Search results

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Open Access
Article
Publication date: 28 March 2019

Daniel Belanche, Isabel Cenjor and Alfredo Pérez-Rueda

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…

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Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Propósito de la investigación

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

Metodología y diseño

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.

Recomendaciones

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.

Implicaciones prácticas

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.

Originalidad

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.

Content available
Article
Publication date: 11 August 2022

Lin Yuan, Hao Xia and Qiang Ye

There are two major strategies for short video advertising which are KOL (key opinion leader) endorsement and in-feed advertising. The authors aim to research the effectiveness of…

14280

Abstract

Purpose

There are two major strategies for short video advertising which are KOL (key opinion leader) endorsement and in-feed advertising. The authors aim to research the effectiveness of these two strategies for heterogeneous sellers.

Design/methodology/approach

The study employed a data set of users from Douyin. Using an endogenous treatment model, the study empirically examines the two strategies' effectiveness in attracting product traffic for online retailors at a short video app Douyin (TikTok).

Findings

The results show that the performance of in-feed advertising is higher when the seller's product is of lower price and when the seller has smaller cumulative video exposure. In addition, KOL endorsement is effective regardless of the product price, but performs better when the seller has larger cumulative video exposure.

Originality/value

To the best of the authors’ knowledge, this study is one of the first to explore the interaction effects of two major advertising strategies, KOL endorsement and in-feed advertising on short video platforms. The findings provide important theoretical contributions and practical implications.

Details

Industrial Management & Data Systems, vol. 122 no. 8
Type: Research Article
ISSN: 0263-5577

Keywords

Open Access
Article
Publication date: 14 May 2021

Simone Aiolfi, Silvia Bellini and Davide Pellegrini

The research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the…

23974

Abstract

Purpose

The research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the potential benefits and risks of the online behavioral and data-driven digital advertising (OBA), which can help researchers and practitioners to better understand shopping behavior in the online retailing setting. In addition, the research focuses on the role of privacy concerns in affecting avoidance or adoption of OBA.

Design/methodology/approach

The authors apply a structural equation modeling (SEM) approach with partial least square (PLS) regression method to test the research hypotheses through data coming from a structured questionnaire.

Findings

OBA is a controversial type of advertising that activates opposing reactions on consumers' perspective. Specifically, acceptance of the OBA is positively related to relevance, usefulness and credibility of the personalized advertisements, while the intention to avoid personalized ads is strictly related to the privacy concerns. Consequently, OBA acceptance and avoidance affected the click intention on the ad and the behavioral intention that are decisive for the success of data-driven digital advertising.

Originality/value

Prior research came up with complex theoretical frameworks that explain antecedents of OBA focusing only on ethical issues in marketing, on the effectiveness of a single OBA campaign or on how to create a successful advertising campaign. However, no study focuses on the intended or actual behavior of shoppers. Specifically, filling the gap in the existing literature, our research applies an SEM approach to identify both benefits and risks and the antecedents of the actual behavior of individuals in terms of actual purchases promoted by OBA.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 7
Type: Research Article
ISSN: 0959-0552

Keywords

Open Access
Article
Publication date: 19 March 2024

Jiayuan Zhao, Hong Huo, Sheng Wei, Chunjia Han, Mu Yang, Brij B. Gupta and Varsha Arya

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood…

Abstract

Purpose

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

Design/methodology/approach

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

Findings

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

Originality/value

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

Details

British Food Journal, vol. 126 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Book part
Publication date: 29 December 2016

Abstract

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Open Access
Article
Publication date: 16 July 2021

Francisco Muñoz-Leiva, Luís Miguel Faísca, Célia M.Q. Ramos, Marisol B. Correia, Carlos M.R. Sousa and Marouan Bouhachi

This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by…

18316

Abstract

Purpose

This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by exploring how this impact depends on the user’s degree of internet experience.

