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Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions in social media marketing campaigns that violate these values. The purpose of this paper is to analyze the repercussions that such social media marketing campaigns have on brands, categorizing these campaigns as brand transgressions in social media advertising.

This research uses a mixed-method design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3).

This paper clarifies the elements that qualify as brand transgressions in advertising within the diversity, equity and inclusion discourse. The negative electronic word-of-mouth (e-WOM) associated with brand transgressions in advertising comprises negative emotions (e.g. anger, contempt, disgust and hate) and behavioural intentions to penalize the brand (e.g. negative word-of-mouth, brand avoidance and protest behaviours). The negative e-WOM stemming from these transgressions amplifies the adverse consequences for consumer–brand relationships by negatively influencing other consumers through sympathy towards the offended parties.

This paper offers brand managers guidelines for preventing and managing negative consumer reactions towards brands based on their responses to marketing campaigns that contradict the principles of diversity, equity and inclusion.

This paper contributes to the literature on brand transgressions related to diversity, equity and inclusion values by exploring their impact on consumer–brand relationships and highlighting the pivotal role of sympathy in perpetuating negative consequences.

This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies (These YouTube channels tend to have a greater ad clutter since their videos have embedded ads of programme sponsors in addition to regular YouTube advertisements).

Employing a positivistic, quantitative methodology, the study collected data through an online survey from a sample of 295 YouTube viewers in Sri Lanka. Data were analysed using the regression-based PROCESS macro, utilising the SPSS software.

Ad clutter has a negative impact on viewers' attitudes towards the YouTube channel, but only indirectly, through irritation. Skippability of advertisements does not moderate the relationship between ad clutter and ad irritation, but non-skippability increases ad irritation (direct relationship).

YouTube channel owners should pay careful attention to having an optimum level of advertising because clutter resulting in high ad irritation leading to a negative attitude towards the channel could reduce subscriptions. Offering an ad skippability option is unlikely to reduce irritation if there is high clutter.

Although ad clutter is well-researched, its impact on viewer responses to online media channels is uncommon. With YouTube poised to become a top ad revenue-generating medium, this study contributes by examining some dynamics related to ad clutter in a possibly high-clutter context.

Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers.

Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands’ social media presence to users’ disengagement.

Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands.

The study contributes to social media research by addressing its “dark side” and empirically validating the role of brands’ social media presence in developing young users’ fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.

The substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional communications. Notwithstanding the expansion and efficacy of contemporary advertising platforms, scholarly attention has not kept pace with this domain of inquiry. This study aims to assess the antecedents of Google Shopping Ads (GSA) on intention to purchase behavior among the Generation Y and Z cohorts.

The current study used a quantitative approach and snowball sampling technique to gather primary data via a questionnaire and Google Forms, which resulted in the collection of 5,808 questionnaires among the cohort members. A principal component analysis and multigroup confirmatory multigroup structural equation modeling (between Generation Y and Z) were used to assess the research data and model.

The results show positive trust and perceived value associations with intention to purchase, particularly among Generation Y and Z consumers. The findings also show negative irritation, product risk and time risk associations with intention to purchase, especially among the Generation Y cohort, which indicates that young consumers generally do not observe perceived risk due to the usage of GSA.

GSA will continue to grow and become an increasingly important integrated marketing communications tool as the digital landscape develops. It can be concluded that young consumers show a high degree of perceived value and low levels of perceived risk due to the use of GSA. This study, therefore, promotes improved understanding among academics, marketers and businesses of search engine advertising among young cohorts of consumers (Generation Y and Z) in a developing country context.

This study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday lives, marketers have also shifted their focus to these channels. Literature on this phenomenon is still scarce and often takes a quite narrow view of the role of marketing in social media. Furthermore, the experiences of the adolescents are seldom considered.

Using a sociocultural approach and netnographic methodology, this study presents findings from a research project conducted in Finland. The data consist of both social media material and focus group interviews with adolescents.

