended that other types of Internet usage motivation are included in future studies’ models. Practical implications – Advertisers promoting in Syria are encouraged to influence Syrian consumers’ attitudes towards Web advertising to be more positive and less negative through offering free and high-quality content of information, especially for Internet users with high levels of informative motivation. Additionally, producing informative, enjoyable, less annoying and less values corruptive could help promoting for favorable attitudes towards Web advertising. Originality/value – This research comes to be one of the first studies to investigate Syrian consumers’ beliefs about and attitudes towards Internet advertising. Also, this study provides evidence of the direct relationship between information motivation and general attitudes towards Web advertising.
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Mir, Imran Anwar. "Users on Social Network Sites—Flight from Reality and Its Effects on Acceptance of Social Network Advertising: A Gratification Perspective." Journal of Creative Communications 12, no. 2 (June 21, 2017): 98–121. http://dx.doi.org/10.1177/0973258617708367.
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Social network sites (SNSs) have emerged as a common place for social interactivity and communication in cyberspace. They have rapidly grown in fame and user acceptance globally. The business model of many of these SNS firms is based on advertising. Therefore, it is crucial that users accept social network advertising (SNA). Literature shows that users accept the advertising which is congruent with their motivations for using media. Many people participate in SNSs to forget the problems and worries of everyday life. Yet, empirical evidence is lacking which shows the effects of social escapism motivation on user acceptance of SNA. Grounded on the uses and gratifications theory, the present study proposes and tests a model which shows the effects of social escapism motivation on user attitudes toward SNA as well as on their SNS banner ad-clicking behaviour.
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Ihdina Agustina and Muammar Rinaldi. "Pengaruh Kesadaran Perpajakan Dan Sanksi Pajak Terhadap Motivasi Wajib Pajak Untuk Memenuhi Kewajibannya Di CV. Signart Advertising." Jurnal Akuntansi Bisnis Eka Prasetya : Penelitian Ilmu Akuntansi 6, no. 2 (October 18, 2020): 148–58. http://dx.doi.org/10.47663/abep.v6i2.74.
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This study aims to determine the effect of Tax Awareness and Tax Sanctions against Motivation of Taxpayers to Fulfill Their Obligations on the CV. Signart Advertising. The population on this research is individual taxpayer on the CV. Signart Advertising. Samples taken as many as 50 respondents by using saturation sampling. The results of the research analysis show that Tax Awareness partially has effect on Motivation of Taxpayers to Fulfill Their Obligations on the CV. Signart Advertising. The results of the research analysis show that Tax Sanctions has no effect significantly on Motivation of Taxpayers to Fulfill Their Obligations on the CV. Signart Advertising. The results showed that Tax Awareness and Tax Sanctions simultaneously have significant effect on Motivation of Taxpayers to Fulfill Their Obligations on the CV. Signart Advertising. The results of this study are supported by the value of R square (R2) which means Tax Awareness and Tax Sanctions have an effect on Motivation of Taxpayers to Fulfill Their Obligations on the CV. Signart Advertising. While the remaining is effected by other factors originating from outside this research model such as Fiscus Service and Tax Rate.
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Mancini, Gaetano. "HOW ADVERTISING WORKS: THE ROLE OF MOTIVATION." European Journal of Management 13, no. 3 (October 1, 2013): 127–36. http://dx.doi.org/10.18374/ejm-13-3.10.
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Arora, Taanika, and Bhawna Agarwal. "An Empirical Study on Determining the Effectiveness of Social Media Advertising." International Journal of E-Business Research 16, no. 2 (April 2020): 47–68. http://dx.doi.org/10.4018/ijebr.2020040104.
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The article proposes a conceptual model based on social media advertising, which examines the impact of some identified antecedents such as entertainment, informativeness, credibility, incentives, pre- purchase search motivation and social escapism motivation on attitude towards social media advertising and further see the impact on purchase intention. A quantitative approach of research was adopted, where data was collected using a self-administered questionnaire from 472 Indian social media users. The scales adapted from the previous studies were validated using exploratory factor analysis (EFA) and then two-step structural equation modelling (SEM) was applied which included confirmatory factor analysis (CFA) followed by hypothesis testing in AMOS 22.0. The results indicated a significant role of informativeness, entertainment, credibility, incentives, pre- purchase search motivation and social escapism motivation in predicting attitudes towards social media advertising, further purchase intention was significantly predicted by attitudes towards social media advertising.
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Khuhro, Rafique Ahmed, Niaz Ahmed Bhutto, and Irshad Hussain Sarki. "Failure of Brand Intoxication with the Mediating Effect of Ad Skepticism." Sukkur IBA Journal of Management and Business 2, no. 1 (March 28, 2018): 85. http://dx.doi.org/10.30537/sijmb.v2i1.90.
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Brands still have not intoxicated the all segments of customers, yet there are people who have motivations to escape from brand. This study explores the mediating role of ad skepticism between self-image congruency, product knowledge and brand escapism motivation. The other purpose is to see the direct relation of product knowledge and self-image congruency on brand escapism motivation. A Study of 267mobile phone users is conducted, who use iconic and less iconic mobile phone brands. Proposed relationships were empirically tested through SPSS and SPSS Macro for Multiple Mediation. People in Pakistan consider mobile phone brands as their social status, due to this their beliefs and disbeliefs about advertising and motivation in brand escapism are helpful to understand. Pakistan is a developing country, consumers are not so much brand conscious and do not pay attention to advertising issues like developed countries. Because of this mediating effect of ad skepticism is not supported. The results support the effects of self-image congruence and product knowledge on the brand escapism motivation but not on the ad skepticism.
