Search results

The purpose of this paper is to explore the moderating effect of brand exposure time and exposure frequency in image transfer. In study 1, H1 and H2 assumed the bidirectional image transfer (i.e. from an event to a brand, from a brand to an event). H3 and H4 were set to examine the moderating effect of brand exposure time and exposure frequency in image transfer upon spreading activation theory, mere exposure effect and three-hit theory.

According to study 1, the result indicated that the amount of image transfer varied based on the exposure time. However, brand exposure frequency did not show statistically significant interactions. Study 2 was performed to complement the H4 of the study 1. In study 2, apart from the number of exposures on a screen (group 1=four times; group 2=eight times), the perceived number of exposures were separately measured (group 1=2.67; group 2=3.96) to see if the number of perceived exposures moderated the amount of image transfer.

The results indicated that there was no group difference in the amount of image transfer. Based on the result of the study, a sponsor brand must be exposed for enough time duration in order to maximize the return on investment regardless of how frequently it is exposed.

The current study examined the image transfer in sport sponsorship. Although previous studies empirically examined the image transfer phenomenon in sport sponsorship, they failed to establish theoretical ground. Thus, this study incorporated the three theories in advertising and examined how we can apply the theories to sport sponsorship. In addition, we examine the image transfer based on video clip which is mainly how people are exposed to sport sponsorship. Next, we examined the moderating effects of exposure duration and exposure frequency, which has never been studied in sport sponsorship context.

The purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands’ social media marketing (SMM) actions in social media, and its relationship with the intention to engage in electronic word-of-mouth (eWoM) behaviors.

The empirical study uses a survey conducted on a stratified random sample of 241 Indonesian members of fashion social media brand communities (SMBCs). The research design includes 19 types of SMM actions and 3 types of eWoM engagement behaviors, and investigates their relationship using point-biserial correlation.

Generation of intention to engage in “pass-on” and “endorsement” eWoM has different drivers and serves different purposes. The findings suggest that endorsement engagement is contingent on the consumer’s perceived exposure to marketing action stimuli, while pass-on engagement is driven by cognitive-inducing actions.

This study extends current theory on SMM strategy and its relationship with eWoM engagement with a theoretically grounded conceptualization of eWoM engagement behaviors through the use of one-click social plug-ins.

The study offers guidelines for fashion brands to effectively design their SMM strategies by identifying specific drivers of consumers’ intention to engage in eWoM.

This study identifies sources of generation of eWoM engagement behavioral intention from a fine-grained analysis of marketing actions across various fashion SMBCs. Besides, it extends the applicability of the “mere exposure” effect to the SMM context. The research pioneers the study on fashion consumers’ eWoM engagement behaviors in Indonesia, a country with one of the largest social media populations.

To encourage sustainable consumer practices, public policy makers introduce new ecological measures, including mandatory programmes that require companies to provide environmental information about their products, even if the information is not flattering. Few academic studies consider the potential impacts of such mandatory eco-labels on consumer behaviour; the purpose of this paper is to seek to identify conditions in which a generalized eco-label in stores might modify consumers’ purchase choices.

Two quasi-experimental studies (n=333, 126) manipulate environmental information with a simple, traffic light – shaped eco-label. The measures focus on respondents’ choice or purchasing intentions, perceptions of the environmental harmfulness of each product, and individual characteristics (i.e. environmental concern, price sensitivity, familiarity with environmental information about the product category).

The presence of an eco-label influences consumers’ beliefs about products’ environmental harm and thus choice. The effect of perceived harmfulness on choice is moderated by environmental concern and price sensitivity, though combined effects arise for only one of the two product categories tested (dish soap, not yoghurt). With a third product category (paper towels), Study 2 confirms the influence of familiarity with environmental information.

Familiarity with environmental information accounts for some differences across product categories, but other factors also come into play. These results must be interpreted carefully due to the use of a fictive eco-label.

This paper examines the potential effects of a generalized, mandatory programme. It also addresses the lack of consistent label effectiveness across product categories, with a possible explanation based on perceived familiarity with environmental information.

Despite the end of conflict in 1995, Bosnia–Herzegovina still suffers from unresolved ethnic and social tensions, where fostering social cohesion, active citizenship and mitigating ethnonationalist tensions and politically motivated violence remains among the main goals to achieve transformative peace. This paper, based on quantitative analyses of 3,637 adult respondents, shows that the tendency of Bosnians to be active or violent citizens sometimes overlaps and are not very distinct patterns of behaviour. The purpose of this paper is to identify factors that differentiate pathways and help explain (un)civil civic behaviours and inform the work of peace and development actors.

