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Article
Publication date: 8 September 2022

Kristen L. Sussman, Laura F. Bright and Gary B. Wilcox

The digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing…

Abstract

Purpose

The digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing outcomes. Thus, the current study integrates native advertising with engagement literature to compare engagement outcomes between feed and banner placements before analyzing engagement outcomes of sponsored social media posts by advertising objective. This work aims to contribute to advertising effectiveness literature arguing for the importance of engagement as a measure of effectiveness.

Design/methodology/approach

Facebook advertising data were collected from a convenience sample of 10 Facebook advertisers that accounted for roughly $414,000 in advertising spend. Panel data, which are also called longitudinal or cross-sectional time-series data, used 26 months of data from the 10 advertisers to measure relationships between native advertising exposure and digital consumer engagement with advertising by advertising objectives of brand awareness, link clicks, conversions, post-engagement and video views.

Findings

Exposure to native advertising was a strong predictor of advertising processing and consumption using the three variables of interest: clicks, comments and shares. Ads reaching consumers while natively consuming content in their feed resulted in statistically significant improvements in impressions and clicks when compared to banner ads. Exposure to native ads was significantly related to all engagement outcomes of interest, except for advertisers who chose post-engagement as their advertising objective.

Practical implications

The results suggest that for advertisers seeking clicks, post-engagement objectives should likely be avoided. For this group, impressions were not related to link clicks but were related to comments and shares. Native advertising placements in the feed, however, are generally more effective than banner ads on Facebook for advertisers seeking engagement.

Research limitations/implications

This research is one of few studies to use longitudinal advertising data to explore engagement effects using real-world data collected from a diverse set of Facebook advertisers over a 26-month period. This study shows that interactive marketers using a social media feed to reach consumers can expect positive outcomes in advertising consumption, affective and cognitive processing and advocacy, but those outcomes may vary by advertising objective.

Originality/value

Given the uniqueness of the data set, the findings contribute to native advertising literature and to the literature on digital consumer engagement with advertising in social media. The study also provides empirical support for the efficacy of native advertising.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 20 September 2023

Mudit Gera, Dharminder Kumar Batra and Vinod Kumar

This paper aims to understand the scholarly contributions to mobile advertising by analyzing the publishing trend from 2001 to 2022 from the documents indexed in the Scopus…

Abstract

Purpose

This paper aims to understand the scholarly contributions to mobile advertising by analyzing the publishing trend from 2001 to 2022 from the documents indexed in the Scopus database.

Design/methodology/approach

A total of 348 documents were selected for analysis published between 2001 and 2022. The garnered data was examined using a bibliometric domain mapping analysis technique using computer-aided software R and VOSviewer and manually exploring the articles.

Findings

The results of this study discover the most prolific authors in the mobile advertising domain and other seminal works carried out by productive researchers in the field of mobile advertising. The journals in which most instrumental research studies have been published are also identified. Moreover, the co-citation, bibliometric coupling and co-occurrence analysis of literature are also carried out to draw themes concerning mobile advertising research that have been identified and categorized.

Research limitations/implications

This research analyzed a singular, exclusive database, “Scopus,” which limited the sectoral scope of publications. Since the present research uses bibliometric analysis, these studies cannot conduct sentiment analysis of the chosen studies.

Practical implications

Marketing professionals looking after technological advancements may use this study to understand the broad scope of mobile advertising applicability across diverse domains and discuss the trade-offs that may address significant bottlenecks in mobile advertising applications.

Originality/value

To the best of the authors’ knowledge, this paper is one of the latest attempts in recent times to understand the research work in mobile advertising using a bibliometric domain analysis approach.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

Keywords

Article
Publication date: 29 December 2022

Mian Yan, Alex Pak Ki Kwok, Alan Hoi Shou Chan, Yu Sheng Zhuang, Kang Wen and Kai Chao Zhang

E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests…

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Abstract

Purpose

E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests that influencer live-streaming advertisements (ads) on social media can increase consumers’ buying impulses, little research examined how this similar but new advertising method on e-commerce platforms may influence consumers’ urge to buy impulsively. This study explores the role of influencer credibility, celebrity effect, perceived entertainment, trust and perceived usefulness on consumers’ attitudes toward influencer ads and their urge to buy impulsively.

Design/methodology/approach

A questionnaire containing seven constructs was developed and distributed to participants using a convenient sample and snowball sampling approach. The constructs were measured based on validated measurement items from the literature and adjusted according to this study’s focus. A total of 236 valid responses were obtained from the survey and used for data analysis. A partial least squares structural equation modeling approach was employed for parameter estimation and model testing.

Findings

The empirical results show that all constructs influenced consumers’ urge to buy impulsively via attitude toward influencer ads. The proposed research model explains 61.7% of the variance in attitude toward influencer ads and 19.4% of the urge to buy impulsively.