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Moslehpour, Massoud, Jargal Tumurbaatar, and Khoirul Amri. "What Do Mongolian Facebook Users Want from Advertisers?" International Journal of Business and Management 11, no. 9 (August 7, 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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Ngan, Henrique F. Boyol, and Fiona X. Yang. "Transit advertising in corporate branding: a multilevel study." International Journal of Contemporary Hospitality Management 31, no. 3 (March 18, 2019): 1452–68. http://dx.doi.org/10.1108/ijchm-11-2017-0777.
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Purpose The purpose of the present study is to examine the effectiveness of tourist shuttle bus advertising for the corporate brand image of gaming and hospitality operators. Design/methodology/approach Grounded in the theoretical framework of Message Response Involvement (MRI) theory, a multilevel design with hierarchical modeling was adopted to examine the hypothesized paths between consumers’ message processing components and corporate brand equity. The moderating effects of shuttle bus design were also investigated. The data were collected via a self-administered questionnaire from 595 tourists visiting Macao. Findings The results indicated that advertising effectiveness (i.e., corporate brand equity) was largely dependent on consumers’ motivation and ability to process information. When design was included as a moderator, it enhanced the influence of consumers’ motivation to process information on advertising effectiveness. Research limitations/implications The findings highlight the importance of tourist shuttle buses as an advertising platform in the hospitality and gaming industry and depict important aspects of consumers and executional cues that corporations should focus on improving shuttle bus advertising effectiveness. Originality/value This study examines an underexplored, yet frequently used, advertising channel – the shuttle bus. Specifically, it offers a better understanding of transit advertising effectiveness from the corporate level (design) and individual level (consumers’ motivation, ability and opportunity) in the tourism and hospitality industry.
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Byun, Jaemun. "Designing effective advertising by matching advertising contents and language with tourists’ travel motivation." International Journal of Tourism and Hospitality Research 32, no. 10 (October 31, 2018): 103–14. http://dx.doi.org/10.21298/ijthr.2018.10.32.10.103.
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Lanero, Ana, José-Luis Vázquez, and César Sahelices-Pinto. "Heuristic Thinking and Credibility of Organic Advertising Claims: The Role of Knowledge and Motivations." Sustainability 12, no. 21 (October 22, 2020): 8776. http://dx.doi.org/10.3390/su12218776.
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Consumers are often overexposed to sustainability symbols and claims on food product packages and find it difficult to accurately judge their meaning when making purchase decisions. Based on the heuristic-systematic model (HSM), this paper aims to identify cognitive mechanisms to reduce the heuristic credibility of organic advertising claims and to increase the motivation for searching for more reliable information when making product judgements. Particularly, we hypothesize that knowledge and defense and accuracy motivations affect organic claim credibility, which in turn is related to organic product judgement. Data collected from an experimental between-subject study with a sample of 412 Spanish undergraduates was analyzed using partial least squares. The results indicated that claim credibility was directly related to the attribution of organic properties to products, and was affected by defense motivation especially when appropriate knowledge was not available. Improving consumers’ knowledge reduced organic claim credibility and triggered a positive effect of accuracy motivation on credibility. The findings stress the importance of improving the regulation of ambitious advertising claims and developing specific educational campaigns to empower consumers and prevent biased purchase decisions of organic products.
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Chang, ChingChing. "Personal Values, Advertising, and Smoking Motivation in Taiwanese Adolescents." Journal of Health Communication 10, no. 7 (October 2005): 621–34. http://dx.doi.org/10.1080/10810730500267654.
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Taylor, David G., David Strutton, and Kenneth Thompson. "Self-Enhancement as a Motivation for Sharing Online Advertising." Journal of Interactive Advertising 12, no. 2 (March 2012): 13–28. http://dx.doi.org/10.1080/15252019.2012.10722193.
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Tadajewski, Mark. "William A. Shryer, scientific advertising, habits and motivation research." Journal of Historical Research in Marketing 12, no. 2 (June 1, 2020): 197–218. http://dx.doi.org/10.1108/jhrm-10-2019-0037.
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Purpose This paper examines a neglected stream of literature in marketing theory which engaged with the idea that there was more to consumer behavior than conscious and rational thought. Design/methodology/approach This is a close reading of the core themes that appear in William A. Shryer’s work. Linkages are made to other pertinent sources. Findings We extend McMahon’s (1972) study and offer a different reading of Shryer’s writing to that proffered in recent commentary by Tadajewski (2019), focusing on the managerial side of Shryer’s publications, connecting this to the theoretically innovative foundations based on normal and abnormal psychology. We respond to the suggestion proposed by McMahon (1972) that Shryer was an early pioneer of motivation research, largely in the affirmative. Originality/value We provide an alternative interpretation of Shryer’s writing, connecting this to an emergent “advertising science” and subsequently to contemporary strands of literature that have a “family resemblance” to his contributions. These include salient aspects of motivation research; crowd and habitual behavior; mindlessness and social cognition; and finally, empirical examinations of cumulative value theory.
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Anwar, Imran, Kamal Haider, and Shahid Iqbal. "Ongoing Information Search Motivation: An Influencer of Users’ Approval of Facebook Banner Adverts." Journal of Marketing Strategies 3, no. 3 (October 5, 2021): 155–70. http://dx.doi.org/10.52633/jms.v3i3.119.
