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Article
Publication date: 5 February 2018

Steffen Schmidt, Matthias Limbach, Sascha Langner, Klaus-Peter Wiedmann, Levke Albertsen and Philipp Reiter

The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect…

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Abstract

Purpose

The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing.

Design/methodology/approach

A dual model of brand knowledge is used that considers the implicit and explicit information processing of marketing-induced brand messages. A web study was conducted prior to the 2014 FIFA World Cup. Each participant implicitly and explicitly evaluated either one sponsor brand or one ambush brand before and after watching the video advertisement (within-subject design). A Wilcoxon signed-rank test was used to evaluate each change of the pre-post testing scores.

Findings

Implicit and explicit brand associations as well as brand behavior were partially affected by the short contact with the advertisements of sponsor brands and ambush brands. In this regard, the implicit association measurements were more sensitive to reveal changes in the brand knowledge structure than their explicit counterparts. Furthermore, sponsorship advertising was slightly more effective than ambush advertising.

Originality/value

The current exploratory study evaluated for the first time the performance of event-related video advertisements that were originally released on social media of sponsor brands and ambush brands. The findings emphasize the necessary requirement of evaluating the implicit processing in addition to the explicit processing of sponsorship information to ensure a holistic evaluation of consumers’ memory with regard to the effectiveness of a sponsorship activity.

Details

International Journal of Sports Marketing and Sponsorship, vol. 19 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 25 January 2013

Sascha Langner, Nadine Hennigs and Klaus-Peter Wiedmann

Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may…

18892

Abstract

Purpose

Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may dress in particular ways to show their taste in fashion or their membership in a social group. This paper aims to focus on the identification of market place influencers in a social identity context, in order to better market products and services to social groups.

Design/methodology/approach

A structural model linking consumers ' individual capital (motivation to influence), social capital (opportunistic use of social influence), and social leadership ability (persuasive “power”) is introduced. Hypotheses on the interrelations of these factors are proposed and the model is empirically tested using causal analysis. The survey data were collected in Germany in the context of socially influenced automotive buying behavior (428 valid questionnaires).

Findings

The proposed model supports significant relations between individual capital and social capital and social leadership ability. The results suggest which factors (individual and social capital) describe social influencers, helping to identify powerful social influencers in a social identity context. Different types of social influence leaders and followers are presented and characterized.

Originality/value

This paper offers marketing researchers and practitioners a new integrative approach to target consumers with specific social identities via social influencers.

Details

Journal of Consumer Marketing, vol. 30 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 16 March 2012

Thomas Kilian, Nadine Hennigs and Sascha Langner

Millennials, the Net Generation, and digital natives all represent the same, fervently discussed phenomenon, especially in the education sciences. As the terms suggest, the main…

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Abstract

Purpose

Millennials, the Net Generation, and digital natives all represent the same, fervently discussed phenomenon, especially in the education sciences. As the terms suggest, the main idea behind this phenomenon is that the younger generation embraces new media far more comprehensively than the older generations. However, the literature is mostly based on anecdotal evidence. To date, surprisingly little empirical research exists on the media use of the “Internet Generation”. In this paper, the authors aim to partially close this gap. In doing so, they focus especially on the use of social media.

Design/methodology/approach

Active media use is a key element of social software and Web 2.0 and has the potential to affect the media industry on a fundamental level. Using a large‐scale empirical study with over 800 participants, the authors identify three different subgroups of Millennials.

Findings

The results indicate that, although participation in and identification with social media is generally high, Millennials are less homogeneous than the literature suggests. Furthermore, the traditional media still represent integral parts of the overall media portfolio.

Originality/value

These results are valuable not only as a starting point for future research on the Millennials' media usage but also for media management practices in general.

Details

Journal of Consumer Marketing, vol. 29 no. 2
Type: Research Article
ISSN: 0736-3761

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Book part
Publication date: 1 September 2014

Kerstin Limbrecht-Ecklundt, Holger Hoffmann, Steffen Walter, Sascha Gruss, David Hrabal and Harald C. Traue

Emotion recognition and emotion expression/regulation are important aspects of emotional intelligence (EI). Although the construct of EI is widely used and its components are part…

Abstract

Emotion recognition and emotion expression/regulation are important aspects of emotional intelligence (EI). Although the construct of EI is widely used and its components are part of many investigations, there is still no sufficient picture set that can be used for systematic research of facial emotion recognition and practical applications of individual assessments. In this research we present a new Facial Action Coding System validated picture set consisting of six emotions (anger, disgust, fear, happiness, sadness, and surprise). Basic principles of stimulus development and evaluation process are described. The PFA-U can be used for future studies in organization for the assessment of emotion recognition, emotion stimulation, and emotion management.

Details

Individual Sources, Dynamics, and Expressions of Emotion
Type: Book
ISBN: 978-1-78190-889-1

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Article
Publication date: 20 June 2016

Gunnar Mau, Michael Schuhen, Sascha Steinmann and Hanna Schramm-Klein

This paper aims to analyse how children behave during a purchasing process in a simulated shop and how they put their goals into effect at the Point of Sale (POS). The focus of…

5293

Abstract

Purpose

This paper aims to analyse how children behave during a purchasing process in a simulated shop and how they put their goals into effect at the Point of Sale (POS). The focus of this research is children in Germany aged between 8 and 10 years. The results reveal answers to the following questions: which criteria do the children consider important when buying groceries? How efficiently and effectively do children pursue the goals demanded of them at the POS? This knowledge can support parents, teachers and educational organisations in teaching children consumer literacy.

Design/methodology/approach

Data were collected through interviews and a subsequent observation of the behaviour in a purchase simulation. A total of 436 school children aged 8 to 10 years answered a questionnaire about their behaviour at the POS and perceived demands during the purchasing process as well as their understanding of purchase-relevant concepts. Subsequently, purchase behaviour and decisions in a digitally simulated shopping environment of a supermarket were analysed for a subsample (n = 170). This combination of methods enables the collection of observable decision-making behaviour as well as of the declarative knowledge and the purchasing habits of the children.

Findings

Children often act differently from the way they themselves intended and expected during the purchase decision at the POS. Only a small number of children behaved purposefully, whereas the vast majority was distracted by the great amount of stimuli in the simulated supermarket. The results reveal factors that helped children cope with the shopping task and shielded them against purchase impulses from the stimuli at the POS.

Originality/value

To the best of the authors’ knowledge, this is the first study to combine questionnaires about children’s declarative knowledge of the shopping process with observation of the real decision behaviour in a supermarket simulation task.

Details

Young Consumers, vol. 17 no. 2
Type: Research Article
ISSN: 1747-3616

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