Eline Brussee, Eva Van Reijmersdal, Nathaniel Evans, and Bart Wojdynski (forthcoming), “Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms,” Journal of Interactive Advertising
Abstract: This study aims to contribute to the literature by examining how two opposite-valanced mechanisms (activation of conceptual persuasion knowledge and perceived transparency of the native advertising) explain positive and negative effects of sponsorship disclosures on brand responses (i.e., brand attitude and purchase intentions) and by examining the role of message source. An experiment (N = 133) showed that disclosures of native advertising decreased persuasion via activated persuasion knowledge: Readers who understood that a blog post was a form of advertising due to a disclosure, showed more attitudinal persuasion knowledge, which in turn led to less positive brand attitudes and lower purchase intention. However, the disclosure also enhanced persuasion via perceptions of transparency of the blog post: due to the disclosure, the blog post was perceived as more transparent, which resulted in less attitudinal persuasion knowledge and in more positive attitudes toward the brand and higher purchase intentions. Source did not moderate these mediation effects. By incorporating two competing mechanisms this study offers important new insights into the theoretical mechanisms that explain advertising disclosure effects.
Kwon, Eun Sook (Grady PhD alum) and Jooyoung Kim, “Exploring Brand Humanization on SNSs: Brand personality and its influence on brand partner quality, brand attitude and consumer behavioral engagement,” International Journal of Internet Marketing and Advertising, 16(3), 2022.
Abstract: This study explored whether consumers interacting with brands on SNSs attribute human-like personalities to brands and further examined the relationships between personality dimensions and brand performance measures. Responses from 922 research participants (530 brand followers and 392 brand non-followers on SNSs) were analyzed. Brand followers and brand non-followers attributed some of the same personality dimensions (Sophistication, Sincerity, and Competence) while there were differences between the two groups: Excitement only among brand non-followers; Agreeableness and Unpleasantness only among brand followers. The personality dimension Sincerity had a strong, positive influence on brand performance measures. Implications are discussed.
Eun Sook Kwon (Grady PhD Alum)and Jooyoung Kim (Forthcoming). Exploring Brand Humanization on SNSs: Brand Personality and Its Influence on Brand Partner Quality, Brand Attitude, and Consumer Behavioral Engagement. International Journal of Internet Marketing and Advertising.
Abstract: This study explored whether consumers interacting with brands on SNSs attribute human-like personalities to brands and further examined the relationships between personality dimensions and brand performance measures. Responses from 922 research participants (530 brand followers and 392 brand non-followers on SNSs) were analyzed. Brand followers and brand non-followers attributed some of the same personality dimensions (Sophistication, Sincerity, and Competence) while there were differences between the two groups: Excitement only among brand non-followers; Agreeableness and Unpleasantness only among brand followers. The personality dimension Sincerity had a strong, positive influence on brand performance measures. Implications are discussed.
Abstract: This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as potential moderating effects of SNS use. Results of a 3 (reaction icons: positive/neutral/negative) × 3 (valence of comments: positive/neutral/negative) between-subjects experiment (N = 306) indicated that positive Facebook reaction icons significantly influenced brand attitude, trust, purchase intention, and eWOM intention, while neutral comments significantly impacted brand attitude and trust. The degree of SNS use also negatively moderated between reaction icon valence and eWOM intention. Implications for health marketing communication are discussed.
Lee, Yen-I, Phua, Joe, & Wu, Tai-Yee (Forthcoming).
Abstract: Snapchat geofilter advertisements use augmented reality (AR) technology to place consumers in photographs embellished with branded content. This study examined the joint influence of self-brand congruity, self-referencing and perceived humor in these self-endorsed geofilter brand advertisements on consumers’ brand-related preferences. Results revealed that self-brand congruity, self-referencing and perceived humor exerted significant main effects on consumers’ post-use brand attitude and purchase intention. Self-brand congruity also significantly interacted with self-referencing and perceived humor to affect brand attitude and purchase intention, while self-referencing significantly interacted with perceived humor to affect purchase intention, but not brand attitude. Theoretical and managerial implications of the research are discussed.
Abstract: Used during sport games to guard against incorrect calls by referees, instant replay review has provided sponsoring brands an additional advertising opportunity. Although instant replay video (IRV) encourages sport spectators to stay focused on the screen, no study has examined how viewer perception of and attitude toward an ad or brand tied to IRV are formed or how such formations might vary in different circumstances. Applying Social Identity Theory and the concept of schadenfreude (i.e., the experience of joy when observing another’s misfortune), the current study examined sport fan perceptions of an IRV-sponsoring ad and its sponsoring brand. Results from an experiment using a 2 (rivalry level: high vs. low) × 2 (suspense level: high vs. low) between-subjects design revealed that the positive emotion induced by a negative instant replay outcome for the opposing team (i.e., schadenfreude) led to positive attitude toward the ad (Aad-IRV) and the sponsoring brand (Ab-IRV). Importantly, the results indicate that the effects of schadenfreude on Aad-IRV were greater when the level of rivalry was higher. Participants exposed to the high rivalry game condition showed a stronger relationship between schadenfreude and Aad-IRV than the low rivalry game group. In addition, when the participants felt high suspense during the game, the schadenfreude resulting from a negative outcome of the rivalry team produced a significantly positive effect on Aad-IRV. However, no such schadenfreude effect was observed in the low suspense situations. Theoretical and managerial implications are discussed.
Abstract: This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as potential moderating effects of SNS use. Results of a 3 (reaction icons: positive/neutral/negative) x 3 (valence of comments: positive/neutral/negative) between-subjects experiment (N = 306) indicated that positive Facebook reaction icons significantly influenced brand attitude, trust, purchase intention, and eWOM intention, while neutral comments significantly impacted brand attitude and trust. The degree of SNS use also negatively moderated between reaction icon valence and eWOM intention. Implications for health marketing communication are discussed.
