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Public Relations and Advertising Commons™
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- Advertising (2)
- Social media (2)
- Ad Council (1)
- Advergames (1)
- Advertisements (1)
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- Advertising Disclosure (1)
- Advertising Regulation and Public Policy (1)
- Advertising Strategy (1)
- And Financial Welfare (1)
- Brand activism; brand purpose; purposedriven organizations; brand reputation; brand strategy; controversial issues (1)
- Buyer's remorse (1)
- COVID (1)
- Celebrities (1)
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- Creative strategies (1)
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- Financial Services Advertising (1)
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- In-app purchase (1)
- Influencer marketing (1)
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- Makeup (1)
- Measurement scale (1)
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Articles 1 - 14 of 14
Full-Text Articles in Public Relations and Advertising
Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf
Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf
Masters Theses
This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Instagram is a popular platform for businesses to gain young fans and customers. The research and development of the sports industry have enabled considerable growth of …
Purpose Advertising And The Credibility Gap, Tyler Milfeld, Eric Haley
Purpose Advertising And The Credibility Gap, Tyler Milfeld, Eric Haley
Purpose Project
One approach to purpose advertising is brand activism—taking a stand on a sociopolitical issue. This research compares divergent perspectives on whether and how brand activism influences brand attitudes and purchase intentions. Results from three studies, in which real-world brands and messages were used, identify a credibility gap between brands with a reputation for activism (established activist brands) and those without a reputation (emergent activist brands). Findings also reveal how personal issue knowledge moderates the credibility gap. Among other contributions, this research creates a new brand typology in the brand activism arena and empirically demonstrates a more favorable effect for established …
Sunny Days Ahead: Messages During A Pandemic: Creative Strategies And Themes In Health And Wellness Public Service Ads By The Ad Council, Meenakshi Trichur Venkitasubramanian
Sunny Days Ahead: Messages During A Pandemic: Creative Strategies And Themes In Health And Wellness Public Service Ads By The Ad Council, Meenakshi Trichur Venkitasubramanian
Doctoral Dissertations
Public Service Advertising is an essential field of study because of its ability to impact and shape public behavior and community changes. Historically, the advertising industry has come together during the times of world war to form an association, the Ad Council, to help create awareness to the public. Over the past 75 years, the Ad Council has contributed to the various causes by communicating and advertising to encourage better habits and behavior. The Ad Council has collaborated with CDC and COVID Collaborative to communicate the right messages about coronavirus response and COVID-19 vaccine during this pandemic. The purpose of …
The Influences Of Perceived Environmental Responsibilities On Green Purchasing Intentions, Jinhee Lee, Ilwoo Ju
The Influences Of Perceived Environmental Responsibilities On Green Purchasing Intentions, Jinhee Lee, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
The current study examined the influences of perceived environmental responsibilities of the three types of important social agents (individuals, companies, and governments) on consumers’ green purchasing intentions. Drawing on the environmental consumerism and purchase decision making literature, consumers’ perceptions of the aforementioned social agents’ roles in environment protection were hypothesized to influence their purchase intentions for green products. In addition, the current study attempted to investigate the different prediction patterns of such factors for two different purchase intention measures (e.g., general purchase intention and “willingness to pay more” for green products) to capture the nuance between the different measurement scales, …
Communication Strategies In Direct-To-Consumer Prescription Drug Advertisements, Ilwoo Ju
Communication Strategies In Direct-To-Consumer Prescription Drug Advertisements, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
Little research has incorporated a theoretical framework for the analysis of message and creative strategies used in DTCA to date. The purpose of the current study is to extend the previous literature by providing a more complete list of DTCA message and/or creativity strategies based on Taylor’s message strategy wheel. The results show that DTCA has been used to promote drugs for such life-threatening conditions as asthma, acid reflux, Alzheimer’s disease, depression, and arthritis. The most common inducement was the offer of consumer support information. In general, magazine DTC ads from 2006 to 2010 were likely to take both informational …
Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers
Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers
Chancellor’s Honors Program Projects
No abstract provided.
When Social Media Takes Your Money: In-App Shopping And Buyer’S Remorse Study, Catie Jaffe
When Social Media Takes Your Money: In-App Shopping And Buyer’S Remorse Study, Catie Jaffe
Chancellor’s Honors Program Projects
No abstract provided.