The findings elaborate on unhealthy food marketing to adolescents in social media from two perspectives: sociocultural representations of unhealthy foods in social media marketing and social media influencers connecting with adolescents.

The study broadens and deepens the current understanding of unhealthy food marketing to adolescents taking place in social media. The study introduces a novel perspective to the topic by looking at it as a sociocultural phenomenon.

The purpose of the paper is to present an empirical study that examines the impact of digitalization on informative, strategic and operational marketing activities in manufacturing companies from the entrepreneurial perspective.

A research project was carried out in 205 Italian manufacturing companies by using the questionnaire method. An exploratory research study was conducted with hierarchical cluster analysis.

The analysis shows the existence of seven clusters of manufacturing companies that differ by the impact of digitalization on marketing activities from the entrepreneurial perspective. Two clusters have a high positive impact of digitalization, primarily on informative and strategic marketing activities. Two clusters are characterized by a low positive impact of digitalization and three clusters perform an intermediate level of digitalization. Furthermore, these groups of clusters differ in terms of the influence of digitalization on customer value.

The small size of the sample and the geographic origin of the companies imply limited generalizability; further research on the topic is thus recommended.

The study suggests that companies should digitalize many key marketing activities to increase marketing effectiveness and customer value. To achieve high levels of digitalization and thus increase their competitiveness, manufacturing companies should consider the importance of relevant technologies and skills.

By focussing on the impact of digitalization on informative, strategic and operational marketing, which has not yet been empirically investigated, the present study reveals many new elements concerning the marketing process in the digital era from the entrepreneur's point of view.

The ongoing COVID-19 pandemic highlights the importance of destination marketing and media profiling to re-engage international tourists. However, potential crisis-induced nation brand (NB) deficits must be addressed to re-ignite tourism demand. The study examines the possible intervening effect of the contemporary NB in the international destination marketing and media-travel motives nexus.

A deductive quantitative study was undertaken with an online Amazon Mechanical Turk sample of n = 454 respondents. Hypotheses were tested using PROCESS Macro, Model 4.

The results show that the NB [people and negative events] had a practically significant partial mediating effect in the destination marketing – nature-cultural oriented travel motivation nexus.

New insights are provided via a practical model which facilitates the measurement of potential nuances in the influence of destination marketing and media profiling on leisure tourists' travel motives amid crises. The intervening effect implies that a better understanding of the NB as an indirect antecedent to travel motivation may result in more effective crisis communications and tourism recovery-oriented marketing.

The study is amongst the first to extend marketing and behavioural theory to explore the interplay between the marketing and media profile, a nation's brand and tourists' travel behaviour amid a crisis. The study addresses a discernible dearth of knowledge related to the influence of the NB on tourist behaviour from an emerging market perspective.

The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer engagement (CE) towards mobile advertisement.

This study uses a quantitative approach to test the proposed model based on the stimulus–organism–response (SOR) theory. The non-probability purposive sampling technique was used to collect data from Pakistani mobile users through a self-administered questionnaire.

The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE.

The results reveal that without a pleasing SA and positive SIC, mobile users skip the ads by perceiving them to be irritating or interruptive. Mobile ads might cost relatively less, but the advertisers should understand the significance of the SA toward minimizing the mobile advertising skepticism.

Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.

El objetivo general de esta investigación es evaluar el efecto mediador de la apariencia de la fuente (SA) y la congruencia del auto-influencer (SIC) en la relación entre el contenido visual (CV) y el compromiso del cliente (CE) hacia la publicidad móvil.

Este estudio utiliza un enfoque cuantitativo para probar el modelo propuesto basado en la teoría estímulo-organismo-respuesta (SOR). Se utilizó la técnica de muestreo intencional no probabilístico para recoger datos de usuarios de móviles paquistaníes mediante un cuestionario autoadministrado.

