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Virtual assistants are increasingly used for persuasive purposes, employing the different modalities of voice and text (or a combination of the two). In this study, the authors compare the persuasiveness of voice-and text-based virtual assistants. The authors argue for perceived human-likeness and cognitive load as underlying mechanisms that can explain why voice- and text-based assistants differ in their persuasive potential by suppressing the activation of consumers' persuasion knowledge.

A pre-registered online-experiment (n = 450) implemented a text-based and two voice-based (with and without interaction history displayed in text) virtual assistants.

Findings show that, contrary to expectations, a text-based assistant is perceived as more human-like compared to a voice-based assistant (regardless of whether the interaction history is displayed), which in turn positively influences brand attitudes and purchase intention. The authors also find that voice as a communication modality can increase persuasion knowledge by being cognitively more demanding in comparison to text.

Simply using voice as a presumably human cue might not suffice to give virtual assistants a human-like appeal. For the development of virtual assistants, it might be beneficial to actively engage consumers to increase awareness of persuasion.

The current study adds to the emergent research stream considering virtual assistants in explicitly exploring modality differences between voice and text (and a combination of the two) and provides insights into the effects of persuasion coming from virtual assistants.

The purpose of this study is to introduce a comprehensive and dynamic framework that focuses on the role of algorithms in persuasive communication: the algorithmic persuasion framework (APF).

In this increasingly data-driven media landscape, algorithms play an important role in the consumption of online content. This paper presents a novel conceptual framework to investigate algorithm-mediated persuasion processes and their effects on online communication.

The APF consists of five conceptual components: input, algorithm, persuasion attempt, persuasion process and persuasion effects. In short, it addresses how data variables are inputs for different algorithmic techniques and algorithmic objectives, which influence the manifestations of algorithm-mediated persuasion attempts, informing how such attempts are processed and their intended and unintended persuasive effects.

The paper guides future research by addressing key elements in the framework and the relationship between them, proposing a research agenda (with specific research questions and hypotheses) and discussing methodological challenges and opportunities for the future investigation of the framework.

This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the theoretical mechanisms that explain how creative media affects consumers. Its final purpose is to review all the empirical findings about creative media advertising effects.

This chapter presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising. The 11 reviewed articles with 16 experiments appeared between 2005 and 2015.

Overall creative media advertising generated positive evaluative outcomes (e.g., brand attitude) and behavior (e.g., word of mouth and sales). These effects were often mediated by a feeling of surprise and an increase in positive thoughts. It remains unclear whether creative media are perceived as persuasion attempts. Mixed findings exist for cognitive outcomes. Creative media advertising seems beneficial for creating strong brand associations, but brand memory might suffer from the technique if solving the link between the medium and the message takes away mental resources for the brand elements in the advertisement.

By reviewing all the literature about creative media advertising, the authors make recommendations for future research and for using creative media in practice. They emphasize potential boundary conditions and ideal circumstances of using creative media advertising.

The aims of this paper are to provide an integrated literature review of factors influencing consumers' responses to brand websites; to describe the state of research in the past ten years; and to give an overview of the theories used in brand website studies.

Using a vote‐counting procedure, 736 findings from 50 empirical studies are synthesized. In a vote‐counting analysis the number of positive and negative significant relations between the same two variables is compared to the number of non‐significant relationships.

The analysis reveals which person‐related factors (e.g. involvement or flow) and website‐related factors (e.g. usability or interactivity) influence responses to websites and brands. To explain such responses many studies integrate new theoretical concepts (e.g. interactivity or telepresence) into traditional theories. Furthermore, the review shows that the current state of research is limited by the use of forced exposure, student samples and the measurement of affective responses.

The present study investigates an increasingly popular approach to promote brands at the internet: the use of brand websites. The study gives insight into factors influencing the effectiveness of these websites. Marketers can use this knowledge to improve the effectiveness of their websites.

The paper provides a valuable contribution to the literature on brand websites. The paper can form the basis for future research on this topic.

The purpose of this paper is to demonstrate how companies activate their sponsorship of Formula E (for Electric) championship races to influence consumers' opinion of them as sustainable businesses.

Drawing on an original combination of promotional outputs (YouTube spots, social media releases and sustainability reports) from Formula E race title sponsors in the 2017–2019 seasons, the paper is a qualitative analysis of how these sponsors solve the value clash between traditional motorsport imagery and environmentalism to achieve “narrative authenticity”.

Findings show that sponsors do not address this clash directly. Instead, the conflict itself is reframed as a question of what sponsors do to improve the environment, not what they ndo not do. Second, the timeframe for action is redefined, which means that the future is what counts, not the situation today or given aims like the UN 2030 Sustainable Development Goals.

Sponsorship activation through Formula E as way of generating green brand equity would come across as more credible if companies improved the use of cross-platform synergies to convey narrative authenticity. To qualitative researchers on sport sponsorship, the findings strengthen the understanding of brands as “cultural narrators”.

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

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.

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?

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.

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.

This study unravels the intellectual structure of virtual reality (VR) in digital marketing (DM) research, identifies core research gaps and presents future research avenues. The study also conducts a performance analysis of publications in the field and identifies the most important stakeholders of the stated topic.

The Web of Science database was used to retrieve the publications that were relevant to the topic between 2012 and 2022. Biblioshiny, a shiny app for the Bibliometrix R package, is used to conduct a bibliometric analysis by decoding the results into several visual representations.

This report includes the most prolific contributors, keyword analysis results, productive nations, authors and connections, as well as the most often cited publications on VR in DM. In DM research, numerous perspectives on VR were looked at, explored and revealed.

The findings provide a new perspective and understanding of the issue for researchers in order to improve their research insights in the field. This study will also benefit marketing practitioners in ensuring the sustainability and innovativeness of technology used to run their DM campaigns.

This research provides the first bibliometric analysis of the citation works and productivity in the field of VR in DM using Biblioshiny, identifies core research gaps and provides future research agenda which can be useful to advance the research understanding in this context.