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
Chancellor’s Honors Program Projects
No abstract provided.
Activating Parents’ Persuasion Knowledge In Children’S Advergames: Testing The Effects Of Advertising Disclosures And Cognitive Load, Nathaniel Joseph Evans
Activating Parents’ Persuasion Knowledge In Children’S Advergames: Testing The Effects Of Advertising Disclosures And Cognitive Load, Nathaniel Joseph Evans
Doctoral Dissertations
This study focused on parents of children between the ages of 7 to 11 and their ability to recognize and understand a children’s advergame as advertising. Using the theoretical framework of the Persuasion Knowledge Model (PKM), this study experimentally tested the effects of advertising disclosures and cognitive load on parents’ activation of persuasion knowledge in children’s advergames and parents’ attitudes toward children’s advergames. In addition, this study examined how parents’ individual trait differences in persuasion knowledge and mediation of their children’s Internet use potentially influenced their persuasion knowledge in children’s advergames as well as their attitudes toward them. By conducting …
The Effects Of Message Quantification: The Modearing Role Of Numeracy, Ilwoo Ju
The Effects Of Message Quantification: The Modearing Role Of Numeracy, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
Although the numerical information effects has been reported in persuasive contexts, little research has investigated how numeric information in the drug efficacy appeals may affect consumers' evaluation of DTC advertising. Based on an experiment, the current study revealed that: (a) consumers reported more positive perceived message effectiveness of and attitude toward advertising toward numeric DTC advertising; (b) when consumers were lowly numerate, the persuasive effects of numeric information was stronger. When consumers were highly numerate, however, the persuasive effects of numeric information was significantly reduced; and (c) perceived message effectiveness was found to be a valid indicator of actual DTC …
Dtc Advertising And Perceived Importance Of Illness: Two-Sided Message And The Moderating Role Of Dtca Skepticism, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
To better understand consumers' coping mechanisms of DTC advertising and to address socially important health issues, the current study examined whether perceived importance of sleep disorders is influenced by DTC advertising. Two-sided message order and DTCA skepticism were hypothesized as predictors of the perceived importance. The results showed that there is interaction between order effects and DTCA skepticism. Theoretical, practical, and regulatory implications are discussed.
The Effects Of Statistical Information In Pharmaceutical Product Advertising, Ilwoo Ju
The Effects Of Statistical Information In Pharmaceutical Product Advertising, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
In the contexts of prescription drug (DTC) advertising, statistical information has been frequently used. However, little is known about how the statistical information affects consumer attitude toward the advertisement and perceived importance of an advertised illness. Based on an experiment, the present study explored the mechanism of consumers' DTC advertising information processing using structural equation modeling (SEM) approach. The findings revealed that: (a) the use of statistical information in DTC advertising positively related to perceived message effectiveness; (b) perceived message effectiveness positively related to attitude toward the advertisement and perceived importance of an advertised illness; and (c) message framing (gain …
Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park
Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park
Doctoral Dissertations
Trust judgment of an organization’s publics validates the existence of an organization as well as being one of the most powerful moderators of public relations effectiveness. The ideas of trust as one of the key dimensions to explain relational status between an organization and its key publics has been around more than a decade. Over the last two decades, the idea of trust in fact has been showing rising prominence across many diversified studies of relationship and relationship management. In relationship management, one of the important goals of public relations is to build mutually beneficial relationships among organizations and their …
The Role Of Financial Services Advertising On Investors' Decision-Making, Tae Jun Lee
The Role Of Financial Services Advertising On Investors' Decision-Making, Tae Jun Lee
Doctoral Dissertations
The present study assesses the effect of financial services advertising on investors’ decision-making by adopting a two-sided approach: a stimulus-side analysis to document the nature and prevalence of advertising strategies and advertising disclosures being used and a response-side investigation to examine the investors’ processing of and receptiveness to financial services advertising. By performing a content analysis of recently published financial services magazine advertisements, this study provides a contemporary look at whether and how financial services companies inform, persuade, and communicate with average investors. Results from this content analysis method is also used as a foundation to help design realistic test …