Advertising Archive
Native advertising relevance effects and the moderating role of attitudes toward social networking sites
Hye Jin Yoon, Yan Huang, and Mark Yi-Cheon Yim (2022), “Native advertising relevance effects and the moderating role of attitudes toward social networking sites,” Journal of Research in Interactive Marketing. Abstract: […]
The influence of socialization agents on consumer responses to over-the-counter medicine advertising (OTCA)
Abstract: This study examined the mechanisms through which attitudes toward OTCA in general and OTCA prompted behaviors are formed based on a consumer socialization framework. An online survey was conducted using […]
Can Warning labels mitigate Effects of Advertising Message Claims in Celebrity-Endorsed Instagram-Based Electronic Cigarette Advertisements? Influence on Social Media Users’ E-Cigarette Attitudes and Behavioral Intentions
Abstract: Electronic cigarette brands are increasingly using social media to advertise their products. This study examined effects of advertising message claim type (reduced risk [“Healthier than regular cigarettes”], cessation [“Quit […]
Decoding Demarketing Advertising: The Role of Company Mission Commitment and Credibility on Demarketing Efforts
Abstract: Consumers are increasingly in support of sustainable marketing and demarketing has received attention as a viable strategy in response to this growing sentiment. As only a few studies focused on testing […]
Virtual Reality Experience in Tourism Advertising: Roles of Immersion and Advertising Engagement
Abstract: Building favorable destination image and evoking positive feelings toward tourism ads are essential to the success of destination marketing in the competitive tourism business environment. The current study investigated […]
Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers
Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether […]
Comedic violence in advertising: Cultural third-person effects among U.S., Korean, and Croatian consumers
Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether […]
Putting Things into Context: A Meta-Analysis of Media Context Effects on Attitudinal Outcomes
Abstract: The role of media context in advertising has been the subject of interest for marketers and media practitioners over the past fifty years. However, there remains a lack of […]
Book: The Changing Education for Journalism and the Communication Occupations: The Impact of Labor Markets
Lee Becker & Tudor Vlad, (2020), Dinamica educației pentru profesiile din jurnalism și comunicare. Impactul pieței forței de muncă, Cluj-Napoca, Romania: Scoala Ardeleana Publishing House. It is the version in […]
The More You Win, The Less You Believe? An Examination of the Moderating Effect of Team Performance on Attitude Toward Message of Sport Fan’s Superstitions
Abstract: The purpose of this study was to revisit the Bud Light “Superstitions” campaign, for which we examined how superstitious fans’ inferences of manipulative intention might influence their responses to […]