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Advertising and Promotion Management Commons™
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- Keyword
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- Advertising intent (2)
- Children (2)
- Cognitive development (2)
- Advertising (1)
- Advertising literacy (1)
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- Business-to-Business (1)
- Children; household decision making; pester power (1)
- City marketing (1)
- Computer-mediated communications (1)
- Consumer behaviour (1)
- Destination marketing organisations (1)
- Digital Marketing (1)
- Ethics (1)
- Facebook (1)
- Football clubs (1)
- Influencer marketing (1)
- Leveraging (1)
- Marketing Consultancy (1)
- Motivation Theory (1)
- Online platforms (1)
- Prediction Model. (1)
- Social development (1)
- Social media (1)
- Social networking sites (1)
- Social networks (1)
- Teenagers (1)
- Television advertising (1)
- Uses and Gratifications Theory (1)
- Uses and gratifications (1)
- Youth (1)
Articles 1 - 8 of 8
Full-Text Articles in Advertising and Promotion Management
Teenagers’ Moral Advertising Literacy In An Influencer Marketing Context, Emma Sweeney, Margaret-Anne Lawlor, Mairead Brady
Teenagers’ Moral Advertising Literacy In An Influencer Marketing Context, Emma Sweeney, Margaret-Anne Lawlor, Mairead Brady
Articles
Teenagers are avid consumers of social media and also constitute attractive target audiences for influencer marketing (IM). Teenagers can perceive strong, parasocial relationships with influencers, frequently regarding them as being akin to a peer or a friend. Furthermore, influencer endorsements are observed to carry greater credibility and authenticity than traditional forms of advertising. This therefore raises questions about young consumers’ discernment of, and critical evaluation of the overall appropriateness when influencers act as conduits of commercial messages on behalf of brands. This paper reports on a qualitative study of 29 teenagers aged 15–17 years. The aim was to explore the …
A Proposal Digital Marketing Strategy For Marcheluzzo Srl: Training And Evaluating A Prediction Model For The Number Of Adv. Impressions, Charles Alves De Castro
A Proposal Digital Marketing Strategy For Marcheluzzo Srl: Training And Evaluating A Prediction Model For The Number Of Adv. Impressions, Charles Alves De Castro
Articles
This research aims to describe a digital marketing strategy elaborated to be deployed in the MarcheluzzoSrl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the …
Uses And Gratifications Of Generation Z Within Social Networks: A Dialectical Investigation Into The Facebook Domain, Ryan O'Carroll, Tara Rooney
Uses And Gratifications Of Generation Z Within Social Networks: A Dialectical Investigation Into The Facebook Domain, Ryan O'Carroll, Tara Rooney
Articles
To date, little research has considered how various types of gratifications operate within SNSs such as Facebook (LaRose et al. 2001; Quan-Haase and Young, 2010; Wang, 2015). To address this gap, we explore Generation Z’s motivational behaviour through the lens of Uses and Gratifications Theory. Additionally, we investigate the types of gratification obtained by Generation Z through Facebook. The research adopted an interpretivist philosophy and employed a qualitative approach. The data collection method used semi-structured interviews, in conjunction with qualitative digital diary research. Research participants were requested to record emotions, behaviours and opinions in their digital diaries over a consecutive …
The Changing Face Of Pester Power, Margaret-Anne Lawlor
The Changing Face Of Pester Power, Margaret-Anne Lawlor
Articles
No abstract provided.
In League? Destination Marketing Organisations And Football Clubs In The Virtual Space, Gerard Dunne, David Proctor, Sheila Flanagan
In League? Destination Marketing Organisations And Football Clubs In The Virtual Space, Gerard Dunne, David Proctor, Sheila Flanagan
Articles
Logic dictates that Destination Marketing Organisations (DMOs), while representing many stakeholders, should leverage a location’s most visible assets to enhance the attractiveness of the destination at any given opportunity. This study examines the manner and extent to which four major European football franchises are mentioned and promoted on the official digital marketing platforms of their respective cities; Amsterdam, Barcelona, Manchester and Munich. A tailor made content analysis tool is used to conduct a systematic investigation of the virtual platforms over which the DMOs of these cities exert a modicum of control. The content of these platforms is scrutinised from three …
Young People's Use Of Online Social Networking Sites :A Uses And Gratifications Perspective, Aine Dunne, Margaret-Anne Lawlor, Jennifer Rowley
Young People's Use Of Online Social Networking Sites :A Uses And Gratifications Perspective, Aine Dunne, Margaret-Anne Lawlor, Jennifer Rowley
Articles
Abstract Purpose – The purpose of this paper is to explore why young people use and participate in social networking sites (SNS) with specific reference to Bebo. Design/methodology/approach – A qualitative approach is employed in this study with a view to exploring the uses and gratifications that girls aged 12 to 14 years, both seek and obtain from the Bebo social networking site. The research was conducted in a school setting in Ireland. Findings – The findings indicate that the participants are actively using Bebo for their own personal motives and gratifications in terms of presenting and managing a certain …
Children's Understanding Of Television Advertising Intent, Margaret-Anne Lawlor, Andrea Prothero
Children's Understanding Of Television Advertising Intent, Margaret-Anne Lawlor, Andrea Prothero
Articles
Over the last three decades, a substantial body of research has accumulated seeking to address how exactly advertising, and in particular, telelvision advertising, influences children. Yet, given the diversity of methodologies used and the findings presented, it has been suggested that a common consensus on how exactly advertising affects children has not been reached. This paper presents a brief overview of the literature addressing chidlren's understanding of advertising with a view to identifying the contributions to date in this area and the accompanying gaps, omissions and under-resesearched perspectives. Findings are then presented from an exploratory study of eight and nine …
The Established And Potential Mediating Variables In The Child's Understanding Of Advertising Intent: Towards A Research Agenda, Margaret-Anne Lawlor, Andrea Prothero
The Established And Potential Mediating Variables In The Child's Understanding Of Advertising Intent: Towards A Research Agenda, Margaret-Anne Lawlor, Andrea Prothero
Articles
This paper aims to explore in detail the issue of advertising intent, with particular reference to the child. The literature review examines the importance of age, and cognitive and social development in this field, and considers whether or not children can distinguish between television programming and advertising. What the literature review illustrates is that research studies thus far have conflicting viewpoints on these areas. Within the research to date, there are also a number of important issues which do not seem to be addressed. Most notably, there is little research which considers the impact of advertising upon children, from the …