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Full-Text Articles in Business
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 …
Generating Clicks: Display Advertising Within Social Media, Ronda Mariani, Thomas Tanner, Loreen Powell
Generating Clicks: Display Advertising Within Social Media, Ronda Mariani, Thomas Tanner, Loreen Powell
Atlantic Marketing Journal
This research study developed a comprehensive social community prototype and tested a variety of display advertising scenarios to determine which scenario motivated social media users to click. Empirical research based upon 503 users of social media led to the development of several independent variables, which were identified in the study as display advertising scenarios. The display advertising scenarios tested in the study were video, animation, engagement, and brand familiarity, as well as the size and location of the display advertising within each social media prototype web page. Data collected identified which display advertisement scenarios motivated a social media user to …