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Article
Publication date: 13 September 2023

Caitlin Zunckel, Pragasen Pillay, Mark Hamilton Drummond and David Rosenstein

Due to the paucity of research examining message framing strategies and attention in anti-consumption advertisements, this study aims to determine whether there is a significant…

Abstract

Purpose

Due to the paucity of research examining message framing strategies and attention in anti-consumption advertisements, this study aims to determine whether there is a significant difference between the amount of attention paid towards positively and negatively framed advertisements.

Design/methodology/approach

A quasi-experimental study design was conducted with a sample of 56 participants using two different (negatively and positively framed) social marketing print advertisements aimed at encouraging a reduction in meat consumption. The research used eye-tracking to examine attention.

Findings

Findings indicate that the negatively framed advertisement elicited significantly higher levels of attention overall than the positively framed advertisement (p < 0.05). Additionally, participants paid significantly more attention to the headline in the negatively framed advertisement than to the headline in the positively framed advert (p < 0.05). Participants also paid significantly more attention to the tagline in the positively framed advertisement (p < 0.05).

Originality/value

This study provides evidence for the effectiveness of a negative social marketing framing strategy compared to a positive framing strategy – through the effects these strategies had on consumer attention. Positively and negatively framed advertisements produce different typologies of attention towards advertising elements or areas of interest. These findings provide social marketers important insights about message placement and effectiveness when considering whether to use a positively framed or negatively framed advertisement.

Details

Journal of Social Marketing, vol. 13 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 26 July 2018

Patrick van Esch, Denni Arli, Jenny Castner, Nabanita Talukdar and Gavin Northey

Reports show that 6.77m people published blogs on blogging websites and more than 12m people write blogs using their social network. However, few studies have explored consumer…

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Abstract

Purpose

Reports show that 6.77m people published blogs on blogging websites and more than 12m people write blogs using their social network. However, few studies have explored consumer attitudes toward bloggers and their advertising. Therefore, an effort to discover how paid blog advertisements influence consumer attitudes toward bloggers and the products they advertise will help marketers gain an understanding of how to use bloggers as paid sponsors to influence consumer purchase intent. Using online survey approach, a study recruited participants (n=210) through an online survey platform (MTurk). The results indicated that the similarity between the consumer and the ad creator is an important psychological reason why consumers are more likely to perceive advertisements as more authentic, more affective, less deceptive and more credible, and they are thus more likely to trust the blogger. On the other hand, the importance of ad attribute (authenticity) does not significantly influence consumers’ intention to purchase products advertised by a blogger. As consumers are becoming more skeptical of advertisements, blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting, the design, flow and clarity of the blogs must also be considered important factors. In addition, advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement; hence, promoting companies’ products and services through blogs can be an effective strategy to lower consumer skepticism barriers. The paper aims to discuss these issues.

Design/methodology/approach

Participants answered questions about their attitudes toward bloggers and their advertising when purchasing products in an online retail environment. Furthermore, participants also answered questions about their perceived trust in the bloggers themselves as well as the authenticity and credibility of the brand-related communication received from bloggers. Moreover, they reported on their attitudes toward how deceptive they considered bloggers and their advertising to be. Finally, participants reported how paid blog advertisements influence their purchase intent.

Findings

Similarity toward the ad creator is an important psychological reason behind consumers’ attitude toward blogs. Consumers who follow a blog often have the same interests and are thus more likely to support bloggers. This idea can be used as a segmentation strategy to reach particular consumers. Consumers who perceive similarity with the ad creator are more likely to recognize the ads as more authentic, affective, credible and trustworthy as well as less deceptive, regarding the blogger. Blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting but the design, flow and clarity of the blog are also important factors. Blog advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement with the website, bloggers or social media.

