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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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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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Interaction Effects of Source Type and Message Valence in Instagram-Based Advertising Messages About Veganism Joe Phua and Jihoon (Jay) Kim

Abstract: A between-subjects 2 (source type: celebrity versus non-celebrity) x 2 (message valence: positive versus negative) factorial experiment (N = 288) examined the effects of source type and message valence on various outcomes of Instagram-based advertising messages about veganism. Results of data analyses indicate significant main effects of message valence on perceived information value of […]

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

ABSTRACT: The present study (N=82) employed a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment to investigate the effect of advertising format on advertising recognition and cognitive load. Findings show that advergames, in comparison to online video commercials, are more difficult for consumers to […]

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“Changing the Game: The Effects of Cognitive Load and Brand Prominence on Covert Advertising Recognition.” Nathaniel J. Evans, Michael Harman & Bartosz Wojdynski

Abstract: This study first investigated the effect of advertising format (advergames vs online video commercials) on consumers’ ability to recognize advertising. Second, we tested how advertising format differentially impacted consumers’ self-reported cognitive load. Third, we examined how cognitive load impacted consumers’ ability to recognize advertising. Finally, we investigated the moderating effect of brand prominence on […]

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“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands Taeyeon Kim and Joe Phua

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. […]

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Electronic Cigarette Advertising on Instagram: Influence of Advertising Message Claims and Health Warning Labels on Consumers’ Attitudes and Behavioral Intentions towards Electronic Cigarettes Joe Phua and Dong Jae (Jay) Lim

Abstract: Through a 2×3 between-subjects experiment, this study examined effects of health warning labels (presence or absence) and advertising message claims (“Quit smoking using e-cigarettes,” “Healthier than regular cigarettes” or none) in celebrity-endorsed Instagram e-cigarette brand advertisements. Results indicated health warning labels exerted significant main effects on attitude towards e-cigarettes, intention to use e-cigarettes, and […]

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A Network Approach to Viral Advertising: The role of traditional influencers, new influencers and low-influencers Itai Himelboim

Abstract: The diffusion of social networks platforms opened the door to a new age of peer to peer distributed advertising content widely referred to as viral advertising. The current study proposes a social networks approach to the study of viral advertising. Expanding beyond the conventional retweets metrics to include Twitter mentions as connection in the […]

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Celebrity-Endorsed E-cigarette Brand Instagram Advertisements: Effects on Young Adults’ Attitudes towards E-cigarettes and Smoking Intentions Joe Phua

Abstract: Celebrities endorsing e-cigarette brands on social media may exert a strong influence on e-cigarette uptake. Using a between-subject experiment, this study examines the effects of endorser type (celebrities, non-celebrities and products only) in e-cigarette brand Instagram advertisements on e-cigarette attitudes and smoking intentions. Results showed that celebrity endorsers significantly increased positive attitudes towards e-cigarettes […]

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