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Social and Behavioral Sciences Commons™
Open Access. Powered by Scholars. Published by Universities.®
- Keyword
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- Advertising (2)
- Advertisment (1)
- Alternative marketing communications (1)
- Causality (1)
- Consumer generated content (1)
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- Consumerism (1)
- Cultural praxis (1)
- Duplicity (1)
- Endogeneity (1)
- Event analysis (1)
- Gendered relations (1)
- Influencer marketing (1)
- Mad Money with Jim Cramer (1)
- Marketing-finance interface (1)
- Multimodal Critical Discourse Analysis (MDCA) (1)
- Native advertising (1)
- Peer Influence (1)
- Randomized Experiments (1)
- Situated meaning (1)
- Social Contagion (1)
- Social Networks (1)
- Targeted marketing (1)
- Television stock recommendations (1)
- Video Technology (1)
Articles 1 - 5 of 5
Full-Text Articles in Social and Behavioral Sciences
A Multimodal Analysis Using An Exemplar From Japanese Television Advertising, Noel Murray
A Multimodal Analysis Using An Exemplar From Japanese Television Advertising, Noel Murray
Business Faculty Articles and Research
A multimodal analysis is used to investigate for the presence of situated meanings of uchi/soto in Japanese advertising. The analysis supports the proposition that discourses of gendered relations of uchi/soto may be found in contemporary Japanese television advertising. The article argues that relations of uchi/soto provide a unique window into Japanese consumption behavior. I advocate for multimodal critical discourse analysis as a preferred methodology and theoretical framework for multimodal advertising research applications. I discuss social and economic implications of reproducing gendered relations of uchi/soto in advertising and offer suggestions for future research on situated meanings.
Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan
Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan
Business Faculty Articles and Research
In the past couple of decades, following the advancements in communication technologies, alternative marketing communications such as consumer generated content, influencer marketing and native advertising, have emerged as a viable and gainful tactic. These alternative marketing communications blur the boundaries between the roles of consumer and marketer. The possibility of duplicity and deception in marketing relationships is fueled by the ambiguity of these roles and the lack of clarity in persuasion knowledge when alternative marketing communications are utilized. In this paper, we illustrate the various types of duplicity in marketing relationships that use alternative marketing communications. We adopt a conceptual …
Identifying Social Influence In Networks Using Randomized Experiments, Sinan Aral, Dylan Walker
Identifying Social Influence In Networks Using Randomized Experiments, Sinan Aral, Dylan Walker
Business Faculty Articles and Research
The recent availability of massive amounts of networked data generated by email, instant messaging, mobile phone communications, micro blogs, and online social networks is enabling studies of population-level human interaction on scales orders of magnitude greater than what was previously possible.1'2 One important goal of applying statistical inference techniques to large networked datasets is to understand how behavioral contagions spread in human social networks. More precisely, understanding how people influence or are influenced by their peers can help us understand the ebb and flow of market trends, product adoption and diffusion, the spread of health behaviors such as smoking and …
Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney
Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney
Business Faculty Articles and Research
This article relies on advertising and persuasive communications theories to uncover persistent variations in investor response to television stock recommendations targeting naive investors. The authors use an event study methodology to determine the size of the next-day abnormal market reaction to recommendations on Mad Money with Jim Cramer. Although viewers are actively looking for recommendations, the results show that any individual recommendation is still subject to many of the same communication challenges as traditional advertisements. A regression analysis finds that traditional advertising variables, such as message length, recency-primacy effects, information clutter, and source credibility, influence the size of the market …
How Super Are Video Supers? A Test Of Communication Efficacy, Noel Murray, Lalita A. Manrai, Ajay K. Manrai
How Super Are Video Supers? A Test Of Communication Efficacy, Noel Murray, Lalita A. Manrai, Ajay K. Manrai
Business Faculty Articles and Research
Interest in the role of video supers-superimposed video presentations of verbal information-has grouwn among consumers, advertisers, the television networks, and public policymakers, as supers have become prevalent in television commercials. The authors empirically address the communications efficacy of video supers in a sample of 200 different commercials that contain video supers Drawing on a theory of modality effects, the authors examine the comprehensive of video supers relative to commercial content. The authors develop hypotheses and analyze structural determinants of video super comprehension, such as presence of a voice-over, rate of presentation, and presentation size. The findings are supportive of the …