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Добірка наукової літератури з теми "Advertising motivation"

Автор: Grafiati
Опубліковано: 30 травня 2022
Оновлено: 31 травня 2022

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Статті в журналах з теми "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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Дисертації з теми "Advertising motivation"

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Peterson, C. Mark. "The Motivation-Emotion-Matching (MEM) model of television advertising effects." Diss., Georgia Institute of Technology, 1994. http://hdl.handle.net/1853/30653.

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Huliyeva, D. O. "Verbal means of emotional and rational motivation in gender specific advertising." Thesis, ФОП Лисенко І. Б, 2012. http://repository.kpi.kharkov.ua/handle/KhPI-Press/47972.

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Al, Haj Anas. "Leadership Styles and Employee Motivation in Qatar Organizations." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3380.

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Organizations in the public sector in Qatar have a reputation for delivering inefficient services. Leaders lack an understanding of motivational factors affecting public sector employee performance. The purpose of this correlational research was to examine the relationship between leadership styles and employee motivation in public companies in Qatar. The independent variables were the transformational, transactional, and passive-avoidant leadership styles. The dependent variable was employee motivation. The moderator variables were employee age and salary. A sample of 92 employees from 4 public sector organizations in Qatar responded to the online survey. The full range leadership theory served as the theoretical foundation for describing leadership styles of managers as perceived by employees. Self-determination theory served as the theoretical foundation for describing employee motivation. A hierarchical regression model was developed, and results of the study indicated a significant positive correlation between transformational and transactional leadership styles used by managers and employee motivation levels, with a standardized beta coefficient (β) above 0.6, and a significant negative correlation between passive-avoidant leadership style and employee motivation levels, with a standardized beta coefficient (β) below -0.57. Age moderated the relationship between transformational leadership and motivation. Salary moderated the relationship between passive-avoidant leadership and motivation. Leaders of public organizations in Qatar may use the results of this study to better support employee motivation and engagement. The study may contribute to social change by helping managers improve organizational performance and increase efficiency levels.
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Korzh, K. R., and S. V. Mikhno. "Patriotic motivation in advertising slogans as a reflection of political changes in the country." Thesis, Sumy State University, 2017. http://essuir.sumdu.edu.ua/handle/123456789/62835.

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Advertising and marketing use patriotism for commercial purposes. Historical events and personalities, the achievements of past years create a new image of the prosperity of a country in advertising. This method builds the fantom brand and such advertising is intended for naïve or emotional audience. Patriotism towards the Fatherland refers to emotional advertising motives, for the Ukrainian mentality this motive is dominant in recent years.
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Svensson, Johan. "Change management on three big advertising agencies in Sweden." Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20802.

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Idag måste företag genomgå förändringar för att fortsätta utvecklas på en konkurrensutsatt marknad och uppnå nya målsättningar. Det är också viktigt för företag att involvera sina medarbetare till förändringsarbeten för att uppnå engagemang och undvika reaktioner i form av motstånd.Studiens syfte är att utifrån tre stora reklambyråer i Sverige undersöka hur man leder ett förändringsarbete och hur deras medarbetare involveras och engageras till förändringsinitiativen. Syftet med studien är också att se hur deras medarbetare påverkas och reagerar på förändringsarbeten och om det är vanligt att det uppstår motstånd eller andra attityder inom reklambranschen. Utifrån en kvalitativ studie har det samlats in textmaterial från intervjuer, observationer, böcker, artiklar och webbplatser. Uppsatsen har också utgått från ett kvantitativt perspektiv, där ett urval av medarbetare på respektive byrå har fått besvara en webbbaserad enkät.Resultatet visar på att reklambyråerna skiljer sig åt och använder olika verktyg, strategier och arbetsmetoder för att leda sina förändringsarbeten och samt motivera och engagera sina medarbetare till förändringsinitiativen. Resultatet visar också att medarbetarna påverkas och reagerar på olika sätt i samband med förändringsarbeten. Resultatet visar även på att där finns tydliga kopplingar till teorin om vad som är betydelsefullt för att reklambyråerna ska uppnå ett framgångsrikt förändringsarbete.
Today on a competitive market, companies and organizations needs to undergo changes in order to continue to develop and achieve new goals. It is also important to involve their employees in order to achieve their commitment and avoid reactions in the form of resistance and other attitudes. Purpose of the study is to examine how to lead Change management in three major advertising agencies in Sweden and how their employees are involved and engaged to change initiatives.The purpose of the study is also to examine how their employees are affected and reacts to Change Management and aslo see if it can develop resistance or other attitudes in the advertising industry among the employees.Based on a qualitative study textual material has been collected through interviews, observations, books, articles and websites. The paper is also based on a quantitative study where a selection of employees at each office has asked to complete an online survey. The result shows that advertising agencies are different and use different tools, strategies and business practices to lead their change management and as well as motivate and engage their employees for change initiatives. The results also shows that the employees is affected and reacts in different ways in the context of change management. The results also shows that there are some connections to the theory of what is important for the agencies to achieve successful Change Management.
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Harris, William Detwiler. "An investigation into the effect of affect intensity on consumer responses to persuasive appeals /." Full-text version available from OU Domain via ProQuest Digital Dissertations, 1989.

