Search results

This study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.

Four field experiments on Google Ad campaigns were conducted on the topics of energy and environment, the water–energy–food nexus, and a Higher-Ed program (at the national and local levels).

Two-sided search engine advertisements are more effective than one-sided advertisements in national campaigns but less effective in local campaigns. In national campaigns, conclusive search engine advertisements are more effective in increasing impressions and clicks, but inconclusive advertisements are more effective in increasing the click-through rate (CTR); in local campaigns, inconclusive advertisements are more effective when being one-sided, while conclusive advertisements are more effective when being two-sided. Overall, the two-sided and inconclusive advertisement generates the best results in a national campaign, but the one-sided and inconclusive advertisement generates the best results in a local campaign.

As the first to test sidedness and conclusiveness with Google Ads advertising, the paper provides theoretical and practical suggestions to search engine marketers by identifying the effective copywriting strategies, moderating factors and more measurements of effectiveness.

This study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.

This study used a quasi-experiment method to test the hypotheses. The subjects of investigation are the brands advertised during the past ten years of Super Bowl from 2011 to 2020 (n = 389). Search volume index data were collected through Google Trends. The authors used Ad Meter ratings to measure ad likability.

The findings indicate that Super Bowl advertisements stimulate consumers' likelihood to seek information about the advertised brands via search engines. The search volumes for brands hit a peak right after the Super Bowl advertising exposure. Additionally, ad likability influenced the increase in search volume. Consumers tend to search a brand online if they liked its Super Bowl ad.

The study contributes to the literature on Super Bowl advertising effectiveness by examining the impact of Super Bowl advertising on online search behavior and the role of ad likability in the relationship. Marketers will be able to utilize the increase in search volumes after the Super Bowl advertising exposure to further enhance brand engagement.

The substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional communications. Notwithstanding the expansion and efficacy of contemporary advertising platforms, scholarly attention has not kept pace with this domain of inquiry. This study aims to assess the antecedents of Google Shopping Ads (GSA) on intention to purchase behavior among the Generation Y and Z cohorts.

The current study used a quantitative approach and snowball sampling technique to gather primary data via a questionnaire and Google Forms, which resulted in the collection of 5,808 questionnaires among the cohort members. A principal component analysis and multigroup confirmatory multigroup structural equation modeling (between Generation Y and Z) were used to assess the research data and model.

The results show positive trust and perceived value associations with intention to purchase, particularly among Generation Y and Z consumers. The findings also show negative irritation, product risk and time risk associations with intention to purchase, especially among the Generation Y cohort, which indicates that young consumers generally do not observe perceived risk due to the usage of GSA.

GSA will continue to grow and become an increasingly important integrated marketing communications tool as the digital landscape develops. It can be concluded that young consumers show a high degree of perceived value and low levels of perceived risk due to the use of GSA. This study, therefore, promotes improved understanding among academics, marketers and businesses of search engine advertising among young cohorts of consumers (Generation Y and Z) in a developing country context.

Librarians have traditionally helped users meet their information needs by providing access to vetted sources. This changed when Internet access to the Web was introduced into the library service equation. While users now have access to more information than ever before, they must rely on search engines to retrieve and rank the results of their searches before research can begin. A problem with ranked retrieval is that many search engines participate in the practice of pay‐for‐placement advertising, which can affect the order of ranking, and may not be apparent as advertising. This practice introduces a new variation in the relationship between user and advertiser that has not existed in libraries before.

This study aims to investigate the apparel fit preferences of Mexican‐American women between the ages of 18 and 25 years old from the Southwestern USA. The study also seeks to analyze the effect of body shape perception, body mass index, and clothing size on apparel fit preferences.

Data were collected in an online survey using an original fit preference assessment scale. Sampling was restricted in terms of gender, age, subculture, and geography to control for the variability that exists in apparel preferences and the Hispanic market due to these factors. Descriptive and inferential statistics were used to describe the sample's fit preferences for casual pants, tops, skirts, and dresses and to determine whether physical body characteristics impact these preferences.

Overall, young Mexican‐American women preferred semi‐fitted apparel across all garment categories studied. Physical body characteristics tended to impact on the sample's preferences for close and loose‐fitting garments, with respondents who had narrower waists and smaller body sizes more likely to prefer close‐fitting garments. Respondents who had less defined waists and larger body sizes were more likely to prefer loose‐fitting garments.

Many apparel firms wish to create targeted products for the Hispanic consumer, given the substantial growth in the size and purchasing power of this market. However, firms have frequently had to rely on cultural stereotypes due to a lack of information. The study documented in the paper developed an original fit preference scale to obtain important information that can be used to impact on apparel product development for this consumer.

This paper aims to examine the relationship between migrants’ psychological well-being and the extent to which they keep in touch with people in their country of origin.

An online survey completed by 1,328 Australian migrants from 4 cultural groups (Anglo, Southern Asian, Confucian Asian and other European) assessed 2 facets of well-being, namely, flourishing and psychological distress and the use of 3 modes of online communication, namely, social media, messaging services and phone/video services.

Overall, keeping in touch with family and friends in their country of origin was associated with more flourishing and less distress amongst migrants. Nonetheless, the preferred modes of communication and how those usages relate with well-being varied considerably across cultural groups. In the Anglo group, communicating through messaging and phone/video services was associated with lower distress and communicating in all modes was associated with higher flourishing. Furthermore, the latter link was accounted for by having a meaningful conversation.

These findings suggest that the psychological well-being of migrant populations may be supported by an understanding of the distinct roles played by specific communication modes that are used to stay in touch with family and friends back home.

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are currently enjoying a period of fast and stable growth. This is manifested by the growing number of both Internet users and companies which – to an ever-increasing extent – use the Internet as a form of communication (both internal and external), promotion, sales etc. Expenditures on Internet advertising are growing continuously and now constitute more than 25% of all advertising expenditure. A natural consequence of this development is the need for the standardisation and organisation of the world of the Internet. These activities will result in a greater awareness of the benefits which this medium provides, increasing the possibilities of its use, and – most importantly – the opportunity to evaluate the return on investments made on the Internet. Nowadays, it is clear that many companies are striving to increase the quality of their activities on the Internet or to improve the effectiveness of such activities. As a consequence, the number of companies that look for indices which would enable the making of more precise and effective decisions in the scope of online operations is growing.

This chapter is dedicated to the phenomenon of the increasing role of the Internet in business, including the scale of its use by Polish and international companies. We present the most commonly used measures of marketing activities on the Internet and in social media. This group includes the indices which make it possible to determine whether a company actually needs a website. Other measures allow for the improvement in the effectiveness of the activity on the Internet, whereas others specify the costs of activities on the Internet and often serve as the basis for settlements between a company and advertising agencies or companies specialising in website design. It is worth emphasising that the Paid, Earned, Shared, Owned (PESO) model, worked out by Don Bartholomew,¹ is the basis for creation and description of indices concerning social media. This model has gained certain popularity in the social media industry. It does not, however, specify how individual indices should be named and calculated. It maps already existing indices and adapts them to specific levels of marketing communication measurement. All the measures indicated by the author of the model have been grouped into five major areas: exposure, engagement, brand awareness, action and recommendations. This model– similarly to all models of performance measurement – inspired by the sales funnel concept, adjusts certain standard indices and proposals of measurements for specific levels. Additionally, the measures are divided into four types, depending on who the owner of the content is: Paid (P) – refers to all forms of paid content; Owned (O) – all websites and web properties controlled by a company or brand; Earned (E) – the contents about a given brand created spontaneously by Internet users; and Shared (S) – the contents shared by Internet users.