Design/methodology/approach

An experiment was conducted using the eye-tracking methodology, in addition to a self-administered questionnaire. Through eye-tracking technology, eye movements were recorded whilst participants explored a generic hotel website. The factors used in the analyses were the position of the banner on the website and participants’ experience as internet users.

Findings

The findings showed that positioning a banner at certain locations on the webpage may lead to a better recall, which, in part, seems to result from the visual attention that such locations attract. The mediation analysis showed that the bottom-right and bottom-left positions have a negative effect on banner recall due, in part, to the shorter attention times and the smaller number of fixations those positions induce. Although the visitor’s level of internet experience affected his/her visual attention towards the banner, its impact on banner recall was non-significant. Results are discussed considering which variables produce greater effectiveness in capturing the user’s attention.

Practical implications

The paper draws several implications for the marketing literature, hospitality management and society in general.

Originality/value

The study is the first to analyse the impact of the position of a static ad on users’ visual attention and memory, considering the user’s degree of internet experience.

Propósito

Este estudio analiza la eficacia de un banner promocional estático ubicado en un sitio web de reservas de un hotel en términos de captación de la atención visual del visitante examinando cómo este efecto depende del grado de experiencia del usuario en Internet.

Diseño/metodología/enfoque

Se llevó a cabo un experimento utilizando la metodología de seguimiento ocular (eye tracking), junto con un cuestionario autoadministrado. A través de la tecnología de eye tracking, se registraron los movimientos oculares mientras los participantes exploraban el sitio web genérico de un hotel. Los factores considerados en los análisis fueron la posición del banner en el sitio web y la experiencia de los participantes como usuarios de Internet.

Hallazgos

Los hallazgos mostraron que colocar un banner en ciertas ubicaciones de la página web puede conducir a un mayor recuerdo, lo que, en parte, parece ser el resultado de la atención visual que atraen tales posiciones. El análisis de mediación mostró que las posiciones inferior-derecha e inferior-izquierda tienen un efecto negativo en el recuerdo del banner debido, en parte, a los tiempos de atención más cortos y al menor número de fijaciones que provocan esas posiciones. Aunque el nivel de experiencia de Internet del visitante afectó su atención visual hacia el banner, su impacto en el recuerdo del banner no fue significativo. Los resultados son discutidos considerando qué variables producen mayor efectividad a la hora de captar la atención del usuario.

Implicaciones prácticas

El artículo presenta una serie de implicaciones para la literatura de marketing, la gestión hotelera y la sociedad en general.

Originalidad/valor

Nuestro estudio es el primero en analizar el impacto de la posición de un anuncio estático en la atención visual y la memoria de los usuarios, considerando el nivel de experiencia del usuario en Internet.

目的

本研究分析了位于酒店预订网站上的静态促销横幅在吸引访问者视觉注意力方面的效果, 并探索了这种效果如何受到用户的互联网体验程度的影响。

研究方法

本文除了采用自填问卷的方式, 还使用眼动追踪方法进行了实验。通过眼动追踪技术, 记录了参与者在浏览一般酒店网站时的眼动情况。分析中使用的因素是网站上横幅的位置和参与者作为互联网用户的体验。

研究结果

调查结果显示, 将横幅定位在网页上的某些位置可能会导致更佳的记忆, 这种效果在一定程度上是由于横幅的位置吸引了视觉注意力。调解分析表明, 横幅在右下角和左下角的位置对的回忆有负面影响, 部分原因是这些位置引起的注意时间较短、固定次数较少。虽然访问者的互联网体验水平影响了他/她对横幅的视觉注意力, 但其对横幅记忆的影响并不显著。讨论结果时考虑到了某些变量在吸引用户的注意力方面具有更明显的效果。

实践意义

本文对市场营销文献、酒店管理和社会都具有一定的借鉴意义。

原创性/价值

本次研究是第一个分析静态广告的位置对用户视觉注意力和记忆的影响的研究, 考虑到用户的互联网体验程度。

Open Access
Article
Publication date: 19 October 2021

Md. Ibrahim Molla and Md. Kayes Bin Rahaman

The purpose of the paper is to empirically explore the economic effect of advertising spending on the performance of banks on a sample consisting of all banks listed on the Dhaka…

3074

Abstract

Purpose

The purpose of the paper is to empirically explore the economic effect of advertising spending on the performance of banks on a sample consisting of all banks listed on the Dhaka Stock Exchange over the period spanning from 2011 to 2019.