Originality/value

This is an early study investigating the relationship between influencer advertising and impulse buying. The results provide valuable insights into improving the design of influencer ads and marketing strategies.

Highlights

  1. I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.

  2. Consumers’ attitude towards influencer ads affects their urge to buy impulsively.

  3. Influencer credibility affects consumer attitude via celebrity effect as a mediator.

  4. Trust affects consumer attitude via perceived usefulness as a mediator.

  5. Entertaining ads help develop favorable consumer attitude.

I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.

Consumers’ attitude towards influencer ads affects their urge to buy impulsively.

Influencer credibility affects consumer attitude via celebrity effect as a mediator.

Trust affects consumer attitude via perceived usefulness as a mediator.

Entertaining ads help develop favorable consumer attitude.

Article
Publication date: 21 December 2023

Anshika Singh Tanwar, Harish Chaudhry and Manish Kumar Srivastava

This study aims to provide a holistic review of social media influencers (SMIs) research based on a unique approach of bibliometric analysis and content analysis between 2011 and…

Abstract

Purpose

This study aims to provide a holistic review of social media influencers (SMIs) research based on a unique approach of bibliometric analysis and content analysis between 2011 and 2020. The review examines the main influential aspects, themes and research streams to identify research directions for the future.

Design/methodology/approach

The sample selection and data collection were done from the Scopus database. The sample dataset was refined based on the inclusion and exclusion criteria to determine the final dataset of 183 articles. The dataset was exported in the BibTeX format and then imported into the BiblioShiny app for bibliometric analysis. The content analysis was done following the theory-context-methodology framework.

Findings

The several findings of this study include (1) Co-word analysis of most used keywords; (2) Longitudinal thematic evolution; (3) The focus of the research papers as per the theory-context-methodology review protocol are persuasion knowledge model, fashion and beauty industries, Instagram and content analysis, respectively; and (4) The network analysis of the research studies is known as the co-citation analysis and depicts the intellectual structure in the domain. This analysis resulted in four clusters of the research streams from the literature and two emergent themes (Chen et al., 2010)

Originality/value

In general, the previous reviews in the area are either domain, method or theory-based. Thus, this study aims to complement and extend the existing literature by presenting the overall picture of the SMI research with the help of a unique combined approach and further highlighting the trends and future research directions based on the findings of this study.

Details

Journal of Advances in Management Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0972-7981

Keywords

Article
Publication date: 28 April 2023

Patrícia Ianelli Rocha, Marina Lourenção, Adriano Alves Teixeira, Elton Gean Araújo, Janaina de Moura Engracia Giraldi and Jorge Henrique Caldeira de Oliveira

This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number…

Abstract

Purpose

This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer.

Design/methodology/approach

A quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149 women. The eye-tracker assessed visual attention and questionnaires measured transparency perception of sponsorship and attitude toward native advertisements. To analyze eye-tracking and transparency perception data, Friedman’s analysis of variance was used. Structural equations were modeled for analyzing attitude data.

Findings

The quantitative results indicate that disclosures with a single textual message obtain more visual attention than multiple textual messages. However, sponsorship disclosures with multiple textual messages obtain the best transparency perception and generate a better attitude toward native advertisements.

Research limitations/implications

This study extends the theory by investigating the relationship between visual attention to sponsorship disclosure with a different number of textual messages and the target audience's responses to them.

Practical implications

The analysis of Brazilian generation Z women's responses to native ads might contribute to companies, marketing professionals and digital influencers obtaining great visual attention, transparency perception and attitude toward ethical and transparent ads to this audience.

Originality/value

To the best of the authors’ knowledge, this is the first study to analyze Brazilian generation Z women's visual attention, transparency perception and attitude toward sponsorship disclosure with single and multiple textual messages in native advertisements.

Details

Young Consumers, vol. 24 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Open Access
Article
Publication date: 18 July 2023

Michaela Jánská, Marta Žambochová and Zuzana Vacurová

This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.

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Abstract

Purpose

This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.

Design/methodology/approach

The data are evaluated using statistical tests, correlation and cluster analysis.

Findings

It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates.

Research limitations/implications

The generalizability of the results across different regional settings requires further investigation.

Practical implications

Good labeling of native advertising leads to greater success.

Originality/value

This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.

Objetivo

Este trabajo tiene como objetivo explorar el reconocimiento y el éxito de diferentes formas de branding de publicidad nativa en el marketing de influencers.

Diseño/metodología/enfoque

Los datos se evalúan mediante pruebas estadísticas, correlación y análisis de conglomerados.

Resultados

Se encontró que cuanto mayor es la tasa de reconocimiento de un post etiquetado de una manera particular, mejor es el método de etiquetado para el marketing de influencers en Instagram. Basándose en los resultados de este estudio, se recomienda en primer lugar el etiquetado por palabras porque es flexible y tiene una de las tasas de reconocimiento más altas.

