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1 – 10 of over 1000Zhiying Jiang, Chong Guan and Ivo L. de Haaij
The purpose of this paper is to investigate the benefits of Ad-Video and Product-Video congruity for embedded online video advertising. A conceptual model is constructed to test…
Abstract
Purpose
The purpose of this paper is to investigate the benefits of Ad-Video and Product-Video congruity for embedded online video advertising. A conceptual model is constructed to test how congruity between online advertisements, advertised products and online videos impact consumer post-viewing attitudes via processing fluency.
Design/methodology/approach
An online experiment with eight versions of mock video sections (with embedded online video advertisements) was conducted. The study is a 2 (type of appeal: informational vs emotional) × 2 (Ad-Video congruity: congruent vs incongruent) × 2 (Product-Video congruity: congruent vs incongruent) full-factorial between-subject design. A total of 252 valid responses were collected for data analysis.
Findings
Results show that congruity is related to the improvement of processing fluency only for informational ads/videos. The positive effect of Ad-Video congruity on processing fluency is only significant for informational appeals but not emotional appeal. Similarly, the positive effects of Product-Video congruity on processing fluency are only significant for informational appeals but not emotional appeal. Involvement has been found to be positively related to processing fluency too. Processing fluency has a positive impact on the attitudes toward the ads, advertised products and videos.
Research limitations/implications
The finding that congruity is related to the improvement of processing fluency only for informational ads/videos extends the existing literature by identifying the type of appeal as a boundary condition.
Practical implications
Both brand managers and online video platform owners should monitor and operationalize the content and appeal congruity, especially for informational ads on a large scale to improve consumers’ responses.
Originality/value
To the best of the authors’ knowledge, this is the first paper to examine the effects of Ad-Video and Product-Video congruity of embedded advertisements on video sharing platforms. The findings of this study add to the literature on congruity and processing fluency.
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Rohit Trivedi, Thorsten Teichert and Dirk Hardeck
Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising…
Abstract
Purpose
Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement.
Design/methodology/approach
Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions.
Findings
QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category.
Research limitations/implications
The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement.
Practical implications
Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal.
Originality/value
This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.
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Beatriz Casais and Aline Costa Pereira
This paper aims to analyse the prevalence of emotional and rational appeals in social advertising campaigns. There are studies about the effectiveness of these tones of appeals in…
Abstract
Purpose
This paper aims to analyse the prevalence of emotional and rational appeals in social advertising campaigns. There are studies about the effectiveness of these tones of appeals in social marketing, but there is no evidence about their prevalent use in social advertisements.
Design/methodology/approach
The authors conducted a content analysis of forty social advertisements promoting attitudes and behaviours regarding social causes. The selected ads were in video format and were extracted from the YouTube channels of Portuguese governmental and non-governmental organisations. The ads were coded according to the characteristics of each tone of appeals and classified as emotional, rational or a mix of both.
Findings
The authors classified 25 social ads as rational appeals, 8 as emotional and 7 as a mix of both appeals. The results of the research show that social marketers have preference for the use of rational tone in social advertising campaigns.
Originality/value
This study shows that there is a disruption between theory and practice in social marketing, considering the higher prevalence of rational appeals in contexts where theory recommends emotional appeals for higher effectiveness. This evidence is surprising, considering a previous study that evidenced a higher use of emotional appeals in advertising connected to social causes than in commercial advertisements. This paper focus on how practice may disrupt theory and explores possible reasons for the phenomenon.
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Mónika Anetta Alt, Zsuzsa Săplăcan and József Berács
The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were…
Abstract
Purpose
The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were classified based on the FCB grid: high/low involvement and think/feel decision.
Design/methodology/approach
The data were collected from 62 banks with content analysis based on 1,514 unique print advertisements, published between 2006 and 2014 in national newspapers in Romania and Hungary. The ads were coded, based on Pollay’s appeals, and then a cluster analysis was performed to identify appeal and financial service clusters.
Findings
The results revealed ten bank-specific appeals which can be used for advertising four different banking services categories. All type of savings and loans for B2B are advertised with quality appeals (safety, productivity); current account and card, personal/home loans are advertised with financial value appeals (convenient, cheap); corporate branding with emotional appeals (affiliation, distinctive, enjoyment); and services with mixed appeals.
Research limitations/implications
The study could be extended for different target market, creative strategy, other media and more countries.
Practical implications
The paper provides guidelines on how the FCB grid could be extended for bank services to recommend specific appeals for each category.
Originality/value
The financial service literature proposes guidelines regarding bank advertisements. However, the recommended advertisement appeals were not linked to different bank services. This paper creates a comprehensive managerial framework in order to match the bank’s specific appeals with different bank services.
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Rodoula H. Tsiotsou, Leonidas Hatzithomas and Martin Wetzels
This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new…
Abstract
Purpose
This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market.
Design/methodology/approach
To accomplish this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking and an online questionnaire. In Study 2, a total of 138 participants visited a website with the targeted display ad and responded to an online questionnaire.
Findings
Overall, the results of two studies show that the relationship between CR and display advertising effectiveness is moderated by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market. Moreover, the study illustrates the importance of collecting subjective and objective data in advancing the knowledge and understanding of interactive marketing communications such as display advertising.
