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Article
Publication date: 28 August 2019

Anouk de Regt, Matteo Montecchi and Sarah Lord Ferguson

Diffusion of fake news and pseudo-facts is becoming increasingly fast-paced and widespread, making it more difficult for the general public to separate reliable…

Abstract

Purpose

Diffusion of fake news and pseudo-facts is becoming increasingly fast-paced and widespread, making it more difficult for the general public to separate reliable information from misleading content. The purpose of this article is to provide a more advanced understanding of the underlying processes that contribute to the spread of health- and beauty-related rumors and of the mechanisms that can mitigate the risks associated with the diffusion of fake news.

Design/methodology/approach

By adopting denialism as a conceptual lens, this article introduces a framework that aims to explain the mechanisms through which fake news and pseudo-facts propagate within the health and beauty industry. Three exemplary case studies situated within the context of the health and beauty industry reveal the persuasiveness of these principles and shed light on the diffusion of false and misleading information.

Findings

The following seven denialistic marketing tactics that contribute to diffusion of fake news can be identified: (1) promoting a socially accepted image; (2) associating brands with a healthy lifestyle; (3) use of experts; (4) working with celebrity influencers; (5) selectively using and omitting facts; (6) sponsoring research and pseudo-science; and (7)exploiting regulatory loopholes. Through a better understanding of how fake news spreads, brand managers can simultaneously improve the optics that surround their firms, promote sales organically and reinforce consumers’ trust toward the brand.

Originality/value

Within the wider context of the health and beauty industry, this article sets to explore the mechanisms through which fake news and pseudo-facts propagate and influence brands and consumers. The article offers several contributions not only to the emergent literature on fake news but also to the wider marketing and consumer behavior literature.

Details

Journal of Product & Brand Management, vol. 29 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 31 August 2012

Juan Meng and Po‐Lin Pan

In response to the rapid growth of the cosmeceutical industry, this study aims to investigate young female consumers' confidence in cosmeceuticals and the perceived…

Abstract

Purpose

In response to the rapid growth of the cosmeceutical industry, this study aims to investigate young female consumers' confidence in cosmeceuticals and the perceived competency of cosmeceutical product advertising.

Design/methodology/approach

An online survey of 224 young female participants was recruited from an online national young consumer panel from Zoomerang. This group of participants mirrored the characteristics of the largest segment in the cosmeceutical market in the USA.

Findings

The results suggest that the perceived information utility of cosmeceutical product advertising is the most significant factor in engaging young female consumers' interests and desire to try cosmeceuticals. Moreover, young female consumers' self‐evaluation on body esteem, their perceived effectiveness of product claims, their interests in reading such advertising, and their attitudes toward advertising jointly affect their likelihood to take cosmeceutical products. Not surprisingly, self‐evaluation on body esteem predicted a negative influence on product purchase intention. As their self‐evaluation on body esteem increases, the likelihood to purchase cosmeceuticals decreases.

Originality/value

The study adds insights on a fast‐growing, but understudied, product category, cosmeceutical products, to the research stream and expands the knowledge on the information utility of cosmeceutical product advertising on young female consumers.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 1750-6123

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Article
Publication date: 2 March 2015

Sharmila Pudaruth, Thanika Devi Juwaheer and Yogini Devi Seewoo

This paper aims to explore the factors influencing the purchasing patterns of eco-friendly cosmetics and beauty care products among female customers in Mauritius. It also…

Abstract

Purpose

This paper aims to explore the factors influencing the purchasing patterns of eco-friendly cosmetics and beauty care products among female customers in Mauritius. It also investigates upon the relative significance of these factors in predicting the preference to buy and recommend eco-friendly cosmetics and beauty care products to others.

Design/methodology/approach

The paper applies the data reduction technique by using exploratory factor analysis on a sample of 150 female consumers and condenses a set of 35 attributes into a list of eight comprehensible factors influencing the purchasing patterns of eco-friendly and beauty care products among females in Mauritius. Multiple regression analysis was also conducted to investigate upon the importance of the eight dimensions in influencing the behavioural intentions of females to purchase eco-friendly products and their likeliness to engage in referral for eco-friendly products.

