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The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer engagement (CE) towards mobile advertisement.

This study uses a quantitative approach to test the proposed model based on the stimulus–organism–response (SOR) theory. The non-probability purposive sampling technique was used to collect data from Pakistani mobile users through a self-administered questionnaire.

The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE.

The results reveal that without a pleasing SA and positive SIC, mobile users skip the ads by perceiving them to be irritating or interruptive. Mobile ads might cost relatively less, but the advertisers should understand the significance of the SA toward minimizing the mobile advertising skepticism.

Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.

El objetivo general de esta investigación es evaluar el efecto mediador de la apariencia de la fuente (SA) y la congruencia del auto-influencer (SIC) en la relación entre el contenido visual (CV) y el compromiso del cliente (CE) hacia la publicidad móvil.

Este estudio utiliza un enfoque cuantitativo para probar el modelo propuesto basado en la teoría estímulo-organismo-respuesta (SOR). Se utilizó la técnica de muestreo intencional no probabilístico para recoger datos de usuarios de móviles paquistaníes mediante un cuestionario autoadministrado.

Nuestros resultados demuestran que el contenido visual por sí solo no puede generar el compromiso de los usuarios de móviles. La apariencia de la fuente es la clave a este respecto, que tiene una importancia relativamente mayor en comparación con la congruencia del auto-influencer. Además, el efecto de mediación en serie de SA y SIC en CE muestra que es probable que las fuentes atractivas induzcan un mayor SIC y el consiguiente compromiso del cliente.

Los resultados revelan que sin una SA agradable y una SIC positiva, los usuarios de móviles omiten los anuncios al percibirlos como irritantes o interruptores. Los anuncios para móviles pueden costar relativamente menos, pero los anunciantes deben comprender la importancia de la apariencia de la fuente para minimizar el escepticismo de la publicidad móvil.

Los anunciantes pueden mejorar la participación del usuario en los dispositivos móviles abordando tanto la AS como el SIC en sus contenidos visuales. Hasta ahora no se había evaluado el efecto combinado de la AS y el SIC en el CE. Además, este estudio ha utilizado el mecanismo del SOR para examinar el engagement del cliente.

本研究的总体目标是评估源外观（SA）和自我影响者一致性（SIC）对移动广告视觉内容（VC）和客户参与（CE）之间关系的中介效应。

本研究采用定量方法来检验基于刺激-有机体-反应（SOR）理论提出的模型。研究采用了非概率目的性抽样技术, 通过自填问卷的方式向巴基斯坦移动用户收集数据。

我们的研究结果证明, 仅靠视觉内容并不能引起移动用户的参与。在这方面, 源外观是关键, 与自我影响者一致性相比, 源外观的重要性相对更高。此外, SA 和 SIC 对 CE 的串联中介效应表明, 有吸引力的信息源可能会诱发更高的 SIC 和随后的客户参与。

研究结果表明, 如果没有令人愉悦的SA和积极的SIC, 移动用户就会认为广告具有刺激性或干扰性, 从而跳过广告。移动广告的成本可能相对较低, 但广告商应了解广告源外观对减少移动广告怀疑的重要性。

广告商可以通过在视觉内容中同时考虑广告联盟和广告投放中心这两个因素, 提高用户在移动设备上的参与度。之前从未有人评估过 “SA “和 “SIC “对消费者参与度的综合影响。此外, 本研究还使用了 SOR 机制来考察客户参与度。

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.

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.

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.

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.

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.

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.

The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions.

The authors use a systematic literature review (SLR) approach, following the PRISMA guidelines, to investigate the current state of research in in-app advertising. The study uses 44 shortlisted articles from the Scopus and Web of Science databases. Using the Theory-Context-Characteristics-Methodology (TCCM) framework, the authors analyze the gaps in theory, context, characteristics and methods.

Using thematic analysis, the authors identify five main themes in the in-app advertising literature, namely, ad platform optimization; mobile app user psychology and behavior; ad effectiveness; ad fraud; and security, privacy and other user concerns. The findings show the need for empirical research, with a strong theoretical foundation in emerging ad formats of in-app advertising, user behavior and buy-side of in-app advertising.

This is a maiden study to conduct a domain-based SLR in the emerging field of in-app advertising using the TCCM framework. The authors highlight the key differences between in-app advertising and mobile web advertising. The authors propose theories in the advertising field that could be used in future empirical studies of in-app advertising.

