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1 – 10 of 764
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: 15 May 2023

Weifeng Li, Minghui Jiang and Wentao Zhan

The purpose of the paper is to construct a model that considers video purchase and then identifies the logical relationships implied by the parameters to explore video platform…

Abstract

Purpose

The purpose of the paper is to construct a model that considers video purchase and then identifies the logical relationships implied by the parameters to explore video platform operation mechanisms.

Design/methodology/approach

The authors analyzed the video platform system using a mathematical modeling approach and numerical optimization techniques. Through pricing decisions, the authors obtained equilibrium results for the profitability of the video platforms and analyzed the favorable market factors. The authors then extended the model by analyzing the competitive strategies of the two video platforms in the market.

Findings

The authors find that advertiser profitability, ad nuisance, video sensitivity and video creator network effects are important factors influencing the pricing strategy of video platforms. During positive market conditions, video platforms tend to lower their prices until they absorb enough users. As market conditions change, the price adjustment strategies of video platforms are affected by parameter changes and inter-parameter relationships.

Originality/value

The study considers the network effects of video creators, which provides a realistic reference for scholars and managers. In addition, the authors consider the bargaining power of platforms when purchasing content. The authors provide a fresh perspective for scholars while filling a gap in the field as video platforms can acquire a portion of the content on the market by setting a purchase price.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 17 March 2022

Teng Teng, Huifang Li, Yulin Fang and Lingzhi Shen

In recent years, closed social networking sites (SNSs) have become popular advertising media. Marketer-generated advertisements (MGAs) and user-generated advertisements (UGAs) are…

Abstract

Purpose

In recent years, closed social networking sites (SNSs) have become popular advertising media. Marketer-generated advertisements (MGAs) and user-generated advertisements (UGAs) are the two pillars of advertising businesses. The objective of this research is to investigate and compare how these ad types (i.e. MGA versus UGA) affect advertising effectiveness in closed SNSs.

Design/methodology/approach

The authors conducted a scenario-based experiment of 403 WeChat users in China and used partial least squares structural equation modeling (PLS-SEM) to examine the research model.

Findings

The study results indicate that UGAs perform better than MGAs in enhancing consumers' perceived informativeness, credibility and entertainment, while MGAs are more likely to make consumers feel irritated than UGAs in closed SNSs. Moreover, consumers' perceived informativeness, credibility and entertainment positively influence advertising effectiveness, whereas perceived irritation negatively affects it.

Originality/value

This study reveals consumers' psychological response mechanisms to MGA and UGA and sheds light on their differential effectiveness by extending the stimuli-organism-response model to the context of closed SNSs.

Article
Publication date: 13 January 2022

Muhammad Naeem and Wilson Ozuem

The study aims to look at the types of social media participants through user-generated content (UGC) and how this leads to brand engagement in a fashion retail context. In doing…

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Abstract

Purpose

The study aims to look at the types of social media participants through user-generated content (UGC) and how this leads to brand engagement in a fashion retail context. In doing so, it explores the effects of social context of brand-related content on other social media users, which promotes socially influenced consumer brand engagement (SICBE) in social media settings.

Design/methodology/approach

The study postulates the existence of social realities as consistent with social constructivism, with multiple realities of social influence outlined on the basis of ontological relativism. To fulfil the proposed research objectives, research data were gathered from professional and social participants based on specific inclusion criteria, purposive sampling technique and a semi-structured interview method.

Findings

Findings highlighted various types of UGC participants with differing objectives in their use of UGC; these participant types are passive, creators, critics and collectors/consumers. The study uncovered many social context that can increase the effectiveness of UGC. The social context is explored through social trust, Fashion UGC expertise and relevance. These UGC participants and social context can foster SICBE in a fashion retail context.

Originality/value

This study proposes a holistic framework which highlighted the role of UGC participants and social context can foster SICBE in a fashion retail context.