Design/methodology/approach

A dynamic panel data autoregressive approach of two-step system generalized method of moments (2-SGMM) estimation technique has been adopted in this study to analyze the contemporary and carryover effect of advertising on the financial performance of banks.

Findings

The findings indicate that advertising expenditure boosts banks' accounting returns but not their market value. Furthermore, advertising has a negative carryover effect on the financial performance of banks and is statistically significant for operating profit and return on equity. This finding demonstrates that the economic benefits of advertising expenditure lapse entirely within the current period and ought to be treated as an expense since it does not bring any future return for the banks in Bangladesh. In addition, this paper also offers no critical contrast between the impact of advertising spending on the performance of both conventional and Islamic banks operating in Bangladesh.

Originality/value

To the best of the authors' knowledge, no study so far has looked into the effect of advertising on the profitability and the market value of the banks operating in Bangladesh, and this is the first study that explores this relationship.

Details

Asian Journal of Accounting Research, vol. 7 no. 1
Type: Research Article
ISSN: 2443-4175

Keywords

Open Access
Article
Publication date: 24 May 2022

Priyam Ghosh, Mothilal Lakavath, Karthikeyan Somaskandan and Satyanarayana Parayitam

This paper aims to investigate the relationship between general attitude toward advertising and consumers' purchase intention. The relationship between cognitive attitude…

1370

Abstract

Purpose

This paper aims to investigate the relationship between general attitude toward advertising and consumers' purchase intention. The relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, affective response and general attitude toward ad was examined. Furthermore, reliability as a moderator in the relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, and affective response and the general attitude toward ad were studied.

Design/methodology/approach

Data from women consumers who subscribe to fashion magazines in India were collected and analyzed using a structured survey instrument. Women were selected because the products were related to women, including facial and body-care products, women sportswear, shampoos, lipstick, handbags, etc. Unit of analysis in this research is “observations,” and in all, 400 data points were analyzed, and to test hypothesized relationships, hierarchical regression and logistic regression were employed.

Findings

A conceptual model is developed and tested where (1) cognitive attitude toward ad, intrusiveness, evaluative judgments and affective responses are related to general attitude toward ad, and (2) general attitude toward ad is related to purchase intention. The hierarchical regression results show that (1) reliability moderates the relationship between cognitive attitude, intrusiveness, affective responses and general attitude toward ad. The logistic regression results support the positive relationship between general attitude toward ad and purchase intention.

Research limitations/implications

Since the present research is based on self-report measures, the limitations of social desirability bias and common method bias are inherent. Second, this research focuses only on women consumers and products purchased by women. The research has implications for literature on advertising, especially women-related products.

Practical implications

This study contributes to practicing managers who are interested in promoting the women-related products. This study highlights the importance of general attitude toward ad as a precursor for consumers purchase intention. The study provides justification for enormous amounts of money invested in fashion advertising because of their effects on consumer behavior.

Originality/value

This study provides new insights about the effects reliability on general attitude toward ad and consumers' purchase intention. The conceptual model developed in this study adds novelty by considering reliability as a moderator, in addition to the direct relationships which have been studied by earlier researchers.

Details

South Asian Journal of Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 2719-2377

Keywords

Open Access
Article
Publication date: 13 April 2023

Mohammad Arief, Rita Indah Mustikowati and Yustina Chrismardani

Digitalization in marketing activities has made it easier for people to make purchase decision. This platform encourages every firm to optimize digitalization as part of its…

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Abstract

Purpose

Digitalization in marketing activities has made it easier for people to make purchase decision. This platform encourages every firm to optimize digitalization as part of its marketing strategy. Optimization of attractive digital marketing involves advertising attractiveness, influencer marketing and online customer reviews. This study aims to investigate advertising attractiveness, influencer marketing and online customer reviews on purchase decision.

