Department: Advertising & Public Relations

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]

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 […]