The paper is based on a quantitative household survey conducted with a representative sample of 3,637 adults in Bosnia and by using a wide range of statistical tools from scaling to correlation analysis. This data set measures factors and conceptual notions associated with passive, constructive and aggressive civic tendencies and social cohesion in a nuanced way by using different metrics and scales. The survey was designed and conducted by The Centre for Sustainable Peace and Democratic Development (SeeD) and the Bosnia–Herzegovina Resilience Initiative in 2020, in partnership with The United States Agency for International Development (USAID)/The Office of Transition Initiatives (OTI) and The International Organization for Migration (IOM) for the SCORE Bosnia–Herzegovina study (SeeD, 2020).

Overall, the factors that were discovered to be linked to the manifestation of constructive and aggressive civic tendencies are multidimensional, and range from intergroup relations (e.g. tension, tolerance) to political and civic attitudes (e.g. ethnonationalism, civic responsibility, gender equality), from individual traits (e.g. education, economic stress) to the media landscape (e.g. information consumption). While the empirical evidence shows that some of these factors can push citizens towards both active and violent civic behaviours simultaneously, this study identifies and distinguishes those that can reduce aggressive civic tendencies while increasing constructive civic tendencies.

This paper proposes a replicable approach and evidence-based conclusions which can help validate the theories of change for the peace and development actors to ensure that scarce peacebuilding resources are invested where the impact is greatest, and the actors can protect the sanctity of their responsibility to do no harm.

This paper seeks to provide a robust empirical understanding for more effective policy-making and programming that can support Bosnia–Herzegovina’s endogenous resilience against socio-political shocks and transformative peace trajectory. This paper seeks to demonstrate how peace and development actors can build and use an evidence-base for understanding civic behaviours and as a result formulate tailored efforts with greater likelihood of impact. This would help fulfil commitments towards sustainable development goals and the 2030 global agenda (UN General Assembly, 2015).

This study contributes insights to the emerging literature at the nexus of peacebuilding, individual skills/attitudes and civic behaviour. While the conclusions are highly contextual, the methodology is informed by multidisciplinary literature and is replicable in other post-conflict and non-conflict contexts, and thus can be used for cross-country comparisons and theory building around civic activism and constructive citizenship. The approach distinguishes between passive citizens, constructive activists, aggressive activists and purely violent citizens. This study discovers that the bifurcation is between passive citizens and active citizens, and although constructive and aggressive civic tendencies might be theorised to be contradictory, they overlap and tend to co-occur.

When scientific information is unclear about the health benefits of foods, people choose to react in different ways. Using a posttest-only control group design, the authors tested how balanced and nonfactual information available on YouTube influences public perception of organic foods.

The authors randomly assigned participants (N = 640) from a southern US land grant university to watch one video: balanced news, nonfactual news, or control. All participants indicated changes in perception about organic foods immediately after the video. The authors analyzed the data using one-way and two-way ANOVA.

The nonfactual news video had the most influence on public perception of organic foods. Results confirmed that the effect of nonfactual information was more for individuals with preexisting beliefs consistent with the message communicated and individuals exposed to average to high levels of health and diet news.

The authors recommend regulatory changes in marketing strategies related to organic foods in the US that encourage balanced information about organic foods rather than promoting credence attributes of organic foods using persuasive information.

The authors findings suggest that, when scientific information about the health benefits of foods is unclear, communication activities should aim to increase healthy skepticism considering the audience's preexisting beliefs and frequency of health and diet news exposure.

The purpose of this paper is to examine perceived self-efficacy of users within an interactive video retrieval context. The motivation for this research includes that understanding self-efficacy will provide insight on how potential users target resources and in turn promote and sustain use of retrieval tools and systems.

A survey method was employed. In total, 270 participants rated levels of perceived self-efficacy for successfully fulfilling different video needs if using a particular system. Perceived self-efficacy was explored quantitatively, both overall and across different potentially influential factors, such as topic type, topic familiarity, system experience, and system context. In addition, open-ended responses on the survey were categorized through content-analysis and subsequently analyzed using weighted frequencies.

Findings demonstrated significant associations between participants’ perceived self-efficacy and different topical factors, including familiarity and topic type, and also system factors, such as exposure (or experience) and system context.

User confidence is one belief or attitude about technology acceptance, with self-efficacy intersecting multiple factors related to initial and sustained use of technologies. Findings give researchers a look at users’ preconceptions of interactive video retrieval situations, which, in turn, suggest positive implications for future research and design.