Findings

The factor analysis identified that the purchasing patterns for eco-friendly cosmetics and beauty care products is influenced by a combination of eight factors namely: “women lifestyles, self-image health and economic considerations”, “ethical consumerism among females”, “pharmacological essence of green cosmetics and beauty care products”, “visual appeal and physical cues in cosmetic stores”, “price-conscious decisions and effective promotion”, “belief on ethical claims in green messages”, “brand image and usage experience” and “sales representatives and social influences”. The results of the regression analysis have also suggested that the behavioural intention and referral of female customers is primarily derived from one predictor factor related to “women lifestyles, self-image, health and economic conditions”.

Practical implications

In terms of marketing strategies, cosmetic and beauty care organisations should promote greater ethical concerns among female customers through effective green advertising messages. Greater emphasis should be placed on the pharmacological essence of green advertising. Cosmetic executives should also focus on health-related benefits while marketing cosmetics and beauty care products.

Originality/value

The paper aims to fill up the significant gap in the literature on purchasing patterns for eco-friendly cosmetics and beauty care products among female customers. This study remains one of few research work designed to address different factors influencing the purchasing patterns for green cosmetics and beauty care products in the context of developing countries such as Mauritius. Yet, it would serve as a roadmap for cosmetics and beauty care companies to understand the factors impacting on purchasing patterns of eco-friendly cosmetics and beauty care products in similar contexts.

Details

Social Responsibility Journal, vol. 11 no. 1
Type: Research Article
ISSN: 1747-1117

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 1 April 1995

Martin Fojt

This special “Anbar Abstracts” issue of the Journal of Business & Industrial Marketing is split into seven sections covering abstracts under the following headings…

Abstract

This special “Anbar Abstracts” issue of the Journal of Business & Industrial Marketing is split into seven sections covering abstracts under the following headings: Marketing strategy; Customer service; Sales management; Promotion; Product management; Marketing research/customer behavior; Sundry.

Details

Journal of Business & Industrial Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 8 February 2011

Julia Alice Baker and Barbara Ann Mullan

The purpose of this paper is to explore the proportions of health‐related content in non‐program time on Australian television, and how this relates to channel, product…

Abstract

Purpose

The purpose of this paper is to explore the proportions of health‐related content in non‐program time on Australian television, and how this relates to channel, product category, program genre and whether it is an advertisement or public service announcement (PSA).

Design/methodology/approach

Australian prime time television was recorded across three commercial television stations in Sydney. Non‐program content (NPC) was coded according to the channel, program genre, length of content and product advertised. In total, 44 hours of programming was recorded.

Findings

Not surprisingly, significant differences were found in the percentage of health‐related content between advertisements (22 percent) and PSAs (67 percent). Again unsurprisingly there was also a significant relationship between the product category and health‐related content (χ2=366.601, p=0.000), but also between health‐related content and program genre (χ2=20.594, p=0.024), particularly situation comedies (31 percent) and sport (15 percent). No difference was found in the percentage of health‐related content between the channels.

Research limitations/implications

Differences existing in the amount of NPC across program genre suggest that viewers of programs with high rates of health‐related content in advertising may have higher exposure to product dependant health information.

Originality/value

Health information is examined in a general sample without focus on particular demographics or health topics and the role of program genre is investigated.

Details

Nutrition & Food Science, vol. 41 no. 1
Type: Research Article
ISSN: 0034-6659

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Article
Publication date: 6 June 2018

Gudrun Roose, Maggie Geuens and Iris Vermeir

The purpose of this paper is to perform a preliminary examination of informational and transformational advertising appeals in contemporary advertisements for healthy and

Abstract

Purpose

The purpose of this paper is to perform a preliminary examination of informational and transformational advertising appeals in contemporary advertisements for healthy and unhealthy foods.

Design/methodology/approach

Western (European) food advertisements published in Belgian food magazines were content analyzed to identify informational and transformational advertising appeals. Belgian food advertising was selected as an adequate representation of Western (European) food advertising because marketing in Belgium is permeated by international influences (cf. Belgian Federal Government). Advertisements were sampled from three magazines over a period of five years, from January 2009 to December 2013. The sample comprised 325 unique advertisements, including 159 for healthy foods and 166 for unhealthy foods.

Findings

The results of the content analysis indicated that healthy food advertisements in Belgium are mainly informational, whereas unhealthy food advertisements are mainly transformational.

Originality/value

This preliminary examination of informational and transformational advertising appeals in contemporary healthy food and unhealthy food advertisements shows that healthy food advertisements in Belgium are mainly informational, whereas the segment of consumers which is precarious – people low-involved with healthy food – are mainly attracted by transformational advertising appeals. The contrasting transformational strategy of unhealthy-food advertisements can provide inspiration for healthy food advertisers to help increase healthy food consumption.