Details

Qualitative Market Research: An International Journal, vol. 25 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 2 October 2023

Abhishek Kumar Jha and Sanjog Ray

The rise of social media has led to the emergence of influencers and influencer marketing (IM) domains, which have become important areas of academic inquiry. However, despite its…

Abstract

Purpose

The rise of social media has led to the emergence of influencers and influencer marketing (IM) domains, which have become important areas of academic inquiry. However, despite its prominence as an area for study, several significant challenges must be addressed. One significant challenge involves identifying, assessing and recommending social media influencers (SMIs). This study proposes a semantic network model capable of measuring an influencer's performance on specific topics or subjects to address this issue. This study can assist managers in identifying suitable SMIs based on their estimated reach.

Design/methodology/approach

Data from popular YouTube influencers and publicly available performance measures (views and likes) are extracted. Second, the titles of the past videos made by the influencer are used to develop a semantic network connecting all the videos to other videos based on similarity measures. Third, the nearest neighbor approach extracts the neighbors of the target title video. Finally, based on the set of neighbors, a range prediction is made for the views and likes of the target video with the influencer.

Findings

The results show that the model can predict an accurate range of views and likes based on the suggested video titles and the content creator, with 69–78% accuracy across different influencers on YouTube.

Research limitations/implications

The current study introduces a novel and innovative approach that exploits the textual association between a SMI's previous content to forecast the outcome of their future content. Although the findings are encouraging, this research recognizes various constraints that upcoming researchers may tackle. Forecasting views of posts concerning novel subjects and precisely adjusting video view counts based on their age constitute two primary limitations of this study.

Practical implications

Managers interested in hiring influencers can employ the suggested approach to evaluate an influencer's potential performance on a specific topic. This research aids managers in making informed decisions regarding influencer selection, utilizing data-based metrics that are simple to comprehend and explain.

Originality/value

The study contributes to outreach evaluation and better estimating the impact of SMIs using a novel semantic network approach.

Details

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

Keywords

Article
Publication date: 10 April 2018

Vijay Viswanathan, Edward C. Malthouse, Ewa Maslowska, Steven Hoornaert and Dirk Van den Poel

The purpose of this paper is to study consumer engagement as a dynamic, iterative process in the context of TV shows. A theoretical framework involving the central constructs of…

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Abstract

Purpose

The purpose of this paper is to study consumer engagement as a dynamic, iterative process in the context of TV shows. A theoretical framework involving the central constructs of brand actions, customer engagement behaviors (CEBs), and consumption is proposed. Brand actions of TV shows include advertising and firm-generated content (FGC) on social media. CEBs include volume, sentiment, and richness of user-generated content (UGC) on social media. Consumption comprises live and time-shifted TV viewing.

Design/methodology/approach

The authors study 31 new TV shows introduced in 2015. Consistent with the ecosystem framework, a simultaneous system of equations approach is adopted to analyze data from a US Cable TV provider, Kantar Media, and Twitter.

Findings

The findings show that advertising efforts initiated by the TV show have a positive effect on time-shifted viewing, but a negative effect on live viewing; tweets posted by the TV show (FGC) have a negative effect on time-shifted viewing, but no effect on live viewing; and negative sentiment from tweets posted by viewers (UGC) reduces time-shifted viewing, but increases live viewing.

Originality/value

Content creators and TV networks are faced with the daunting challenge of retaining their audiences in a media-fragmented world. Whereas most studies on engagement have focused on static firm-customer relationships, this study examines engagement from a dynamic, multi-agent perspective by studying interrelationships among brand actions, CEBs, and consumption over time. Accordingly, this study can help brands to quantify the effectiveness of their engagement efforts in terms of encouraging CEBs and eliciting specific TV consumption behaviors.

