Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media
To be presented virtually at the AEJMC 103rd Annual Conference in August, 2020.
Marilyn Primovic and Dr. Joe Phua, Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media. To be presented virtually at the AEJMC 103rd Annual Conference in August, 2020.
Abstract: Advertisers select influencer sources to promote brands on widely followed social media accounts. This sponsored content is integrated into the content already being posted by an influencer source, which advertisers do not have control over. This study applies parasocial theory and the source credibility model to examine expectancy violation theory for two types of influencer sources, traditional influencers and celebrities. This study may inform advertisers in the process of selecting an influencer source.
The Impacts of Skip Option and Time Display on Viewer Response to In-Stream Video Ads: The Role of Perceived Control and Reactance
Abstract: The primary purpose of the current study is to examine how the presence of two digital ad features—an ad skip option and ad time display, representing behavioral and cognitive control respectively, impact viewer response to in-stream video ads in terms of perception of control, reactance and advertising outcomes. A 2 (Skip option: skippable vs. […]
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 ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and […]