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Article
Publication date: 1 May 2020

Erik Hermann, Martin Eisend and Tomás Bayón

The purpose of this paper is to apply cultivation theory to social network sites by investigating how Facebook uses cultivates users' ethnic diversity perceptions and attitudes.

1479

Abstract

Purpose

The purpose of this paper is to apply cultivation theory to social network sites by investigating how Facebook uses cultivates users' ethnic diversity perceptions and attitudes.

Design/methodology/approach

The authors’ investigations include an online and offline survey study with 476 Facebook users and a follow-up experiment with 75 individuals.

Findings

The authors provide empirical support that Facebook use cultivates ethnic diversity perceptions and ethnic diversity-related attitudes. They show that Facebook use relates to perceptions of ethnic minorities that resemble the world on Facebook that is characterized by high ethnic diversity. The authors further demonstrate that the cultivation of ethnic diversity-related attitudes is mediated by diversity perceptions related to users' close social environment.

Research limitations/implications

Future research should consider culturally and educationally diverse samples as well as longitudinal research designs to address external validity and causality issues.

Practical implications

Algorithms determining the content users are exposed should be thoughtfully curated to avoid attitudinal and ideological polarization.

Social implications

Facebook can play an important role in positively shaping intergroup relations, thereby countering negative outgroup attitudes, social anxieties and radical right-wing parties.

Originality/value

The authors’ studies extend the scope of cultivation research by identifying a new media vehicle as a source of cultivation influences and shed light on the cultivation-based process of attitude change on social network sites.

Details

Internet Research, vol. 30 no. 4
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 6 November 2018

Hye Jin Yoon

Surprise has been recognized as a key process in humor. Past studies have seldom tested elements that could increase the surprise in humor advertising, subsequently increasing…

1716

Abstract

Purpose

Surprise has been recognized as a key process in humor. Past studies have seldom tested elements that could increase the surprise in humor advertising, subsequently increasing perceived humor and positive ad outcomes. The purpose of this paper was to test the effects of priming a lower arousal baseline before humor ad exposure. It proposed that this would generate greater humor ad surprise because of contrast effects, leading to greater perceived humor and positive ad effects.

Design/methodology/approach

Three experiments tested the effects of arousal and valence of primes on humor ads. Attention, perceived humor and ad effectiveness of the humor ads were measured.

Findings

Evidence of lower (vs higher) arousal primes leading to greater humor ad evaluations was found across three experiments. Felt arousal of the ad mediated the relationship between the prime conditions and perceived humor.

Originality/value

No study has focused on context effects of the unique process of humor ads. This study advanced the arousal theory of incongruity-resolution humor and further emphasized the role of surprise. The findings implicate that the surroundings of the humor ad could increase its effectiveness.

Details

Journal of Consumer Marketing, vol. 35 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 October 2002

Martin Eisend

Scientific communication takes place within two main fields: research and publication. Whereas twentieth century audio‐visual media did not become established in the scientific…

2120

Abstract

Scientific communication takes place within two main fields: research and publication. Whereas twentieth century audio‐visual media did not become established in the scientific communication system, the Internet, with its variety of communication options, is able to enter both fields of communication and has even revolutionised this communication system to some extent. The investigation of this relationship is based on data from a study of social scientists taken in Berlin in autumn 1999. The Internet substitutes written communication media and complements forms of spoken communication in the field of research. It also complements traditional publisher‐oriented forms of publication and is even a substitute for works that have previously avoided publication. Therefore, the Internet should not be regarded as a new alternative to traditional and institutionalised structures of communication of scientific publications, as it has already become institutionalised in the field of research as a medium of interpersonal communication.

Details

Online Information Review, vol. 26 no. 5
Type: Research Article
ISSN: 1468-4527

Keywords

Available. Content available
Article
Publication date: 9 October 2009

Dieter Ahlert, Rainer Olbrich, Peter Kenning and Hendrik Schroeder

833

Abstract

Details

International Journal of Retail & Distribution Management, vol. 37 no. 11
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 6 July 2021

Qingjiang Yao

This study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.

813

Abstract

Purpose

This study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.

Design/methodology/approach

Four field experiments on Google Ad campaigns were conducted on the topics of energy and environment, the water–energy–food nexus, and a Higher-Ed program (at the national and local levels).

Findings

Two-sided search engine advertisements are more effective than one-sided advertisements in national campaigns but less effective in local campaigns. In national campaigns, conclusive search engine advertisements are more effective in increasing impressions and clicks, but inconclusive advertisements are more effective in increasing the click-through rate (CTR); in local campaigns, inconclusive advertisements are more effective when being one-sided, while conclusive advertisements are more effective when being two-sided. Overall, the two-sided and inconclusive advertisement generates the best results in a national campaign, but the one-sided and inconclusive advertisement generates the best results in a local campaign.

Originality/value

As the first to test sidedness and conclusiveness with Google Ads advertising, the paper provides theoretical and practical suggestions to search engine marketers by identifying the effective copywriting strategies, moderating factors and more measurements of effectiveness.

Details

Journal of Research in Interactive Marketing, vol. 15 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Available. Open Access. Open Access
Article
Publication date: 29 March 2021

Nina Åkestam, Sara Rosengren, Micael Dahlén, Karina T. Liljedal and Hanna Berg

This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s…

91304

Abstract

Purpose

This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender.

