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The purpose of this paper is to examine how advertising is used by real estate companies as an instrument for managing the adverse effects of a catastrophe.

Through a theoretical analysis, types of post-disaster advertising messages were identified. On the basis of the likely variations in post-disaster advertising, a content analysis was conducted of a sample of 4,150 property print advertisements to identify advertising messages related to the earthquake. Finally, the message changes in these earthquake-related advertisements were evaluated and compared with the dimension of time to explore the development of advertising strategies.

The authors found that 12 types of advertising messages were used by developers in response to the Wenchuan earthquake. The initial advertising strategy was mainly to manage public relations, then the strategy was to reduce or compensate for the increased earthquake risk perceptions of buyers.

The findings provide valuable references for helping enterprises adopt effective advertising messages and strategies to reduce the negative effects of disasters.

There are only a few studies on advertising campaigns, especially in the real estate industry, that have been conducted in the wake of catastrophes. This study sought to expand upon the scarce findings in this particular field.

The influence of technology on marketing communications is rising in both applications and value created. Artificial intelligence (AI) and, as a result, smart speakers are benefiting both brands and customers at many levels. In particular, AI opens up the possibility to establish human-like dialogs with customers and to advertise brands in a new and engaging way. Therefore, the purpose of this paper is to understand why and how consumers would accept receiving advertising (ad) via AI-enabled devices such as smart speakers.

A total of 326 individuals participated in a study that explored the factors influencing ad acceptance in smart devices. A partial least squares-structural equation model technique was used to validate the results.

The findings show that customer acceptance of ads via smart assistants is influenced by smart assistant usefulness and hedonic motivations. However, privacy risk moderates the relationship between smart speaker ease of use and smart speaker usefulness.

This paper explores the main drivers of ad acceptance via smart speakers and goes beyond the existing knowledge of smart speaker acceptance to further explore how this can become an important channel for brands to communicate.

La influencia de la tecnología en las comunicaciones de marketing está aumentando tanto en las aplicaciones desarrolladas como en el valor creado. La inteligencia artificial (IA) y, en consecuencia, los altavoces inteligentes están beneficiando tanto a las marcas como a los clientes a muchos niveles. En particular, la IA abre la posibilidad de establecer diálogos similares a los humanos con los clientes y de publicitar las marcas de una manera nueva y atractiva. Por lo tanto, es necesario entender por qué y cómo los consumidores aceptarían recibir publicidad (anuncios) a través de dispositivos con IA, como los altavoces inteligentes.

Un total de 326 personas participaron en un estudio que exploró los factores que influyen en la aceptación de la publicidad en los dispositivos inteligentes. Se utilizó una técnica PLS-SEM para validar los resultados.

Los resultados muestran que la aceptación de los anuncios a través de los asistentes inteligentes por parte de los clientes está influenciada por la utilidad del asistente inteligente y las motivaciones hedónicas. Sin embargo, el riesgo para la privacidad modera la relación entre la facilidad de uso del altavoz inteligente y su utilidad.

El artículo explora los principales impulsores de la aceptación de la publicidad a través de los altavoces inteligentes y va más allá del conocimiento existente sobre la aceptación de los altavoces inteligentes para explorar más a fondo cómo esto puede convertirse en un canal importante para que las marcas se comuniquen.

科技对营销传播的影响在应用和价值创造方面都在上升。人工智能（AI）以及智能音箱在很多层面都对品牌和客户有益。尤其是, 人工智能开辟了与客户建立类似人类对话的可能性, 并以一种新颖的、有吸引力的方式宣传品牌。因此, 了解消费者为什么以及如何接受通过人工智能设备（如智能音箱）接收广告（广告）是有必要的。

本研究的326名参与者探讨了影响智能设备中广告接受度的因素。PLS-SEM技术被采用以对结果进行验证。

研究结果显示, 客户通过智能助手接受广告会受智能助手有用性和享乐动机的影响。然而, 隐私风险调节了智能音箱的易用性和智能音箱的有用性之间的关系。

本文探讨了通过智能音箱接受广告的主要驱动因素, 并超越了现有的关于智能音箱接受度的知识, 进一步探讨了这如何能成为品牌沟通的重要渠道。

This paper aims to analyse the prevalence of emotional and rational appeals in social advertising campaigns. There are studies about the effectiveness of these tones of appeals in social marketing, but there is no evidence about their prevalent use in social advertisements.

