Search results

1 – 10 of over 1000
Open Access
Article
Publication date: 29 March 2021

Nina Åkestam, Sara Rosengren, Micael Dahlén, Karina T. Liljedal and Hanna Berg

This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s…

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Abstract

Purpose

This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender.

Design/methodology/approach

In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared.

Findings

The results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles.

Research limitations/implications

Whereas previous studies have focused on reactions of women to female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped portrayals of other genders.

Practical implications

The results indicate that marketers can benefit from adapting a more mindful approach to the portrayals of gender used in advertising.

Originality/value

The addition of a cross-gender perspective to the literature on gender stereotypes in advertising is a key contribution to this literature.

Details

European Journal of Marketing, vol. 55 no. 13
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 3 October 2023

Eiman Medhat Negm

This research studies femvertising social marketing impact on their perceived congruence and authenticity; and attitudes toward female role portrayal cross-gender.

1679

Abstract

Purpose

This research studies femvertising social marketing impact on their perceived congruence and authenticity; and attitudes toward female role portrayal cross-gender.

Design/methodology/approach

This research used deductive quantitative research approach. Data were gathered during a sports event in Egypt made to support female empowerment; a local sports organization hosted 8K Women Race on February 26, 2022, applying a cross-sectional timeframe. The researcher approached both male and female segments with an administrated questionnaire to fill out through convenience sampling. Structural equation modeling path coefficient analysis was used to test the hypotheses.

Findings

The research shows femvertising perceived congruence is insignificant cross-gender; femvertising perceived authenticity is significant to female segment, not the male segment; femvertising impacts female portrayal among male segment and female segment.

Practical implications

The conclusions could be reference for stakeholders who have interest in women empowerment marketing strategies as brand activism; companies that look toward femvertising as effective tactic to enhance affirmative attitude and build an empowered female customer base. The results indicate that marketers can benefit from adapting a more mindful approach to the portrayal of females used in advertising.

Originality/value

The addition of a cross-gender perspective on femvertising (as brand activism) is a key contribution to this literature. This study adds knowledge on the how perceived congruence and authenticity of the advertising can impact significantly attitude toward women empowerment; when brands promote social matters, their underpinning motives are under microscope among consumers, and adverse attributions can hinder brand performance as consumers may not believe the brands when they engage in the activism.

Details

Journal of Humanities and Applied Social Sciences, vol. 5 no. 5
Type: Research Article
ISSN: 2632-279X

Keywords

Open Access
Article
Publication date: 15 December 2022

Michael Funke

The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.

Abstract

Purpose

The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.

Design/methodology/approach

A qualitative analysis of business association sources is used to explore the institutional development of international advertising.

Findings

A new postwar paradigm that focused on a consumer-oriented brand ideology enabled marketing executives in the Swedish Advertisers’ Association to develop a new discourse on international advertising in Sweden, which then was institutionalized within a national network on export promotion. The institutionalization process was supported by a corporatist system typical of smaller export dependent postwar European economies.

Research limitations/implications

While based on a national case, this study points to the importance of understanding how advertising concepts are embedded within other economic, political and cultural systems than in those they originated in and how this contributes to a heterogenous implementation of similar ideas and practices. This study also illustrates how members can use their association to institutionalize a new discourse on marketing and network with other actors to enhance the use and reputation of its ideas and practices.

Practical implications

By highlighting the importance of analyzing both internal and external organizational relations, this study contributes to the research on history of marketing by making salient the importance of an institutional perspective to understand key processes in marketing. In practice neither the institutional perspective nor the explanatory power of discourse has received much attention, therefore the study results should be both interesting and valid for practitioners as well.

Originality/value

The study of the historical development of international advertising is limited and often descriptive. This study contributes to the literature by using a theoretical and methodological approach to make salient how the interaction between discourse, marketing associations and other collective actors propelled the institutionalization of international advertising within a specific national context.

Open Access
Article
Publication date: 18 July 2023

Michaela Jánská, Marta Žambochová and Zuzana Vacurová

This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.

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Abstract

Purpose

This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.

Design/methodology/approach

The data are evaluated using statistical tests, correlation and cluster analysis.

Findings

It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates.

Research limitations/implications

The generalizability of the results across different regional settings requires further investigation.

Practical implications

Good labeling of native advertising leads to greater success.

Originality/value

This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.

Objetivo

Este trabajo tiene como objetivo explorar el reconocimiento y el éxito de diferentes formas de branding de publicidad nativa en el marketing de influencers.

Diseño/metodología/enfoque

Los datos se evalúan mediante pruebas estadísticas, correlación y análisis de conglomerados.

Resultados

Se encontró que cuanto mayor es la tasa de reconocimiento de un post etiquetado de una manera particular, mejor es el método de etiquetado para el marketing de influencers en Instagram. Basándose en los resultados de este estudio, se recomienda en primer lugar el etiquetado por palabras porque es flexible y tiene una de las tasas de reconocimiento más altas.