Design/methodology/approach

In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared.

Findings

The results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles.

Research limitations/implications

Whereas previous studies have focused on reactions of women to female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped portrayals of other genders.

Practical implications

The results indicate that marketers can benefit from adapting a more mindful approach to the portrayals of gender used in advertising.

Originality/value

The addition of a cross-gender perspective to the literature on gender stereotypes in advertising is a key contribution to this literature.

Details

European Journal of Marketing, vol. 55 no. 13
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 13 July 2015

Erlinde Cornelis, Verolien Cauberghe and Patrick De Pelsmacker

This study aims to address the credibility effects of refutational versus non-refutational two-sided messages. Additionally, it aims to unravel the moderating role of issue…

560

Abstract

Purpose

This study aims to address the credibility effects of refutational versus non-refutational two-sided messages. Additionally, it aims to unravel the moderating role of issue ambivalence and argument type.

Design/methodology/approach

A 2 × 2 × 2 between-subjects factorial experimental design (N = 853 adolescents) investigates the effect of eight anti-binge drinking and anti-marijuana messages on source and message credibility.

Findings

The results show that refutation increases credibility compared to non-refutation. Additionally, a three-way interaction effect is found: credibility depends on the ambivalence of the issue and the argument type.

Originality/value

First, this study clarifies the inconsistencies found in previous literature regarding (non-)refutational two-sided messages by addressing two important (and so far neglected) moderating variables. Second, we provide useful new insights for health practitioners who develop campaigns to prevent drug abuse among adolescents.

Details

Journal of Social Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 4 November 2020

Pachayappan Murugaiyan and Venkatesakumar Ramakrishnan

Little attention has been paid to restructuring existing massive amounts of literature data such that evidence-based meaningful inferences and networks be drawn therefrom. This…

381

Abstract

Purpose

Little attention has been paid to restructuring existing massive amounts of literature data such that evidence-based meaningful inferences and networks be drawn therefrom. This paper aims to structure extant literature data into a network and demonstrate by graph visualization and manipulation tool “Gephi” how to obtain an evidence-based literature review.

Design/methodology/approach

The main objective of this paper is to propose a methodology to structure existing literature data into a network. This network is examined through certain graph theory metrics to uncover evidence-based research insights arising from existing huge amounts of literature data. From the list metrics, this study considers degree centrality, closeness centrality and betweenness centrality to comprehend the information available in the literature pool.

Findings

There is a significant amount of literature on any given research problem. Approaching this massive volume of literature data to find an appropriate research problem is a complicated process. The proposed methodology and metrics enable the extraction of appropriate and relevant information from huge quantities of literature data. The methodology is validated by three different scenarios of review questions, and results are reported.

Research limitations/implications

The proposed methodology comprises of more manual hours to structure literature data.

Practical implications

This paper enables researchers in any domain to systematically extract and visualize meaningful and evidence-based insights from existing literature.

Originality/value

The procedure for converting literature data into a network representation is not documented in the existing literature. The paper lays down the procedure to structure literature data into a network.

Details

Journal of Modelling in Management, vol. 17 no. 1
Type: Research Article
ISSN: 1746-5664

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Article
Publication date: 15 June 2012

Kevin W. Cruthirds, Valerie L. Wang, Yong J. Wang and Jie Wei

The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising.

3081

Abstract

Purpose

The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising.

Design/methodology/approach

A total of 97 television commercials broadcasted by major US and Mexican national television networks were classified under the four humor styles described by Martin et al.

Findings

Humor styles used in television advertising significantly differ between the two countries. US commercials use more affiliative, aggressive, and self‐defeating humor than do Mexican advertisements, while self‐enhancing humor is the predominant humor style of Mexican commercials and is used more frequently in Mexico when compared to the USA.

Practical implications

The findings reveal the frequency and types of humorous television commercials used in the USA and Mexico.

Originality/value

The study suggests that cultural differences should be taken into consideration when humorous advertising is used across borders.

Details

Marketing Intelligence & Planning, vol. 30 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 19 May 2022

Wagner Junior Ladeira, Joanna Krywalski Santiago, Fernando de Oliveira Santini and Diego Costa Pinto

This study aims to investigate the effects of brand familiarity on attitude formation across different advertising channels, product types and brand settings.

1522

Abstract

Purpose

This study aims to investigate the effects of brand familiarity on attitude formation across different advertising channels, product types and brand settings.

Design/methodology/approach

A meta-analysis containing 107 empirical studies with 183 effects sizes tests a theoretical model according to situational moderators and methodological factors of brand familiarity.

Findings

Brand familiarity has stronger positive impacts on attitude formation under particular advertising tools (online and real advertising), product types (hedonic and mature products) and brand characteristics (memory-based recall). The findings also depend on methodological factors such as student samples, laboratory settings and non-estimated effect sizes.

Originality/value

This meta-analytic study reconciles prior inconsistencies and advances the understanding of brand familiarity across key advertising, product and brand moderators.

Details

Journal of Product & Brand Management, vol. 31 no. 8
Type: Research Article
ISSN: 1061-0421

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