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Effects of social identity and Schadenfreude on attitude toward brand sponsoring an instant replay review: The moderating role of rivalry and suspense Jihoon (Jay) Kim and Sungsu Kim

Abstract: Used during sport games to guard against incorrect calls by referees, instant replay review has provided sponsoring brands an additional advertising opportunity. Although instant replay video (IRV) encourages sport spectators to stay focused on the screen, no study has examined how viewer perception of and attitude toward an ad or brand tied to IRV […]

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Marketing a health brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention Yen-I Lee and Joe Phua

Abstract: This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as potential moderating effects of SNS use. Results of a 3 (reaction icons: positive/neutral/negative) x 3 (valence of comments: positive/neutral/negative) between-subjects experiment (N = 306) indicated […]

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