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Facebook is a leading social network site worldwide and Facebook users use this social medium for several interactional reasons like to socialize or access and share informative content with others. Several users participate in Facebook to fulfil their ongoing information needs. The current research investigates the ongoing information search motivation (OISM) as an influencer of users’ approval of Facebook banner advertising. To investigate the study phenomenon, primary data was collected through online survey questionnaires from 230 Facebook users in Pakistan. Structural Equation Modeling was conducted to examine the construct validity and to test the model and hypotheses. The results showed OISM as an important influencer of users’ attitude towards Facebook banner advertising. Moreover, the analysis also revealed that the Facebook banner ad informativeness mediated the relationship between users’ OISM and their attitudes toward Facebook banner advertising. Additionally, attitude towards Facebook banner advertising was also found to be influencing the users’ Facebook banner ad-click behavior. These findings can be beneficial to social media marketers and marketing managers to organize user-relevant Facebook banner ad content. The study findings can specifically be implied to social media customers in Pakistan.
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Fung, Maggie S. K. "An IMB model testing via endorser types and advertising appeals on young people's attitude towards cervical cancer prevention advertisement in Hong Kong." Young Consumers 18, no. 1 (April 18, 2017): 1–18. http://dx.doi.org/10.1108/yc-07-2016-00620.
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Purpose The purpose of this paper is to test eight hypotheses to understand the relationship between information (Cervical Cancer Prevention (CCP) advertisements via endorser types and advertising appeals), motivation (attitude and effectiveness towards advertisements, audiences’ reported self-health consciousness, motivation to learn more information) and behaviour intentions (accept and intent to receive CCP vaccination) using the information-motivation-behavioural skills (IMB) model. Design/methodology/approach An experimental study was conducted using a sample of 668 young people aged 18-25 in Hong Kong. Participants were asked to respond to questions relating to self-health consciousness, motivation to learn more information, attitudes and effectiveness towards the assigned print advertisements randomly drawn from a set of eight (4 × 2 full-factorial) experimental designs and behavioural intentions. Findings Results revealed that celebrity endorsers had the most effective CCP ad appeal among young consumers regardless of advertising appeal in Hong Kong. The findings suggested that highly self-health conscious young people are motivated to learn more information about CCP and have a more positive attitude and effectiveness towards the CCP advertisement. Furthermore, effective advertisement predicts higher motivation and behavioural intention, whereas higher “self-health consciousness” and “motivation to learn more information” predicts more positive advertisement attitude. Originality/value By investigating young consumers’ attitude and effectiveness towards CCP advertisements, this paper aimed to expand the knowledge of previous studies and contribute to advertising theory by focusing on CCP aspects in Hong Kong context.
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Voyakina, E. Yu. "ADVERTISING DISCOURSE IN THE CONTEXT OF FOREIGN LANGUAGE TEACHING." Voprosy sovremennoj nauki i praktiki. Universitet imeni V.I. Vernadskogo, no. 3(81) (2021): 103–11. http://dx.doi.org/10.17277/voprosy.2021.03.pp.103-111.
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The article discusses the need to involve authentic advertising texts in the process of foreign language teaching. The main characteristics of an advertising text are described. A model of step-by-step work with advertising texts in the process of foreign language teaching is proposed. The ways of developing students’ language skills, as well as their communicative and sociocultural competences using advertising texts in the learning process are considered. It is shown how advertising texts create students’ socio-cultural background and increase their motivation to learn foreign languages. Types of tasks which include advertising texts aimedat developing the communicative skills and socio-cultural competence of students are presented.
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Goryaev, S. O. "NEW OIKODOMONYMS IN THE AUTHOR'S MOTIVATION." Onomastics of the Volga Region, no. 2 (2020): 107–12. http://dx.doi.org/10.34216/2020-2.onomast.107-112.
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The article deals with new oikodomonyms (commercial names of residential complexes) that have recently formed an important part of the advertising text onomasticon. The subject of the study is the discrepancy between the motivation of the name on the part of the name-giver and the potential interpretation of a name on the part of the recipient of the nomination. The source of the material was an interview with the creative director of one of the companies-builders in the city of Ekaterinburg.
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Носенко and A. Nosenko. "Advertising Project Staff Risks." Management of the Personnel and Intellectual Resources in Russia 3, no. 1 (February 10, 2014): 33–37. http://dx.doi.org/10.12737/2626.
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Risks for advertising project personnel are considered based on the case of «Raiffeisenbank» advertising campaign. Virtually all risks, intrinsic to advertising projects, are generated more or less through the personnel risks. Major advertising project risks are described and analyzed, including those of disloyalty, lack of competency, lack of motivation, underfunding, incorrect market segmentation and incorrect choice of distribution channel. Advertising project management are risk-bearing to a substantial degree, and the majority of the said risks are produced and/or manifest themselves not without project personnel. Such feature is conditioned by peculiarities of advertising projects, analyzed by the author in terms of HRM techniques applicable at the stage of project activities organization. Specific emphasize is made on personnel risks in the course of advertising projects implementation and on ways to evaluate and reduce thereof.
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Anggraeni, Adilla, and Sarah Diandra. "Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta." International Journal of Asian Business and Information Management 8, no. 1 (January 2017): 38–50. http://dx.doi.org/10.4018/ijabim.2017010103.
