Advertising Archive
How multitasking during video content decreases ad effectiveness: The roles of task relevance, video involvement, and visual attention
Abstract: In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 151) watched a 9-minute video documentary segment containing one mid-roll […]
Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors
Abstract: Using the health halo effect as the theoretical framework, this research examined the influence of health consciousness, brand commitment, and perceived brand healthiness on consumer perceptions of healthy benefit, […]
Communicating the culture through Korean food between authenticity and adaptation
Abstract: This study explores how Korean restaurants in the States promote their businesses by using the Circuit of Culture as a theoretical framework. Five elements in the Circuit, representation, production, […]
Understanding How Consumers Perceive Brand Personality through Sports Sponsorship
Abstract: Sports sponsorship has been considered a key branding strategy for various marketing objectives, but little research investigated how consumers perceived sponsor brands through sports competitions. This study aimed to […]
Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes
Abstract: Addressing the problem of increasing sponsored eWOM and diverse and confusing disclosure practices, this study examined the effects of different types of sponsorship disclosure messages on (1) consumers’ trust […]
Invisible transparency: Visual attention to disclosures and source recognition in Facebook political advertising
Abstract: In an effort to improve transparency, Facebook changed its disclosures on in-feed native political advertisements in 2018 to include language that identifies who paid for the ad to appear. […]
Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-market Brands
Abstract: Through two studies, this research examined consumer responses to empowerment hashtags in social media–based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes toward […]
Introducing a model of automated brand-generated content in an era of computational advertising
Van Noort, G., Himelboim, I., Martin, J., & Collinger, T. (2020). Introducing a model of automated brand-generated content in an era of computational advertising. Abstract: Advancements in computing, technology, […]
Investigating the Impact of Immersive Advertising on Attitude toward the Brand: The Mediating Roles of Perceived Novelty, Perceived Interactivity, and Attitude toward the Advertisement
Jihoon (Jay) Kim (Grady Ph.D student), Joe Phua, Nah Ray Han (Grady Ph.D student), and Taeyeon Kim (Grady Ph.D student), “Investigating the Impact of Immersive Advertising on Attitude toward the […]
Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media
Marilyn Primovic and Dr. Joe Phua, Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media. To be presented virtually at the AEJMC 103rd Annual Conference in August, 2020. […]