Details

Journal of Service Management, vol. 29 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 23 March 2020

Sweta Thota and Ricardo Villarreal

What happens when an ad parody is created with subtle, professional changes to text and imagery, making it almost indistinguishable from the original corporate brand ad? This…

Abstract

Purpose

What happens when an ad parody is created with subtle, professional changes to text and imagery, making it almost indistinguishable from the original corporate brand ad? This paper labels this limiting condition of ad parodies as hijacked advertising. Can viewers of such ads recognize whether the ad is hijacked or not? Also, what are the effects of using the dimensions of disparaging humor and offensiveness, commonly used in hijacked ads, on attitudes toward the brands in these ads and a propensity to engage in negative word-of-mouth (WOM) behavior? Results show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables is attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediate the effect of offensiveness and the recognition that an ad is hijacked on intentions to engage in negative WOM behavior.

Design/methodology/approach

This paper investigates these questions through an empirical examination using an original corporate brand ad, a hijacked version of the original ad using a disparaging humor dimension and another hijacked version of the original ad using the offensiveness dimension.

Findings

Results show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables was attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediates the effect of the recognition that an ad is hijacked and the dimension of offensiveness on intentions to engage in negative WOM behavior. The result, that a fairly high percentage of respondents attribute the original corporate brand as the source of the hijacked ads, points to a potentially damaging and out-of-control threat to marketers.

Originality/value

Through an empirical study, converging results around the effects of hijacking ads with disparaging humor and offensive dimensions on consumers’ attitudes toward the advertised brand and a propensity to engage in negative WOM behavior were gathered.

Details

Journal of Consumer Marketing, vol. 37 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Book part
Publication date: 17 September 2021

Heather Round

A creative identity, the incorporation of creativity into self-definition, is associated with creative outcomes. Given the importance of creativity to organizational success…

Abstract

A creative identity, the incorporation of creativity into self-definition, is associated with creative outcomes. Given the importance of creativity to organizational success, understanding creative identity and in particular creative identity work (the formation and maintenance of creative identity) can be useful in understanding creatives within organizations. To be considered creative, individuals need to not only produce unique artefacts, but these artefacts need to be assessed by legitimate judges as being creative. Judges may be within an organization (e.g., senior researchers within a laboratory) or may be external to an organization (e.g., award judges in international advertising competitions). Underpinning creative identity work is the creative assessment, however this assessment is ambiguous and contextual. In other words, what is considered creative in one context or by one judge may not be considered creative in another context or by different judges. The ambiguity of the creative assessment makes creative identity work a precarious undertaking. Based on two case studies – a R&D laboratory and an advertising agency – this research explores the strategies which creative individuals employ in their creative identity work in response to the ambiguity of the creative assessment. This research contributes to the growing area of creative identity research by unpacking three specific strategies used as part of identity work of creatives: defending, emotional distancing and differentiating. These strategies assist the creatives in maintaining a coherent sense of who they are within the organizational context despite the unpredictability of the creative assessment.

Details

Organizing Creativity in the Innovation Journey
Type: Book
ISBN: 978-1-83982-874-4

Keywords

Article
Publication date: 1 March 1985

Tomas Riha

Nobody concerned with political economy can neglect the history of economic doctrines. Structural changes in the economy and society influence economic thinking and, conversely…

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Abstract

Nobody concerned with political economy can neglect the history of economic doctrines. Structural changes in the economy and society influence economic thinking and, conversely, innovative thought structures and attitudes have almost always forced economic institutions and modes of behaviour to adjust. We learn from the history of economic doctrines how a particular theory emerged and whether, and in which environment, it could take root. We can see how a school evolves out of a common methodological perception and similar techniques of analysis, and how it has to establish itself. The interaction between unresolved problems on the one hand, and the search for better solutions or explanations on the other, leads to a change in paradigma and to the formation of new lines of reasoning. As long as the real world is subject to progress and change scientific search for explanation must out of necessity continue.

Details

International Journal of Social Economics, vol. 12 no. 3/4/5
Type: Research Article
ISSN: 0306-8293

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