The authors conducted a content analysis of forty social advertisements promoting attitudes and behaviours regarding social causes. The selected ads were in video format and were extracted from the YouTube channels of Portuguese governmental and non-governmental organisations. The ads were coded according to the characteristics of each tone of appeals and classified as emotional, rational or a mix of both.

The authors classified 25 social ads as rational appeals, 8 as emotional and 7 as a mix of both appeals. The results of the research show that social marketers have preference for the use of rational tone in social advertising campaigns.

This study shows that there is a disruption between theory and practice in social marketing, considering the higher prevalence of rational appeals in contexts where theory recommends emotional appeals for higher effectiveness. This evidence is surprising, considering a previous study that evidenced a higher use of emotional appeals in advertising connected to social causes than in commercial advertisements. This paper focus on how practice may disrupt theory and explores possible reasons for the phenomenon.

The purpose of this study is to determine how sonic logo’s acoustic features (intensity, pitch and pace) based on melodic tunes with no voice orient the response of consumers, attract attention, elicit levels of pleasantness and calmness and transmit brand personality traits.

A within-subject experimental factorial design is applied to measure emotional arousal (indexed as electrodermal activity) and enhancement on perceptual processing (indexed as heart rate), as well as self-reported factors, namely, calmness/excitement, pleasantness and brand personality scales.

Results show a significant increase on electrodermal activity associated with fast-paced sonic logos and a decrease in heart rate in slow-paced long sonic logos. Also, fade-up, pitch-ascending fast sonic logos are defined as more exciting and descending-pitch sonic logos as more pleasant.

The use of sonic logos with no voice does limit its implications. Besides, the use of three variables simultaneously with 18 versions of sonic logos in a laboratory setting may have driven participants to fatigue; hence, findings should be cautiously applied.

First, sonic logos are best processed in a fade-up form. Second, fast pace is recommended to orient response, whereas slow pace is recommended to transmit calmness. Practitioners may opt for fast-paced sonic logos if the design is new or played in a noisy environment and opt for slow-paced sonic logos in already highly recognized sound designs.

To the best of authors’ knowledge, this study is the first to combine psychophysiological measures and self-reported scales in a laboratory experiment on how sonic logo’s acoustic features orient response, transmit emotions and personality traits.

The purpose of this paper is to answer the call for CSR communication research to develop and substantiate outcomes that may better explain CSR communication strategies and practices. The paper takes the research a step further, exploring the role of legitimacy in CSR communication research.

A literature collection methodology, combined with directed content analysis, was used to identify central themes in the literature.

The following categories of studies were identified: perception, impact and promotion studies; image and reputation studies; performance studies; and conceptual/rhetorical studies. Addressed from a legitimacy perspective, the study found that the most important types of legitimizing communicative practices articulated in the four types of studies were related to: seeking knowledge about stakeholders through perception, impact and promotion activities; monitoring and controlling the environment through image and reputation activities; creating stakeholder value through collaboration and engagement; and persuading and convincing stakeholders through rhetorics, CSR models and concepts. The study also found that practices and activities related to perceiving stakeholders’ expectations, needs and requirements are assumed to be most effective for corporations aiming at building or maintaining legitimacy.

The key contribution of the paper lies in exploring how corporate legitimacy is anticipated and extrapolated in the CSR communication literature, including which pinpointed CSR communication strategies and practices are assumed to be more effective than others in bridging stakeholders’ perceptions of corporations’ social and environmental actions. Until date, no reviews exist of the role of legitimacy in CSR communication research.

There is widespread agreement that the tourism sector should address the issue of sustainability. The purpose of this study is to analyze the digital accessibility of the cities awarded as European Capitals of Smart Tourism for their innovative, accessible and sustainable practices by the European Commission.

An analysis of the digital level of accessibility of 50 uniform resource locator (URL) of European cities was undertaken. The analysis followed the international evaluation requirements of the World Wide Web (W3C).

The results show that none of the official Web pages analyzed obtained 100% in relation to the digital accessibility requirements. The main factors that pose barriers to communication and interaction were identified.