Video retrieval comprises considerations that are unique from other contexts due to the structure and physical makeup of video. However, until now, self-efficacy has not been directly examined in relation to video or according to several of the specific retrieval factors as explored in the current study, which is thus warranted.

Previous research has shown that consumers prefer a bonus pack to a price discount for virtue foods, whereas they prefer a price discount to a bonus pack for vice foods. Acting as a guilt-mitigating mechanism, a price discount justifies consumers' purchasing behavior, allowing them to save money and consume less vice foods. However, for virtue foods, neither the anticipated post-consumption guilt nor the resulting need for justification lead consumers to prefer a bonus pack to a price discount. This study investigates whether product promotions remain effective with other moderating variables.

The authors use pricing tactic persuasion knowledge (PTPK), which refers to the consumer persuasion knowledge of marketers' pricing tactics, as a lens to understand whether the power of these promotions could be enhanced or mitigated. The authors inferred that increasing the frequency of exposure to these foods could positively influence consumers' purchasing choices. They conducted three studies to examine these effects. In Study 1, using pearl milk tea (vice food) and sugar-free tea (virtue food), the authors contended that consumers would prefer a price discount when purchasing pearl milk tea, but a bonus pack when purchasing sugar-free tea. In Studies 2 and 3, the authors varied the participants' frequency of exposure to photographs of people in everyday situations with vice (virtue) foods.

In Study 1, PTPK was shown to be more predictive of consumer choices regarding price discounts and bonus packs. In Studies 2 and 3, the authors contended that increased exposure to vice (virtue) foods increases the selection of vice (virtue) foods by participants who were unaware of having been exposed to vice (virtue) foods.

This research has not only made quite managerial and policy implications for marketing but also brought the theoretical contributions for marketing researches. This research demonstrates that either for vice foods or virtue foods, a price discount is preferred to a bonus pack.

Self‐reported health (and the extent to which this was associated with partner abuse or psychosocial variables) was investigated in 132 women recruited from a domestic violence service. The survey instrument included abuse disability, life event and daily stress exposure, social support, anger expression style, and perceived health status. The prevalence estimates for this sample were significantly higher than standard estimates across a range of health problems. Regression models demonstrated that whilst the extent of partner abuse predicted the prevalence of three conditions, psychosocial factors were more substantial predictors of health and well‐being in domestic violence victims. Of these, life event frequency and anger expression were the most significant. These findings provide important information about the health of domestic violence victims as they seek support from domestic violence agencies, with relevance for practitioners working with victims who have terminated a violent relationship and for those supporting victims who remain with a violent partner.

The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising frequency and consumer attitudinal response.

A laboratory experiment involving 400 participants was conducted to test for the moderating effect. Factorial ANOVA is used to measure brand attitude.

The results identified that the web banner advertisement type acted as a moderator between frequency and brand attitude. However, the moderating effect of banner advertisement appeal was found to be insignificant at a single banner advertisement frequency (i.e. exposure) but significantly different at a higher frequency. The study findings provide better directives for online marketers.

The major limitation is the fact that the impact of banner advertisement frequency was manipulated from one to five exposures. Future research needs to determine what happens after the fifth exposure, perhaps ten exposures or more, to determine the wear-out effect and in turn, to decide on the optimal frequency level in an effort to design more appropriate web communication strategies.

The result shows that pop-up banner advertisements are intrusive, and that high level of exposures to pop-up banner advertisement could annoy online users. Thus, online advertisers should avoid repeating the pop-up banner advertisements because this could adversely affect the attitude towards the online advertising in general, and could also negatively influence attitudes towards the brand and ultimately effect online purchase.

This study contributes to the theory by providing more insights into the repetition effect, and comprehensive conclusions can be drawn based on the manipulation of banner advertisement frequency on different frequency levels. The research identifies that if the communication objective is to generate brand attitude, different strategies can be adopted depending on the banner advertisement type (pop-up vs static) and banner advertisement appeal (emotional vs rational).

This paper examines the effects of virtual advertising in a sports broadcast setting. We analyse the conspicuousness of virtual advertising and match the results with explanatory variables like brand awareness, duration of exposure and frequency of exposure. Furthermore, we measure the role of attitudes towards advertising in general and its impact on attitudes towards virtual advertising of the respondents. Our results indicate that most respondents recognise virtual advertising as such. Advertising effectiveness is driven to a large degree by the frequency of exposure. A positive attitude towards advertising in general leads to a positive attitude towards virtual advertising of the participants.