“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands
Accepted for presentation at the 2019 American Academy of Advertising (AAA) Annual Conference, March 2019, Dallas, TX.
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 empowering campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitude toward the hashtags. Furthermore, consumer responses to the two hashtag types varied across luxury and mass-market cosmetic brands. When cosmetic brands used brand name hashtags, consumer responses were comparable across both brand types, but when brands used empowering campaign hashtags, perceived luxury affected consumer responses.
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. […]
Myles Brand’s Collegiate Model and the Post-Amateurism World of College Sports
Abstract: One of Myles Brand’s key contributions as president of the National Collegiate Athletic Association was the development of what he called the “collegiate model of college sports.” In this paper, we present the theoretical antecedents of the collegiate model in the histories of both sport and higher education. We go on to articulate the […]