El propósito de esta investigación es revisar y sintetizar la literatura sobre la publicidad en Apps, identificar lagunas y proponer futuras direcciones de investigación.

Utilizamos un enfoque de revisión sistemática de la literatura, siguiendo las directrices PRISMA, para investigar el estado actual de la investigación en publicidad en aplicaciones. El estudio utiliza 44 artículos preseleccionados de las bases de datos Scopus y Web of Science (WoS). Utilizando el marco Teoría-Contexto-Características-Metodología (TCCM), analizamos las lagunas en teoría, contexto, características y métodos.

Mediante un análisis temático, identificamos cinco temas principales en la literatura sobre publicidad en aplicaciones, a saber: optimización de plataformas publicitarias; psicología y comportamiento de los usuarios de aplicaciones móviles; eficacia publicitaria; fraude publicitario; seguridad, privacidad y otras preocupaciones de los usuarios. Nuestros hallazgos muestran la necesidad de investigación empírica, con una sólida base teórica en los formatos publicitarios emergentes de la publicidad en Apps, el comportamiento del usuario y el buy-side de la publicidad en Apps.

Se trata de un estudio pionero para realizar una revisión sistemática de la literatura basada en el dominio en el campo emergente de la publicidad en Apps utilizando el marco TCCM. Destacamos las principales diferencias entre la publicidad en aplicaciones y la publicidad en la web para móviles. Proponemos teorías en el campo de la publicidad que podrían utilizarse en futuros estudios empíricos sobre la publicidad en Apps.

本研究旨在回顾和总结有关应用内广告的文献, 找出差距并提出未来的研究方向。

我们采用系统性文献综述方法, 遵循 PRISMA 指南, 调查应用内广告的研究现状。研究使用了 Scopus 和 Web of Science (WoS) 数据库中的 44 篇入围文章。利用理论-背景-特征-方法（TCCM）框架, 我们分析了理论、背景、特征和方法方面的差距。

通过主题分析, 我们确定了应用内广告文献的五大主题, 即广告平台优化; 移动应用用户心理和行为; 广告效果; 广告欺诈; 安全、隐私和其他用户关注点。我们的研究结果表明, 有必要在应用内广告的新兴广告形式、用户行为和应用内广告买方等方面开展实证研究, 并奠定坚实的理论基础。

这是一项首次使用 TCCM 框架对新兴的应用内广告领域进行基于领域的系统性文献综述的研究。我们强调了应用内广告与移动网络广告的主要区别。我们提出了广告领域的理论, 可用于未来的应用内广告实证研究。

Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions in social media marketing campaigns that violate these values. The purpose of this paper is to analyze the repercussions that such social media marketing campaigns have on brands, categorizing these campaigns as brand transgressions in social media advertising.

This research uses a mixed-method design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3).

This paper clarifies the elements that qualify as brand transgressions in advertising within the diversity, equity and inclusion discourse. The negative electronic word-of-mouth (e-WOM) associated with brand transgressions in advertising comprises negative emotions (e.g. anger, contempt, disgust and hate) and behavioural intentions to penalize the brand (e.g. negative word-of-mouth, brand avoidance and protest behaviours). The negative e-WOM stemming from these transgressions amplifies the adverse consequences for consumer–brand relationships by negatively influencing other consumers through sympathy towards the offended parties.

This paper offers brand managers guidelines for preventing and managing negative consumer reactions towards brands based on their responses to marketing campaigns that contradict the principles of diversity, equity and inclusion.

This paper contributes to the literature on brand transgressions related to diversity, equity and inclusion values by exploring their impact on consumer–brand relationships and highlighting the pivotal role of sympathy in perpetuating negative consequences.

Key performance indicators (KPIs) play a pivotal role in evaluating the level of success of an organization in achieving its business objectives. The objective of the current research is to identify and prioritize effective KPIs in branding products and construction projects, which contribute to the success of construction companies in a competitive environment.

The present research is of an inferential, descriptive and survey nature. In this study, we identified the influential key performance indicators of construction companies in branding products and construction projects for success in a competitive environment through a literature review and expert opinions. The data were collected using a questionnaire, and a combination of the one-sample t-test method with a 95% confidence level and the fuzzy multiple attribute decision-making (FMADM) method was employed for analysis.