The paper encourages smart tourism destinations to overcome the challenge of matching both dimensions of accessibility to obtain barrier-free information to ensure cities are inclusive and sustainable in line with Agenda 2030 (sustainable development goal [SDG] 11).

The concept of tourism for all receives special attention in the sector, and this notion is reflected in the UN SDGs. However, accessibility has not been extensively analyzed in relation to the cohesion between the digital and the physical dimension. Tourism research tends to focus on accessible experiences within destinations. This paper introduces a new insight into the key issue of digital accessibility, which can promote destination choice and influence the tourism experience.

人们普遍认为, 旅游业应该解决可持续性问题。本研究旨在分析被欧盟委员会授予欧洲智慧旅游之都的城市的数字可及性, 以了解其创新、可及和可持续的做法。

对50个欧洲城市的URL的数字可及性进行了分析。该分析遵循万维网（W3C）的国际评估标准。

结果显示, 所分析的官方网页中没有一个获得100%的数字无障碍要求。对交流和互动构成障碍的主要因素被确认。

全民旅游的概念在该领域受到特别关注, 这一概念也反映在联合国可持续发展目标（SDGs）中。然而, 无障碍性还没有被广泛地分析到数字和物理层面之间的凝聚力。旅游研究倾向于关注目的地内的无障碍体验。本文对数字可及性这一关键问题提出了新的见解, 它可以促进目的地的选择并影响旅游体验。

本文鼓励智能旅游目的地克服挑战, 使无障碍环境的两个维度相匹配, 以获得无障碍信息, 确保城市的包容性和可持续性符合2030年议程（SDG 11）。

Existe un acuerdo generalizado en el sector turístico para abordar la cuestión de la sostenibilidad. Este estudio pretende analizar la accesibilidad digital de las ciudades premiadas como Capitales Europeas del Turismo Inteligente por sus prácticas innovadoras, accesibles y sostenibles por la Comisión Europea.

Se realizó un análisis del nivel de accesibilidad digital de cincuenta (50) URL de ciudades europeas. El análisis siguió las normas internacionales de evaluación de la World Wide Web (W3C).

Los resultados muestran que ninguna de las páginas Web oficiales analizadas obtuvo el 100% en relación con los requisitos de accesibilidad digital. Se identificaron los principales factores que suponen barreras para la comunicación y la interacción.

El concepto de turismo para todos recibe especial atención en el sector y esta noción se refleja en los Objetivos de Desarrollo Sostenible (ODS) de la ONU. Sin embargo, la accesibilidad no se ha analizado ampliamente en relación con la cohesión entre la dimensión digital y la física. La investigación turística tiende a centrarse en las experiencias accesibles dentro de los destinos. Este artículo introduce una nueva perspectiva sobre la cuestión clave de la accesibilidad digital, que puede promover la elección del destino e influir en la experiencia turística.

El documento anima a los destinos turísticos inteligentes a superar el reto de hacer coincidir ambas dimensiones de la accesibilidad para obtener información sin barreras que garantice que las ciudades sean inclusivas y sostenibles en línea con la Agenda 2030 (ODS 11).

The purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South Africa (SA), and to determine whether various usage and demographic variables have an impact on intention-to-purchase and purchase perceptions.

Quantitative research was conducted by means of a survey among a sample of over 3,500 respondents via self-administered structured questionnaires in SA. A generalised linear model was used to analyse the data.

The results confirm that advertising on Facebook has a positive influence on the behavioural attitudes (intention-to-purchase and purchase) of Millennials who reside in SA. The usage characteristics, log on duration and profile update incidence, as well as the demographic influence of ethnic orientation also resulted in more favourable perceptions of Facebook advertising.

Research on Facebook advertising was only conducted in SA, whereas other emerging countries warrant further investigation to establish if they share the slight positive sentiment towards intention-to-purchase and purchase. This inquiry only provides a “snap shot” of behavioural attitudes, usage and demographic factors towards social media advertising, whereas future research could consider the development of cognitive, affective and behavioural attitudes towards Facebook advertising by employing longitudinal and qualitative research designs.

