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Article
Publication date: 10 June 2014

Tseng-Lung Huang and Yi-Mu Chen

– This study aims to determine whether smartphones create the best communication fit with a young audience.

Abstract

Purpose

This study aims to determine whether smartphones create the best communication fit with a young audience.

Design/methodology/approach

To validate the hypotheses, a task-based laboratory study was conducted. And smartphone film and television (TV) film were provided in the laboratory. Young respondents were recruited in the classroom and brief introduction and film were broadcasted. After watching the film, levels of respondent’s emotional experience was measured via questionnaire.

Findings

The results indicate that when the text of the film matches the young audience’s schema, the young audience uses, mainly, imagery coding to interpret the text and achieve an emotional experience. Conversely, when the text and schema do not match, the young audience uses both proposition coding and imagery coding.

Practical implications

Based on the results found in this study, companies should use different texts to match the different schema of young audiences to ensure that audiences can process coding and enjoy emotional experiences when using smartphone.

Originality/value

Dual-coding theory is applied to determine which coding system the audience use to interpret the new-media text, such as smartphone films.

Details

Young Consumers, vol. 15 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 10 April 2017

Angeline Close Scheinbaum, Stefan Hampel and Mihyun Kang

Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer…

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Abstract

Purpose

Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer responses to audiovisual (i.e. text along with a short video) versus text-only messages in brand communication. Specifically, authors seek to uncover the efficacy of marketer-embedded video (vs text-only) in e-mail on the consumer's product interest, informativeness, perceived prestige, electronic word-of-mouth (e-WOM) intentions and willingness to pass the electronic message along digitally or on social media. With the dual coding theory and selective visual attention as theoretical guideposts, the intended contribution is a framework that can explain and predict advantages for multi-modal e-mail marketing communications.

Design/methodology/approach

Five hypotheses are tested experimentally with a one-factor experiment with two conditions (text-only vs audiovisual). The sample was 240 adult participants. Real brands (Audi and Apple) were used. For both brands, participants were randomly assigned to one of two conditions of the e-mail (i.e. audiovisual vs text-only). The stimuli are identical, with the exception of embedded video in the e-mail body. The videos are authentic brand videos, are approximately 50 s and use a product feature appeal. Participants’ pre-existing brand attitude was measured. Then, five dependent variables (product interest, informativeness, perceived prestige, e-WOM intentions and willingness to pass the electronic message along digitally or on social media) were considered with respect to consumer exposure to e-mail with video and text in the e-mail from the brand versus text-only e-mail from the brand.

Findings

The results supported the hypotheses that audiovisual messages (i.e. those with text and video) heighten informativeness, product interest, perceived prestige, intentions to spread e-WOM for a brand and willingness to pass along the e-mail along to friends and family when compared to text-only messages. These experimental findings from a one-factor experiment with two conditions (text-only vs audiovisual) are generally consistent for an American consumer technology brand Apple (iPhone) and a German luxury automobile brand Audi (S4). Hypotheses are supported for both brands (Apple and Audi), with the exception of product interest for Audi, which may be explained by the high price of a luxury automobile.

Research limitations/implications

An implication here for the dual coding theory is that the theory may be extended to consider what happens after the consumer codes the information with both the verbal and the non-verbal subsystem. The finding of interest to information processing scholars is that a video accompanying text communication from a brand to a consumer has an advantage over text-only communication. Brands that communicate with multi-modal marketing communication have better outcomes in informativeness, brand prestige perceptions and intentions of online consumer behaviors, including positive e-WOM for the brand in general and willingness to pass the specific content along in digital and social media platforms. Consumers can become brand advocates by being more inclined to forward the e-mails with the product short video as well as the e-mail text.

Practical implications

Brand marketers should consider e-mail in an integrated brand promotion (IBP) campaign as a cost advantage; one of the reasons e-mail should have a solid place in the IBP toolkit is due to e-mail's relatively low cost. The main cost comes with administration and production of the video. As a managerial implication for advertisers, embedding ads of a short video format in e-mails is a way to be more effective than plain-text e-mails. Short videos in e-mails are a reasonable idea to include in an integrated marketing communications effort (plausibly due to information processing with both a verbal and a non-verbal system). Brands can use videos in e-mails to enhance informativeness regarding products to enhance product differentiation from competitors. Yet, it is important to raise caution with some concerning disadvantages potentially associated with e-mail marketing and video. The three areas of caution include potential issues of privacy, clutter and technical inhibitors.

