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In response to the growing significance of diversity advertising, this study aims to investigate its impact on audience connectedness. This is an emerging metric crucial for gauging diversity advertising success. The study explores two paths via self-identification and belief congruence to understand how diversity advertisements resonate with individuals.

A quantitative study using partial least squares with survey data from 505 respondents was conducted.

Self-identification and belief congruence mediate the relationship between perceived diversity and audience connectedness. Belief congruence exhibits a stronger influence. Further, brand engagement reduces the relationship between belief congruence and connectedness. However, it strengthens the relationship between self-identity and connectedness.

Future research should address why belief congruence holds more significance than self-identification. Additionally, research must explore the societal effects of diversity advertising, including strategies to engage those who feel disconnected.

The study underscores the positive social effects of diversity advertising for both marginalized and nonmarginalized audiences. It urges marketers to pursue audience connectedness. Strategies for achieving this include reflecting their target audience’s beliefs, perhaps highlighting real and lived experiences. Marketers should also consider self-identification through visual cues and customized messaging.

The study applies self-referencing theory to unravel the relationship between diversity advertising and audience connectedness. It reinforces the role of self-identification and expands the knowledge by demonstrating how connectedness can emerge through belief congruence. Additionally, the authors explore the subtle influence of brand engagement, a critical brand-related factor that shapes individuals’ responses to diversity advertising.

Despite increased emphasis on diversity marketing, much remains unknown about how brands should approach diversity. This paper aims to understand what constitutes a brand’s approach to diversity (BATD), establish a categorisation of such approaches, outline the effects on audience connectedness and establish a future research agenda.

This conceptual paper draws on critical theory and practical exemplars to present a conceptualisation of BATD.

Using two determinants, depth of diversity integration and order of entry, it is possible to categorise BATD into four types: transformative, adaptive, passive and performative. Early adoption and greater depth of diversity approaches (i.e. multidimensional to an intersectional representation of identities) provide optimal opportunities for evoking connectedness.

The conceptual typological framework for BATD helps delineate how varying levels of diversity depth and order of entry influence audience connectedness. A detailed agenda for further research can guide ongoing diversity research.

Creating a typology reduces complexity and helps marketers recognise the differing components, manifestations and effects of their diversity approach. To increase connectedness and reduce audience scepticism, marketers must seek deeper-level diversity integrations and adopt approaches earlier.

This study offers a novel conceptualisation of BATD by defining it, distinguishing it from related research themes and moving beyond single diversity dimensions and marketing mix elements. Further, audience connectedness is positioned as a critical consequence as it can instigate desirable brand outcomes, benefit those identities represented and promote a more inclusive society.

This study aims to explain how program liking, program connectedness, and product category involvement influence brand attitudes as a result of advertiser funded programming.

We conduct a field study on a panel of real television viewers that were surveyed one week after the final episode of an advertiser funded fashion program was broadcasted. A moderated mediation model is constructed and tested that captures the interplay of three determinants of brand attitudes: program liking, product category involvement, and program connectedness.

Liking of the program is transferred to brand attitudes. This effect is complementarily mediated by connectedness with the program, and this mediation is moderated by product category involvement. Program liking only spills over to brand attitude through connectedness for viewers with moderate to high levels of involvement with the sponsor product category.

The findings add to the understanding of the role of program liking and program connectedness in the formation of brand attitudes. Although prior research has established that liking and connectedness are indeed an important determinant of brand attitudes, this research unveils product category involvement as an important boundary condition for this effect.

Consumers can develop liking for even an advanced form of brand placement, an Advertiser Funded Program (AFP). When consumers’ evaluations of the program are positive, they connect to the program on a personal basis, also leading to positive brand effects. Advertising practitioners should focus on the meaningful integration of their brand in a context that is involving for their target audience.

This study aims to understand the meaning of web site connectedness from the consumer's point of view, and uncover the underlying meaning of emotional ties between visitors and web sites.