Design/methodology/approach

The study was conducted with a quantitative approach. A total of 120 respondents were involved in this study by using convenience sampling techniques in data collection. Multiple linear regression was used to analyze the data.

Findings

The results of the study show that influencer marketing and online customer reviews have an impact on online purchase decision. Meanwhile, advertising attractiveness does not show any influence on purchase decision.

Practical implications

Despite the start-ups have modified the website by increasing the content to make it more informative, it seems that customers are not interested in making a purchase. Therefore, notwithstanding the role of website attractiveness, the use of physical attractiveness is still considered an effective way to encourage customers to make purchasing decisions. In this way, a firm needs to make adjustments between the customers' personality, lifestyle and attitudes and endorsers.

Originality/value

This study developed previous empirical studies which a positive relationship between advertising attractiveness, influencer marketing, online customer reviews and purchase decision. The development of the model was carried out by elaborating variable indicators. In addition, the source of increasing credibility was not based on physical attractiveness, but rather emphasizes the website quality.

Details

LBS Journal of Management & Research, vol. 21 no. 1
Type: Research Article
ISSN: 0972-8031

Keywords

Open Access
Article
Publication date: 4 April 2022

Rumen Pozharliev, Dario Rossi and Matteo De Angelis

This paper aims to examine a two-way interaction between social influencers’ number of followers (micro vs meso) and argument quality (weak vs strong) on consumers’ self-reported…

6019

Abstract

Purpose

This paper aims to examine a two-way interaction between social influencers’ number of followers (micro vs meso) and argument quality (weak vs strong) on consumers’ self-reported and brain responses to advertising posts on Instagram. Further, drawing upon source credibility theory and contemporary theories of persuasion, the Instagram users’ perceptions of the influencer’s credibility are predicted to mediate the hypothesized effects.

Design/methodology/approach

Through an online (N = 192) and a lab study (N = 112), the authors examined Instagram users’ responses to an advertising post from Instagram influencers in terms of perceived source credibility and electronic word-of-mouth intention, using validated multi-item scales from existing literatures and electroencephalogram (EEG) measures. The hypotheses were tested with a 2 (type of influencer: micro vs meso) × 2 (argument quality: weak vs strong) between-subject design using mediated moderated linear regression analysis.

Findings

The results highlight that meso-influencers are perceived as a credible source of information only when their product-related post provides strong argument quality. Moreover, this process involves an increase in users’ cognitive work (measured with EEG), with possible implications on marketing communication strategies and online message design.

Research limitations/implications

The limitations of the work can serve as ideas for future research. First, this study did not account for the influencer’s relevance and resonance. Second, the authors studied consumer responses to online communication produced by Instagram influencers within a single product category. Another important product type distinction that requires further attention is between hedonic and utilitarian products. Finally, the two studies only used positive review content. Further research should study how consumers evaluate the source credibility of a micro- vs meso-influencer when they are exposed to negative reviews containing weak vs strong arguments.

Practical implications

The results suggest that marketers should carefully consider Instagram influencers based on the trade-offs between credibility and reach. Specifically, micro-influencers are perceived as more credible sources of information than meso-influencers, which means that they have greater potential to affect Instagram users’ behavior. Moreover, the results suggest that meso-influencers should leverage argument quality to enhance their credibility and draw greater positive outcomes for the products and brands they endorse.

Originality/value

To the best of the authors’ knowledge, this study is the first to investigate how the interaction between the type of social media influencer and the argument quality affects consumers’ self-reported and brain responses to advertising posts on Instagram. Moreover, using neuroscience, this study aims to shed light on the neurophysiological processes that drive consumer responses to product-related communication posted by different influencer types.

Details

European Journal of Marketing, vol. 56 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of over 1000