Nuestros resultados demuestran que el contenido visual por sí solo no puede generar el compromiso de los usuarios de móviles. La apariencia de la fuente es la clave a este respecto, que tiene una importancia relativamente mayor en comparación con la congruencia del auto-influencer. Además, el efecto de mediación en serie de SA y SIC en CE muestra que es probable que las fuentes atractivas induzcan un mayor SIC y el consiguiente compromiso del cliente.

Los resultados revelan que sin una SA agradable y una SIC positiva, los usuarios de móviles omiten los anuncios al percibirlos como irritantes o interruptores. Los anuncios para móviles pueden costar relativamente menos, pero los anunciantes deben comprender la importancia de la apariencia de la fuente para minimizar el escepticismo de la publicidad móvil.

Los anunciantes pueden mejorar la participación del usuario en los dispositivos móviles abordando tanto la AS como el SIC en sus contenidos visuales. Hasta ahora no se había evaluado el efecto combinado de la AS y el SIC en el CE. Además, este estudio ha utilizado el mecanismo del SOR para examinar el engagement del cliente.

本研究的总体目标是评估源外观（SA）和自我影响者一致性（SIC）对移动广告视觉内容（VC）和客户参与（CE）之间关系的中介效应。

本研究采用定量方法来检验基于刺激-有机体-反应（SOR）理论提出的模型。研究采用了非概率目的性抽样技术, 通过自填问卷的方式向巴基斯坦移动用户收集数据。

我们的研究结果证明, 仅靠视觉内容并不能引起移动用户的参与。在这方面, 源外观是关键, 与自我影响者一致性相比, 源外观的重要性相对更高。此外, SA 和 SIC 对 CE 的串联中介效应表明, 有吸引力的信息源可能会诱发更高的 SIC 和随后的客户参与。

研究结果表明, 如果没有令人愉悦的SA和积极的SIC, 移动用户就会认为广告具有刺激性或干扰性, 从而跳过广告。移动广告的成本可能相对较低, 但广告商应了解广告源外观对减少移动广告怀疑的重要性。

广告商可以通过在视觉内容中同时考虑广告联盟和广告投放中心这两个因素, 提高用户在移动设备上的参与度。之前从未有人评估过 “SA “和 “SIC “对消费者参与度的综合影响。此外, 本研究还使用了 SOR 机制来考察客户参与度。

This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.

The data are evaluated using statistical tests, correlation and cluster analysis.

It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates.

The generalizability of the results across different regional settings requires further investigation.

Good labeling of native advertising leads to greater success.

This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.

Este trabajo tiene como objetivo explorar el reconocimiento y el éxito de diferentes formas de branding de publicidad nativa en el marketing de influencers.

Los datos se evalúan mediante pruebas estadísticas, correlación y análisis de conglomerados.

Se encontró que cuanto mayor es la tasa de reconocimiento de un post etiquetado de una manera particular, mejor es el método de etiquetado para el marketing de influencers en Instagram. Basándose en los resultados de este estudio, se recomienda en primer lugar el etiquetado por palabras porque es flexible y tiene una de las tasas de reconocimiento más altas.

Un buen etiquetado de la publicidad nativa conduce a un mayor éxito.

Este estudio puede ser utilizado por directores de marketing, anunciantes e influencers para obtener información sobre el tema, así como para seleccionar mejor el método de etiquetado adecuado para su contenido publicitario.

La generalizabilidad de los resultados en diferentes entornos regionales requiere más investigación.

本文旨在探讨影响者营销中不同方式的品牌原生广告的识别和成功。

使用统计测试、相关性和聚类分析对数据进行评估。

研究发现, 以特定方式标记的帖子的识别率越高, Instagram上影响者营销的标记方式就越好。基于这项研究的结果, 首先推荐单词标签, 因为它很灵活, 而且有最高的识别率之一。

对原生广告进行良好的标注会带来更大的成功。

本研究可供营销经理、广告商和影响者使用, 以深入了解这一问题, 并更好地为其广告内容选择合适的标签方法。

研究结果在不同地区环境中的普适性需要进一步调查。