Originality/value

Trust in the blogger did not influence consumers’ purchase intent; however, it did influence their attitude toward how similar they are with the blogger. In an online shopping environment, the human touch and personal contact between consumers and retailers has been lost. Consumers often leave the online transaction due to a lack of trust. Therefore, bloggers can be replacements for the missing “salesperson” in online interactions. Companies can use bloggers as the mediating person to reach their intended audiences, bridging the gap between the company and consumers.

Details

Marketing Intelligence & Planning, vol. 36 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 April 2019

Mark Yockey

The purpose of this paper is to investigate potential differences in experienced and inexperienced workers’ interpretations of recruitment ads.

Abstract

Purpose

The purpose of this paper is to investigate potential differences in experienced and inexperienced workers’ interpretations of recruitment ads.

Design/methodology/approach

The paper uses a between subjects design to compare responses to recruitment advertisements. The advertisements varied in terms of compensation information.

Findings

Work experience did not alter perceptions of organizational culture but it did affect levels of organizational attraction. The implication is that all workers interpret recruitment advertisements in a similar manner but more experienced workers prefer different work environments than less experienced workers.

Research limitations/implications

The results generally support the use of student populations or inexperienced workers in recruitment research. The study was limited to perceptions of pay statements. Other forms of recruitment information needs to be investigated.

Practical implications

Companies seeking to recruit experienced workers need to be attentive to how those workers will view the company’s culture based on information in their recruitment advertisements.

Originality/value

This study is one of a very limited number of organizational attraction studies comparing experienced and inexperienced workers. It is important because it helps clarify the underlying mechanisms impacting organizational attraction based on work experience.

Details

American Journal of Business, vol. 34 no. 2
Type: Research Article
ISSN: 1935-5181

Keywords

Article
Publication date: 7 December 2021

Joshua Fogel and Marcelle Kim Setton

A number of types of scarcity messages are often used in Internet advertisements, but all these types have not been directly compared to each other.

Abstract

Purpose

A number of types of scarcity messages are often used in Internet advertisements, but all these types have not been directly compared to each other.

Design/methodology/approach

College students (n = 789) were surveyed about five advertising choices for luxury skin-care products consisting of scarcity messages of high-demand, low-stock, limited-time, countdown timer and regular advertising without any scarcity message. Outcomes were product classification attitudes of functional and symbolic and psychological attitudes of persuasion knowledge and advertising skepticism.

Findings

The study found that high-demand message had greater functional attitudes and greater symbolic attitudes than regular advertising. Limited-time message had greater symbolic attitudes than regular advertising. High-demand message had lower advertising skepticism attitudes than regular advertising.

Practical implications

The authors recommend that when a luxury skin-care product is in high demand, that marketers should use high-demand messages in their advertising. Marketers of luxury skin-care products may also benefit from using limited-time message advertisements.

Originality/value

This is the first study to directly compare the scarcity message advertising types of high-demand, low-stock, limited-time, countdown timer with regular advertising without any scarcity message.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 8 August 2016

Anja Überschaer, Matthias Baum, Bjoern-Thore Bietz and Rüdiger Kabst

The purpose of this paper is to build on previous studies on the link between objective and subjective person-organization fit (P-O fit) and argue that the strength between…

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Abstract

Purpose

The purpose of this paper is to build on previous studies on the link between objective and subjective person-organization fit (P-O fit) and argue that the strength between objective and subjective fit is contingent on advertisement attractiveness and organizational image. Accordingly, the authors observe if advertisement attractiveness and organizational image help to strengthen the objective-subjective P-O fit relation.

Design/methodology/approach

The authors conduct a survey among 942 individuals and compare between prospective jobseeker (n=629) and actual jobseeker (n=313) subsamples.

Findings

Generally, the authors show that ad advertisements positively moderates the relation between objective and subjective fit. Moreover, the authors show that advertisement attractiveness moderates the relationship between objective and subjective fit for prospective jobseekers while the moderating influence of advertisement attractiveness is not significant for actual jobseekers. Organizational image, however, is shown to act as a negative moderator, particularly for the actual jobseeker sample.