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Santos, Jennifer. "The influence of audiovisual sports advertising in sedentary individuals." Master's thesis, Universidade de Aveiro, 2016. http://hdl.handle.net/10773/18513.

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Mestrado em Comunicação Multimédia
The purpose of this research is to evaluate how audiovisual sports advertising alters the self-perception and the socio-cultural perception of sedentary individuals. The objective is to understand the effect of the marketing strategies used by sports industry’s brands in order to create more effective audiovisual sports advertising. This research integrates an interpretative approach, a qualitative research strategy in a quasi-experimental approach, using mixed methods, such as an Online Research Survey and Focus Group methods. These methods were progressively used in order to cross information and contribute in the design of the sequential investigation steps. Most of the existing literature on body image and sports advertising has presented itself as a huge gap in the world of scientific research. Accordingly, this research explores the direct influence of sports audiovisual content in sedentary and athletic individuals. The evaluation was accomplished through the screening of a sports video in the second of the Focus Group Research in which, after a 10-minute workout, the participants’ behaviors were assessed with the use of an Observation Grid and a post-workout discussion. There is a high chance that audiovisual sports advertising has a detrimental effect on both sedentary and athletic individuals. The main findings of this research identified that, although the Focus Group Research participants did not verbally confirm it, the video appeared to have a motivational effect on participants. They revealed a better performance and a more focused attitude during the test session. Sedentary individuals seem to be more critical of the female body than of athletic individuals and, as opposed to individuals who consider themselves athletic, individuals who consider themselves sedentary will less likely feel especially motivated to exercise when watching inspirational fitness videos. In addition, gender does not seem to be correlated with sports advertising, sports gear or equipment seems to especially motivate athletic individuals to exercise and individuals’ self-perception seems to be correlated to their workout motivations.
O objetivo do presente estudo é a avaliar como as publicidades desportivas audiovisuais influenciam a auto-perceção e a perceção socio-cultural de indivíduos sedentários. O objetivo é compreender o efeito das estratégias de marketing utilizadas pela indústria desportiva para criar publicidades desportivas audiovisuais mais eficazes. Este estudo integra numa abordagem interpretativa, uma estratégia de investigação qualitativa numa abordagem quasi-experimental, com a utilização de métodos mistos, como um Inquérito Online e Grupos de Foco. Estes métodos foram usados progressivamente com o intuito de cruzar informação e contribuir na estruturação dos passos sucessivos e de forma incremental. Identificou-se que, na literatura existente relativa à imagem corporal e a publicidades desportivas existe uma lacuna que, por consequente, este estudo procura preencher — através da exploração da influência direta dos conteúdos audiovisuais em indíviduos sedentários e atléticos. A avaliação foi realizada através da discussão em torno da visualização de um vídeo desportivo na segunda sessão de Grupo de Foco na qual, após um treino de 10 minutos, o comportamento dos participantes foi avaliado com a utilização de uma Grelha de Observação e uma discussão pós-treino. É muito provavél que as publicidades desportivas audiovisuais tenham um efeito detrimental em ambos os indivíduos sedentários e atléticos. Os resultados principais deste estudo identificaram que, apesar de os participantes do Grupo de Foco não o terem confirmado verbalmente, o vídeo tenha provocado um efeito motivacional nos participantes. Durante a segunda sessão, após visualização do vídeo, os participantes revelaram um melhor rendimento e uma atitude mais concentrada durante o treino. Os indivíduos sedentários parecem ser mais críticos relativamente ao corpo feminino do que os indivíduos atléticos. Parece mais improvável que indivíduos que se consideram sedentários se sintam especialmente motivados para praticar atividade física aquando da visualização de vídeos inspiracionais de fitness. Adicionalmente, o género não parece estar relacionado com sentir-se motivado para praticar atividade física após visualização de publicidades desportivas, material e equipamento desportivo parecem motivar especialmente indivíduos atléticos para a prática de exercícios físico e a autopercepção parece estar relacionada com as motivações de treino de cada indivíduo.
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Ku, Sung Mo. "The Influence of Content and Context Motivation on Advertisement Effectiveness Online." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/1177.