The results indicate that the most influential key performance indicators for construction companies in branding products and construction projects for success in a competitive environment are, in order of significance, the following indices: “Marketing and Advertising,” “Financial,” “Creativity,” “Technical and Operational” and “Social and Political.”

The present research examines the importance of branding construction products and projects for the success of construction companies by improving their business objectives and utilizing key performance indicators throughout the product lifecycle (production and construction). This study provides solutions on how construction companies can increase their competitive advantage through branding and achieve long-term success in the global construction industry.

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

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

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.

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

Good labeling of native advertising leads to greater success.

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.

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

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

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.

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

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.

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

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。

使用统计测试、相关性和聚类分析对数据进行评估。

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。

对原生广告进行良好的标注会带来更大的成功。

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。

研究结果在不同地区环境中的普适性需要进一步调查。

Two-sided messages in advertising, which contain both negative and positive information, can have varying effects on persuasion. Thus, it is crucial to understand the conditions under which such messages are more or less effective compared to one-sided messages that only contain positive information. This research investigates the moderating role of the visual angle (close-up vs. long shot) of an image by drawing upon construal level theory.

This research reports two experimental studies employing a 2 (message: two-sided [positive and negative information], one-sided [positive information as a control condition]) × 2 (visual angle: near [close-up], distant [long shot]) between-subjects design.

The results demonstrate that two-sided messages paired with a close-up image decrease positive electronic word of mouth (eWOM) due to increased feelings of ambivalence, while two-sided messages paired with a long-shot image increase positive eWOM due to increased perceived authenticity.

These findings provide insight into the impact of two-sided messages on advertising persuasion and provide guidance for marketers in developing effective communication strategies to leverage positive eWOM.

Given the increased significance and rapid growth of an ageing population, this review paper aims to define the mature consumer segment chronologically to resolve definitional inconsistencies found in prior marketing communications literature, identify the current state of the marketing communications field in terms of mature consumer research and highlight future research directions on mature consumers for marketing communications academics and practitioners.

A synthesis of existing marketing communication research on mature consumers (those aged 50+), published in top-tier journals since 1972, is provided. In total, 106 papers were identified in 21 marketing journals.

Three existing research themes were identified: market segmentation of mature consumers (we ground this theme in three inter-related facets: chronological age, health [physical and neurological] and self-perception of age [also referred to as cognitive age]); attitudes and behaviours of mature consumers; and marketing to mature consumers. This paper also proposes several future research themes: further definition of mature consumers and widening the scope of examination; segmenting mature consumers to account for heterogeneity; information processing of mature consumers cannot use a one-size-fits-all approach; the influence of marketing mix elements on mature consumers; and alternative methodologies to better understand mature consumers.

Recognising the heterogeneity within the chronologically based mature consumer segment, this paper proposes an extended mature consumer definition which includes biological, psychological and social dimensions, as well as life events and life circumstances, rather than biological age alone.

In practical terms, understanding information processing of mature consumers cannot use a one-size-fits-all approach and marketing mix elements may affect behaviour differently within this segment. This will require alternative methodologies to understand these processes fully.

This synthesis of mature consumers research within the marketing communications field provides key research questions for future research to better understand this market segment and its implications for marketing communications, theory development and practice.

Paid digital campaigning tools play an increasingly pivotal role in individual election campaigns worldwide. Extant literature often juxtaposes the equalization theory, which argues that these tools create a level playing field, and the normalization theory, which contends that strong and resource-rich politicians benefit most from digital tools. This article aims to inform this debate by looking at it from a campaign expenditure perspective beyond the Anglo-American bias of most research on the subject.

The authors use an original dataset on campaign expenditures and resources of 1,798 candidates running for 13 Belgian parties in the 2019 federal parliamentary election. Relying on multilevel statistical models, the authors link the candidates' digital campaign expenses to their incumbency status, which is expected to affect digital campaigning.

While earlier work on majoritarian cases often showed contradicting results, this study on the Belgian flexible-list proportional representation (PR) case provides strong support for the equalization theory by demonstrating that incumbents are not only less inclined to spend on digital tools than challengers, but also spend a smaller part of their budget on these tools.

This paper contributes to the literature by exploring the equalization versus normalization debate from a campaign expenditure perspective using a made to purpose dataset in a non-Anglo-American context.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-12-2021-0679