Implicaciones prácticas

Un buen etiquetado de la publicidad nativa conduce a un mayor éxito.

Originalidad

Este estudio puede ser utilizado por directores de marketing, anunciantes e influencers para obtener información sobre el tema, así como para seleccionar mejor el método de etiquetado adecuado para su contenido publicitario.

Limitaciones/Implicaciones de la investigación

La generalizabilidad de los resultados en diferentes entornos regionales requiere más investigación.

目的

本文旨在探讨影响者营销中不同方式的品牌原生广告的识别和成功。

方法

使用统计测试、相关性和聚类分析对数据进行评估。

研究结果

研究发现, 以特定方式标记的帖子的识别率越高, Instagram上影响者营销的标记方式就越好。基于这项研究的结果, 首先推荐单词标签, 因为它很灵活, 而且有最高的识别率之一。

实际意义

对原生广告进行良好的标注会带来更大的成功。

原创性

本研究可供营销经理、广告商和影响者使用, 以深入了解这一问题, 并更好地为其广告内容选择合适的标签方法。

研究局限性

研究结果在不同地区环境中的普适性需要进一步调查。

Open Access
Article
Publication date: 20 October 2022

Shradha Jain and H.C. Purohit

With the developments of the digital era and considerable developments in ICT, advertisers are leveraging data-driven forms of online advertising to target consumers individually…

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Abstract

Purpose

With the developments of the digital era and considerable developments in ICT, advertisers are leveraging data-driven forms of online advertising to target consumers individually. The present study integrates privacy concerns with the constructs from the persuasion knowledge model to investigate consumer avoidance of online behavioural advertising (OBA).

Design/methodology/approach

The study employed an online survey method for data collection using a sample size of 345. Reliability and validity of the measurement scales were ensured, and hypotheses developed were tested through PLS-SEM using SMART PLS.

Findings

The results show that persuasion knowledge is a significant predictor of perceived benefits, perceived risks and privacy concerns. Also, privacy concern was found to significantly mediate persuasion knowledge-avoidance behaviour and perceived risk-avoidance behaviour. On the other hand, the perceived benefit was not found significant in influencing privacy concerns for OBA.

Practical implications

The present study is one of the initial attempts to understand the level of knowledge Indian consumers hold about OBA and how they evaluate and respond to these data-driven forms of advertising. The current study helps advance knowledge of the field and the theories used. Future studies might look at the effect of various demographic and psychographic aspects on consumer avoidance of OBA.

Originality/value

As the country is shifting to digital, it becomes really important to understand the privacy concerns that people perceive in regard with the current advertising practices.

Details

Business Analyst Journal, vol. 43 no. 1
Type: Research Article
ISSN: 0973-211X

Keywords

Open Access
Article
Publication date: 16 May 2022

Mohammad Reza Fathi, Mohsen Torabi and Somayeh Razi Moheb Saraj

Apitourism is a form of tourism that deals with the culture and traditions of rural communities and can be considered one of the most sustainable methods of development and…

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Abstract

Purpose

Apitourism is a form of tourism that deals with the culture and traditions of rural communities and can be considered one of the most sustainable methods of development and tourism. Accordingly, this study aims to identify the key factors and plausible scenarios of Iranian apitourism in the future.

Design/methodology/approach

This study is applied research. For this purpose, first, by examining the theoretical foundations and interviewing experts, the key factors affecting the future of Iranian apitourism were identified. Then, using a binomial test, these factors were screened. Both critical uncertainty and DEMATEL techniques were used to select the final drivers.

Findings

Two drivers of “apitourism information system and promotional activities” and “organizing ecological infrastructure” were selected for scenario planning using critical uncertainty and DEMATEL techniques. According to these two drivers, four golden beehive, expectancy, anonymous bee and black beehive scenarios were developed. Each scenario represents a situation for apitourism in the future. According to the criteria of trend compliance, fact-based plausibility and compliance with current data, the “Black Beehive” scenario was selected as the most likely scenario. The “Golden Beehive” scenario shows the best case in terms of apitourism information system and implementation of promotional activities and organizing and providing ecological infrastructure. The “Black Beehive” scenario, on the other hand, describes an isolated and vulnerable system.

Originality/value

Developing plausible Iranian apitourism scenarios helps key stakeholders and actors develop flexible plans for various situations.

Details

Journal of Tourism Futures, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2055-5911

Keywords

Open Access
Article
Publication date: 20 June 2023

Alexandra Kirkby, Carsten Baumgarth and Jörg Henseler

This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial…

4152

Abstract

Purpose

This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written.

Design/methodology/approach

A 3 × 3 experimental design using Adidas marketing texts disclosed as either “AI” or “human”, or not disclosed was applied to data gathered online from 624 English-speaking students.

Findings

Text disclosed as AI-generated is not perceived as less authentic than that disclosed as human-written. No negative effect on brand voice authenticity and brand attitude results if an AI-source is disclosed.

Practical implications

Findings offer brand managers the potential for cost and time savings but emphasise the strong effect of AI technology on perceived brand authenticity and brand attitude.

Originality/value

Results show that brands can afford to be transparent in disclosing the use of AI to support brand voice as communicated in product description or specification or in chatbot text.

Details

Journal of Product & Brand Management, vol. 32 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 10 July 2018

Malene Gram, Anette Therkelsen and Jacob Roesgaard Kirkegaard Larsen

This paper aims to explore mixed emotions experienced by parents and children on holiday, how they are dealt with and how they influence the way “family” is “staged” and “done”.

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Abstract

Purpose

This paper aims to explore mixed emotions experienced by parents and children on holiday, how they are dealt with and how they influence the way “family” is “staged” and “done”.

Design/methodology/approach

This paper draws on 24 qualitative interviews with Danish parents and a questionnaire study reporting answers from 66 Danish children (11-15-year-old).

Findings

Problems external and internal to the family are identified and the latter are associated with more unease particularly among parents. This paper shows that parents invest significant narrative efforts in transcending gaps between ideals and practices. Also children are aware of the gaps between ideals and practices; they seem more matter-of-fact, however, regarding critical aspects of holidays.

Research limitations/implications

The informants of the study solely represent two-parent hetero-sexual families of Danish origin, and so inclusion of a wider range of families would have added interesting perspectives. Furthermore, children’s perspectives on critical holiday incidents need further research.

Practical implications

Creators of family holiday products and marketing should present a more nuanced imagery taking a more diverse approach to what “family” on holiday looks like. They could take up the challenge of depicting a broader range of family situations, also showing less harmonious moments, using humour, and showing opportunities for some “alone time” for both parents and children should relational overload happen. Also occasional “wifi-free” moments seem to be much appreciated by all family members, and development of offline family experiences would seem to strike a chord.

Social implications

The contemporary paradigm of intensive parenting along with strong ideals for family holidays make it essential for parents to narratively deal with and legitimize and transform less happy moments. To take pressure off contemporary families, it is important to bring to the fore the less glossy aspects of family holidays.

Originality/value

The originality of this paper is to illustrate the strong efforts applied by families to keep up a certain front to be the family that “ought to be” by nurturing and narrating positive emotions in relation to family holidays. The inclusion of children’s voices gives insights into children’s annoyance with parents’ rowing, relational overload and parents’ occasional lack of attention to children, for example through parental use of mobile phones during holiday togetherness.

Open Access
Article
Publication date: 21 May 2020

Gerard Hastings

COVID-19 is bringing hardship and tragedy. Health workers are having to take appalling risks; loved ones are being lost; lockdown is causing great distress. And, as always in…

Abstract

COVID-19 is bringing hardship and tragedy. Health workers are having to take appalling risks; loved ones are being lost; lockdown is causing great distress. And, as always in testing times, the disadvantaged are being hit worst. As we emerge from the shadows, the call from the vested interests, from the systems current winners, will be for a rapid return to business as usual. We must resist this; business as usual got us into this mess.

COVID-19 is trying to tell us something; we health educators and social marketers must listen, think and, above all, take action.

Details

Emerald Open Research, vol. 1 no. 3
Type: Research Article
ISSN: 2631-3952

Keywords

Open Access
Article
Publication date: 2 May 2023

Puneett Bhatnagr and Anupama Rajesh

The authors aim to study a conceptual model based on behavioural theories (UTAUT-3 model) to evaluate the adoption, usage and recommendation for neobanking services in India.

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Abstract

Purpose

The authors aim to study a conceptual model based on behavioural theories (UTAUT-3 model) to evaluate the adoption, usage and recommendation for neobanking services in India.

Design/methodology/approach

The authors propose this model based on the UTAUT-3 integrated with perceived risk constructs. Hypotheses were developed to determine the relationships and empirically validated using the PLSs-SEM method. Using the survey method, 680 Delhi NCR respondents participated in the survey.

Findings

Empirical results suggested that behavioural intention (BI) to usage, adoption and recommendation affects neobanking adoption positively. The research observed that performance expectancy (PE), effort expectancy (EE), perceived privacy risk (PYR) and perceived performance risk (PPR) are the essential constructs influencing the adoption of neobanking services.

Research limitations/implications

Limited by geographic and Covid-19 constraints, a cross-sectional study was conducted. It highlights the BI of neobanking users tested using the UTAUT-3 model during the Covid-19 period.

Originality/value

The study's outcome offers valuable insights into Indian Neobanking services that researchers have not studied earlier. These insights will help bank managers, risk professionals, IT Developers, regulators, financial intermediaries and Fintech companies planning to invest or develop similar neobanking services. Additionally, this research provides significant insight into how perceived risk determinants may impact adoption independently for the neobanking service.

Details

South Asian Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2719-2377

Keywords

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