Originality/value

Despite the fact that e-mail is one of the most heavily used communication tools in marketing, there is scarce literature on e-mail and branding. By brands evoking a degree of prestige with embedded videos, consumer willingness to become part of the marketing communications is enhanced, as their e-WOM and willingness to share the branded content increase.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 16 March 2015

Jonathan A. Jensen, Patrick Walsh, Joe Cobbs and Brian A. Turner

The purpose of this paper is to investigate how simultaneous use of devices such as personal computers, tablets and smartphones impacts the sponsors that receive brand…

4269

Abstract

Purpose

The purpose of this paper is to investigate how simultaneous use of devices such as personal computers, tablets and smartphones impacts the sponsors that receive brand integration during the broadcasts. Advances in technology now allow fans to consume broadcasts of televised events almost anywhere via personal computers, tablets and smartphones. These devices are also frequently utilized as “second screens” to communicate with fellow consumers on social media, access additional content or otherwise multitask during televised consumption.

Design/methodology/approach

An initial study served to test the applicability of the theoretical framework of a dual coding theory in this new context, followed by a 3 × 2 between-subjects design utilized to advance understanding of the influence of second screens on brand awareness of the sponsors of televised events.

Findings

Results demonstrated that both brand recognition and recall were reduced by second screen activity across nearly all audio or visual consumption experiences. Further, while second screen use in an audiovisual setting did not interfere with consumers’ ability to recognize brands, indicating they were able to multitask and were not distracted, it inhibited their ability to recall brands from memory. This result provides evidence that second screen use may interfere with elaborative rehearsal and reduce cognitive capacity.

Practical implications

Given that marketers are investing more resources than ever to achieve brand integration during televised events, these findings suggest that brands face challenges in achieving a requisite return on their investments.

Originality/value

This study represents the first empirical investigation of the impact of consumers’ use of second screens in the academic literature, and has important implications for the sponsors of televised events.

Details

Journal of Consumer Marketing, vol. 32 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 13 February 2017

Sung-Byung Yang, Sunyoung Hlee, Jimin Lee and Chulmo Koo

The purpose of this study is to explore the effect of two types of presentation formats (textual and imagery) involving online restaurant reviews (ORRs). The study…

4165

Abstract

Purpose

The purpose of this study is to explore the effect of two types of presentation formats (textual and imagery) involving online restaurant reviews (ORRs). The study examines ORRs on the basis of review usefulness and review enjoyment; the study investigates the effects of the two presentation formats on review usefulness and review enjoyment.

Design/methodology/approach

Data from 1,776 reviews were collected from Yelp.com using a Web data-harvesting technique. Hypothesized relations in the model were tested by Tobit regression analysis.

Findings

Empirical results show that different formats of ORRs affect review usefulness and review enjoyment in different manners; whereas both attributes of textual format (review length and readability) affect review usefulness, both aspects of imagery format (physical environment images and food and beverage images) are positively related to review enjoyment. However, review length and food and beverage images are the most important factors affecting both review usefulness and review enjoyment. In particular, the relation between the two formats of ORRs and review usefulness is mediated by review enjoyment.

Research limitations/implications

The focus of this study is the two formats of ORRs in terms of dual coding theory and the mediating role of review enjoyment. The findings help online review website organizers manage the operation of various review formats in a proper manner. Managers can effectively select those formats that would achieve the desired effect.

Originality/value

Unlike previous studies on the relation of attributes to online reviews, this study examines the perceptions of ORRs’ usefulness and enjoyment. In addition, this study encompasses diverse ORR factors (review length, review readability, physical environment images, food and beverage images) for a more comprehensive interpretation of ORRs.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 1 February 2022

Atieh Poushneh and Reza Rajabi

Two valuable pieces of information – reviews and their corresponding numerical ratings – are accessible to potential customers before they make a purchasing decision. An…

Abstract

Purpose

Two valuable pieces of information – reviews and their corresponding numerical ratings – are accessible to potential customers before they make a purchasing decision. An extensive body of marketing literature has scrutinized the influence of customers’ reviews by linking such aspects as the volume and valance of reviews with product sales and customers’ purchase intention. The aim of this study, for which dual coding theory was used, was to understand the relationship between reviews and their corresponding numerical ratings.

Design/methodology/approach

The authors used the latent Dirichlet allocation technique to categorize customers’ reviews. The present findings contribute to the literature by showing the underlying mechanisms that customers use to interpret reviews and associate them with numerical ratings.

Findings

The gradient boosted decision tree model demonstrates that non-abstract-dominant reviews (reviews mainly consist of tangible objects, actions, events or affective words) are significant predictors of their corresponding numerical ratings. However, abstract-dominant reviews (i.e. those consisting primarily of intangible objects, events or actions) cannot predict their associated numerical ratings.

Originality/value

The present findings contribute to the literature by showing the underlying mechanisms that customers use to interpret reviews and associate them with numerical ratings.

Content available

Abstract

Details

Journal of Consumer Marketing, vol. 32 no. 2
Type: Research Article
ISSN: 0736-3761

Article
Publication date: 2 August 2013

Adrian Stagg, Lindy Kimmins and Nicholas Pavlovski

This paper seeks to report the initial phase of a cross‐institutional screencasting project designed to provide digital, multimedia support for referencing skills. Use of…

2243

Abstract

Purpose

This paper seeks to report the initial phase of a cross‐institutional screencasting project designed to provide digital, multimedia support for referencing skills. Use of screencasting software, with strong educational design, has the potential to reach all learners asynchronously, regardless of mode of study, and this paper focuses on the transferability of the principles and skills in this project to other contexts and institutions.

