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1 – 10 of over 15000
Article
Publication date: 3 July 2007

Denise E. DeLorme, Jisu Huh and Leonard N. Reid

To determine how seniors evaluate, compare, and use prescription drug information sources, provide insight on perceptions of the credibility, trustworthiness, and value of…

Abstract

Purpose

To determine how seniors evaluate, compare, and use prescription drug information sources, provide insight on perceptions of the credibility, trustworthiness, and value of these sources, and capture verbatim comments for translation into scalar statements in future surveys.

Design/methodology/approach

A total of 25 in‐depth interviews were conducted with US seniors age 65 or older. The transcripts were analyzed using an interpretative approach.

Findings

Informants distinguish between sources on the dimension of credibility; place the most trust in physicians but since they tend to experience a lack of time and attention from them, mass media seem to fill an information gap; and direct‐to‐physician promotions appear to have an indirect influence on patients' perceived credibility of and interaction with physicians.

Research limitations/implications

The findings suggest that identification of key sources should consider two factors: frequency of access/utilization and trust in information provided by the source. The findings also provide empirically‐grounded statements for future scale development.

Practical implications

The results suggest that for multi‐media campaign effectiveness: advertising for a new drug may be most effective on TV but as a brand enters growth or maturity, print may be a better option; marketers should emphasize print in the direct‐to‐consumer (DTC) advertising media mix; sampling strategies should be coordinated with product packaging literature and emphasized to promote trial; and marketers should attempt to increase internet usage among seniors and utilize the medium more actively but avoid online advertising.

Originality/value

The findings contribute to knowledge on the responsiveness of US seniors to DTC advertising and other prescription drug information sources.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 17 August 2012

Kelty Logan, Laura F. Bright and Harsha Gangadharbatla

The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of…

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Abstract

Purpose

The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising.

Design/methodology/approach

An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample (n=259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software.

Findings

The analysis indicated that Ducoffe's Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television).

Research limitations/implications

In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (television) and non‐traditional media (SNSs). While Irritation did not play a significant role in value assessment, it was found to directly impact attitude towards advertising, a critical juncture in the consumer purchase cycle.

Practical implications

If practitioners seek to interact via SNSs with young female consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals.

Originality/value

This initial investigation provides the impetus for future research about consumers' perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.

Article
Publication date: 30 June 2021

Suniti Vadalkar, Gitesh Chavan, Ranjan Chaudhuri and Demetris Vrontis

Amidst the plethora of mass communication methods that technology bestowed business with, print advertisements still remain an effective and widely utilized advertising

Abstract

Purpose

Amidst the plethora of mass communication methods that technology bestowed business with, print advertisements still remain an effective and widely utilized advertising tool, and retain a diachronically venerable position in international marketing practice. Bar and transcending mere academic fascination or curiosity, this research provides insights into the past, an understanding of the present and an outlook into the future. In this vein, through a methodical and comprehensive critical review of extant literature on print advertisements since 1965, this research aims to identify gaps in extant knowledge, to map its trends and divergences, to trace its paradigm shifts and to ultimately develop agendas for truly significant future research.

Design/methodology/approach

This spatial-temporal study reviews 256 methodically selected articles, using VantagePoint software, and adopts a novel methodology through natural language processing (NLP), text mining, auto-correlation maps, and bubble maps to conduct and present a robust analysis and explicit findings.

Findings

Using also the VOSviewer for density and network visualization, the results identify the predominant literature themes and, conversely, the relatively under-researched areas, and provide a more insightful collective interpretation of extant works, while laying the foundation for future research of greater value and significance to academia and industry.

Originality/value

This study transcends the partial and/or limited analyses and perspectives of extant literature to present scholars with the first comprehensive and long term meta-analysis or systematic study of print advertising, with explicit findings of both scholarly and executive worth.

Details

International Marketing Review, vol. 38 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 24 April 2007

Daechun An and Sanghoon Kim

The purpose of this study is to examine cross‐cultural differences in gender role portrayals in web ads in Korea and the USA on the basis of Hofstede's masculinity dimension.

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Abstract

Purpose

The purpose of this study is to examine cross‐cultural differences in gender role portrayals in web ads in Korea and the USA on the basis of Hofstede's masculinity dimension.

