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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.

This chapter will look at the development, types and effectiveness of new forms of advertising in television (NFAs) and report on the current state of research in the field.

The most relevant contributions from the literature describing the practice and assessing the effectiveness of NFAs are presented and reviewed.

NFAs have emerged in response to the decreased effectiveness of conventional television advertising (spots) due to audience fragmentation, zapping, saturation and increased competition. Currently, NFAs are widely used around the world. Although the available empirical evidence indicates that NFAs are more effective than traditional spots in terms of recall, this chapter points to a need for better scientific understanding of key aspects of these new formats. Given the important role that NFAs play in how today’s television advertising market is managed, further research is needed on their effectiveness.

The literature on the practice and analysis of the effectiveness of NFAs is unfocused and varied, making it difficult to adequately determine whether the growing use of these formats can be justified on the grounds of proven arguments regarding the qualities that set them apart from traditional spots. In this regard, the summary provided in this chapter of both the state of knowledge about different types of new advertising formats on TV and their effectiveness is an important reflection of the state of the art in research on these formats.

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.

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.