Design/methodology/approach

The referencing tutorial makes use of dual coding theory to provide an aligned visual and auditory learning experience and is discussed in reference to the current literature. The foundation of the project was collaboration between the academic libraries and lecturers in the field of academic learning skills. The pedagogical and technical design and challenges are discussed, with a view to incorporating feedback into further iterative development stages.

Findings

This paper finds that screencasting has been used to effectively support the development of referencing skills across a diverse student cohort, but recognises that further, in‐depth analysis will be required to determine the impact of the project. It also provides an example of a low‐cost project which could be replicated by other institutions to positively frame referencing within the context of broader academic writing.

Originality/value

The paper provides an overview of a short project to collaboratively develop a screencast and add value to existing referencing resources (which are predominantly text‐based). The design approach situates referencing within an academic writing continuum seeking to explicitly provide a rationale for the mechanics of referencing, whilst also acknowledging the challenges presented by a rapidly changing information environment.

Book part
Publication date: 9 October 1996

Bryce Allen

Abstract

Details

Information Tasks: Toward a User-centered Approach to Information Systems
Type: Book
ISBN: 978-1-84950-801-8

Article
Publication date: 22 June 2021

Chang Sung Jang, Doo Hun Lim, Jieun You and Sungbum Cho

The purpose of this study is to reveal how research on brain-based learning (BBL) addressing adult learners’ education and training issues has contributed to the overall…

Abstract

Purpose

The purpose of this study is to reveal how research on brain-based learning (BBL) addressing adult learners’ education and training issues has contributed to the overall knowledge base linking neuroscience, adult education and human resource development (HRD) research and practices. Through this comprehensive review of the BBL studies, this paper aims to expand the landscape of understanding educational phenomenon in adult education and organizational settings using the lens of neuroscience.

Design/methodology/approach

Using the content analysis method, this study extracts key research themes and methodological choices from the body of BBL studies. In addition, this paper explores the relationships and proximity among key concepts of BBL research using keyword network analysis. For data analysis, this study reviews the current literature on BBL addressing both adult education and HRD topics from 1985 to 2019.

Findings

The findings of this study provide a clearer picture of the potential mechanisms of BBL approaches observed in the literature of adult education and HRD. What has been found from the thematic analysis is that addressing misconceptions about the neuroscience of learning is regarded as an important topic. In terms of the methodological approaches, the literature review was a dominantly used method, whereas experimental or quantitative research has yet to be fully performed. Influential keywords and topics obtained from the keyword network analysis reveal the primary foci and structural patterns of current BBL research.

Originality/value

This study makes a significant contribution to theories and research in adult education and HRD scholarship as it provides an integrative view of key research themes and major issues about BBL. Additionally, our findings offer practical insights for adult educators and HR professionals to successfully apply neuroscientific approaches.

Details

European Journal of Training and Development, vol. 46 no. 5/6
Type: Research Article
ISSN: 2046-9012

Keywords

Book part
Publication date: 29 December 2016

Claire M. Segijn

This chapter aims to provide an overview and conceptualization of multiscreening in the field of advertising effectiveness.

Abstract

Purpose

This chapter aims to provide an overview and conceptualization of multiscreening in the field of advertising effectiveness.

Methodology/approach

By means of the multi-dimensions of media multitasking, it is possible to differentiate different forms of media multitasking. This framework is used to describe and explain the phenomenon of multiscreening. The framework consists of four categories each with its own dimensions: (1) task relations (e.g., task hierarchy, task switch, shared modality), (2) task inputs (e.g., information flow), (3) task outputs (e.g., behavioral responses), and (4) user differences. The description of multiscreening per dimensions is completed with a review of recent literature in the field of multiscreening, media multitasking and persuasion.

Practical implications

Literature in the field of media multitasking often assumes detrimental effects. Practical implications for advertisers are discussed by presenting an overview of the existing literature on multiscreening and advertising effectiveness. At the end of the chapter, a summary of the different dimensions is presented and an answer is formulated to the question: Is multiscreening a challenge or opportunity for advertisers?

Research implications

In addition to practical implications, this chapter also offers an overview of the current research in the field of multiscreening and advertising effects. By presenting recent literature in this field, it becomes clear where knowledge is lacking. Directions for future research are discussed.

Originality/value

This chapter is the first to present a structured overview of the phenomenon of multiscreening. It will provide practitioners and researchers with the current status in the field of multiscreening and advertising effectiveness. In addition, the chapter can also be seen as a guide for future directions in the field of multiscreening.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Keywords

1 – 10 of over 11000