Focus: Advertising

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 […]

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 […]

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.

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 […]

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 […]

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 […]

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 […]

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, […]

Van Noort, G., Himelboim, I., Martin, J., & Collinger, T. (2020). Introducing a model of automated brand-generated content in an era of computational advertising.   Abstract: Advancements in computing, technology, and their applications to advertising enable marketers to deliver brand messages tailored to individuals and consumer segments. The growth of computational advertising (CA) has created […]

Jihoon (Jay) Kim (Grady Ph.D student), Joe Phua, Nah Ray Han (Grady Ph.D student), and Taeyeon Kim (Grady Ph.D student), “Investigating the Impact of Immersive Advertising on Attitude toward the Brand: The Mediating Roles of Perceived Novelty, Perceived Interactivity, and Attitude toward the Advertisement” Accepted for presentation at the Association for Education in Journalism and […]