Advertising and Promotion Management Commons^™

Through The Filter Lens: The Negative Impact Of Beauty Filters In Influencer Marketing, Faegheh Taheran, Veronica Thomas, Abdolali Mortazavi, Dana Amiri

Marketing Faculty Publications

The article focuses on the negative impact of beauty filters on followers' perceptions of social media influencers, examining how these filters affect attitudes through perceived authenticity and deception. Topics include the relationship between filter usage and follower attitudes; the mediating roles of authenticity and deception; the effects of different types of filters on influencer credibility; and highlight the importance of genuine presentation in influencer marketing.

Narrative Transportation: A Systematic Literature Review And Future Research Agenda, Veronica L. Thomas, Jaime L. Grigsby

Marketing Faculty Publications

Consumers are inundated with opportunities to become engaged with marketing-generated stories, from watching an influencer detail her adventures abroad or a commercial about a military service member who makes it home just in time for the holidays. When consumers become so engaged with a story that they begin to connect with the story characters and imagine what will happen next, they experience a process known as narrative transportation, which has significant positive outcomes for marketers. Given the value that narrative transportation provides to marketers, we conduct a systematic literature review to both synthesize and provide direction on the literature of …

Detecting Deceptive Dark-Pattern Web Advertisements For Blind Screen-Reader Users, Satwick Ram Kodandaram, Mohan Sunkara, Sampath Jayarathna, Vikas Ashok

Computer Science Faculty Publications

Advertisements have become commonplace on modern websites. While ads are typically designed for visual consumption, it is unclear how they affect blind users who interact with the ads using a screen reader. Existing research studies on non-visual web interaction predominantly focus on general web browsing; the specific impact of extraneous ad content on blind users' experience remains largely unexplored. To fill this gap, we conducted an interview study with 18 blind participants; we found that blind users are often deceived by ads that contextually blend in with the surrounding web page content. While ad blockers can address this problem via …

Green Advertising Using Sick-, Well-, And Healed-Appeals, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

The purpose of this study was to examine the effects of sick, well, and healed appeals while examining the interaction effect of the saliency of environmental issues in the fashion industry on consumer responses. A 3 x 2 experimental study was conducted with the appeals (sick vs. well vs. healed appeals) and the salience for environmental issues in fashion (low vs. high) as independents and positive and negative anticipated emotions as mediators, leading to purchase intentions. A total of 195 usable responses were collected through MTurk. While all appeals worked well with consumers with high saliency through anticipated positive emotions, …

Performance Appeals, Environmental Knowledge, And Emotions For Green Advertising, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

This study aims to investigate the effect of the green performance appeals in an advertisement on purchase intentions, which are mediated by anticipated positive emotions (i.e., happiness and hope). This study also explores that the mediation model is moderated by individuals’ environmental knowledge. Three experimental conditions were utilized in which three types of green performance appeals (before, after, before–after appeal) were presented in the advertisement of a mock denim brand. Web-based online survey data (N = 201; Amazon MTurk) were analyzed by using ANOVA and PROCESS procedure using SPSS 23.0. The results of this study indicated that when the green-message …

Creating, Metavoicing, And Propagating: A Road Map For Understanding User Roles In Computational Advertising, Yuping Liu-Thompkins, Ewa Maslowska, Yuquing Ren, Hyejin Kim

Marketing Faculty Publications

Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to understand consumer interests and preferences. In this article, we survey insights from the user-generated content literature through the computational advertising lens to offer a road map for future research. Specifically, we discuss three roles that users play—as creators, metavoicers, and propagators. For each role, we present key research areas that can …

Beneficiary Foci Types And Performance Appeals In Green Advertising, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

In green advertising, the message focus is often associated with one of two benefits: the self-benefit focus and the other-benefit focus. However, determining which of the two benefit foci is more effective in generating positive consumer responses is still debatable. To explain the complexity of the mixed findings, we have explored advertising appeals that influence the perception of the environmental performance of the product, or green performance perception. Specifically, we have examined the self- and other-benefit types with three performance-based appeals (before, after, and before–after appeals) in relation to perceived green performance and brand attitudes. A 2 × 3 ANOVA …

What Do We Know About Digital Attribution?, John B. Ford

Marketing Faculty Publications

(First paragraph) Digital attribution sounds rather simple in that it involves isolating advertising tactics and assessing their impact on consumer decision making. But in a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to cost effectively have an impact on consumer choice. And, on each research occasion, the process has to be all but reinvented.

What Do We Know About Sports Sponsorships?, John B. Ford

Marketing Faculty Publications

(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.

An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson

OTS Master's Level Projects & Papers

Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …

What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford

Marketing Faculty Publications

An introduction is presented in which editor discusses various articles within issue on topics including source-credibility theory and its impact on brand performance for celebrity endorsements, celebrity in advertising can influence consumer perceptions and market value of celebrity endorsement.

