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Free Smiles are Worth a lot for Social Media Influencers: The Mediating Roles of Warmth, Competence, and Admiration Taeyeon Kim and Glenna Read

Abstract: This research examines how visual representation of social media influencers affects perceptions and attitudes toward influencers and their persuasive messages. Using the theoretical frameworks of the Stereotype Content Model (SCM) and the Behaviors from Interpersonal Affect and Stereotypes (BIAS) Map, Study 1 demonstrated that influencers with broad smiles were perceived as warmer and more […]

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“I probably just skipped over it:” Using eye tracking to examine political Facebook advertising effectiveness –and avoidance Bartosz Wojdynski and Matthew Binford

Abstract: Social media political advertising has, in recent years, been the target of a lot of interest and scrutiny from the public, scholars, and even the social media platforms themselves. While there is still some debate as to the overall effectiveness of social media political advertising there is compelling evidence to show that a number […]

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How multitasking during video content decreases ad effectiveness: The roles of task relevance, video involvement, and visual attention Bartosz Wojdynski, Shuoya Sun & Matthew Binford

Abstract: In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 151) watched a 9-minute video documentary segment containing one mid-roll video ad while their visual attention to the screen was recorded. Participants in two-thirds of the conditions also read two online articles on a mobile […]

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Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors Jung Min Hahm and Emeritus and Retired Faculty

Abstract: Using the health halo effect as the theoretical framework, this research examined the influence of health consciousness, brand commitment, and perceived brand healthiness on consumer perceptions of healthy benefit, unhealthy risk, taste, and ad-trust following exposure to fast food restaurant advertisements featuring healthy food choices.

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First-generation immigrants’ and sojourners’ susceptibility to disinformation Solyee Kim

Abstract: News consumption enhances the contact experience for first-generation immigrants and sojourners in their acculturation to the host culture. Using acculturation theory, this study explores interdisciplinary concepts. The authors argue that first-generation immigrants and sojourners’ level of the English proficiency, length of stay in the host culture and their news consumption impact their susceptibility to […]

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Communicating the culture through Korean food between authenticity and adaptation Solyee Kim

Abstract: This study explores how Korean restaurants in the States promote their businesses by using the Circuit of Culture as a theoretical framework. Five elements in the Circuit, representation, production, consumption, identity, and regulation, provided a contextual understanding of how Korean food is communicated at a local level. In-depth interviews with 10 small business Korean […]

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Understanding How Consumers Perceive Brand Personality through Sports Sponsorship Joe Phua

Abstract: Sports sponsorship has been considered a key branding strategy for various marketing objectives, but little research investigated how consumers perceived sponsor brands through sports competitions. This study aimed to examine whether team performance and gender difference jointly impacted consumers’ perceived brand personality and how team identification and self-brand connection moderated such impacts on perceived […]

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

Abstract: Addressing the problem of increasing sponsored eWOM and diverse and confusing disclosure practices, this study examined the effects of different types of sponsorship disclosure messages on (1) consumers’ trust in the sponsored product reviewer and (2) attitudes toward the reviewer and the sponsoring brand. An online experiment revealed several key effects of sponsorship disclosure […]

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Invisible transparency: Visual attention to disclosures and source recognition in Facebook political advertising Matthew Binford, Shuoya Sun & Bartosz Wojdynski

Abstract: In an effort to improve transparency, Facebook changed its disclosures on in-feed native political advertisements in 2018 to include language that identifies who paid for the ad to appear. The present study (N = 120) utilized a between-participants eye-tracking experiment to assess the impact of three different disclosure conditions on Facebook users’ visual attention […]

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Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-market Brands Taeyeon Kim and Joe Phua

Abstract: Through two studies, this research examined consumer responses to empowerment hashtags in social media–based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes toward empowerment-campaign hashtags than brand-name hashtags, and that the perceived information value of hashtags meditated the relationship between hashtag type and attitudes toward the hashtags. Furthermore, […]

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