Search results

The main purpose of this chapter is to highlight the latest research on the implicit influence of online game advertising on children and to discuss some possible solutions to help them cope with this implicit influence.

This chapter reviews key theories and relevant empirical evidence in the literature on advertising to children in order to highlight the implicit influence of online game advertising on children.

Children can be influenced by online game advertising outside their awareness.

The chapter challenges the effectiveness of current advertising literacy education.

This chapter highlights the implicit influence of online game advertising on children. It also proposes alternative approaches to current advertising literacy education to help children cope with the implicit influence.

Cognitive literary criticism is introduced as a bridge between cognitive approaches to the study of persuasion, and literary traditions in consumer research. As a successor to reader-response theory, cognitive literary theory focuses on the cognitive processes of interpretation, while keeping an eye on the aesthetic properties of the text. Paradigmatically cautious researchers might shy away from attempts to marry positivist cognitive constructs to interpretivist cultural theory, but this chapter argues that these qualms also conceal missed opportunities for the study of persuasion.

Insights from cognitive literary criticism are demonstrated at the hand of a LEGO ad.

Theory of mind and conceptual blending are crucial cognitive skills involved in the interpretation of persuasive texts.

Most research to date has kept literary and cognitive approaches to persuasion separate, black-boxing the processes of persuasion. This chapter argues for a revitalization of interest in aesthetic detail, informed by insights from cognitive science.

This chapter provides an overview of what is currently known in the scientific literature about the effects of disclosures of sponsored content on consumers’ responses.

We provide a qualitative literature review of 21 empirical studies.

Awareness of disclosures is rather low, but when consumers are aware of a disclosure, it successfully activates persuasion knowledge and can increase brand memory. The literature shows inconclusive findings with respect to the effects of disclosures on attention paid to sponsored content, critical processing, brand attitudes, and purchase intentions. In addition, the literature shows that modality of the disclosure has no significant effects, but the content of the disclosure, its timing, its duration, receivers’ moods, and their perceptions of the sponsored content or the endorser are important moderators.

More research is needed on differences in effects of disclosures in different media and on disclosures of online sponsored content online (e.g., sponsored tweets and vlogs).

This chapter provides advertisers with insights on how disclosures affect the persuasiveness of sponsored content in several media.

For legislators, explicit guidelines on how to create effective disclosures of sponsored content are provided. For example, to increase persuasion knowledge, disclosures should be portrayed for at least 3 seconds and if logos are used, they should be accompanied by texts explaining the logo.

This overview is a valuable starting point for future academic research in the domain of disclosure effects and provides insights for advertisers and legislators.

The rapid digital transformation is driving businesses to reexamine their marketing plans and practices. Marketers face new conflicts while they are implementing digital marketing strategies. The main objective of this chapter is to deeply understand these conflicts and to provide appropriate solutions. This chapter addresses six digital conflicts that challenge marketers most: (1) online versus offline channel conflicts, (2) conflicts stemming from digitalization gap, (3) conflicts in influencer marketing context, (4) conflicts in artificial intelligence (AI) context, (5) environmental conflicts and digital marketing, and (6) ethical conflicts and digital marketing. Finally, we discuss conflict management strategies for the most challenging digital marketing conflicts.

By the end of this chapter on minors, internet-enabled devices and online shopping behaviour, readers will be able to

• Identify fundamental benefits and harm engendered when minors have unlimited access to internet-enabled devices

• Locate the main catalysts of benefit and harm to minors due to internet usage

• Show how a priori studies have created a rich and balanced narrative in the field of benefits and harm of the internet to minors

• Argue how the benefits outweigh the harm (or vice versa) impacting on minors in unlimited use of the internet

• Develop strategies to enhance the benefits and limit the harm caused by unlimited access to the internet

Identify fundamental benefits and harm engendered when minors have unlimited access to internet-enabled devices

Locate the main catalysts of benefit and harm to minors due to internet usage

Show how a priori studies have created a rich and balanced narrative in the field of benefits and harm of the internet to minors

Argue how the benefits outweigh the harm (or vice versa) impacting on minors in unlimited use of the internet

Develop strategies to enhance the benefits and limit the harm caused by unlimited access to the internet