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The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising.

A total of 97 television commercials broadcasted by major US and Mexican national television networks were classified under the four humor styles described by Martin et al.

Humor styles used in television advertising significantly differ between the two countries. US commercials use more affiliative, aggressive, and self‐defeating humor than do Mexican advertisements, while self‐enhancing humor is the predominant humor style of Mexican commercials and is used more frequently in Mexico when compared to the USA.

The findings reveal the frequency and types of humorous television commercials used in the USA and Mexico.

The study suggests that cultural differences should be taken into consideration when humorous advertising is used across borders.

The purpose of this paper is to understand how important networks are for the emergence and growth of social enterprises as well as how social enterprises use their networks throughout the life course of their organisation. A comparative approach is used by contrasting social enterprises with traditional commercial enterprises along the dimensions of obtaining resources and legitimacy through their networks.

An abductive approach is used starting from existing knowledge on how commercial enterprises use networks during the start-up and growth of their enterprise. Qualitative interviews with 23 entrepreneurs were conducted. Using a matched-pairs design, the network importance and use of social and commercial enterprises is compared.

It is found that networks are highly important for both commercial and social enterprises throughout their life course. However, they substantially diverge in how they use their networks. Social enterprises tend to access more intangible resources through their networks than do commercial enterprises. Moreover, social enterprises rely more strongly on their networks for legitimacy in both the start-up and growth phase of the enterprise.

This paper takes a novel approach by empirically comparing the networks of social and commercial enterprises. New insights are offered in the resource flows within networks and how entrepreneurs use resources obtained from their networks.

The purpose of the current study is to identify the extent to which promotional strategies and attention elements appear in a sample of children's food commercials.

The research was a content analysis study of 147 commercials that examined 20 separate promotional strategies and 20 different attention elements. The sample of commercials included those appearing on five US broadcast networks during children's programming blocks.

Findings show that the most frequently used promotional strategies were the use of jingles/slogans, showing children with the food, and the use of product identification characters. The use of animation, “real children,” and animal characters were the most used attention elements in the commercials.

The sample of commercials used in this analysis was obtained from broadcast networks and did not include cable network programming; however, the commercials represent commercials from a wide variety of food products and food product categories. Although not determined empirically, the same commercials appeared to air on the broadcast and cable networks.

Health and nutrition educators can draw on this study's findings by applying this information in creating more effective nutrition and health promotion messages designed to counter promotional strategies and attention elements in advertising messages that are addressed in this study.

Although specific promotional strategies and attention elements found in children's food commercials have been identified, there have been no studies addressing the frequency of these strategies/elements among a sample of commercials.

This study aims to investigate emerging adults’ emotional responses to a commercial with materialistic cues, and the commercial’s perceived and actual effect on materialism – taking the role of pre-existing attitudes toward advertising into account.

The paper used a mixed-method design to gauge emotions evoked by materialistic cues both qualitatively and quantitatively. Emotions were assessed using both open-ended and close-ended questions. Perceived effectiveness was also measured using close-ended questions. To establish the commercial’s actual effect, an online experiment was conducted. In total, 179 individuals between the ages of 18 and 25 years participated.

Emerging adults’ pre-existing attitudes toward advertising predicted their emotional responses toward a commercial with materialistic cues (i.e. influencing whether they are negative, neutral or positive) as well as the perceived effectiveness of materialistic cues in advertising. A one-time exposure to a commercial with materialistic cues does not increase materialism.

Emerging adults who dislike advertising, tend to also dislike advertising with materialistic cues and perceive it as less effective. However, young consumers with an interest in advertising do appreciate the use of materialistic cues and perceive them as being effective. Although no actual effect was found, this could be a reason for advertisers to use materialistic cues.

This paper is the first to investigate consumers’ emotions toward materialistic cues, and to study their perceived and actual effect. Moreover, it is the first to examine the link between advertising exposure and materialism among emerging adults.

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing communications, has not been the subject of sufficiently rigorous and comprehensive investigation by theoreticians. States the purpose is to establish and consolidate the available body of knowledge combining an overview of the standard conceptual approaches to marketing communication with an examination of the recent academic research in sponsorship, while maintaining a focus on current marketplace practice. Argues for a coherent and structured approach to the management of sponsorship expenditure through the application of a ‘management by objectives’ approach. Parameters are established in terms of a working definition of sponsorship, a review of its commercial development and an overview of current activity. Develops a commercially ration framework within which sponsorship activity may be undertaken. Views objective‐setting as the cornerstone of sponsorship management and outlines a classification of sponsorship objectives that subsumes current practice clarifies the range of potential benefits. Examines the criteria that govern rational sponsorship selection and proposes an evaluation strategy based on stated criteria. Methods of evaluating effects of marketing communications (sponsorship particularly) are examined and new evaluation techniques are advanced to facilitate the implementation of this rigorous scientific approach.

This paper aims to discuss how collaborative classification works in online music information retrieval systems and its impacts on the construction, fixation and orientation of the social uses of popular music on the internet.

Using a comparative method, the paper examines the logic behind music classification in Recommender Systems by studying the case of Last.fm, one of the most popular web sites of this type on the web. Data collected about users' ritual classifications are compared with the classification used by the music industry, represented by the AllMusic web site.

The paper identifies the differences between the criteria used for the collaborative classification of popular music, which is defined by users, and the traditional standards of commercial classification, used by the cultural industries, and discusses why commercial and non‐commercial classification methods vary.

Collaborative ritual classification reveals a shift in the demand for cultural information that may affect the way in which this demand is organized, as well as the classification criteria for works on the digital music market.

Collective creation of a music classification in recommender systems represents a new model of cultural mediation that might change the way of building new uses, tastes and patterns of musical consumption in online environments.

The paper highlights the way in which the classification process might influence the behavior of the users of music information retrieval systems, and vice versa.

The purpose of this paper is to examine the family dinner in Los Angeles County, California, focusing on the role of commercial foods and the time invested in food preparation. Popular media emphasize the increasing use of processed commercial foods in the USA.

A total of 64 dinner preparation and consumption events were videotaped and observed (32 families, two weeknights each). Observations determined the source of food served (restaurant, take‐out, or home‐cooked), the ingredients and dishes in each meal prepared at home, and the time required to prepare it.

The findings in this paper showed that, even when prepared at home, most evening meals included processed commercial foods in at least moderate amounts. Home‐cooked meals required an average of 34 minutes' “hands‐on time” and 52 minutes' “total time” to prepare. Heavy use of commercial foods saved, on average, ten to 12 minutes, hands‐on time but did not reduce total preparation time. Commercial foods require more limited cooking skills and permit more complex dishes or meals to be prepared within a given time‐frame than do raw ingredients. They may also reduce time investment at stages other than meal preparation, such as shopping.

This paper provides a rare glimpse of food preparation and meal consumption behavior on the family level. Most reports on US food habits are based on survey and purchasing data, rather than direct observation of household activities as used here.

The authors conceptually aim to replicate and update an early stream of research to find the key dimensions used by today’s audiences. They also show that the dimensions are directly related with attitude toward the ad, product attitude change and product recommendation and test the moderating impact of FCB Grid product type.

Across two studies, the authors survey a nationally representative sample of 1,223 US adults.

Consumers evaluate commercials using the dimensions: Dislikable, Meaningful, Ingenious and Warm. The latter three are positively related with ad attitude, attitude change and recommendation, whereas Dislikable is negatively related. Furthermore, results show that High and Low Involvement Think products moderate the relation between all four dimensions and all three outcomes. Only Meaningful affects the outcomes for High Involvement Feel products, whereas only Ingenious affects Low Involvement Feel product outcomes.

The research is limited to TV commercials, limiting generalizability to other media. Furthermore, the sample is limited to the USA.

The paper provides a parsimonious four-dimension model for advertiser use. These dimensions also predict ad attitudes, product recommendation, and attitude change. The results further show that for emotionally driven products with high involvement, commercials should focus on meaningfulness. For emotionally driven products with little involvement, ads should emphasize creative elements.

Addressing the paucity of replications in marketing, this paper replicates and extends a stream of research to reveal dimensions consumers use to evaluate commercials and demonstrates their practical applications.

The existing technology adoption model (TAM) has ignored the importance of social proof of credibility such as risk, security and privacy. Also, this study aims to provide understanding how the issues of usability such as interactivity, compatibility and credibility can influence the mobile banking (MB) adoption of commercial and Islamic banks. This study has offered two theoretical models which may be helpful to understand the importance of social proof of credibility during MB adoption.

It is exploratory study therefore the researcher used triangulation of qualitative methods such as online banking app reviews, focused group and semi structured interviews are used to understand the behavior of customers toward MB adoption.

Consumers are actively involved to take recommendations from close sources, experts, customers and crowd opinion using interactive social media platforms (SMPs). The purpose to gather information is to save from usability, risk, security and privacy issues, especially when customers share their personal and financial information with the purpose to use MB. Results reveal that people with disabilities require MB app that has adjustable size, color, text and functions. The usability issues such as system design, response time, aesthetics, personalization, installation and service quality influenced the use of MB in Islamic banks.

Present study has offered social proof as TAM which highlights usefulness and credibility as important factors that can create social proof on SMPs. This study provides rich insights regarding what initiatives are required to resolve the issues of usability such as interactivity, compatibility and credibility that can influence the MB adoption of commercial and Islamic banks. Another major contribution of this study is to explore the issues of MB for people with disabilities and suggest how they can improve the service quality of MB for people with disabilities.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.