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Book part
Publication date: 27 November 2014

Debashis ‘Deb’ Aikat

Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.

Abstract

Purpose

Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.

Design

Based on theories related to metaphors in advertisements, cognitive comprehension by children, promotional appeals, and presentation techniques, the research for this study comprised a content analysis of 1,980 online banner advertisements with reference to use of metaphors, promotional appeals, creative content, and selling techniques.

Findings

The research study concludes that online advertising to children, in contrast to traditional advertising vehicles, is characterized by (a) a vibrant visual metaphor, (b) surfeit of animated content, (c) interactive features, (d) myriad product types, and (e) creative content for a mixed audience of adults and children.

Originality

This study argues that the impact and content of the Internet as a new advertising medium are distinctly different from traditional characteristics of television and print.

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Article
Publication date: 9 August 2013

Russell K.H. Ching, Pingsheng Tong, Ja‐Shen Chen and Hung‐Yen Chen

Drawing on extant literature on narrative persuasion, online advertising, and transportation theory, this research aims to study Internet‐based online narrative advertising

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7791

Abstract

Purpose

Drawing on extant literature on narrative persuasion, online advertising, and transportation theory, this research aims to study Internet‐based online narrative advertising and investigate the effects of four pertinent advertising design elements, interactivity, entertainment, vividness, and self‐referencing, on consumer products and the moderating effects of advertisement involvement on these relationships.

Design/methodology/approach

Data were collected using an online questionnaire that contained measures adapted from prior studies. Participants first selected a product that they would seriously consider purchasing and answered a set of questions prior to viewing a narrative online advertisement, which was followed by a different set of questions. Structural equation modeling was used to empirically test the authors’ proposed model.

Findings

Greater levels of interactivity, vividness, entertainment, and self‐referencing in narrative online advertisements led to more favorable attitudes toward a product. In particular, self‐referencing had a substantial effect on transportation in forming product attitudes. Advertisement Involvement moderates (i.e. enhances) the effect of self‐referencing on attitudes toward a product.

Practical implications

If properly designed, a narrative online advertisement can fully utilize Internet‐enabled features and can maximize their potential to produce a favorable consumer attitude toward a featured product.

Originality/value

This study advances narrative advertising research and provides empirical evidence to highlight the effects of the pertinent characteristics of Internet‐based advertising, interactivity and entertainment in the conversion process of transportation and consumer attitudes. Moreover, this study identifies and sheds light on important contingencies (i.e. advertisement involvement) of the focal relationships.

Details

Internet Research, vol. 23 no. 4
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 9 July 2019

Shiyang Gong, Wanqin Wang and Qian Li

This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes…

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2382

Abstract

Purpose

This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes throughout the product life cycle.

Design/methodology/approach

This study adopted an empirical approach by using a unique data set of five mobile games launched between 2012 and 2014 provided by Renren Games Ltd. in China.

Findings

The results indicated that advertising generally has a positive impact on WOM. During the product life cycle, the influence on volume and variance gradually decreases, whereas the impact on valence increases over time. WOM (including WOM volume and WOM valence) and advertising both have positive impacts on game adoptions. They complement each other to shape adoptions throughout the product life cycle: advertising is more effective in encouraging adoptions in the early and later stages of the demand evolution process, whereas WOM has a greater impact on adoptions in the mid-stage.

Practical implications

This study provided detailed managerial recommendations on how to effectively integrate different types of marketing communication and optimize the investment strategy of online ads and online WOM in different stages of the product life cycle.

Originality/value

First, the study enriched the theory of digital marketing communication by studying the relationship between mass media (online ads), interpersonal media (online WOM) and product adoptions in the network context. Second, it provided an empirical basis for the inference of the dynamic development of media effect in the new product diffusion theory. Third, the results will be helpful to end the debate in current theoretical literature on whether there is a complementary or alternative relationship between the two effects. Last but not least, it enriched research on the antecedents and dynamic effects of online WOM.

Details

Nankai Business Review International, vol. 10 no. 3
Type: Research Article
ISSN: 2040-8749

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Article
Publication date: 7 August 2009

Eunjin Kim, Byungtae Lee and Jae‐Cheol Kim

The purpose of this paper was to identify whether the two‐sided nature of markets in both online and offline channels affects the versioning strategies of multi‐channel…

Abstract

Purpose

The purpose of this paper was to identify whether the two‐sided nature of markets in both online and offline channels affects the versioning strategies of multi‐channel publishers in the presence of channel substitutability.

