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States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by the level of consumer involvement; however, consumers are rarely segmented. Points out that different involvement clusters have different responses to advertising effectiveness for the same product. Presents a case study segmenting a market using the consumer involvement degree, exploring the characteristics in order to determine the relationship between advertising effectiveness and the level of consumer involvement. Shows results suggesting that a high degree of consumer involvement directed a high advertising effect and is therefore an important indication for advertising strategy.

Netizens refer to citizens of the internet, and code-switching refers to the use of more than one language, style or form of expression to communicate. This study explores the advertising communication effectiveness of using netizen language code-switching in Facebook ads. Moreover, if a brand is with negative brand images, using positive brand images as a control group, this study investigates not only the advertising communication effectiveness of netizen language code-switching but also its effectiveness of remedying the negative brand images.

Online experiments were conducted, and data were analyzed using independent sample t-test, MANOVA and ANOVA.

The results indicate that netizen language code-switching can enhance advertising communication effectiveness in Facebook ads. Furthermore, under a negative brand image, netizen language code-switching has significant effects on improving Facebook advertising communication effectiveness.

This study takes netizens as the research subjects to explore the advertising communication effectiveness of netizen language code-switching in Facebook ads. This study provides further insight into the effect of netizens' culture on Facebook advertising and enriches the existing literature on social media advertising, as well as expanding the application of code-switching. The results of this study provide enterprises a new perspective on the copywriting content design of Facebook ads.

The purpose of this work is to analyse the relationship between click‐through rate (CTR) and the traditional measurements of advertising effectiveness and to measure the advertising effectiveness of two less common formats of online advertising in blogs: rectangle and contextual, as well as to explore which factors influence that effectiveness.

A survey was used to gather data. Advertising effectiveness was determined using the traditional measurements employed for conventional media at cognitive, affective and conative levels and analysing the CTR.

The results reflect a direct relation between measurements of effectiveness and CTR, differences in the effectiveness of the two advertising formats, and that the factors influencing that effectiveness are attitude toward the web site, involvement with the product and duration of web site visit.

The main limitation of the study is that the experimental design is focused on two types of formats inserted into two types of blog and about only one product. A further limitation is the need to analyse other factors that may influence the effectiveness.

The principal conclusion of the study is that managers should not evaluate the effectiveness of their online campaigns by using only the CTR.

Despite the increase in their use, blogs have not received attention in the field of advertising research.

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.

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.

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.

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.

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.

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.

The purpose of this research is to create and test a model of a patron's innovativeness formation toward a chain restaurant brand.

A review of the current literature revealed six key determinants in the formation of patrons' innovativeness in the chain restaurant context. Based on theoretical relationships between these constructs, a structural model was proposed. The model was tested utilizing data collected from 433 chain restaurant patrons.

Data analysis indicates that satisfaction and brand attitude positively influence innovativeness, with the impact mediated by advertising effectiveness and perceived risk in a new menu trial. Advertising effectiveness significantly reduced patrons' perceived risk in a new menu trial and thus positively influences innovativeness. Lastly, it was revealed that sales promotions have a strong impact on innovativeness.

The findings emphasize the significance of study variables in the formation of patrons' innovativeness in the chain restaurant context. These findings help restaurant practitioners in successful new menu/food product launch.

This study is the first to explain the formation of patrons' innovativeness in the chain restaurant industry. Given that a proper understanding of innovativeness is critical to achieving chain restaurants' business success, the model verified in this study may serve as a guideline for practitioners/researchers in this field.

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.

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.

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.

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.

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.

As blogs have become an important information communication medium, selecting blog types that are appropriate and effective for the products they are to promote is now an important issue in corporate advertising. However, the impact of different blog types on consumers and their advertising effectiveness are issues seldom addressed in the existing literature. The purpose of this paper is to view product information that consumers post on blogs as advertisements and compares advertising effectiveness between different blog types to help enterprises properly employ blogs in their marketing campaigns.

An experimental design was adopted, and 12 experimental contexts were designed. A valid sample of over 2,000 responses was collected to study between-group differences in advertising effectiveness.