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This research proposal provides literature review regarding context motivation and its influence on advertisement effectiveness. I propose two quasi-experiments using motivation as an independent variable while measuring memory for the advertisement in order to predict advertisement effectiveness. The first experiment solely investigates the role of program motivation on advertisement memory. The secondary experiment proposed an investigation looking into the interaction between program motivation and advertisement motivation. Based on previous literature on advertisements, persuasion, and motivation, I hypothesized that high program motivation may impair memory for the advertisements. For Experiment 2, I hypothesized that both independent variables regarding content and context motivation will interact to show different results than Experiment 1, in which only the context motivation is measured. This paper aims to provide an effective marketing strategy in a relatively new yet potent advertising market in OTV (online television).
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Avdic, Nasiha, and Israa Badran. "How do consumers perceive online advertising? : a cross cultural comparison between Sweden and China." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9795.

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The purpose of this dissertation is to investigate cultural differences in consumer perception of online advertising. As the Internet grows it has become important for companies to adjust website design to cultural differences in online advertising. Internet users are more comfortable with website design related to their own culture. There have been a limited number of previous investigation regarding website design and our study aims to fill this gap. Schwartz cultural values are used to investigate cultural differences on a micro level. Our study aims to compare Sweden and China based on cultural values. The two countries were chosen because of the cultural differences. Schwartz cultural values have been selected since Schwartz investigates cultural differences on an individual level. The result of the dissertation indicates that there are other factors than colour text and image that influence consumers’ perception of the website design. One of the challenges in the dissertation was to connect the conceptual model to the collected data from the focus group interviews. However, some of the Schwartz’s cultural values could be captured where the participants were motivated by the culture in the responses. The result of the study can be used for companies and their website design in connection to Swedish and Chinese culture. The investigation gave us more understanding regarding the area of online advertising in connection to website design.
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Немеш, В. "Види мотивації в сучасній рекламі парфумів". Thesis, Cумський державний університет, 2016. http://essuir.sumdu.edu.ua/handle/123456789/49163.

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Книги з теми "Advertising motivation"

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Lawyer advertising: Consumer attitudes, response patterns, and motivation factors. Grand Rapids, Mich: Communications Research, 1985.

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2

Samuel, Lawrence R. Freud on Madison Avenue: Motivation research and subliminal advertising in America. Philadelphia: University of Pennsylvania Press, 2010.

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3

Samuel, Lawrence R. Freud on Madison Avenue: Motivation research and subliminal advertising in America. Philadelphia: University of Pennsylvania Press, 2010.

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Freud on Madison Avenue: Motivation research and subliminal advertising in America. Philadelphia: University of Pennsylvania Press, 2010.

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5

Whitelock, Jeryl. A study of advertising agencies in the international environment: Motivation and internationalisation. Salford: University of Salford, Department of Business & Management Studies, 1993.

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6

Menon, Satya. Managing consumer motivation and learning: Harnessing the power of curiosity for effective advertising strategies. Cambridge, Mass: MSI, 1999.