Organisations and managers should consider that their existing Facebook advertising strategies may only have a limited effect on intention-to-purchase and purchase in SA. However, certain usage characteristics, namely the more time spent logged on to Facebook and the greater frequency of profile update incidence, as well as the demographic variable, namely black and coloured Millennials, resulted in more favourable behavioural attitudes towards Facebook advertising. Hence, organisations and managers should be prepared to alter or adapt their Facebook advertising tactics accordingly when targeting the notoriously fickle Millennials.

This investigation found that Facebook advertising has a nominal positive influence on behavioural attitudes among Millennials, which is in congruence with the communications of the effect pyramid model that was established through traditional advertising research. This paper also makes a noteworthy contribution to attitudinal research in emerging countries where there is a dearth of research in social media advertising.

The study investigated the effect of marketing communications’ dimensions on brand loyalty in the banking sector.

The study adopted the quantitative research approach which relied on the explanatory design due to the nature of the hypotheses tested. The convenience sampling technique was used to pull 377 customers of a branch of a commercial bank in Ghana. Furthermore, the PLS-SEM technique was deployed to assess the measurement model and test the research hypotheses.

Results show that the following dimensions of marketing communications are significant predictors of brand loyalty: direct marketing, public relations and sales promotion. The exception is advertising, which had an inverse relation with brand loyalty.

The results provide significant pointers to banks’ management that they should deploy a variety of marketing communication channels other than intensive advertising to reach and persuade customers.

The study illustrates the latest effort to extensively provide insights into how commercial banks could leverage marketing communication tools to sustain loyalty in an emerging economy that is intensively competitive.

The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication to understand how female sexuality influence buying behaviours and decisions of the millennial.

The study was underpinned by the dimensions of skin colour, brand image and market share in sexual appealing marketing communication, and the millennial in the study comprises youths between the age of 21and 40 years and demographically defined by Wells and Guber (1966) as bachelors, Full nests 1 and 2. Multistage stage sampling was used with a structured questionnaire.

Findings show that youths, 2019 buying decisions and behaviours are strategically influenced by different manifestations of female sexuality in the context of the study and equally affect market share and patronage.

The study shows what shapes the marketing communication strategies of the rising fashion industry but is limited to the millennial buying decisions and not the larger fashion industry consumers.

The needs for fashion industry to understand the influence of increasing use of female sexuality in marketing communication on male and female consumers and the effects on their respective buying behaviours is strategic to the industry as shown in the study.

Female sexuality in marketing communication is strategic to fashion industry in today's market among youths.

The millennial constitutes a larger percentage of the developing economy market with rising income thus the need to understand their buying behaviours in the fashion industry

This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences.

A model of the IMC antecedents and consequences of planned brand identity was tested in a survey conducted among stakeholders in two London-based universities. Structural equation modelling (SEM) was applied to gain insight into the various influences and relationships.

The study identifies and confirms key constructs in planned brand identity. IMC antecedents of planned brand identity, such as brand elements, service attributes, public relations and place/country of origin, were found to positively influence the planned brand identity consequences of awareness, image and reputation. However, websites, social media, advertising and direct marketing were not found to have significant influence.

The focus on two UK universities limits the generalisability of the findings. Future research should be conducted in other country settings to test the relationships identified in the present study. Also, future research may build on the study’s findings by investigating the attitudinal and behavioural consequences of brand identification in the higher education context.

Professionals responsible for universities’ promotional and branding activities need to evaluate the relative contributions of the IMC antecedents of planned brand identity. Brand elements such as design, colour and name, for example, should be reviewed to determine whether modifications are required in different international markets. The increasing prevalence of social media, one of the key antecedents of brand awareness, offers opportunities for universities to engage in brand co-creation by interacting with past, present and future students on relevant digital platforms. Finally, the place/country-of-origin cue is of particular relevance to institutions of higher education given the increasing numbers of students at both undergraduate and postgraduate levels who are choosing to study abroad (Melewar and Akel, 2005). The attraction of the UK as a country to study in, or the appeal of individual cities such as London, should be fully integrated into universities’ IMC strategies.

The study makes two main contributions. First is the theoretical contribution by identifying the core IMC antecedents and consequences of planned brand identity for universities and from this extrapolate key directions for future research. Second it is indicated that a number of managerial implications are designed to assist in the formulation of improved professional practice.