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This study is a replication study of Self-Enhancement as a Motivation for Sharing Online Advertising by David G. Taylor, David Strutton, and Kenneth Thompson (2012). This study involves two different types of advertisement; one for low involvement product (mineral water) and one of high involvement product (mobile phone service provider). The result of this study shows that product category involvement increases consumer self-expressiveness. The regression output provides indication that there is a direct positive linear relationship between product category involvement and self-expressiveness. The findings of this study would be beneficial for managers in advertising industry especially in online advertising industry. It provides the marketing manager with helpful information to formulate online advertisement that aims to go viral by maximizing the use of digital media. It helps the marketer to better understand the consumer motives behind their decision to share advertisement. This could be useful in designing the appropriate promotion strategy.
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Hallahan, Kirk. "Need for Cognition as Motivation to Process Publicity and Advertising." Journal of Promotion Management 14, no. 3-4 (February 26, 2009): 169–94. http://dx.doi.org/10.1080/10496490802353790.
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Humbani, Michael, and Yolanda Jordaan. "Factors that Predict Attitudinal Grouping towards SMS Advertising." International Journal of Interactive Mobile Technologies (iJIM) 12, no. 5 (September 29, 2018): 97. http://dx.doi.org/10.3991/ijim.v12i5.8985.
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This study focuses on factors that predict consumer attitudes towards short message service (SMS) advertising. The purpose of the study is to build a predictive framework that can be employed to identify which factors of SMS advertising contribute to different attitudinal groups. This study is based on the push and pull motivation theory which, in this context, explains and predicts consumer responses to SMS advertisements. The results of the discriminant analysis indicate that three factors of SMS advertising are responsible for group separation, namely perceived SMS infotainment, perceived knowledge and fear of spamming. The discriminant model enables practitioners to predict the category to which consumers belong based on their responses to the factors of SMS advertising, and allows media practitioners to use SMS advertising more effectively.
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Országhová, Dana, and Gabriela Petreková. "Consumers’ motivation and purchasing behavior in selected shopping chain with grocery: a case study." Mathematics in Education, Research and Applications 6, no. 2 (December 30, 2020): 72–79. http://dx.doi.org/10.15414/meraa.2020.06.01.72-79.
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Food products are among the most frequently purchased goods, because they are part of the basic life necessities of every individual. In this paper, we focused on the shopping behavior of consumers who buy products in the shopping chain COOP Jednota. The main goal was the analysis of motivational and purchasing behavior of consumers and statistical evaluation of independence between observed features. We obtained data for the analysis by the method of questionnaire and we evaluated the answers of the respondents focused on four research questions. We applied -test of independence to determine dependence between these statistical features: respondent's education, frequency of respondent's purchases, effect of advertising on purchasing of consumers, and amount of the monthly payment for the purchase. Results confirmed that there is dependence between the respondent's education and the frequency of purchases in the mentioned shopping chain. The dependence was not approved in the following three cases: between the respondent's education and the incentive effect of advertising on purchases; between the respondent's education and the monthly payment for the purchase, and between the frequency of purchases in the COOP Jednota chain and the motivational effect of advertising on the respondent's purchase.
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Országhová, Dana, and Gabriela Petreková. "Consumers’ motivation and purchasing behavior in selected shopping chain with grocery: a case study." Mathematics in Education, Research and Applications 6, no. 2 (December 30, 2020): 72–79. http://dx.doi.org/10.15414/meraa.2020.06.01.72-79.
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Food products are among the most frequently purchased goods, because they are part of the basic life necessities of every individual. In this paper, we focused on the shopping behavior of consumers who buy products in the shopping chain COOP Jednota. The main goal was the analysis of motivational and purchasing behavior of consumers and statistical evaluation of independence between observed features. We obtained data for the analysis by the method of questionnaire and we evaluated the answers of the respondents focused on four research questions. We applied -test of independence to determine dependence between these statistical features: respondent's education, frequency of respondent's purchases, effect of advertising on purchasing of consumers, and amount of the monthly payment for the purchase. Results confirmed that there is dependence between the respondent's education and the frequency of purchases in the mentioned shopping chain. The dependence was not approved in the following three cases: between the respondent's education and the incentive effect of advertising on purchases; between the respondent's education and the monthly payment for the purchase, and between the frequency of purchases in the COOP Jednota chain and the motivational effect of advertising on the respondent's purchase.
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Országhová, Dana, and Gabriela Petreková. "Consumers’ motivation and purchasing behavior in selected shopping chain with grocery: a case study." Mathematics in Education, Research and Applications 6, no. 2 (December 30, 2020): 72–79. http://dx.doi.org/10.15414/meraa.2020.06.02.72-79.
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Food products are among the most frequently purchased goods, because they are part of the basic life necessities of every individual. In this paper, we focused on the shopping behavior of consumers who buy products in the shopping chain COOP Jednota. The main goal was the analysis of motivational and purchasing behavior of consumers and statistical evaluation of independence between observed features. We obtained data for the analysis by the method of questionnaire and we evaluated the answers of the respondents focused on four research questions. We applied - test of independence to determine dependence between these statistical features: respondent's education, frequency of respondent's purchases, effect of advertising on purchasing of consumers, and amount of the monthly payment for the purchase. Results confirmed that there is dependence between the respondent's education and the frequency of purchases in the mentioned shopping chain. The dependence was not approved in the following three cases: between the respondent's education and the incentive effect of advertising on purchases; between the respondent's education and the monthly payment for the purchase, and between the frequency of purchases in the COOP Jednota chain and the motivational effect of advertising on the respondent's purchase.