Design/methodology/approach

Using analytical models, the versioning of a multi‐channel publisher is analysed, with consideration of advertising revenue and possible channel substitutability.

Findings

The paper shows that not only the two‐sided nature of the online market but also that of the offline market affects the versioning strategy online. Multiple online versions are desired when the offline advertising market shrinks and the online advertising market proliferates. In a reverse situation, providing one online version (for free) can be optimal.

Originality/value

Previous studies on versioning have mostly considered only the information market per se. However, studies on two‐sided markets have shown that analysis that focuses on a single side leads to analytical error due to inter‐market network externalities. In this context, it is proven that advertising revenue is a critical factor in the publisher's decision whether to provide multiple online versions.

Details

Online Information Review, vol. 33 no. 4
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 13 January 2012

Zeljka Hadija, Susan B. Barnes and Neil Hair

The purpose of this paper is to focus on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in…

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11846

Abstract

Purpose

The purpose of this paper is to focus on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which advertisements are perceived online.

Design/methodology/approach

Results were reached through qualitative research. Personal in‐depth interviews, utilizing Zaltman Metaphor Elicitation Technique (ZMET), were conducted among 20 college students. Interviews consisted of using screenshots of advertisements in online social networks to uncover respondents' reactions.

Findings

It was generally concluded that the users of online social networks do not dislike advertisements, but they simply do not notice them. Other content found in online social networks mitigates the attractiveness of the advertisements. Hence, the respondents reported that the brand recognition in online social networks was found to be much lower than the one created through other media channels.

Practical implications

Advertising in online social networks is a major unexplored advertising area. Interactivity on the internet shifts the ways in which users perceive advertising, and whether they perceive it at all. The paper discusses content that catches users' attention and its relation to advertisements.

Originality/value

Through literature review it has been revealed that no similar research exists. The findings of this research will aid advertisers in recognizing the possibility of advertising to the online social networks' population, taking into consideration different needs, and preferences of such users.

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Article
Publication date: 27 March 2009

Ying Wang, Shaojing Sun, Weizhen Lei and Mark Toncar

The purpose of this paper is to investigate beliefs about and attitudes toward online advertising (ATOA) among Chinese consumers and the relationship between belief…

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6499

Abstract

Purpose

The purpose of this paper is to investigate beliefs about and attitudes toward online advertising (ATOA) among Chinese consumers and the relationship between belief factors, ATOA, and consumers' behavioral responses to online advertising.

Design/methodology/approach

Data were collected from students of a large metropolitan university in China. A total of 202 questionnaires provided usable data and were analyzed using AMOS.

Findings

Five belief factors that underlie Chinese consumers' ATOA were identified: entertainment, information seeking, credibility, economy, and value corruption. Information seeking, economy and value corruption were significant predictors of ATOA. ATOA was found to be a significant positive predictor of ad clicking and online shopping frequency.

Practical implications

Global marketers would benefit from understanding how consumers from a booming emerging market perceive the internet as a source of advertising. Thus, the study will enable businesses and organizations to use online advertising more effectively and efficiently in their global marketing efforts.

Originality/value

Investigating Chinese ATOA extends current research on ATOA to a distinctly different cultural context and may provide useful implications about expanding business across cultures.

Details

Direct Marketing: An International Journal, vol. 3 no. 1
Type: Research Article
ISSN: 1750-5933

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Article
Publication date: 20 May 2021

Matthew A. Lapierre and Eunjoo Choi

This study aims to examine what parents from across the USA know about online advertising/marketing tactics directed at children, their familiarity with these tactics and…

Abstract

Purpose

This study aims to examine what parents from across the USA know about online advertising/marketing tactics directed at children, their familiarity with these tactics and what they believe about the appropriateness of using these promotional methods to target children.

Design/methodology/approach

The online survey company Qualtrics was used to collect data from 500 parents in the USA. Parents had to have at least one child between the ages of 5 and 14 to participate. To ensure socio-economic diversity, half of the participants had an associate degree or more of schooling while the other half of participants had some college or less. Participants were given vignettes describing 11 different online advertising/marketing tactics and were asked how familiar they were with each tactic, whether they could identify the tactic by name, at what age they believed their child could understand the promotional intent of the tactic and the age that they thought it was ethical to use this tactic with children.

