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The purpose of this study is to measure how effective television programs are in persuading teenagers to use public libraries.

This study is a descriptive survey. The statistical population includes all members of public libraries in the City of Isfahan aged between 12 and 16 years (N = 920). Using Cochran’s formula, the sample size was determined to be 270 individuals. The data were collected by a researcher-made questionnaire survey instrument whose validity was confirmed by Library and Information Science experts. Furthermore, the reliability of the questionnaire was confirmed via “Cronbach’s alpha” in the pilot test with 0.73. Having a return rate of 85.93 per cent, the authors were able to analyze 232 sets of responses.

Based on the authors’ findings, television programs are only able to satisfy the first stage of the model (i.e. Attention). So, its role in encouraging teenagers to use public libraries is not significant. Among the items of the model, “Desirability and interest in the program” and “Persuading teenagers to use public libraries” were found to be the most and least effective items, respectively, with average responses of 8.42 and 5.13. Moreover, television shows categorized as kids/teenagers were most likely to attract the target audience to libraries.

There is no any similar study in this scope, especially in the Middle East, where watching the television remains a mainstream activity for teenagers. It is for the first time that AIDA model is used for measuring the effectiveness of television programs in persuading teenagers to use public libraries in Iran.

Social media celebrities are getting popular in promotions, and more people have experienced social media to receive information on diet and health tips. This research presents a study showing how social media can influence young people's diet behavior through collaboration with social media celebrities.

Through recruiting on various social media and online education forums, this research recruited 196 young Hongkongers to participate in an online survey developed based on the AIDA (Action, Interest, Desire, Attention) marketing communication model on how youths access diet information from social media celebrities in Hong Kong.

Hong Kong youths consume diet information from social media celebrities through instant messaging systems, social networking sites and online videos, and, in particular, information on food calories and nutrition. However, sponsorship from vendors would decrease their desire to agree with the messages from social media celebrities. After receiving this information, some participants would follow tips and guides from social media celebrities. However, they seldom share such information. Interestingly, males are more willing to follow these tips and guides.

First, this study fills the gap of prior research, which did not study much on how social media celebrities contribute to diet promotion to youths in Asia. Second, through the AIDA Model, this study shows how social media can affect the awareness and accessibility of diet information by young Hongkongers, followed by initiating their interest in this topic and retrieving more relevant information. Furthermore, the authors further understand their desire to follow and improve their behavior as promoted by social media influencers and how they practice such behavior. Based on these findings, health-related brands could consider using social media influencers helping to promote their products and services, and these brands could further use social media to secure customer engagement.

Limitations of producing energy and the increasing demands in the electricity market in Iran have not only drawn the attention of authorities in the energy industry toward optimization of energy consumption, but also created marketing approaches toward these objectives. In this respect, it is important and even necessary to modify energy consumption behaviors. The purpose of this study is to examine the impact of the criteria of an effective Internet advertisement for modification of energy consumption.

To provide a detailed understanding of customers’ perceptions of energy consumption advertising, a survey study was conducted. The research model is first validated and the formulated hypotheses are tested using the structural equation model (SEM).

The results showed that the audience’s attention, interest and desire for a piece of advertisement can predict their consumption behavior.

This study is one of the pioneer studies that highlights the importance of advertising toward modification of energy consumption. It seems that, the identification of the causal relations among attention, interest, desire and action, has not yet been clearly validated in the previous literature. This research contributes to the literature by developing and testing a comprehensive research model using SEM. So, the current paper offers vital guidelines to social marketers who are planning to modify energy consumption.

A customer's journey of searching for a product or service, evaluating it, purchasing it, using it, recommending it, rebuying it or rejecting it is unique in itself. Organisations always have dreamt of getting inside the customers' minds and trying to understand what's happening inside at each of these steps. This chapter explains the customer journey concept and the analysis of the various components of the customer journey. We highlight that the firms need to understand the customer journeys and the multiple touchpoints they interact with to create a worthwhile customer experience. The chapter lists out the various touchpoints, including social/external touchpoints, customer-owned touchpoints, partner-owned touchpoints and brand-owned touchpoints. We discuss three frameworks that can be used by a firm to understand design a customer journey. These frameworks include AIDA (awareness, interest, desire and action), MAI (measure, analyse and improve) and journey maps. The chapter recommends the various steps which a firm can use to create a journey map. In the end, we create a linkage between the customer journey and business transformation. The chapter builds a case for the application of customer journey management by pointing out that it is a complex phenomenon, and the firms should use a structured approach to design and manage the customer journey.

This study aims to pay attention to the brand portfolio extension of international hotel chains, and explores the double-edged sword effect of consumer confusion in hotel brands on the purchase decision process.

