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Changing the game: The effects of cognitive load and brand prominence on covert advertising recognition Nathaniel J. Evans, Bartosz Wojdynski & Michael Harman

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. In a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment (N = 82), participants […]

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Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising Matthew Binford, Bartosz Wojdynski, Shuoya Sun & Yen-I Lee

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 them an irrelevant ad based on misinterpreted characteristics. Results of a 2 (ad mechanism disclosure: present/absent) x 2 (targeted ad accuracy: high/low) between-subjects experiment (N […]

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Fighting the tide: How U.S. health organizations use Twitter to address the opioid crisis. Hyoyeun Jun, Youngji Seo, Andrea Briscoe & Bartosz Wojdynski

Abstract: This content analysis evaluated tweets about the opioid epidemic published in 2018 by U.S. federal and state health organizations to find out what components of both textual and visual of tweets can achieve the most effective communication for opioid epidemic including text characteristics, perceived discrete emotion and visual components of images. This study found […]

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Guilt by association: How chumbox advertising affects news readers’ perceptions Bartosz Wojdynski

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 the user experience and the journalism they’re adjacent to. This study theorizes mechanisms behind this proposition and tests it in two controlled experiments. Results suggest […]

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Look around and learn: Effects of 360-degree video in online news Bartosz Wojdynski, Ivanka (Radovic) Pjesivac, Jihoon (Jay) Kim, Keith Herndon & Matthew Binford

Abstract: In a between-subjects eye-tracking experiment, adult readers of a large metropolitan daily newspaper (N=70) viewed and evaluated one of two versions of the same online news feature: one with an embedded 360-degree video alongside text and images, and the other using exclusively text and static images. Findings show that the presence of 360-degree video […]

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Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising Matthew Binford, Yen-I Lee, Shuoya Sun & Bartosz Wojdynski

Abstract: Recently, Facebook has changed the way they display the disclosure language regarding political advertisements in an attempt to increase transparency. The goal of this study was to use eyetracking to determine the effectiveness of the new disclosure language and to assess other important factors dealing with how users look at political ads. Findings suggest […]

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Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes toward Sponsored eWOM Alexander Pfeuffer

Abstract: Addressing the problem of increasing and diversifying sponsored eWOM on social media, this study examined the effects of different types of sponsorship arrangements and disclosure messages, with focus on (1) consumers’ perceived trust in the sponsored content creator and (2) attitudes toward the content creator and the sponsoring brand. An online experiment revealed interesting […]

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Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews Joe Phua

Abstract: Social media-based consumer engagement behaviors, such as sharing, content creation and reviews for brands as more valuable than “liking” or consuming brand content. As consumers trust consumer-driven recommendations more than advertising, brand content shared or created by consumers on social media may drive brand awareness and loyalty. Marketing researchers and practitioners are only recently […]

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A Longitudinal Investigation of Empathic Exchanges in Online Cancer Support Groups: Message Reception and Expression Effects on Patients’ Psychosocial Health Outcomes. Jeong-Yeob Han and Yen-I Lee

Abstract: Recent studies have devoted attention to the effects of both expression and reception in communication process. However, there remain both theoretical and methodological complexities concerning whether and under what condition message expression and reception play significant but different roles in explaining various psychosocial health outcomes. Relying on theoretical insights from the social support literature […]

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Interactive infographics’ effect on elaboration in agricultural communication. Bartosz Wojdynski

Abstract: In public health, politics, and advertising, interactive content spurred increased elaboration from audiences that were otherwise least likely to engage with a message. This study sought to examine interactivity as an agricultural communication strategy through the lens of the Elaboration Likelihood Model. Respondents were randomly assigned a static or interactive data visualization concerning the […]

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