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Full-Text Articles in Business
Honesty In Marketing Communications: The Role Of Humor, Can Trinh
Honesty In Marketing Communications: The Role Of Humor, Can Trinh
Atlantic Marketing Journal
Amid the crisis of trust in the marketplace, there have been increasing calls for advertisers to show more honesty in marketing communications. However, firms are still hesitant to follow suit out of concerns that more honesty may mean more losses than gains. Against such background, there is still scant empirical evidence about the effect of honest marketing communications on marketing outcomes to help provide practical guidance for marketers. The present research helps fill this crucial gap by examining the role of humor in honest marketing communications. Three studies in this research reveal novel insights that an interrelationship exists between humor …
The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus
The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus
Atlantic Marketing Journal
The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …
Familiarity, Sensationalism, And Forward Referencing In Celebrity Clickbait: Effects On Curiosity And Click Intention, Cynthia B. Hanson
Familiarity, Sensationalism, And Forward Referencing In Celebrity Clickbait: Effects On Curiosity And Click Intention, Cynthia B. Hanson
Atlantic Marketing Journal
This study investigates the effects of celebrity familiarity, sensational copy, and forward referencing on curiosity and intention to click on a digital post using a 2 (familiar/unfamiliar celebrity) X 2 (high/low sensationalism) X 2 (high/low knowledge gap) experimental design. The results show that curiosity and click intention are significantly greater when the copy points to missing information and when familiarity is greater, supporting the information gap theory of curiosity and illustrating its application to the forward referencing technique used in clickbait. However, contrary to expectations, sensational copy produced lower levels of arousal, curiosity, and click intention, suggesting a backlash against …
The Impact Of The Anthem Protest Movement And Covid On Nfl Viewership, George W. Stone, Michael A. Jones, Kirsten Passyn
The Impact Of The Anthem Protest Movement And Covid On Nfl Viewership, George W. Stone, Michael A. Jones, Kirsten Passyn
Atlantic Marketing Journal
This research is based on 3 different surveys conducted over several NFL football seasons. The first study investigated the impact of the Anthem Protest Movement on the attitude of NFL fans. The “Anthem Protest” reemerged during the 2020 season during the “lockdown” season associated with the COVID epidemic. Co-mingled with COVID and societal unrest, many analysts were predicting irreparable harm to the NFL’s once indomitable position as America’s favorite sport resulting from this confluence of events. Given the importance of the topic in terms of future NFL fan support, this report looks back over the last several NFL seasons to …