Rodrigo Uribe, Cristian Buzeta, Enrique Manzur and Martina Celis
This study aims to examine the effectiveness (ad attitude, brand attitude and purchase intention) of celebrity endorsement in the form of explicit vs embedded advertising in the…
Abstract
Purpose
This study aims to examine the effectiveness (ad attitude, brand attitude and purchase intention) of celebrity endorsement in the form of explicit vs embedded advertising in the context of different new media (digital and social media).
Design/methodology/approach
An online experiment was conducted using a 2 (digital media vs social media) × 2 (explicit vs embedded celebrity endorsement) between-subjects design. Participants (n = 137) were exposed to a fictitious piece of online branded content using celebrity endorsement. Four experimental treatments were generated as the authors manipulated the new media and the explicitness of the celebrity endorsement in the ad piece.
Findings
The main result highlights that using social media (vs digital media) enhances celebrity endorsement's indirect influence on purchase intention via the serial mediating role of ad attitude and brand attitude, regardless of the explicitness of the message. In terms of the message format, no differences were observed.
Research limitations/implications
The differential power of using celebrities across different new media to promote brands suggests the importance of interactivity in the context of celebrity endorsement. Additionally, the absence of differences in terms of message formats would show that the presence of the celebrity per se has a powerful effect.
Practical implications
Firms using new media to deliver their brand communication, including celebrity endorsements, can better understand the different capabilities of social media and digital media.
Originality/value
In the context in which empirical research equates new media with social media, this study provides an examination of celebrity endorsement assuming the complexity of the celebrity endorsement ion the current scenario: different types of new media and different types of message formats.
Objetivo
Este estudio tiene como objetivo examinar la efectividad (en términos de actitud a la pieza publicitaria, actitud hacia la marca e intención de compra) del celebrity endorsement en la forma de publicidad explícita versus incrustada en el contexto de diferentes tipos de nuevos medios (medios digitales y redes sociales).
Diseño/metodología/enfoque
Se llevó a cabo un experimento en línea utilizando un diseño between-subjects de 2 (medios digitales vs. redes sociales) × 2 (apoyo explícito vs. incrustado de celebridades). Los participantes (n = 137) fueron expuestos a una pieza online ficticia de contenido de marca en línea que utilizaba celebrity endorsement. Se generaron cuatro tratamientos experimentales, en los cuales los autores manipularon el uso de nuevos medios y el nivel de explicitación del celebrity endorsement en la pieza publicitaria.
Resultados
Los resultados principales ponen de manifiesto que el uso de las redes sociales (vs. medios digitales) mejora la influencia indirecta del celebrity endorsement en la intención de compra a través del rol de mediación en serie de la actitud hacia la pieza publicitaria y la actitud hacia la marca, independientemente del nivel de explicitación del mensaje. En cuanto al formato del mensaje, no se observaron diferencias.
Limitaciones/implicaciones de la investigación
El poder diferencial del uso de celebridades en diferentes tipos de medios nuevos para promocionar marcas sugiere la importancia de la interactividad en el contexto del celebrity endorsement. Además, la ausencia de diferencias a nivel del formato del mensaje muestra que la presencia de la celebridad per se tiene un efecto relevante.
Implicaciones prácticas
Según los resultados de los autores, las empresas que utilizan nuevos medios para su comunicación de marca, incluyendo celebrity endorsements, pueden comprender mejor las diferentes capacidades de las redes sociales y los medios digitales.
Originalidad/valor
En un contexto donde la investigación empírica equipara los nuevos medios con las redes sociales, este estudio proporciona un examen del celebrity endorsement considerando la complejidad de la técnica en el actual escenario: diferentes tipos de nuevos medios y diferentes tipos de formatos de mensajes.
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Enrique Manzur, Rodrigo Uribe, Pedro Hidalgo, Sergio Olavarrieta and Pablo Farías
The purpose of this study is to test the viability of comparative advertising in Chile.
Abstract
Purpose
The purpose of this study is to test the viability of comparative advertising in Chile.
Design/methodology/approach
Data were collected via controlled experimentation. The study employed a 3 (comparative advertising intensity: noncomparative, indirect comparative, and direct comparative)×2 (product category involvement: low, high)×2 (sponsor brand's relative market share: market leader, other brand) between‐subjects factorial design.
Findings
The results suggest that direct and indirect comparative advertisements are not more effective than noncomparative advertisements in Chile. Additionally, data do not support the idea that the effect of comparative advertising intensity is moderated by the product category involvement and/or by the sponsor brand's relative market share. Since comparative advertising was not shown to be more effective than noncomparative advertising, the authors hypothesize that it is due to cultural biases and the novelty of comparative advertising in Latin America, as expressed through negative message believability.
Practical implications
While experimental research is not sufficient to establish the generalized non‐superiority of comparative advertising in the region, the results support the idea that comparative advertising might not be more effective than noncomparative advertising for many marketing campaigns in Latin America.
