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1 – 10 of over 3000Uzma Noor, Mahnaz Mansoor and Amjad Shamim
This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and…
Abstract
Purpose
This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.
Design/methodology/approach
A quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.
Findings
Results showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.
Originality/value
This study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.
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Evert Van den Broeck, Karolien Poels and Michel Walrave
This paper aims to investigate the role of five highly relevant advertiser- (i.e. personalization and ad placement) and consumer-controlled (i.e. privacy concerns, perceived…
Abstract
Purpose
This paper aims to investigate the role of five highly relevant advertiser- (i.e. personalization and ad placement) and consumer-controlled (i.e. privacy concerns, perceived relevance and Facebook motives) factors in the evaluation and perceived outcomes of personalized Facebook advertising as well as how these factors interrelate.
Design/methodology/approach
Twenty-eight semi-structured interviews, in which elicitation techniques were used, were carried out among 25- to 55-year-old Facebook users.
Findings
The findings point to a complex tradeoff between the risks and benefits of personalized Facebook advertising, in which perceived relevance and Facebook use motives play a vital role.
Research limitations/implications
This study focused on the general Facebook advertising experience, yet the elicitation techniques were applied only on the desktop website. Future research should look further into mobile advertising formats.
Practical implications
Personalization and retargeting algorithms could be improved and ads should be designed with the customers’ interests in mind to improve their effectiveness and reduce privacy concerns.
Originality/value
Social media advertising innovates at a high pace. Yet, the literature shows an urgent need for research into which ad formats and characteristics appeal to users and why (or why not). Qualitative studies into the determinants of advertising outcomes are scarce but highly needed because they can uncover complex interactions between factors and thus provide a deeper understanding.
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Kristien Daems, Freya De Keyzer, Patrick De Pelsmacker and Ingrid Moons
The purpose of this study is to explore the effect of personalization of advertising and adding an advertising cue to advertisements on Facebook, on 9-to-13-year-old children’s…
Abstract
Purpose
The purpose of this study is to explore the effect of personalization of advertising and adding an advertising cue to advertisements on Facebook, on 9-to-13-year-old children’s awareness of selling intent, attitude towards the advertisement (Aad) and word-of-mouth (WOM) intention.
Design/methodology/approach
A 2 (personalized ad vs non-personalized ad) × 2 (advertising cue vs no advertising cue) between-subjects design was tested among 167 Belgian children aged 9-13 by means of an in-class online experiment.
Findings
Personalization combined with an advertising cue increases the awareness of selling intent but influences neither Aad nor WOM intention. Awareness of selling intent does not affect WOM intention. Personalization does not increase Aad. Aad has a positive effect on WOM intention.
Research limitations/implications
Implementing a clear advertising cue enhances children’s awareness of selling intent of personalized advertising but does not affect behavioral intention. Public policy, the advertising community and the educational system should take these insights into account when developing regulations, ethical advertisements and educational packages to improve children’s understanding and responses to contemporary advertising formats.
Originality/value
The study is the first one to investigate the joint effect of advertising personalization and an advertising cue on awareness of selling intent and on evaluative and behavioral responses of children. Additionally, the role of Aad and awareness of selling intent for the development of WOM intention is explored.
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Peter Nyheim, Shi Xu, Lu Zhang and Anna S. Mattila
This paper aims to examine the effect of privacy concern, irritation and personalization on Millennials’ perceptions of personalized smartphone advertising avoidance in a…
Abstract
Purpose
This paper aims to examine the effect of privacy concern, irritation and personalization on Millennials’ perceptions of personalized smartphone advertising avoidance in a restaurant context. The hospitality industry has witnessed a huge surge in mobile activity over the past few years. Mobility opens up a new communication channel and allows industry to connect with their guests in a more personalized way. However, not all customers welcome the personalized advertisements.
Design/methodology/approach
Data were collected from 159 Millennials enrolled in a large state university in the Eastern USA using an online self-administered survey. These Millennials were asked to use a restaurant’s smartphone application for 30 days and then complete a survey based on their perceptions of personalized advertising. Descriptive analysis, reliability, factor analysis and regression analysis were used to evaluate the relationships among the four constructs: privacy concern, irritation, personalization and advertising avoidance, with the first three variables as predictors and advertising avoidance as an outcome.
Findings
The results suggest that advertising irritation is positively related to advertising avoidance, perceived personalization is related with less advertising avoidance, while privacy concern is not related to advertising avoidance.
Originality/value
Although advertising avoidance has previously been studied for the past few decades, little research has explored the underlying mechanisms of the Millennials’ avoidance of personalized smartphone advertising in a restaurant context. The current research suggests information pertinent to strategies for marketing personalized smartphone advertisement for restaurant companies.
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Eui-Bang Lee, Sang-Gun Lee and Chang-Gyu Yang
The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media.
Abstract
Purpose
The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media.
Design/methodology/approach
This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling.
Findings
The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers’ purchase intention. Further, although mobile advertisements’ context awareness value strongly impacts consumers’ advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch.
Originality/value
These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.
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Sixuan Zhang, Robin Wakefield, Jinsong Huang and Xi Li
Since its inception in 2009, the growth of real-time bidding (RTB) advertising has been dramatic. Yet, there is a dearth of research in the information system (IS) literature…
Abstract
Purpose
Since its inception in 2009, the growth of real-time bidding (RTB) advertising has been dramatic. Yet, there is a dearth of research in the information system (IS) literature despite the potential for negative e-commerce outcomes. The purpose of this paper is to identify salient antecedents of users’ attitude toward RTB advertisements.