The analytical results showed between-group difference in advertising effectiveness, which indicated that blog advertising effectiveness varies with different combinations of product constructs and blog types.

The limitations of this study related to the price factor was not incorporated into the experimental model, and shopping channels were not limited. There might be a gap between the prices of the experimental products and the average expense of online shoppers.

The study proposed a framework which can help enterprises to evaluate the type and brand awareness of a product to be promoted and to select the blog type that maximizes advertising effectiveness (perceived risk, ad attitude, brand attitude, and purchase intention) in diffusing product information.

In recent years, closed social networking sites (SNSs) have become popular advertising media. Marketer-generated advertisements (MGAs) and user-generated advertisements (UGAs) are the two pillars of advertising businesses. The objective of this research is to investigate and compare how these ad types (i.e. MGA versus UGA) affect advertising effectiveness in closed SNSs.

The authors conducted a scenario-based experiment of 403 WeChat users in China and used partial least squares structural equation modeling (PLS-SEM) to examine the research model.

The study results indicate that UGAs perform better than MGAs in enhancing consumers' perceived informativeness, credibility and entertainment, while MGAs are more likely to make consumers feel irritated than UGAs in closed SNSs. Moreover, consumers' perceived informativeness, credibility and entertainment positively influence advertising effectiveness, whereas perceived irritation negatively affects it.

This study reveals consumers' psychological response mechanisms to MGA and UGA and sheds light on their differential effectiveness by extending the stimuli-organism-response model to the context of closed SNSs.

This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign.

The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators.

The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories.

Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men.

This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.

Esta investigación compara la efectividad publicitaria en Instagram y Facebook en función del público objetivo.

La investigación analiza las diferencias entre cada formato de red social en términos de actitud hacia el anuncio, intrusividad percibida y lealtad hacia el producto o marca anunciado. Mediante una encuesta online a 303 consumidores, se proponen efectos directos y efectos moderación de la edad y el género.

Los resultados indican que Instagram Stories mejora la actitud hacía el anuncio, pero aumenta también la intrusividad en comparación con Facebook Wall. La publicidad en Facebook Wall es más intrusiva para los millennials que para los no-millennials. Instagram Stories incrementa la lealtad entre los usuarios millennial de ambos sexos y las mujeres no-millennial; en cambio, los hombres no-millennial son más leales a la publicidad en Facebook Wall.

Los anunciantes deben aprovechar los nuevos formatos y las posibilidades de segmentación que les brindan las redes sociales para llegar a su público objetivo de manera más efectiva. Concretamente, los hallazgos de la investigación sugieren que deberían centrarse en Instagram Stories para dirigirse a un público millennial y a mujeres no-millennial; y en Facebook Wall, cuando su público objetivo sean los hombres no-millennial.

Este estudio es uno de los primeros que aborda el uso de Instagram Stories como soporte publicitario y lo compara con formatos publicitarios consolidados como Facebook Wall.

The purpose of this study is to explore how different types of environmental claims may affect the communication effectiveness of environmental advertising. Two two moderating variables include the perceived eco‐friendly image of the originating country and consumer involvement.

The examination involves the analysis of the responses of 1,200 subjects in Shanghai, China, to mock advertisements containing environmental claims using a 2 x 3 factorial design.

Environmental claims enhance the communication effectiveness of advertisements for both high‐ and low‐involvement services. For high‐involvement services, substantive environmental claims generate more favorable attitudinal responses than do associative environmental claims.

This research focused on a single Chinese city and on two service categories with contrasting degrees of involvement. While such a confinement can enhance the internal validity of the findings, their external validity has yet to be established.

These findings suggest that marketers should adopt a situational perspective by taking into account environmental claim type, country disposition, the degree of environmental consciousness of their target consumers, and service type when designing their environmental advertising campaigns.

Although a number of previous studies have focused on the application of environmental claims to advertise products, similar investigation into how these claims may help advertise services is virtually non‐existent. In this respect, the present study can be viewed as the first empirical work devoted to closing this research gap.