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Pro-Veganism on Instagram: Effects of User-Generated Content (UGC) Types and Content Generator Types in Instagram-Based Health Marketing Communication about Veganism Joe Phua

Abstract: Purpose: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages. Design/methodology/approach: Experiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) […]

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The Impact of Media Context on Advertising Memory: A Meta-Analysis of Advertising Memory Karen Whitehill King and Emeritus and Retired Faculty

Abstract: Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results. This study used meta-analysis to investigate the relationship between media context and advertising memory in quantitative studies up to 2013. Effect sizes […]

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