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Heller, Michael. "Freud on Madison Avenue: motivation research and subliminal advertising in America." Business History 52, no. 6 (October 2010): 1012–14. http://dx.doi.org/10.1080/00076791.2010.517002.
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Chebat, Jean-Charles, Claire Gelinas-Chebat, Sabrina Hombourger, and Arch G. Woodside. "Testing consumers' motivation and linguistic ability as moderators of advertising readability." Psychology and Marketing 20, no. 7 (June 6, 2003): 599–624. http://dx.doi.org/10.1002/mar.10088.
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Wang, Alex. "Visual priming of pharmaceutical advertising disclosures: effects of a motivation factor." Corporate Communications: An International Journal 17, no. 1 (January 27, 2012): 73–88. http://dx.doi.org/10.1108/13563281211196362.
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Meyers-Levy, Joan, and Laura A. Peracchio. "Getting an Angle in Advertising: The Effect of Camera Angle on Product Evaluations." Journal of Marketing Research 29, no. 4 (November 1992): 454–61. http://dx.doi.org/10.1177/002224379202900406.
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Two studies explored how and why the camera angle used to photograph products in ads may affect viewers’ product evaluations. The findings suggest that such camera angle effects are likely to emerge when viewers’ motivation to process ad information is either low or moderate rather than high. When processing motivation was low, evaluations were most favorable when the viewer seemed to be looking up at the product, least favorable when he or she looked down at the product, and moderate when the product was at eye level. However, when processing motivation was moderate, eye-level shots produced the most favorable evaluations. The authors suggest that the use of different processing heuristics may be responsible for these camera angle effects.
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Sulistyowati, Eny. "Motivasi dan Perilaku Konsumen dalam Keputusan Pembelian Produk Industri Kerajinan Kulit di Yogyakarta." Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship 2, no. 2 (June 30, 2013): 17. http://dx.doi.org/10.30588/jmp.v2i2.273.
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<span class="fontstyle0">This study aims to determine the motivation and consumer behavior housewife and working woman in buying industri leather craft in Yogyakarta as well as to determine differences in motivation and behavior in both the consumer groups. By knowing the motivation and behavior of the consumer businesses industry leather craft can determine appropriate marketing strategy with the behavior of the market segment, so that could have an impact on the success of the business. From the results of recent research indicates that the information obtained by the two consumer groups are obtained from your friends as much as 52%, the rest of the other. Consumer behavior based on the influence in the purchase of leather, for the respondents indicate that employee that affect the purchase of craft leather 56% from friends, 19% from advertising, 17% from relation and 8% of the others. As for the housewife respondents shows that 32% of a friend, 32% of siblings, 24% from advertising and 12% from others. Consumer motivation in buying leather by the price factor of employee respondents showed a mean of 3.52 and respondents housewife at 3.53 which means it is very strong. Consumer motivation in buying leather craft design based on factors of employee respondents showed a mean 2.84 and respondents housewife at 3.11 which means strong. Consumer motivation in buying leather by the quality factor of employee respondents and respondents showed a mean of 2.68 by 2.82 housewife meaning strong. There is no difference between the consumer motivation housewife and employee.</span>
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Yin Yin, Julia Tan, and Yan Li Feng. "Digital Advertising Features on Customer Purchase Intention." Journal of Entrepreneurship and Business 9, no. 1 (June 30, 2021): 50–57. http://dx.doi.org/10.17687/jeb.v9i1.416.
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Advertisement denotes a standard strategy of attracting public interest and facilitating purchase decisions. This research aims to determine the digital advertisement feature effects on consumer purchase intent in Malaysia. A cross-sectional design was employed to gather quantitative data from 361 Malaysian respondents with a digital survey. Additionally, SPSS was utilised to assess the digital advertising-purchase intention relationship. Resultantly, pictorial cues, repetition, and sensory stores significantly influenced Malaysian consumers’ purchase intention. Following the motivation theory, this research identified a relationship between digital advertising feature effects and purchase intention power that proved inadequate in past studies. The study outcome proved vital in rearranging advertising methods to be more appealing and informative for customers to receive clear and precise knowledge.
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Sosniuk, O. P., and І. Yu Vlasiuk. "PSYCHOSEMANTIC FEATURES OF PERCEPTION OF ANIMATED ADVERTISEMENT OF YOUTH TARGET AUDIENCE." Ukrainian Psychological Journal, no. 1 (13) (2020): 188–208. http://dx.doi.org/10.17721/upj.2020.1(13).12.
