Advertising Archive
The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats
Abstract: Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar non-advertising formats, differ from other more direct forms of advertising in several ways that are important […]
Changing the game: The effects of cognitive load and brand prominence on covert advertising recognition
Abstract: The purpose of this study was to investigate the role of advertising format and cognitive load in shaping the effect of covert advertisements on participants advertising recognition and outcomes. […]
Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising
Abstract: The present study sought to define and test the effects of “mistargeting” – that is, the phenomenon in which consumers are delivered online behavioral advertising (OBA) that has served […]
Guilt by association: How chumbox advertising affects news readers’ perceptions
Abstract: As content referral widgets and other forms of native advertising continue to be lucrative means of subsidizing journalism, critics and industry observers have derided these “chumboxes” as damaging to […]
Interaction Effects of Source Type and Message Valence in Instagram-Based Advertising Messages About Veganism
Abstract: A between-subjects 2 (source type: celebrity versus non-celebrity) x 2 (message valence: positive versus negative) factorial experiment (N = 288) examined the effects of source type and message valence […]
Changing the game: The effects of cognitive load and brand prominence on covert advertising recognition.
ABSTRACT: The present study (N=82) employed a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment to investigate the effect […]
“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 […]