The study, conducted a netnography which uses three qualitative research methods: online interviews; diary analysis; and observation of web site usage and behaviour. Seven respondents were obtained for the depth interviews, and 12 respondents participated in the diary study. The length of interviews was approximately 1.5 hours/respondent; whereas the three‐consecutive days of diary entries consist of three‐four pages per day/respondent. Observation was undertaken by the lead researcher as an active member of several user groups.

The emic perspective illuminated here shows that web site connectedness consists of three major themes: relatability; dependency; and sense of community. The paper defines these constructs, and suggests that to transform the relationship from “just friends” to “soul mates” web site owners should focus on improving one or all of the connectedness components. Surprisingly, frequency of visit did not determine the depth of the relationship between web sites and their visitors, as is the common assumption in the literature.

This research study illuminates a new way to understand the emotional connection between consumers and web sites, and uncovers the three most important factors that lead toward three varying levels of emotional connectedness (just friends, good acquaintances and soul mates). The paper also suggests ways in which emotional connectedness can be enhanced.

The current study examines the effectiveness of brand integrations in music videos by taking into account the impact of both brand placement characteristics (i.e., brand prominence, valence of artist–brand relationship) and audience characteristics (i.e., artist connectedness).

A 2 (prominence: prominent vs. subtle) by 2 (valence: positive vs. negative) by 2 (connectedness: high vs. low) between-subjects experimental design is used. Each respondent first watched one music video via YouTube in which one branded product was placed either prominently or subtly. To manipulate the valence of the artist–brand relationship respondents were instructed to read a magazine article that revealed either a positive or negative attitude of the artist toward the placed brand. Two hundred twenty young adults participated in this study.

This study shows that prominent placements appear to be beneficial for the attitude toward the integrated brand when an individual is strongly connected to the artist in the music video, while subtle placements are beneficial both when an individual is weakly or strongly connected to the artist. Further, negative celebrity-brand relationships do not seem to affect brand attitudes in a negative way.

Embedding the brand in a music video gives marketers and advertisers the chance to reach consumers in a new, creative way. But this study shows that the advertiser should pay attention to the way in which the brand is integrated. Further, negative celebrity information does not seem to affect brand attitudes in a negative way. This makes the music video a very interesting medium for advertisers.

The current study contributes to previous research on brand placement by investigating the effectiveness of brand placements in music videos and the role of artist connectedness. In addition, the study is original as it includes valence in the model.

Consumers are increasingly spending more time on social media platforms to cope with anxiety and loneliness resulting from the recent pandemic. The extraordinary times, characterised by isolation and lockdown, has placed increasing dependence on online technology as a coping mechanism in which social media influencers (SMIs) served as the human face of brands, helping both consumers and brands maintain human connection. How should practitioners navigate their social media campaigns in this changing environment?

To answer this question, the Source Connectedness Pyramid is proposed to help explain and compare the interactions between consumers and SMIs in ordinary and extraordinary times.

In their interactions with influencers during ordinary times, consumers are satiated with influencer source characteristics of attractiveness, trustworthiness and expertise. However, during extraordinary times, consumers substitute their usual preference to focus on connectedness, characterised by relatedness, belongingness and attachment.

The empirical study within this paper lends support to this proposition and offers additional insights. The proposed Source Connectedness Pyramid contributes to influencer communication theoretically and has strategic implications for practitioners when navigating their social media campaigns in these extraordinary times.

This study/paper aims to explore civic participation within multimodal expression. With the rise of content produced and circulated within participatory cultures online, there has been much attention raised regarding questions of audience and attention to this content. For example, does production of media content constitute having a voice if no one is paying attention?

Using multimodal analysis and mediated discourse analysis, this study examines adolescents’ school-based media production and use of multimodal ensembles to recruit and maintain audience attention to specific content in their radio and video documentaries.

Research findings reveal deliberate attempts to connect with audience needs when creating media as well as exploration of emerging civic identities.

Questions for how researchers in literacy and learning can further investigate and articulate civic engagement and advocacy are suggested.

Implications for how teachers can use multimodality to create spaces for civic engagement are provided.

This study is original in that few studies have applied the concepts of participatory politics to media products and process conducted in school settings. This study begins to test the utility of these constructs.

This study aims to expand the understanding of the implicit exposure of brands in Web dramas with congruent branding messages shared on social media Moments. This study also aims to examine the mediating role of word of mouth (WOM) and brand love in the relationship between Web-drama connectedness and viewers’ intention to spend and spending per week.

A total of 657 usable questionnaires were gathered from Chinese participants who watch the famous weekly drama “My Huckleberry Friends” and make weekly purchases from McDonald’s. Partial least squares regression was used to test the theoretical model of the study.

Results of this study reveal that WOM and brand love mediate the relationship between Web-drama connectedness and intention to spend on the exposed brand. Intention to spend mediates the relationship between brand love and spending. WOM mediates the relationship between Web-drama connectedness and spending.

Tencent’s WeChat is a well-known Chinese social media platform with a history of forbidding advertising. Users constantly flood social media with Web-drama content, influencing consumers’ spending habits. To the best of the authors’ knowledge, the present study is one of the first attempts to develop an understanding of Web-drama connectedness, brand love, WOM and behavioural intention by tracing the spending on advertised brands. This study highlights how brands maintain consumer spending by enhancing brand love via Web-drama advertising and instigating ticklish moments as “print screens” of WOM on social media.

The purpose of the paper is to explicate how connectedness of relationships results in varying value potentials of triads.

First connectedness is re-described as an actor-perceived and actor-interpreted phenomenon. The re-description is used to theorize the triad value function. Next, the applicability and validity of the concept is examined in a case study of four closed vertical supply chain triads.

The case study demonstrates that the triad value function facilitates the analysis and understanding of an apparent paradox; that distributors are not dis-intermediated in spite of their limited contribution to activities in the triads. The results indicate practical adequacy of the triad value function.

The triad value function is difficult to apply in the study of expanded networks as the number of connections expands exponentially with the number of ties in the network. Moreover, it must be applied in the study of service triads and open vertical supply chain triads to further verify the practical adequacy of the concept.

The triad value function cannot be used normatively or prescriptively. It is a descriptive tool which indirectly supports managerial decision-making through the analysis of how the structural context of a triad influences the value of relationships.

The paper offers an additional aspect for the study of value in and of triads. It illustrates that perceived connectedness of relationships operates as a triad value function, which captures the structural value potential of the triad for a focal actor.

This study aims to gain insights into the rise of virtual social media influencers and identify the significant theories governing virtual influencers’ (VIs) interaction with followers on social media platforms. Studies on VI being scarce in marketing literature, the authors attempt to propose a theoretical model to understand the acceptance of VIs by social media users (SMUs).

Using a structured literature review and a case study approach, a conceptual model is developed and propositions are offered.

Parasocial interaction (PSI) between the SMU and VIs builds up source credibility, thereby leading to the acceptance of VIs. Thus, the authors establish that PSI and source credibility theory combine to explain the acceptance of VIs by SMUs. Furthermore, similarity with the VI is another added dimension of source credibility, as suggested by this study. A comparative analysis of the growth of five major VIs elucidates that the fashion, electronic, tourism and health-care industries can use them for promotions and as influencers, especially for luxury products.

VIs are a potent tool to achieve improved brand awareness and to target young consumers (especially Gen Y and Gen Z – millennials).

The emergence of VIs being recent; little is comprehended about their interaction with SMUs. Hence, it becomes important to delineate the foundations of VI–SMU interaction. Thus, this study addresses the gap in identifying the theoretical background and proposes a conceptual model elucidating VI acceptance by SMUs.