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The article is devoted to the analysis of the results of empirical research of psychosemantic features of perception of animation advertising by the representatives of the youth target audience. Differences in the perception of animation advertising between representatives of three age groups within the youth target audience were established. The authors identified four factors (“Confidence”, “Attractiveness”, “Trust”, “Consumer Activity”), which are manifested in the perception of animation advertising by young teens (12-15 y.o.). At the same time, for аdolescence teens (16-19 y.o.) and youth (20-24 y.o.) there are three factors (“Confidence”, “Attractiveness”, “Consumer activity”), which determine their attitude to animation advertising. The peculiarities of young people's attitude to animation advertising with different types of graphics (2-D, 3-D, combined) and consumer motivation of this target audience are revealed. It has been identified that commercials based on the use of 3-D graphics are evaluated by representatives of the youth audience (of all age groups) most positively and often make them want to buy the products of the advertised brand. Commercials based on the use of 2-D graphics technology attract the most attention of younger teens (12-15 y.o.) and create the appropriate consumer motivation. The commercials created on the basis of the combined graphics are the least interesting to the representatives of the youth target audience. However, the ideas underlying such advertising are the most understandable for youth, and the advertising itself is perceived as relevant and evokes a sense of trust in the product and brand. The connection between the level of emotional intelligence and creativity with the peculiarities of the perception of animation advertising is revealed. Subjects with higher level of emotional intelligence rate animation graphics in advertising more positively than people with low levels of emotional intelligence. Representatives of the youth target audience (all age groups) with high levels of emotional intelligence are most sensitive to animation advertising using 3-D graphics. A similar trend is observed in subjects with a high level of creativity, rate commercials using 3-D graphics higher and perceive it more positively (compared with subjects with lower level of creativity). It is established that young teenagers (12-15 y.o.) with a high level of creativity also positively perceive animation advertising using 2-D graphics technology. Prospects for further research include a more detailed study of the perception of animation advertising with different types of graphics by different age groups, determining the relationship between the perception of animation advertising and the value-semantic sphere of the personality of consumers.
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Shah, Hafiz Wajahat Ali, Imran Khan, and Abdul Hameed. "Does Social Media Advertising Features Matter An Investigation of Consumer Purchase Intention." iRASD Journal of Management 1, no. 1 (June 30, 2019): 20–36. http://dx.doi.org/10.52131/jom.2019.0101.0003.
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Social media is continuously used as a platform for marketing and advertising. Firms have spent a lot of seasons, cash and property on Social media ads. However, it is all the time stimulating how Firms can prepare Social media advertising to fortunately engage and inspire a consumer to purchase their brands. The purpose of this research is consequently to describe and check the key elements of Social media advertising that force anticipate the buy intention. The theoretical model was expected on the foundation of three factors from the expansion of the Unified Theory Acceptance and Use of Technology (UTAUT2) (Performance expectancy, Hedonic motivation and Habit) along with Interactivity, Informativeness and Perceived relevance. The data was composed using a questionnaire survey of 260 participants. The most important results of structural equation modelling (SEM) mainly sustained the validity of the current model and the significant impact of Performance expectancy, Hedonic motivation and Interactivity, Informativeness, and Perceived relevance on purchase intentions. Confidently, this study will produce a set of theoretical and practical instruction on how marketers can successfully plan and apply their ads through Social media platforms.
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Beuckels, Emma, Snezhanka Kazakova, Veroline Cauberghe, Liselot Hudders, and Patrick De Pelsmacker. "Freedom makes you lose control." European Journal of Marketing 53, no. 5 (May 13, 2019): 848–70. http://dx.doi.org/10.1108/ejm-09-2017-0588.
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Purpose Past research suggests that heavy media multitaskers (HMMs) perform worse on tasks that require executive control, compared to light media multitaskers (LMMs). This paper aims to investigate whether individual differences between HMMs and LMMs make them respond differently to advertising in a media multitasking context and whether this stems from differences in the ability versus the motivation to regulate one’s attention. This is investigated by manipulating participants’ autonomy over attention allocation. Design/methodology/approach For the first study (n = 85), a between subjects design with three conditions was used: sequential, multitasking under low autonomy over attention allocation and multitasking under high autonomy over attention allocation. This study investigated the inhibitory control of HMMs vs LMMs in a very controlled multitasking setting. The second study (n = 91) replicated the design of study one in a more naturalistic media multitasking setting and investigated the driving role of motivation vs ability for cognitive load differences between HMMs and LMMs and the consequent impact on advertising effectiveness. Findings Study I suggests that HMMs perform worse on a response inhibition task than LMMs after multitasking freely (in which case motivation to regulate attention determines the process), but not after their attention was guided externally by the experimenter (in which case their motivation could no longer determine the process). Study II argues that when motivation to switch attention is at play, cognitive load differences occur between HMMs and LMMs. This study additionally reveals that under these circumstances, HMMs are more persuaded by advertisements (report higher purchase intentions) compared to LMMs, while no differences appear when only ability is at play. Research limitations/implications Executive control exists of different components (Miyake et al., 2000). The current study only focused on the impact of media multitasking frequency on response inhibition, but it would be interesting for future research to investigate whether media multitasking frequency equally affects the other sub-dimensions. Additionally, the impairment of response inhibition has been shown to predict a large number of other behavioral and impulse-control outcomes such as unhealthy food choices and alcohol and drug use (e.g. Friese et al., 2008). Future research should consider investigating other consequences of heavy media multitasking behavior, both advertising related and unrelated. Practical implications From a practical point of view, understanding the mechanisms that are driving the effects of media multitasking on advertising effectiveness for different groups of media-consumers could make it easier for practitioners to efficiently plan their media campaigns. Based on the findings of this study, the authors can derive that HMMs will be more depleted in cognitive resources and inhibitory control when media multitasking compared to LMMs. Consequently, this makes them more prone to advertising messages. This knowledge is of great importance for advertisers who could, based here on, aim to target HMMs more often than LMMs. Originality/value Two experimental studies by the authors confirm and add value to previous academic findings about the negative relation between media multitasking frequency and tasks that demand executive control. This study contributed to the previous by investigating whether individual differences between heavy and light media multitaskers make them respond differently toward advertising and whether the driving mechanism of these differences is a lack of motivation or ability to efficiently shift attention.