What Do We Know About Mobile Media And Marketing?, John B. Ford

Marketing Faculty Publications

Everywhere we look, it is immediately obvious how much the mobile phone is an integral part of daily life. Yet, the medium is still relatively new to advertising research, particularly among academics who have devoted recent years of study to this topic addressed in this issue’s special package, “What We Know about Mobile Media and Marketing.”

The Advertisement Value Of Transformational & Informational Appeal On Company Facebook Pages, Fabienne T. Cadet, Priscilla G. Aaltonen, Vahwere Kavota

Marketing Faculty Publications

The advertisement value of Facebook is an under-developed area of social media research. Transformational and informational advertising appeal has yet to be studied as it relates to social media. This paper utilizes established classification and measurement scales from marketing literature to classify companies and their Facebook posts and measures the advertisement value of these posts. The study uses a sample of 100 companies from the 2015 Fortune 500 list. Results indicate that posts with transformational appeal are more engaging to the consumer than informational appeal; however, posts with informational appeal have greater advertisement value for the company. The results also …

An Empirical Examination Of The Moderators Of Direct Versus Indirect Comparative Advertising, Chun-Kai Hsu

Theses and Dissertations in Business Administration

This research examines the relative effectiveness of different kinds of comparative advertising. The effects of direct and indirect advertising are discussed and empirically tested. Extant research focuses on the differential effects of comparative and non-comparative advertising. However, with the growing popularity of comparative advertising in recent years, it becomes crucial to examine different kinds of comparative advertisements more closely to provide guidelines to marketing managers in the application of comparative advertising. In the marketing literature, very little has been known about how advertising-specific moderators may influence the effectiveness of direct and indirect comparative advertising. In this dissertation, different advertising-specific moderators …

How Corporate Cultures Drive Advertising And Promotion Budgets Best Practices Combine Heuristics And Algorithmic Tools, Douglas West, John B. Ford, Paul W. Farris

Marketing Faculty Publications

This study provides a survey of the methods used by U.S. advertisers to set advertising and promotions budgets and the effects of culture, risk, and organizational experience on these choices. Findings suggest that heuristics provide checks on analytically based budget methods and may also help managers deal with risks. Understanding the role played by heuristics in budgeting provides the first step toward process improvements in advertising and promotions budgeting.

How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford

Marketing Faculty Publications

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising …

A Brand New Bond: Shifting Strategies For 007 In The Age Of Conglomeration And Convergence, Katherine C. Skophammer

Institute for the Humanities Theses

Financial success would seem to be the logical goal of the film industry. If the current narrative formula reaps financial rewards for a film franchise there should be no impetus for change. Yet, that is exactly what happened to the James Bond franchise in 2006, with the release of the prequel Casino Royale. Sony Corporation and the Bond film :franchise traversed similar paths. In 2005, Sony purchased MGM, which held the Bond library as well as the rights to future Bond film productions.

Sony's industrial needs differed greatly from MGM's. MGM continually recycled the Bond formula for 20 films …

Thinking Like A God: Nature Imagery In Advertising, Catherine M. Roach

Reconstruction: Studies in Contemporary Culture

This essay examines selected recent imagery from American advertising that evinces a "negative" sense of nature as hostile other - often portrayed as a persecuting and conquered female - and of humans as its/her master. Examples to be examined of nature as this "Bad Mother" include TV commercials, print advertisements, and a comic strip. I argue that these images spring from a fundamental ambivalence toward nature and that they assuage the anxiety aroused by such ambivalence through a fantasy that casts humans as gods. More specifically, I use the medieval Christian scholastic concept of 'aseity' to suggest that these media …

"See Me, Touch Me, Feel Me": (Im) Proving The Bodily Sense Of Masculinity, Marc A. Ouellette

English Faculty Publications

Ultimately, this paper stems from two cultural strands which intersect in one cultural form, self-improvement advertising aimed at men. The first of these is the figure of the "new man," which appeared in the mid-1980s. The novelty lies in the positioning of masculine bodies precisely for the purpose of being seen. The available criticism was not equipped to account for these positionings. The second cultural strand, the proliferation of technologies which alter the body itself, as opposed to its coverings, makes the gap in the criticism more apparent. The two cultural trends intersect most noticeably in the advertisements for the …

See Me, Touch Me, Feel Me':(Im)Proving The Bodily Sense Of Masculinity, Marc Ouellette

Reconstruction: Studies in Contemporary Culture

[First paragraph]

Ultimately, this paper stems from two cultural strands which intersect in one cultural form, self-improvement advertising aimed at men. The first of these is the figure of the new man, which appeared in the mid-1980s. The novelty lies in the positioning of masculine bodies precisely for the purpose of being seen. The available criticism was not equipped to account for these positionings. The second cultural strand, the proliferation of technologies which alter the body itself, as opposed to its coverings, makes the gap in the criticism more apparent. The two cultural trends intersect most noticeably in the advertisements …