Findings

The results revealed that parents were only moderately familiar with many of these advertising/marketing tactics and had difficulty identifying most of them by name. In addition, parents reported that, on average, most 11-year-old children would understand the purpose of these marketing approaches and that it was ethical to target children with them.

Originality/value

The results of this exploratory study offer researchers some key insights into how American parents perceive online advertising that targets children.

Details

Young Consumers, vol. 22 no. 2
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 23 February 2010

Ying Wang and Shaojing Sun

The purpose of this paper is to investigate online advertising across different cultures such as Romania and the USA. In the meantime, this paper attempts to examine the…

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8581

Abstract

Purpose

The purpose of this paper is to investigate online advertising across different cultures such as Romania and the USA. In the meantime, this paper attempts to examine the relationships among beliefs about online advertising, attitudes toward online advertising (ATOA), and consumer responses to online advertising.

Design/methodology/approach

Surveys are conducted among 577 internet users from both Romania and the USA structural equation modeling was used to examine the relationships among variables.

Findings

Belief factors (i.e. information seeking, entertainment, economy, credibility, and value corruption) are statistically significant predictors of ATOA; ATOA is a significant predictor of consumer responses to online advertising; as compared to Americans, Romanians tended to hold a more positive ATOA and are more likely to click advertisements, whereas Americans are more likely to buy online than do Romanians.

Research limitations/implications

Convenient sampling technique and the operationalization of culture are main limitations associated with the paper.

Practical implications

Findings may help businesses and organizations employ online advertising more effectively and efficiently in their global marketing endeavors.

Originality/value

Currently little is known about online advertising in developing countries, particularly eastern European countries such as Romania. The current paper extends research on ATOA to a cross‐cultural context.

Details

International Marketing Review, vol. 27 no. 1
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 10 June 2014

Jianping Peng, Guoying Zhang, Shaoling Zhang, Xin Dai and Jing Li

– The purpose of this paper is to explore the effects of online advertising spending on automobile sales through both search and non-search advertising.

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6324

Abstract

Purpose

The purpose of this paper is to explore the effects of online advertising spending on automobile sales through both search and non-search advertising.

Design/methodology/approach

Sales data of the top 52 vehicle models were collected in two consecutive years in China. The advertising spending data of both formats were collected from a leading consulting company and a major search engine company. Then several empirical models were proposed to evaluate the effects of online advertising on automobile sales. Two extended models were further investigated for search advertising.

Findings

The results revealed that both formats of online advertising have significantly positive effects on automobile sales. However, excessive spending on non-search advertising does not help sales and a moderate budget is preferred. On the other hand, spending on search advertising has no such constraint to improve the vehicle sales.

Practical implications

The empirical findings have proved the importance of online advertising to the automobile companies and thus can help companies improve their decision making in online advertising allocation strategies.

Originality/value

This study provides a better understanding of the relationship between online advertising spending and automobile sales, and helps business to define sophisticated online advertising strategies to improve sales performance.

Details

Management Decision, vol. 52 no. 5
Type: Research Article
ISSN: 0025-1747

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Book part
Publication date: 19 September 2019

Brian T. Ratchford

This chapter presents a summary of the literature on the influence of the Internet and other digital innovations on markets, consumers, and firms. The review leads to a…

Abstract

This chapter presents a summary of the literature on the influence of the Internet and other digital innovations on markets, consumers, and firms. The review leads to a list of topics in need of research in the general areas of big data, online and mobile advertising, consumer search, online privacy, online reviews, social networks, platforms for online transactions, and the impact of the Internet on retail markets, including multi-channel and omni-channel retailing. We discuss the big data approaches that have been applied to problems of targeting and positioning and suggest areas for further development of these approaches. We also discuss the emerging area of mobile advertising, which can further enhance targeting. On the consumer side, the evidence indicates that the Internet has greatly lowered the costs of search and access to retailers. Much of the consumer data are transmitted to sellers, and much of the online advertising is transmitted to consumers, through platforms, such as Google. We conclude that better models of competition among these platform firms are needed and that they need to be examined for anti-trust violations. While online retailing has grown rapidly, it still has a relatively small share of retail sales. Since sellers can combine the advantages of online and offline channels, it has been common for sellers to branch into multi-channel retailing. Given the increased availability of detailed consumer data, omni-channel selling, which emphasizes strategies for the various touchpoints that lead to a transaction, is an area for further development.

Details

Marketing in a Digital World
Type: Book
ISBN: 978-1-78756-339-1

Keywords

1 – 10 of over 21000