Advertising & Public Relations Archive
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 […]
Crisis Information Seeking and Sharing (CISS): Scale Development for Measuring Publics’ Communicative Behavior in Social-Mediated Public Health Crises
Abstract: This study first refined the conceptual framework of publics’ communicative behavior in social-mediated health crises. Then two multiple-item scales for measuring publics’ health crisis information seeking and sharing (CISS) […]
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 […]
Parenting YouTube Natives: The Impact of Pre-Roll Advertising and Text Disclosures On Parental Responses to Sponsored Child Influencer Videos
Abstract: The Children’s Advertising Review Unit’s (CARU) recent cases involving child influencer unboxing videos expressed concern that they did not appropriately disclose sponsorship. Placement of pre-roll advertising was also cited as […]
Is Women’s Work (Never) Done?
The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program
Abstract: Based on Self-Determination Theory (SDT), this study examined how rewards weaken intrinsic motivation to use a retail loyalty program. Two experiments were conducted. Study 1 revealed that individuals who […]
A Meta-Analysis of the Impact of Media Context on Ad Attitudes
Abstract: The role of media context in advertising engagement has been the subject of interest for advertisers and media practitioners over the past 50 years. However, there remains a lack […]
A Social Networks Approach to Online Social Movement:
Abstract: The movement to free Al Jazeera journalists (#FreeAJStaff), imprisoned by Egyptian authorities, utilized Twitter over almost two years, between 2014 and 2015. This study applied a social networks approach […]
Organizational Conflicts and Emotions on Social Media
Abstract: For employees, conflicts can be very emotional encounters (Jones, 2000), causing stress, anger, fright, sadness, and anxiety. Increasingly, organizational issues and conflicts are discussed on social media (Meriläinen & […]