Originality/value
Several recent studies have investigated international differences in advertising practices. Most of these address advertising in general, leaving the transferability of comparative advertising practices largely unexplored (White Nye et al.). Analyzing the case of Latin America is highly relevant due to the limited development that exists with respect to comparative advertising in the region.
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Rodrigo Uribe, Pedro Hidalgo and Carolina Martinez
The purpose of this paper are to determine: how disasters are used as a theme in advertising; how the public evaluates different ways of using disasters in advertising; what…
Abstract
Purpose
The purpose of this paper are to determine: how disasters are used as a theme in advertising; how the public evaluates different ways of using disasters in advertising; what dimensions directly affect these evaluations; and what aspects should be taken into account by an organization that wants or need to develop a campaign after a disaster.
Design/methodology/approach
This paper presents two studies examining the relationship between catastrophes and advertising in the context of the February 2010 earthquake in Chile. The first study scrutinizes the characteristics of print ads that used this event as their main theme. The second study evaluates the reactions of consumers to different types of post-catastrophe ads. This issue was explored in a survey on the attitudes toward and credibility of these ads and in a qualitative examination, which explored the reasons for the interviewees’ evaluation.
Findings
The first study identified nine types of advertisements as the most used by advertisers. The second study showed that the most common ad types had the worst evaluations by the public. In addition, the evaluation of the ads was directly related to three dimensions: opinion with regard to the advertised brand, evaluation of the ad’s performance, and perception of commercial intent.
Research limitations/implications
It is important to consider some limitations of this study: this paper used only print advertising, and the sample was selected from Chilean internet users (50 percent of the population).
Practical implications
This paper provides recommendations for for-profit and non-profit organizations that need or want to effectively develop campaigns in the context of a disaster.
Originality/value
Within the context of a few studies on the development of campaigns in the context of a catastrophe, this paper seeks to test and expand upon the scarce findings in this field.
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Manuel Alonso Dos Santos, Gianni Romaní and Enrique Ogliastri
Ilse Maria Beuren and Halison Rodrigo de Souza
This study sheds light on a paradox in the field of management accounting, since, on the one hand, the concern with the theoretical anchoring of research in this field has been a…
Abstract
Purpose
This study sheds light on a paradox in the field of management accounting, since, on the one hand, the concern with the theoretical anchoring of research in this field has been a constant and, on the other hand, there is a lack of a broad mapping of the theories adopted by these researchers. Thus, this article aims to map the theoretical anchoring of management accounting articles published in journals.
Design/methodology/approach
The analyses of the theoretical anchoring were concentrated on the 20-year time frame (2003–2022) of articles published in journals covered by the Scimago database. The text mining technique guided by quantitative synthesis and interpretation was applied in the analyses.
Findings
The parameterized searches resulted in 290 theories identified in 573 articles in the field of management accounting published in 70 journals. The theoretical anchoring of the articles, identified by the n-grams mapped in the titles, abstracts and keywords, was demonstrated by year, author and journal. Finally, the alignment between theoretical approaches and the categorization of theories adopted in the articles is highlighted.
Research limitations/implications
This research brings implications to the body of management accounting literature by adding knowledge about its theoretical foundations, to contribute to delineating the scope of this academic field.
Originality/value
Management accounting articles with systematic reviews have prioritized thematic and methodological aspects. Thus, by mapping the theoretical anchoring of articles published in journals, this study adds and extends discussions regarding the theories adopted by researchers to substantiate their research in this field.
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COLOMBIA: Nobel prize will do little for peace efforts
Many recent studies have voiced the growing concern that the body of knowledge that springs from organization science is hardly taken notice of in management practice. This has…
Abstract
Many recent studies have voiced the growing concern that the body of knowledge that springs from organization science is hardly taken notice of in management practice. This has given rise to urgent calls for making organization research more relevant to practitioners and an intensive debate on how to realize this aim has set in (e.g., Hodgkinson, Herriot, & Anderson, 2001; Rynes, Bartunek, & Daft, 2001; MacLean & MacIntosh, 2002; Baldridge, Floyd, & Markoczy, 2004; Van de Ven & Johnson, 2006). In most of the existing literature one can identify three main reasons for the observable lack of connection between organization research and practice: research is not sufficiently focused on the “real” problems of practitioners (e.g., Rynes, McNatt, & Breetz, 1999), research results are not properly disseminated to practitioners (e.g., Spencer, 2001), and the language of science is not properly translated into the language practitioners' use (e.g., Starkey & Madan, 2001; Van de Ven & Johnson, 2006). The underlying assumption is that if scientists redressed these shortcomings, their findings would be utilized by practitioners and thus the gap between theory and practice would be bridged.
“… hmmm, let's have a quick look … he opened the suitcase … holy Jesus!, he said … legs!”– W.S. Burroughs from Spare Ass Annie and Other Tales
COLOMBIA: Elections will trigger bouts of violence
Details
DOI: 10.1108/OXAN-ES230200
ISSN: 2633-304X
Keywords
Geographic
Topical
COLOMBIA: Assassination plots threaten democracy