Implicaciones prácticas

Un buen etiquetado de la publicidad nativa conduce a un mayor éxito.

Originalidad

Este estudio puede ser utilizado por directores de marketing, anunciantes e influencers para obtener información sobre el tema, así como para seleccionar mejor el método de etiquetado adecuado para su contenido publicitario.

Limitaciones/Implicaciones de la investigación

La generalizabilidad de los resultados en diferentes entornos regionales requiere más investigación.

目的

本文旨在探讨影响者营销中不同方式的品牌原生广告的识别和成功。

方法

使用统计测试、相关性和聚类分析对数据进行评估。

研究结果

研究发现, 以特定方式标记的帖子的识别率越高, Instagram上影响者营销的标记方式就越好。基于这项研究的结果, 首先推荐单词标签, 因为它很灵活, 而且有最高的识别率之一。

实际意义

对原生广告进行良好的标注会带来更大的成功。

原创性

本研究可供营销经理、广告商和影响者使用, 以深入了解这一问题, 并更好地为其广告内容选择合适的标签方法。

研究局限性

研究结果在不同地区环境中的普适性需要进一步调查。

Article
Publication date: 31 August 2023

Xiaodong Li, Zibing Liu, Yuan Chen and Ai Ren

Message stream advertising (MSA) has become an increasingly popular option for advertising on mobile social media. However, MSA is often avoided by consumers, and this avoidance…

Abstract

Purpose

Message stream advertising (MSA) has become an increasingly popular option for advertising on mobile social media. However, MSA is often avoided by consumers, and this avoidance deserves more research attention. The purpose of this study is therefore to identify the underlying mechanism and key variables that affect consumer avoidance of MSA in the context of mobile social media.

Design/methodology/approach

A face-to-face survey was administered to current mobile users of WeChat (N = 438). Structural equation modeling was conducted to test the relationships in the research model.

Findings

Results revealed that mobile consumers employ mechanical avoidance methods (i.e. zipping, muting and zapping) against MSA. The findings also demonstrated that advertising intrusiveness (stimulus) is directly linked to negative emotions, perceived entertainment and sense of control (organism), which, in turn, relate to MSA avoidance (response).

Originality/value

The study contributes to the MSA avoidance literature by using the stimulus-organism-response model to deepen the understanding of consumers' MSA avoidance on mobile social media, and it suggests important managerial implications for advertising practitioners and platform operators.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 23 October 2023

Nancy H. Brinson, Laura L. Lemon, Coral Bender and Annika Fetzer Graham

The purpose of this study is to examine whether consumers are able to critically evaluate promotional content presented by a podcast host with whom they have a parasocial…

Abstract

Purpose

The purpose of this study is to examine whether consumers are able to critically evaluate promotional content presented by a podcast host with whom they have a parasocial relationship, and how this interaction impacts the listeners’ behavioral intentions toward the advertised brand.

Design/methodology/approach

Using a blended theoretical foundation of Persuasion Knowledge Model and Parasocial Interaction theory, this between subjects’ experimental study examined the effects of a traditional advertisement versus a host-read promotional message for the same brand in a highly rated podcast among listeners who reported varying levels of a parasocial relationship (PSR) with the host.

Findings

Results from a moderated mediation analysis suggest that a PSR with the podcast host decreased evaluative persuasion knowledge about the promotional message presented, which indirectly enhanced respondents’ intention to seek more information about the promoted brand.

Originality/value

This study extends the limited research examining the effects of promotional messaging delivered by podcast hosts with whom audiences have a PSR, and how this interaction impacts the listeners’ behavioral intentions. Theoretical contributions and practical implications for podcast marketers are also discussed.

Details

Journal of Consumer Marketing, vol. 40 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 4 April 2023

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.

Details

Journal of Research in Interactive Marketing, vol. 18 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 13 September 2023

Shimin Yin, Bin Li and Qi Zhou

Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format…

Abstract

Purpose

Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format increasingly preferred by advertisers. This study constructed a mediator model based on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads.

Design/methodology/approach

The study considered the structural equation model using a self-reporting measure method. The research model was tested using a sample of 302 respondents.

Findings

The results showed that perceived control positively affected ad and brand attitude and negatively affected advertising avoidance intention. Perceived intrusiveness negatively affected attitudes toward the advertising and the brand but positively affected advertising avoidance intention. Ad attitude and brand attitude had no significant influence on advertising avoidance intention. The results also confirmed that ad attitude mediates the path from perceived control and intrusiveness to brand attitude.

Originality/value

This study further enriches the theoretical development of skippable video ads and expands the perspective and scope of interactive advertising research.

Details

Marketing Intelligence & Planning, vol. 41 no. 8
Type: Research Article
ISSN: 0263-4503

Keywords

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