Details

British Food Journal, vol. 120 no. 6
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 11 February 2014

Bernadette Whelan

– The aim of this article is to explore how, and to what extent, American advertising and its consumerist messages infiltrated Irish society in the period 1922-1960.

Abstract

Purpose

The aim of this article is to explore how, and to what extent, American advertising and its consumerist messages infiltrated Irish society in the period 1922-1960.

Design/methodology/approach

The article is based on an analysis of primary and secondary sources.

Findings

The article argues that American advertising practices and messages influenced the advertising industry in Ireland. It also contributed to the technical, style and content of Irish advertising and informed the Irish woman's view of American consumerism. Finally, it suggests that Irish society was more open to external influences, which challenges the narrative of Ireland as a closed society before 1960.

Originality/value

The article is based on extensive original research and opens up a number of new areas of research relating to the history of consumerism and advertising in Ireland.

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 1 June 2021

Susanna S. Lee, Huan Chen and Yu-Hao Lee

The purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram…

Abstract

Purpose

The purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram. Additionally, the study aims to understand how advertising skepticism and persuasion knowledge affect the effectiveness of native advertising featuring micro-celebrity.

Design/methodology/approach

This study was administered online using a 2 (product type: high self-expressive vs low self-expressive) × 2 (micro-celebrity and product congruity: congruent vs incongruent) between-subjects factorial design to test the hypotheses. A total of 186 participants, all Instagram users living in the USA, were recruited using an Amazon Mechanical Turk (MTurk). After screening out 14 respondents who were not Instagram users or did not fully answer the questions, a total sample of 172 valid and complete responses were included for hypotheses testing.

Findings

The results revealed that when native advertising featured highly self-expressive products and micro-celebrities with good product image fit, consumers had a more positive attitude toward the ad and the brand, higher source credibility and higher electronic word-of-mouth intention. In addition, advertising skepticism was found to moderate the effect of micro-celebrity-product fit on source credibility.

Originality/value

This study is the first to examine the effect of micro-celebrity and product congruence on native advertising effectiveness. Moreover, the study provides a better understanding of the advertising skepticism and its influence on source credibility. It discusses why a micro-celebrity’s image is a critical factor in shaping attitudes toward native advertising. This study contributes to both the native adverting and influencer marketing literature.

Details

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

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Article
Publication date: 4 December 2018

Anastasia Konstantopoulou, Ioannis Rizomyliotis, Kleopatra Konstantoulaki and Raghad Badahdah

Under Saudi Vision 2030, there is a forthcoming raise of support to small- or medium-sized enterprises (SMEs) from the current 20 per cent of GDP to 35 per cent; thus…

Abstract

Purpose

Under Saudi Vision 2030, there is a forthcoming raise of support to small- or medium-sized enterprises (SMEs) from the current 20 per cent of GDP to 35 per cent; thus, SMEs’ access to finance is becoming easier. At the same time, the cosmetics retail industry is expected to rapidly grow further in the next few years, on account of the already mounting demand and easy availability of cosmetics through online channels. The purpose of this study is to explore the use of beauty Instagram influencers in advertising as a tool to increase competitiveness for SMEs.

Design/methodology/approach

An exploratory research design was used and in-depth interviews were conducted to get a better understanding of female Saudi young adults’ perceptions with regards to trust towards Instagram influencers, electronic word of mouth (eWOM) and advertising.

Findings

SMEs can benefit greatly from eWOM in their quest for competitiveness. Therefore, when a beauty influencer on Instagram advertises a product to SMEs followers this leads to increased awareness and purchase intention. The findings indicated that the participants are quite sceptical when receiving reviews or promotion from beauty influencers on social media, as they rarely regard them as authentic. Moreover participants seem to trust influential beauty Instagrammers when they had a positive experience with the influencer before. Trust, honesty and authenticity were important factors that increase the impact of eWOM.

Originality/value

This paper offers an in-depth understanding of the use of Instagram advertising and eWOM in a rapidly developing industry and explores these as key communication pathways for modern SMEs in their effort to achieve resilience and competitiveness.

Details

International Journal of Organizational Analysis, vol. 27 no. 2
Type: Research Article
ISSN: 1934-8835

Keywords

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