Research limitations/implications

The authors aim to contribute to prior research by emphasizing how the link between objective and subjective P-O fit can be elevated by cues such as advertisement attractiveness and might be disturbed by a very good organizational image.

Practical implications

This study informs practitioners how two important recruitment signals, job advertisement and organizational image, influence the transmission of objective into subjective fit and thus help firms to improve their recruitment efforts.

Originality/value

Even though many studies support the effects of P-O fit on organizational attractiveness or application intentions, only little is known in terms of how the relationship between the two dimensions of P-O fit – objective and subjective fit – can be positively influenced. Hence, there is a lack of understanding of how firms can focus their recruitment efforts effectively on highly fitting individuals.

Details

Journal of Managerial Psychology, vol. 31 no. 6
Type: Research Article
ISSN: 0268-3946

Keywords

Article
Publication date: 16 November 2012

Kara Chan, Yu Leung Ng and Russell B. Williams

A qualitative study by autovideography was conducted to examine adolescent girls' negotiation of their gender roles through the consumption of advertising images. This paper aims…

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Abstract

Purpose

A qualitative study by autovideography was conducted to examine adolescent girls' negotiation of their gender roles through the consumption of advertising images. This paper aims to document the study.

Design/methodology/approach

In total, 20 adolescent girls aged 15 to 18 in Hong Kong were asked to take pictures from the media that could illustrate “what girls or women should or should not be and what girls or women should or should not do”. Advertising images captured by the interviewees and their interpretations of those images were analyzed.

Findings

Seven dominant themes were isolated from the interpretations: appearance; personality; skills and work; activities, interests and lifestyle; family; health and safety; and caring for people and the environment. The findings show that adolescent girls pay much attention to images about slimming, body image and physical appearance. They criticized female images in ads as unrealistic but identified with female images that were natural and conventional.

Research limitations/implications

The interviewees were recruited from two secondary schools that may not have been representative. The interviews were conducted in English, which may have caused some of the participants to be reticent about presenting their viewpoints. The implications represent a step forward in relation to how media influence young consumers and how teenagers perceive and intercept what they see in the media.

Originality/value

The paper shows that collecting and interpreting female visual images can illustrate vividly the process of gender socialization.

Article
Publication date: 1 June 2003

Nick V. Flor

Community‐based business models attempt to profit from the value created by individuals interacting in virtual communities. An interesting variant of this model is the…

Abstract

Community‐based business models attempt to profit from the value created by individuals interacting in virtual communities. An interesting variant of this model is the programmable autonomous business. A programmable autonomous business is an automated business built entirely in software, that once developed can profitably operate without any human involvement. We know little about how to systematically design such businesses. Existing research on designing virtual communities does not address how to transform them into autonomous businesses, nor is it clear whether all the design principles for virtual communities are relevant to an autonomous business. The research reported in this paper takes an inductive, business‐centered approach to understanding how to design autonomous businesses. The information activity in a successful, yet basic autonomous business is analyzed and its functions compared with those in a conventional business. From this analysis a set of design guidelines for a prototypical autonomous business are inferred. The paper ends with a discussion of various ways researchers can use a programmable autonomous business as a test bed for consumer‐related e‐business systems.

Details

Journal of Systems and Information Technology, vol. 7 no. 1/2
Type: Research Article
ISSN: 1328-7265

Keywords

Article
Publication date: 30 October 2009

Dean A. Paxson and Arun Melmane

The purpose of this paper is to illustrate the use of a multi‐factor competitive real option model.

Abstract

Purpose

The purpose of this paper is to illustrate the use of a multi‐factor competitive real option model.

Design/methodology/approach

The model is described, context of Google‐Yahoo! is developed, market share and other parameter values are estimated, sensitivities and alternative model specifications are shown, and model results are compared with accounting and also stock market valuations and conclusion emphasizes the need for further empirical and theoretical research.