Design/methodology/approach
A research model was constructed and tested with data from 437 respondents. SmartPLS 3.0, a partial least square (PLS) structural equation modeling (SEM) tool, was used to evaluate the research model and test the hypotheses.
Findings
The findings indicate that user attitude is determined by opposing influences from the cognitive and affective attributes of an RTB advertisement. A surprise is found to elicit greater perception of advertisement personalization, timeliness and relevance, as well as privacy and intrusiveness concerns. While RTB advertisement relevance appears to lessen the effect of advertisement intrusiveness, privacy concern is exacerbated when the advertisement is more personalized. The authors discuss the implications of this study for click-through intentions and e-commerce.
Originality/value
At this point in the evolution of RTB advertising, the findings indicate that the surprise generated by the appearance of an RTB advertisement is not currently a “bad” surprise. In addition, the formation of positive user attitude toward RTB is complex because cognitive factors interact with users' concerns to strengthen or weaken the negative effects. The authors also demonstrate that attitude and stimulus–organism–response (S–O–R) theories are useful theoretical bases for the development of causal models to predict RTB attitude and click-through intentions.
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Williams Ezinwa Nwagwu and Bunmi Famiyesin
The purpose of this paper is to investigate the acceptance of mobile advertising by consumers in public service institutions in Lagos Nigeria from the perspective of…
Abstract
Purpose
The purpose of this paper is to investigate the acceptance of mobile advertising by consumers in public service institutions in Lagos Nigeria from the perspective of non-permission-based nature of advertising practice in Nigeria.
Design/methodology/approach
Guided by the theory of reasoned action, data were collected from 389 respondents in a sample survey using a structured questionnaire, and the variables were measured on ordinal scale.
Findings
The respondents reported that the mobile advertising is informative; they also strongly agreed that the media is ubiquitous but irritating. Attitude of consumers towards mobile advertising, behavioural control and subjective norm have correlations with acceptance. Irritation and informativeness significantly and positively predicted acceptance of mobile advertising, while credibility and ubiquity predicted acceptance of the technology negatively. Age has a negative relationship with acceptance; both gender (male =1) and tertiary education have a significant relationship with acceptance of mobile advertising just as marital status.
Research limitations/implications
The study focused only on public service mobile consumers in Lagos, Nigeria.
Practical implications
Mobile adverts are ubiquitous in Nigeria, but consumers do not trust or use the adverts, although they consider them informative. The telecomm regulatory body needs to control deployment of mobile technologies for produce and service ads, so that ads will be subject to individual choices and discretion, and thereby reducing the ubiquity and increase the trust consumers have on the strategy.
Social implications
There is hype that mobile advert has penetrated Nigerian market, but the strategy is not credulous to the people.
Originality/value
There is no study focusing on the acceptance of this ad strategy in the public service sector in Nigeria.
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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…
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.
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Ali Hussain, Amir Zaib Abbasi, Linda D. Hollebeek, Carsten D. Schultz, Ding Hooi Ting and Bradley Wilson
Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study, therefore…
Abstract
Purpose
Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study, therefore, aims to explore pop-up ads as an important tool to prompt gamer-perceived advertisement value and their subsequent intent to install the advertised videogame.
Design/methodology/approach
To frame the analyses, the authors adopt and extend Ducoffe’s advertising value model by incorporating the visual/audio aesthetic videogame components that are largely overlooked in prior research. Using a self-administered survey, data were collected from 321 online gamers. The authors tested the model by using partial-least-squares-based structural equation modeling (PLS-SEM).
Findings
The results indicate that pop-up ad-related incentives, entertainment, credibility, personalization, audio aesthetics and irritation significantly affect user-perceived ad value. In turn, perceived ad value was found to affect players’ intent to install the advertised videogame.
Research limitations/implications
Though the findings corroborate the importance of pop-up ads being perceived as informative and/or entertaining, they also emphasize the value of personalized ads, ad-related incentives and audio aesthetic, which impact gamers’ intent to install the advertised videogame.
Practical implications
This study advances managerial understanding of videogame-based services, which is expected to be particularly useful for freemium-based videogame marketers and developers.
Originality/value
By extending Ducoffe’s model of advertising value, the authors apply the proposed framework in the online videogaming-based pop-up ad context, and explore the effect of user-perceived pop-up ad value on their intent to install the advertised videogame.
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Trang Tran, Sandipan Sen and Eric Van Steenburg
Firms can now access users’ digital histories due to advances in technology and deliver personalized recommendations through social network sites (SNS) such as Facebook that…
Abstract
Purpose
Firms can now access users’ digital histories due to advances in technology and deliver personalized recommendations through social network sites (SNS) such as Facebook that offers advanced targeting options and reliable conversion tracking. This paper aims to examine the effects of personalized advertisements on SNS on the relationship between consumers and brands, tests the impact of brand attachment and experience on brand equity through personalized SNS ads and investigates the influence of such ads on branded products and services.
Design/methodology/approach
Two studies were conducted. Study 1 (n = 275) was a survey-based design that leveraged structural equation modeling to test the hypotheses, while Study 2 (n = 350) used experimental design to compare two groups who saw service brand ads versus those who saw product brand ads.
Findings
Results showed that SNS ads supporting the brand had a significant positive impact on respondents’ brand attachment and brand experience. In both studies, brand experience positively impacted all the elements of brand equity, while brand attachment was found to impact brand loyalty.
Originality/value
The findings illustrate how personalized ads for brands appearing on SNS can change consumer perceptions, thus affecting the consumer–brand relationship. The results bode well for brands considering leveraging SNS in their marketing mix, particularly when the strategy behind the advertising is brand building.
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