Design/methodology/approach

A quantitative content analysis was employed to obtain a numerically‐based summary of different themes and roles portrayed by women and men in 400 web ads.

Findings

A greater percentage of Korean ads featured characters in relationship themes, featured women as a main character, and portrayed them in family and recreational roles. To a large extent, the results validate the use of Hofstede's taxonomy, supporting the application of “masculinity” framework into the determination of appropriate advertising appeals‐related to gender roles.

Practical implications

International advertisers who are planning a global campaign for their gender‐related consumer products can benefit by locating the target country's position on Hofstede's masculinity index and using it as a guideline for creating visual images of main characters in the ads.

Originality/value

This study adds a new contribution to an international account of web advertising in maintaining a comprehensive understanding of contemporary gender role portrayals. It could benefit international advertisers with both practical and theoretical implications, for no systematic studies have ever touched the gender‐role issue with web advertising yet.

Details

International Marketing Review, vol. 24 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 20 February 2009

Rick T. Wilson and Lyn S. Amine

The purpose of this paper is to draw upon the resource‐based view (RBV) of the firm in order to assess the “who, when, where, and how” questions about use of resources in…

2730

Abstract

Purpose

The purpose of this paper is to draw upon the resource‐based view (RBV) of the firm in order to assess the “who, when, where, and how” questions about use of resources in shaping market positioning by global and local firms in a transitional economy (TE).

Design/methodology/approach

The paper utilizes a longitudinal case‐study approach to present and discuss resource asymmetry between global and local advertising agencies operating in Hungary.

Findings

RBV proves to be valuable theory, revealing an interesting and unexpected range of sources and types of resources that are being used to advantage by local and global agencies competing in Hungary. Earlier historical asymmetries in resource endowments contributed to a notable division between global and local agencies according to market sector. Specific resources, such as reputation, access to global resources, and use of Western‐style business practices, proved beneficial to global firms after Hungarian market liberalization in 1989, while interpersonal relationships have emerged as a valuable resource, regardless of context.

Research limitations/implications

Use of a convenience cross‐sectional sampling method may contribute to some halo effects and personal bias. Additionally, results may be limited in their applicability only to the advertising industry and to Hungary as a specific TE. Future research should validate these findings in other industries and other TEs.

Practical implications

Findings from this study offer marketing managers operating in TEs fresh insights into how asymmetries in resource endowments at various points in an infant industry's life cycle act to influence choice of market positioning strategies and subsequent success of firms competing in the industry.

Originality/value

This paper provides rich detail of the advertising industry in Hungary, suggesting directions for study of advertising industries in other TEs, not only in Eastern Europe. Results from this study increase confidence in the generalizability of RBV theory by demonstrating its usefulness and flexibility when applied to an unusual context in terms of time and space.

Details

International Marketing Review, vol. 26 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 10 August 2012

Payam Hanafizadeh, Mehdi Behboudi, Fahimeh Ahadi and Fatemeh Ghaderi Varkani

The purpose of this paper is to provide some insights regarding the adoption of internet advertising by Iranian small and medium‐sized enterprises. The recent negative…

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Abstract

Purpose

The purpose of this paper is to provide some insights regarding the adoption of internet advertising by Iranian small and medium‐sized enterprises. The recent negative trends leading to a lack of competitive advantage in small businesses and the advantages of internet advertising makes it imperative to study various factors affecting this area of marketing.

Design/methodology/approach

This study reviewed 59 previous related studies, resulting in a comprehensive theoretical framework which explains the advantages of internet advertising for small to medium‐sized enterprises (SMEs). Via questionnaire, the paper compiles 346 Iranian experts’ opinions in order to test the validity and applicability of variables in Iran. A structural equation model and LISREL software were used to analyze the data.

Findings

A total of seven latent variables of internet advertising adoption were examined: advertising agencies, internet publishers, small and middle‐sized enterprises, government role, e‐commerce development and user types. The paper found that these constructs successfully explain internet advertising adoption by incorporating readiness and globalization stages. The small and medium‐sized enterprises were found to be the most significant for explaining internet advertising adoption.

Research limitations/implications

The sample was restricted to Iranian experts.

Originality/value

This study offers one of the first attempts to build a comprehensive theoretical model explaining internet advertising adoption. Second, this study offers a new scale for internet advertising adoption with higher content validity.

