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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 Accepted for presentation at the AMA Marketing and Public Policy Conference (MPPC), Washington, D.C.

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 […]

“Changing the Game: The Effects of Cognitive Load and Brand Prominence on Covert Advertising Recognition.” Nathaniel J. Evans, Michael Harman & Bartosz Wojdynski Paper accepted for presentation at the 2019 AMA Marketing and Public Policy Conference, June 6-8, Washington D.C.

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’ […]

“#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 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 […]

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 Accepted for presentation at the 2019 American Academy of Advertising (AAA) Annual Conference, March 2019, Dallas, TX.

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 […]

A Network Approach to Viral Advertising: The role of traditional influencers, new influencers and low-influencers Itai Himelboim Paper presented at the annual conference of the American Academy ofAdvertising. New York, NY. May 22-25

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 […]

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 […]

Sport Team-Endorsed Brands on Facebook: Effects of Game Outcome (Win/Loss), Location (Home/Away) and Team Identification on Fans’ Brand Evaluations Joe Phua

Abstract: Purpose – Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location […]

Exploring the Effects of Ad-Task Relevance and Ad Salience on Ad Avoidance: The Moderating Role of Internet Use Motivation Jooyoung Kim

Abstract: This study explores the effects of ad-task relevance and ad salience on ad avoidance. Through structural equation modeling (N = 555), significant effects of ad-task relevance and ad salience […]

Viral Video Ads: Emotional Triggers and Social Media Virality Karen Whitehill King

Abstract: Previous studies have found that emotional arousal and emotional valence are important for video ads to be shared. As marketers are exploring new strategies to increase their viral effectiveness […]

Advertising Nativeness as a Function of Content and Design Congruence Jooyoung Kim and Hanyoung Kim

Abstract: Despite high interest in native advertising, the definition and effectiveness of native advertising remain subjects of debate. To address this problem, we explored the nature of perceived advertising nativeness […]

Focus: Advertising