Originality/value
The study is a novel attempt within the well-established realm of interactive marketing and, specifically, of digital advertising to examine the persuasive effects of display ad features such as the context, appeal and exposure on display ad effectiveness, considering consumers' predispositions such as resistance to change.
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Jiyoung Kim, Rebecca Melton, Jihye Ellie Min and Bu Yong Kim
The purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with informational…
Abstract
Purpose
The purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with informational appeal, institution-focused content with emotional appeal, experience-focused content with emotional appeal,) and blog type (i.e. a corporate, sponsored or a personal blog) persuade consumers to form perceptions of credibility and similarity toward the fashion brand, which leads them to further engage with the brand through Electronic Word of Mouth (eWOM).
Design/methodology/approach
This study employs a 3(content type: product-focused, institution-focused, experience-focused) x 3(blog type: corporate, sponsored and personal) between-subjects design. Mock fashion blogs and content were developed in order to provide a realistic blogging experience for the participants. With 511 usable data collected, ANOVA was employed to test the relationships.
Findings
Findings reveal that content type, specifically product-focused content and experiential content, is an important consideration for illustrating similarities between the brand and consumers compared to institutional content. Product-focused content is found to be effective in encouraging consumer eWOM for the brand as well. Further, the interaction effect of blog type and content type was significant in establishing brand credibility. However, blog type did not influence any of the dependent variable.
Originality/value
This study brings meaningful suggestions to fashion brands on effective blog campaign, which eventually provide insights on how brands can influence female consumers to shape positive evaluation toward the brand.
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Hyeyoon Jung, Peter Magnusson and Yi Peng
This study examines how consumers' self-construal moderates consumers' buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. The authors…
Abstract
Purpose
This study examines how consumers' self-construal moderates consumers' buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. The authors explore the potential effectiveness of two distinct communication strategies – emotional versus informational ad appeals – to mitigate the negative effects of sizing discrepancies.
Design/methodology/approach
A total of three experiments were conducted to examine the proposed framework. Studies 1 and 2 investigate whether self-construal moderates the relationship between sizing discrepancy and purchasing intentions. Study 3 examines the effectiveness of communication strategies in reducing the detrimental effects of sizing discrepancy.
Findings
When encountering sizing discrepancies, the authors find that consumers with an interdependent self-construal have lower purchase intentions than those with an independent self-construal. The authors demonstrate that an emotional communication strategy is more effective for consumers with an interdependent self-construal, whereas an informational communication strategy is more effective for consumers with an independent self-construal.
Originality/value
With the lack of a universal sizing system, consumers often struggle to find clothes that fit as expected. However, extant research has not explored cross-cultural differences in how consumers respond to sizing discrepancies and how managers can reduce any potential negative effects.
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The purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the…
Abstract
Purpose
The purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.
Design/methodology/approach
A content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.
Findings
Interactive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.
Research limitations/implications
The findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.
Originality/value
This is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.
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Jennifer Ball and Michael Mackert
Studies of direct‐to‐consumer pharmaceutical advertising (DTCA) have examined the views of consumers and healthcare providers but the perspective of pharmaceutical advertisers has…
Abstract
Purpose
Studies of direct‐to‐consumer pharmaceutical advertising (DTCA) have examined the views of consumers and healthcare providers but the perspective of pharmaceutical advertisers has been largely absent. This study sought to fill that gap by exploring the perspectives of advertising professionals working on pharmaceutical brands.
Design/methodology/approach
Interviews were conducted among 22 advertising professionals regarding the use of emotion in DTCA and considerations about consumer distrust and ad credibility.
Findings
Results suggest emotion is used to gain attention, increase involvement, and enhance information processing. Consumer trust of pharmaceutical companies was recognized as an issue, and various thoughts were provided on trust‐building strategies. However, several respondents expressed doubt that negative opinions of the industry translated into negative evaluations of the specific ads or brands with which consumers were familiar.
Research limitations/implications
Based on participants' assertions, this paper poses a number of specific avenues for future research regarding the effects of emotion on response to DTCA and consumers' conflicting sense of trust within the pharmaceutical category.
Originality/value
While scholars examining the design and effects of DTCA have inferred the motivations of pharmaceutical advertisers, this study provides insight on practitioners' actual intentions behind the messages created for DTCA.
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Mojtaba Ghasemi Siani, Sardar Mohammadi, Mohammad Soltan Hosseini and Geoff Dickson
The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also…
Abstract
Purpose
The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also examined.
Design/methodology/approach
The study utilized a 2 (advertising appeal: emotional vs rational) ×2 (gender: male vs female)×2 (sport product type: utilitarian vs hedonic) research design. Data were collected from 160 sport product users. The collected data were analyzed using three-way analysis of variance (ANOVA).
Findings
The results indicated that emotional advertising has a greater impact on the attitude toward advertising and the intention to purchase sports products. The results also revealed that rational advertising appeals have more impact for utilitarian sports products and that emotional advertising appeals are more effective for hedonic sports products. However, there were no significant effects for gender as a moderating variable.
Originality/value
This is the first study to examine responses to rational and emotional appeals in sports product advertisements.
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