Advertising Archive
“Changing the Game: The Effects of Cognitive Load and Brand Prominence on Covert Advertising Recognition.”
Abstract: This study first investigated the effect of advertising format (advergames vs online video commercials) on consumers’ ability to recognize advertising. Second, we tested how advertising format differentially impacted consumers’ […]
“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands
Abstract: This study examined effects of hashtag type (brand name versus empowering campaign hashtag) on information value and attitude towards hashtags. Results indicated that consumers showed more favorable attitudes towards […]
Electronic Cigarette Advertising on Instagram: Influence of Advertising Message Claims and Health Warning Labels on Consumers’ Attitudes and Behavioral Intentions towards Electronic Cigarettes
Abstract: Through a 2×3 between-subjects experiment, this study examined effects of health warning labels (presence or absence) and advertising message claims (“Quit smoking using e-cigarettes,” “Healthier than regular cigarettes” or […]
A Network Approach to Viral Advertising: The role of traditional influencers, new influencers and low-influencers
Abstract: The diffusion of social networks platforms opened the door to a new age of peer to peer distributed advertising content widely referred to as viral advertising. The current study […]
Celebrity-Endorsed E-cigarette Brand Instagram Advertisements: Effects on Young Adults’ Attitudes towards E-cigarettes and Smoking Intentions
Abstract: Celebrities endorsing e-cigarette brands on social media may exert a strong influence on e-cigarette uptake. Using a between-subject experiment, this study examines the effects of endorser type (celebrities, non-celebrities […]
Sport Team-Endorsed Brands on Facebook: Effects of Game Outcome (Win/Loss), Location (Home/Away) and Team Identification on Fans’ Brand Evaluations
Abstract: Purpose – Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location […]
Exploring the Effects of Ad-Task Relevance and Ad Salience on Ad Avoidance: The Moderating Role of Internet Use Motivation
Abstract: This study explores the effects of ad-task relevance and ad salience on ad avoidance. Through structural equation modeling (N = 555), significant effects of ad-task relevance and ad salience […]
Viral Video Ads: Emotional Triggers and Social Media Virality
Abstract: Previous studies have found that emotional arousal and emotional valence are important for video ads to be shared. As marketers are exploring new strategies to increase their viral effectiveness […]
Advertising Nativeness as a Function of Content and Design Congruence
Abstract: Despite high interest in native advertising, the definition and effectiveness of native advertising remain subjects of debate. To address this problem, we explored the nature of perceived advertising nativeness […]
The Impact of Media Context on Advertising Memory: A Meta-Analysis of Advertising Memory
Abstract: Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance […]