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Article
Publication date: 13 May 2020

Evert Van den Broeck, Karolien Poels and Michel Walrave

This paper aims to investigate the role of five highly relevant advertiser- (i.e. personalization and ad placement) and consumer-controlled (i.e. privacy concerns…

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Abstract

Purpose

This paper aims to investigate the role of five highly relevant advertiser- (i.e. personalization and ad placement) and consumer-controlled (i.e. privacy concerns, perceived relevance and Facebook motives) factors in the evaluation and perceived outcomes of personalized Facebook advertising as well as how these factors interrelate.

Design/methodology/approach

Twenty-eight semi-structured interviews, in which elicitation techniques were used, were carried out among 25- to 55-year-old Facebook users.

Findings

The findings point to a complex tradeoff between the risks and benefits of personalized Facebook advertising, in which perceived relevance and Facebook use motives play a vital role.

Research limitations/implications

This study focused on the general Facebook advertising experience, yet the elicitation techniques were applied only on the desktop website. Future research should look further into mobile advertising formats.

Practical implications

Personalization and retargeting algorithms could be improved and ads should be designed with the customers’ interests in mind to improve their effectiveness and reduce privacy concerns.

Originality/value

Social media advertising innovates at a high pace. Yet, the literature shows an urgent need for research into which ad formats and characteristics appeal to users and why (or why not). Qualitative studies into the determinants of advertising outcomes are scarce but highly needed because they can uncover complex interactions between factors and thus provide a deeper understanding.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 9 April 2020

David S. Dobson and Karolien Poels

Mortgage lenders often combine a variety of framing strategies when developing mortgage advertisements. To date, these frames have mostly been studied separately. This…

Abstract

Purpose

Mortgage lenders often combine a variety of framing strategies when developing mortgage advertisements. To date, these frames have mostly been studied separately. This paper, however, studies the combined framing effects of message valence, specificity, and temporality on consumers' mortgage decision-making.

Design/methodology/approach

A mixed methods design was used. First, 13 unique print ads collected from a Canadian newspaper were analyzed for content. Second, a 2 × 2 × 2 scenario-based experiment with 400 undergraduate participants examined the framing effects of valence, specificity and temporality on attitudes toward the mortgage advertising message, the product advertised, and the brand, as well as on consumers' behavioral intentions toward the advertised mortgage product.

Findings

The content analysis suggests that combined framing does exist in print ads. A positive message with a fixed term and a specific interest rate were the most commonly used frames. The experiment revealed that, for behavioral intentions, the main effect of the message temporality was significant. The effects of advertising a long-term mortgage on behavioral intentions were more favorable than those of advertising a short-term mortgage.

Practical implications

This research provides a combined framing model for designing advertising strategies for the financial services industry to market complex financial products, such as mortgage loans to consumers. This is relevant to lenders when designing a persuasive package or ads for potential customers.

Originality/value

This study is the first of its kind to investigate the effects of combinations of message frames on consumers' mortgage decision-making, while also advancing the understanding of message framing theory for the financial services industry.

Details

International Journal of Bank Marketing, vol. 38 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 17 August 2020

Brahim Zarouali, Valerie Verdoodt, Michel Walrave, Karolien Poels, Koen Ponnet and Eva Lievens

This study aims to investigate the development of adolescents’ advertising literacy and privacy protection strategies in the context of targeted advertisements on social…

Abstract

Purpose

This study aims to investigate the development of adolescents’ advertising literacy and privacy protection strategies in the context of targeted advertisements on social networking sites (SNSs).

Design/methodology/approach

A survey was conducted among 374 adolescents between 12 and 17 years of age, and 469 young adults (18–25 years) served as a comparative benchmark.

Findings

Results indicate that advertising literacy increases progressively throughout adolescence, and reaches adult-like levels only by the age of 16. In addition, adolescents have an inadequate awareness of commercial data collection practices. This awareness slowly increases as a function of their age until it reaches an adult level around the age of 20. Finally, findings reveal that adolescents take little action to cope with targeted advertisements by means of privacy protection strategies.

Practical implications

This paper devotes much attention to the formulation of specific recommendations for EU policymakers and regulatory bodies. In addition, it also holds implications for advertisers (e.g. the need for more in-depth data protection impact assessments), social media providers (e.g. adolescent-friendly privacy policy) and social caretakers (e.g. achieving advertising literacy and privacy education).

Originality/value

This paper fulfills the need to investigate adolescents’ advertising literacy and privacy-protective behaviors on SNSs, and, in turn, directly translates these insights into recommendations that can underpin the rationale of regulatory or policy decisions on a European level.

Details

Young Consumers, vol. 21 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

Book part
Publication date: 29 December 2016

Laura Herrewijn and Karolien Poels

Digital gaming has become one of the largest entertainment sectors worldwide, increasingly turning the medium into an attractive vehicle for the communication of…

Abstract

Purpose

Digital gaming has become one of the largest entertainment sectors worldwide, increasingly turning the medium into an attractive vehicle for the communication of advertising messages. As a result, the incorporation of products or brands in digital games or in-game advertising (IGA) is expected to grow steadily over the course of the following years. However, much work is still needed to determine and optimize the effectiveness of IGA. The goal of the chapter is to advance IGA effectiveness research by investigating the influence of three aspects of the context in which a game is played and the player’s involvement in response to this context on brand awareness.

Methodology/approach

To this purpose, three experiments were set up. The first experiment (between-subjects, N = 121) investigated the impact of the social setting in which a game is played, the second experiment (within-subjects, N = 31) examined the effect of the game controls that are used, and the third experiment (between-subjects, N = 62) analyzed the influence of the game story.

Findings

The findings of the experiments show that the game context can significantly influence the way in which people recall and recognize brands that are included within its environment and that examining the player’s involvement in response to this context can provide useful information regarding the processes underlying this effect.

Originality/value

These findings contribute to the knowledge of when, how, and in which games advertising can be incorporated in order to achieve games’ full potential as an advertising medium.

Details

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

Keywords

Content available
Book part
Publication date: 29 December 2016

Abstract

Details

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

Content available
Book part
Publication date: 29 December 2016

Abstract

Details

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

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