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7

Yoon, Carolyn. Tears, cheers and fears: The role of emotion in advertising. Cambridge, Mass: Marketing Science Institute, 1991.

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8

Yoon, Carolyn. Tears, cheers, and fears: The role of emotions in advertising. Cambridge, Mass: Marketing Science Institute, 1991.

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9

Geursen, Goos. Emoties & reclame: De rol van emoties bij reclameplanning. Leiden: H.E. Stenfert Kroese, 1985.

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10

Ruge, Hans-Dieter. Die Messung bildhafter Konsumerlebnisse: Entwicklung und Test einer neuen Messmethode. Heidelberg: Physica-Verlag, 1988.

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Частини книг з теми "Advertising motivation"

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Parkin, Katherine. "The ‘Sex of Food’: Ernest Dichter, Libido and American Food Advertising." In Ernest Dichter and Motivation Research, 140–54. London: Palgrave Macmillan UK, 2010. http://dx.doi.org/10.1057/9780230293946_8.

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Schindelbeck, Dirk. "The ‘Depth Boy’ — Ernest Dichter and the Post-war German Advertising Elite." In Ernest Dichter and Motivation Research, 236–55. London: Palgrave Macmillan UK, 2010. http://dx.doi.org/10.1057/9780230293946_14.

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Stewart, Krisitn, Isabella Cunningham, and Matt Kammer-Kerwick. "Revisiting Consumers’ Motivation to Process Brand Information: Leveraging the Motivation to Use Advertising Media to Improve Advertisement Persuasiveness: An Abstract." In Enlightened Marketing in Challenging Times, 465–66. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-42545-6_152.

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Petrovici, Dan, Christian Dianoux, John Ford, Jean-Luc Herrmann, and Jeryl Whitelock. "A Cross-Cultural Analysis of Direct vs. Indirect Comparative Advertising: The Role of Consumer Motivation and Perceived Manipulative Intent." In Rediscovering the Essentiality of Marketing, 495–96. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-29877-1_100.

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De Veirman, Marijke, Verolien Cauberghe, Liselot Hudders, and Patrick De Pelsmacker. "Consumers’ Motivations for Lurking and Posting in Brand Communities on Social Networking Sites." In Digital Advertising, 207–21. Third edition. | New York, NY : Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315623252-12.

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Muntinga, Daniël G., Marjolein Moorman, Peeter W. J. Verlegh, and Edith G. Smit. "Who Creates Brand-Related Content, and Why? The Interplay of Consumer Characteristics and Motivations." In Digital Advertising, 259–84. Third edition. | New York, NY : Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315623252-15.

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Hughes, Andrew. "Social and Digital Media: Creating, Engaging and Motivating Relationships." In Market Driven Political Advertising, 79–90. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-77730-6_5.

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Muntinga, Daan G., Marjolein Moorman, and Edith G. Smit. "Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities." In Advances in Advertising Research (Vol. 1), 235–47. Wiesbaden: Gabler, 2010. http://dx.doi.org/10.1007/978-3-8349-6006-1_16.

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"Motivation." In Advertising and Psychology (RLE Advertising), 99–104. Routledge, 2013. http://dx.doi.org/10.4324/9780203583562-17.

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"Part I: The Motivation for Change." In Beyond Advertising, 1–4. Hoboken, NJ, USA: John Wiley & Sons, Inc, 2016. http://dx.doi.org/10.1002/9781119170457.part1.

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Тези доповідей конференцій з теми "Advertising motivation"

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Mengyang, Zhu, An Han, Sun Huifen, and Ren Jifan. "A Study of Acceptance of Weibo Forwarding Advertising Based on Motivation Theory." In 2018 15th International Conference on Service Systems and Service Management (ICSSSM). IEEE, 2018. http://dx.doi.org/10.1109/icsssm.2018.8464980.

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Kusumawati, Arie. "The mediation effect of intrinsic and extrinsic motivation on generation Y: An analysis of mobile advertising attitudes." In 2017 4th International Conference on New Media Studies (CONMEDIA). IEEE, 2017. http://dx.doi.org/10.1109/conmedia.2017.8266043.

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