Findings

It was found that applications are feasible, but estimated parameter values are likely to be very approximate compared with internal company information. Hence it points to use as managerial decision tool. Research limitations/implications – Some limitations are the assumed duopoly model, and that historical data are adequate proxies for expected revenue, investment cost, volatilities and market share. The basic model assumes geometric Brownian motion, but the possible consequences of other stochastic processes are illustrated.

Practical implications

Internal market share information should be compared with public data in making strategic investment decisions.

Originality/value

Model adaptation and empirical application are unique, and of value to future empirical researchers, including stock market analysts as well as corporate decision makers.

Details

Journal of Modelling in Management, vol. 4 no. 3
Type: Research Article
ISSN: 1746-5664

Keywords

Article
Publication date: 19 June 2007

James B. Wiley, Jayne Krisjanous and Elisabeth Cavana

There is a lack of literature analysing the characteristics and purchasing behaviour of “Tweeners”. This paper aims to focus on components of visual content targeting Tweeners in…

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Abstract

Purpose

There is a lack of literature analysing the characteristics and purchasing behaviour of “Tweeners”. This paper aims to focus on components of visual content targeting Tweeners in order to better understand their characteristics and, importantly, so that marketers may better design and deliver effective and appealing communications.

Design/methodology/approach

Three components of visual content are studied: outfit, backdrop, and model size. A controlled experiment is used. A Fishbein formulation is adopted with evaluative beliefs being toward visual components and attitude is toward the advertisement, Aad. The key research questions concern the relationships between evaluative beliefs regarding visual components, Aad, and intentions to purchase fashion apparel.

Findings

The paper reveals that purchase intentions for most categories of outfits are unaffected by the backdrop of the advertisement. However, a pronounced interaction between outfit and backdrop is found for one category of outfit. In contrast with research using older girls and women, no effect for body size is found.

Research limitations/implications

In order to control model characteristics, a single model image was manipulated to produce the model size treatment. Only four outfits and two backdrop conditions were used. Replications with more models, outfits, and backdrops are needed. This is especially true of backgrounds and outfits, given the strong backdrop by outfit interaction.

Originality/value

The lack of a model size effect and the strong outfit by backdrop interaction suggest generalising research conducted with older groups to the younger cohort may be inappropriate.

Details

Young Consumers, vol. 8 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 9 January 2017

Linchi Kwok, Karen L. Xie and Tori Richards

The purposes of this study are to synthesize the current research findings reported in major hospitality and tourism journals and to discuss the knowledge gaps where additional…

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Abstract

Purpose

The purposes of this study are to synthesize the current research findings reported in major hospitality and tourism journals and to discuss the knowledge gaps where additional research endeavors are needed.

Design/methodology/approach

A systematic review approach was adopted to analyze 67 research articles about online reviews that were published between January 2000 and July 2015 in seven major hospitality and tourism journals.

Findings

This study presents a thematic framework of online review research, which was advanced by integrating the interactions among quantitative evaluation features, verbal evaluation features, reputation features and social features of online reviews with important outcomes of consumer decision-making and business performance. The thematic framework helps researchers identify the areas in extant hospitality literature of online reviews and point out possible directions for future studies.

Research limitations/implications

The systematic review approach has a qualitative nature, where relevant literature was interpreted based on the authors’ domain knowledge and expertise.

Practical implications

Practitioners can gain a comprehensive understanding of the dynamic relationships among the key influential factors in online reviews, as presented in the thematic framework of online review research. Accordingly, managers will be able to develop effective strategies to leverage the positive impacts of online reviews to the business outcomes.

Originality/value

This systematic review synthesizes the findings reported in most recent publications (January 2000-July 2015; also including “Online First” articles) in seven major hospitality and tourism journals and develops an integrated research framework, anchoring on four meta-research questions and showing the dynamic relationships among the key players/factors/themes in online review research. This framework provides a visual diagram to practitioners for a better understanding of the relevant literature and assists researchers in developing new research questions for future studies.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

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