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Boren, Shaun. "College Students' Motivations to Attend Group Fitness Classes: An Exploratory Investigation." Recreational Sports Journal 41, no. 2 (October 2017): 156–66. http://dx.doi.org/10.1123/rsj.2015-0040.
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This study investigated college students' various motivations to select from a comprehensive range of group fitness class (GFC) offerings at a university. Multivariate analysis of variance revealed a significant difference in motivations to exercise based on the GFC a participant was attending most often (primary GFC, p < .01). A post hoc test determined that Health Pressures was the only motivation subscale of 14 total subscales to significantly contribute to the main effect ( p < .003). However, the findings suggested that primary GFC can explain variation in motivations to exercise. This result evidences applicability of the self-determination theory between smaller categories of physical activity than previously tested. Future research should replicate the study at larger, more diverse institutions to explore additional factors affecting motivations to exercise. Practitioners can use this study to inform the design and advertising of GFCs.
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Sembada, Agung. "POWER MOTIVATION INFLUENCES ATTITUDE TOWARDS LUXURY GOODS ADVERTISING AFTER ONLINE SOCIAL COMPARISON." Global Fashion Management Conference 2018 (July 30, 2018): 443. http://dx.doi.org/10.15444/gmc2018.04.03.02.
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Shultz, Tamar. "Evaluating Moral Issues in Motivation Theories: Lessons from Marketing and Advertising Practices." Employee Responsibilities and Rights Journal 26, no. 1 (August 22, 2013): 1–20. http://dx.doi.org/10.1007/s10672-013-9230-1.
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Liu, Chi-Lun. "The impact of social cues and effectiveness in check-in advertising." Kybernetes 43, no. 7 (July 29, 2014): 984–1002. http://dx.doi.org/10.1108/k-01-2014-0015.
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Purpose – Check-in based advertising is growing dramatically as the popularity of social media increases. The purpose of this paper is to explore which social cues are appropriate for check-in based advertising in social media based on media richness theory and how content effectiveness affects content generation intention based on achievement motivation theory. Design/methodology/approach – A laboratory experiment was performed to evaluate the effects of social cue strategies on content effectiveness of attitude toward the ad and self-efficacy on recall. The influence of effectiveness on content generation intention are also measured in the experiment. Findings – The results of a laboratory experiment indicated that a strategy of using plentiful social cues has high effectiveness as measured by the concept of attitude toward the ad. Content effectiveness measured by attitude toward the ad and self-efficacy on recall can directly affect user intentions to generating check-in based advertisements. Research limitations/implications – Although check-in based advertising is driven by the customers themselves rather than by the company, companies can encourage their customers to follow an appropriate check-in content generation strategy to improve effectiveness. Practical implications – The findings of this study provide useful information for designing the content of social media designed to facilitate the promotion of products and companies in online marketing. Originality/value – In theoretical contribution, this study integrates media richness theory and achievement motivation theory to explore how users intent to generate check-in advertising according to social cues effectiveness.
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Marjerison, Rob Kim, Yinan Lin, and Sarmann I. Kennedyd. "An Examination of Motivation and Media Type." International Journal of Social Media and Online Communities 11, no. 1 (January 2019): 15–34. http://dx.doi.org/10.4018/ijsmoc.2019010102.
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This paper explores the motivations and priorities of Chinese Millennials' use of social media with regard to the sharing of content. A commercially important demographic, this group are highly active on social media. The amount of content that is shared online is immense. Some shared content “goes viral” and can be seen by vast numbers of users. The findings of this study are based on the results of over 650 online surveys and include both theoretical and practical contributions to the body of knowledge regarding the nature of viral propagation of content in Chinese social media. This contribution to the understanding and insight social media activities of this significant and commercially consumer demographic may be of value to online promoters and marketers as well those interested in the use of social media for commercial purposes in the design and management of their online and social media presence, marketing, and advertising strategies.
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OCHEREDKO, YU V., and UKHANOVA A.M. "COMPARATIVE ANALYSIS OF RUSSIAN AND ENGLISH ADVERTISING TEXTS." HUMANITARIAN RESEARCHES 4, no. 80 (2021): 91–96. http://dx.doi.org/10.21672/1818-4936-2021-80-4-091-096.
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The purpose of the study is to reveal the essence of the advertising text in English-speaking countries and in Russia. The article focuses not only on the differences, but also on the similarities in the construction of slogans. The influence of parts of speech on motivation when buying a certain product or service is determined. The scientific novelty consists in the consideration of English-language and Russian-language advertising texts on the same basis, the identification of distortion of advertising slogans in the translation process. As a result of the study, the distinctive features of English-language and Russian-language media texts were identified. It is emphasized that, depending on the language in which the media text is presented, the method of presenting the material is modified. Based on the analysis, it was revealed that the English-speaking audience is more liberated, as a result, the advertising message is presented in a free and open form, often with elements of humor. The Russian-speaking audience prefers a more accurate advertising text, minimizing the use of slang.
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Kurniawanto, Hari, Anoesyirwan Moeins, and Djoko Herwanto. "THE REVIEW OF LEADERSHIP STYLE, EMPLOYEE PROMOTION, AND MOTIVATION." Dinasti International Journal of Digital Business Management 2, no. 6 (November 30, 2021): 1051–56. http://dx.doi.org/10.31933/dijdbm.v2i6.1054.