Four representative international hotel chains (Marriott, Accor, Wyndham and Hyatt) were selected, and this study adopted consumer confusion from both formative and reflective perspectives. First, the authors dealt with stimuli-causing consumer confusion and evaluated similarity, overload and ambiguity confusion about the brand portfolio of these major hotel companies. Second, the authors examined the influence of consumer confusion on the decision-making process, which is rooted in the awareness–interest–desire–action model.

Among the source of consumer confusion, similarity confusion was critical for Marriott, Accor and Hyatt, whereas ambiguity confusion was severe for Wyndham. Awareness was positively affected by overload confusion, but negatively affected by ambiguity confusion. Furthermore, the link between interest and desire was moderated by the consequences of consumer confusion.

Based on both positive and negative roles of consumer confusion, this study provides implications for enhancing brand strategy and communications of international chain hotels.

This present study differs from previous studies, in that it deals with consumer confusion associated with brand portfolio expansion, which produces a double-edged sword effect in the hotel context.

This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993, 2003) customer-based brand equity models are the conceptual inspiration for the research, with Faircloth, Capella, and Alford's (2001) conceptual model – adapted from the work of Aaker (1991) and Keller (1993) – the primary conceptual model. The study focuses on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. The sporting context for the study was the 2003 Rugby World Cup held in Australia. Data were collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas' brand image and adidas' brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view that Keller (1993, 2003) proposes that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al. (2001) that brand image directly impacts brand equity.

To examine the extent to which “account planners” in advertising agencies use formal academic models of “how advertising works” and to identify the factors that discourage non‐users from applying academic advertising theory.

Account executives in 152 full‐service and 72 creative advertising agencies in the UK completed a questionnaire concerning the use of formal models, preferences for developing those in‐house versus adopting pre‐existing “textbook” prescriptions, and factors that might discouraged application of academic advertising theory in any form. The data collected were interpreted by means of factor analysis, structural equation modelling and correspondence analysis, and conclusions drawn with respect to theory and practice.

There was considerable ignorance of formal models of advertising effect. Agencies using them typically favoured the hierarchy‐of‐effects variants. Although more than a third of the sample eschewed models, there was little evidence of animosity towards advertising theory of itself. Non‐adoption was significantly explained by constructs drawn from the academic literature of knowledge dissemination.

It was not possible in this study to establish precise details of agencies' in‐house proprietary models, so the degree to which those reflected either current practice or textbook prescriptions could not be determined.

The study emphasises the pressing need to harmonise formal models of “how advertising works” with conceptual frameworks used by advertising agencies in practice (if any), for the improvement of campaign planning and evaluation.

This is the first empirical study to investigate the extent to which advertising theory is actually used by account planners in advertising agencies.

During the coronavirus disease 2019 (COVID-19) pandemic, museums, as public gathering places for citizens, have encountered unprecedented difficulties due to limitations to operate as usual for their traditional exhibitions and curations. Thus, museums made corresponding emergency attempts to accelerate digital resource and service platform constructions. Such difficulties aroused many potential problems with the applicability of electronic resources and the mismatch between user expectations and museum services. This study investigates the challenges faced by Hong Kong museums under COVID-19, emergency responses and deliberate practices of Hong Kong museums from the perspective of both museum staff and visitors, and COVID-19's influence on the roles and functions of Hong Kong museums.

Qualitative interviews with museum staff and visitors were conducted to collect opinions and experiences in the construction and maintenance of museums during the pandemic. Further thematic analyses of museum websites, evaluations, and suggestions were formulated guided by the PEST (Political, Economic, Social, Technological) and AIDA (Attention, Interest, Desire, Action) models.

Findings revealed many online interactions and offline renovations, but the perceptions of visitors and staff differed considerably. While online resources and virtual museums were expanded and well received, long-term prohibitions and repressions drove physical visit desire. Participants emphasized finding a balance between user expectations and realistic practices.

Scant studies focus on the impact of COVID-19 on the cultural industry, especially in East Asia. This study also highlights new practices of digitalization and the challenges of functional transformation. The authors' findings and suggestions provide hints to optimize the curation of information resources and improve museum service quality in the new digital era. This study also serves as a reliable and meaningful record of COVID-19 impacts on Hong Kong museums.

The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.

Drawing from the gamification literature, immersion, achievement and social interaction features were identified as features, and advertising effectiveness factors were brand attention, brand liking and recall. A questionnaire was used for collecting data, and a structural equation modeling approach was applied to examine the model.

The results indicated that immersion, achievement and social interaction features affect advertising effectiveness. Furthermore, advertising effectiveness factors had a significant effect on purchase intentions.

The study contributes to the combination of gamification in advertising by offering characteristics for gamification that can enhance advertising effectiveness through brand attention, liking and recall. Finally, it provides managerial guidance on how they can use gamification in their advertising process.