Article
Publication date: 23 August 2011

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

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Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

As marketers become increasingly adept in exposing us to advertising, consumers constantly need to ask: Are their advertisements truthful, do they obey government regulations – and do they annoy or please us?

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Article
Publication date: 26 January 2022

Anshuman Sharma, Akinola Fadahunsi, Haidar Abbas and Vivek Kumar Pathak

Based on the stimulus-organism-response (SOR) framework, this study aims to investigate the effect of social media marketing (SMM) activities on consumers’ purchase…

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Abstract

Purpose

Based on the stimulus-organism-response (SOR) framework, this study aims to investigate the effect of social media marketing (SMM) activities on consumers’ purchase intention (PI), as well as to test the mediation effect of consumer-based brand equity (CBBE) and consumer inspiration (INS) between the relationship of SMM and PI. Further, this study has also proposed and validated SMM as a reflective–formative higher-order construct (R-F-HOC) with its five first-order dimensions: customization, entertainment, interaction, trendiness and word of mouth (WoM).

Design/methodology/approach

Using a non-probability purposive sampling method, a structured questionnaire survey using Google forms was used to collect data from a sample of 236 UAE consumers. Subsequently, the data was analyzed with a hybrid method that combined partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) analysis.

Findings

The findings suggest that SMM has a direct effect on CBBE, INS and PI. Both proposed mediation effects are statistically significant, and there is a partial complementary mediation effect of CBBE and INS between SMM and PI. This study validated the operationalization of SMM as R-F-HOC. Further, the results of the ANN analysis validate the results of the PLS-SEM, suggesting that SMM is the strongest predictor of PI followed by CBBE and INS.

Research limitations/implications

In terms of theoretical significance, this study has advanced our understanding of the process by which the influence of SMM is transferred to PI via CBBE and INS. This study has also made a significant contribution by validating SMM as a R-F-HOC. In terms of practical implications, this study suggests that SMM should be best assessed as a R-F-HOC construct with five dimensions: customization, entertainment, interaction, trendiness and WoM. This study has also demonstrated the importance of CBBE and INS in transmitting the effect of SMM on PI to marketers.

Originality/value

This study contributes to the digital advertising literature by filling a knowledge gap about the mediation effect of CBBE and INS between SMM and PI via the SOR framework. SMM’s multidimensionality as a R-F-HOC has also been established.

Article
Publication date: 1 January 1985

John K. Ryans, Saeed Samiee and James Wills

Report on the findings of two studies—one German/Swiss, the other US‐conducted among advertising/marketing leaders into the prominent role of consumer activist groups…

Abstract

Report on the findings of two studies—one German/Swiss, the other US‐conducted among advertising/marketing leaders into the prominent role of consumer activist groups. Presents views on these groups and the future direction of their regulatory efforts. Reveals that these organizations are playing an ever‐increasing role in the move towards stranger advertising regulation, noting the impact which they have achieved. Concludes that European and US business people see consumer organizations as not being representative of consumers in general and also as being anti‐advertising.

Details

European Journal of Marketing, vol. 19 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 3 April 2018

Erik Aadland, Gino Cattani and Simone Ferriani

Building on sociological research that examines the allocation of rewards in peer evaluations, we argue that the recognition of cultural producers’ work varies with their…

Abstract

Building on sociological research that examines the allocation of rewards in peer evaluations, we argue that the recognition of cultural producers’ work varies with their status and social distance from the audience members who evaluate them. We study the influence of these two mechanisms within the context of the Norwegian advertising industry. Specifically, we looked at how cultural producers’ status and social distance from jury members affect their chances of being honored in “The Silver Tag” – one of the main digital advertising award contests in Norway – during the period 2003–2010. While our findings provide support for status-based rewards allocation, the positive effects of status may be more circumscribed than previously thought. When accounting for the existence of previous connections between audience members and cultural producers, we find that cultural producers are more or less likely to receive an accolade depending on their degree of separation from the audience members. By exposing network-based determinants of consecrating decisions, and suggesting that the positive effects of status may be more circumscribed than previously thought, our findings shed important light on the social foundations of evaluation and, more broadly, the mechanisms of reward allocation in cultural fields.

Details

Frontiers of Creative Industries: Exploring Structural and Categorical Dynamics
Type: Book
ISBN: 978-1-78743-773-9

Keywords

1 – 10 of over 15000