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This research is conducted to obtain various gathered to be data analyzes and interpretations so that we can get a picture concerning the influence of leadership on the execution of officer promotion and its implication to officer motivation. The research method used is the descriptive survey method and survey of explanatory. The sample size is 100 officer people. The unit analyzes in this research is cross-sectional. The result of this research is leadership in PT. Telkom Kandatel South Jakarta in general goodness. The Officer promotion in PT. Telkom Kandatel South Jakarta, in general, is good enough. The administration affects officer promotion, the administration has an impact on officer motivation, and advertising affects officer motivation
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Kurniawanto, Hari, Anoesyirwan Moeins, and Djoko Herwanto. "THE REVIEW OF LEADERSHIP STYLE, EMPLOYEE PROMOTION, AND MOTIVATION." Dinasti International Journal of Digital Business Management 2, no. 6 (November 30, 2021): 1070–75. http://dx.doi.org/10.31933/dijdbm.v2i6.1056.
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This research is conducted to obtain various gathered to be data analyzes and interpretations so that we can get a picture concerning the influence of leadership on the execution of officer promotion and its implication to officer motivation. The research method used is the descriptive survey method and survey of explanatory. The sample size is 100 officer people. The unit analyzes in this research is cross-sectional. The result of this research is leadership in PT. Telkom Kandatel South Jakarta in general goodness. The Officer promotion in PT. Telkom Kandatel South Jakarta, in general, is good enough. The administration affects officer promotion, the administration has an impact on officer motivation, and advertising affects officer motivation.
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Meghisan-Toma, Georgeta-Madalina, Silvia Puiu, Nicoleta Mihaela Florea, Flaviu Meghisan, and Dalian Doran. "Generation Z’ Young Adults and M-Commerce Use in Romania." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 5 (May 5, 2021): 1458–71. http://dx.doi.org/10.3390/jtaer16050082.
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Generation Z spends much time on mobile Internet and less time accessing Internet services using desktop computers. These traits make them an important niche that can be targeted by retailers. The objective of the present study is to analyze the impact of online advertising, social influence, and usage motivation on the behavioral intention related to m-commerce use among Romanian young adults. The research methodology is based on applying partial least square equation modelling (PLS-SEM), using data collected through a questionnaire. The proposed structural model includes four constructs that are first order reflective. The results reveal that among the influencing factors that determine Generation Z to use m-commerce, the usage motivation factor is the most important one, followed by social influence and online advertising. The research is useful for marketing professionals and retailers in establishing marketing strategies in accordance with the factors that influence the buying decision of young adults, representing Generation Z.
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Belousova, Alla, and Yulia Mochalova. "The Relationship of Thinking Style and Motivation Features of Sales and Advertising Managers." Behavioral Sciences 10, no. 3 (March 15, 2020): 68. http://dx.doi.org/10.3390/bs10030068.
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The thinking of a manager is conditioned by their motivational features which determine their personal professional success and the effectiveness of the organization’s activities. In this study, we assumed that two groups of sales and advertising managers had differences in the relationships between thinking style and their motivational qualities, as well as their individual need for achievement. We used the following sources: The methodology of A. Belousova for the diagnosis of thinking styles, the “scale of control over action” by J. Kuhl, and “the need for achievement” by Yu.A. Orlov. The selection consisted of 61 people, 25 to 30 years of age, of which 41 were men and 20 were women, from organizations engaged in the sale of a technical group of goods (also known as Group A) and advertising services (also known as Group B), in Rostov-on-Don. The Spearman rank correlation method was used for quantitative data processing. In group Group A, the analysis showed the presence of statistically significant connections. A critical style of thinking has a significant relationship with the level of clarity about the need for achievements and practical thinking is statistically significantly interrelated with control over action in a situation of failure. Whereas, in Group B, an initiative, managerial, and practical style of thinking has a significant correlation with the need for achievement.
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Balachander, Subramanian, and Sanjoy Ghose. "Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions." Journal of Marketing 67, no. 1 (January 2003): 4–13. http://dx.doi.org/10.1509/jmkg.67.1.4.18594.
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A commonly advanced rationale for the proliferation of brand extensions is companies’ motivation to leverage the equity in established brands, thereby developing profitable products relatively easily. A more interesting strategic argument for brand extensions that has been advanced is that extensions would favorably affect the image of the parent brand and thereby influence its choice. In this research, the authors investigate the existence of such reciprocal spillover effects emanating from the advertising of a brand extension. The authors use scanner panel data and study spillover effects of advertising on brand choice. They develop implications for brand and product line management.
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Chang, Yu Yao, and Soumava Bandyopadhyay. "The Impact Of American Advertising Humor On Taiwanese Consumers." International Business & Economics Research Journal (IBER) 13, no. 1 (December 31, 2013): 93. http://dx.doi.org/10.19030/iber.v13i1.8359.
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This paper examines the effect of American humorous advertising on consumers in Taiwan. Several American print advertisements for brands familiar in Taiwan were shown to Taiwanese consumers in a field study. Three distinct perceptual appealshumor, quality and positivityin the processing of the advertisements by Taiwanese consumers were identified. It was found that all of these three types of appeals positively impacted the perceived image of and the motivation to purchase the brands featured in the advertisements. This paper also discusses the managerial implications and future research avenues stemming from the results of the study.