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2008
Abstract The question has been raised in academia whether there is global inclusion of authors in publishing. This has generally not been explored in the 30 years of research on advertising research activity and those works that do exist in advertising have generally only examined three North American focused journals. This paper expands the set of journals to five advertising focused journals and thus is a global examination of publishing in advertising.
American Academy of …
Understanding consumer perception of advertising: A theoretical framework of attitude and confidence2008 •
2018 •
The present study investigates the effectiveness of celebrity endorsements in print & social media advertisements (Twitter, Instagram & Facebook) on buying behaviour of consumer. For the study purpose, consumer participants (Students who are using social media mostly) were divided into two groups. One section was exposed to celebrity endorsements in print advertisements and the other is to social media advertisements. Participants were exposed to 5 advertisements, one of which contained a celebrity brand endorsement, then they are asked to respond 11 credibility belief statements & were tested on their memorability of the celebrity endorsed advertisements. For all collective social media advertisements all the variables strictly significant, which means, social media advertisement appears to be more important when compared to print ads. Interestingly, though consumers do trust social media advertisements more but they might not rely on celebrities in ads. This appears to be rather more interesting finding in the study. Finally, the study could find very good evidence in support of the study model which proposes certain cause-and-effect relationships in between buying behavior, effectiveness of print and social media ads. Keywords: Celebrity endorsements, social media ads, Credibility of celebrity endorsements, Memorability of celebrity endorsements
2010 •
SUMMARY Brands today face consumers who are increasingly retrenching as a result of the recession plus growing competition from global companies. In addition, marketers of branded goods, especially consumer packaged goods, find that competition from private label goods (store brands, own labels) represents a growing threat to their financial health (Levy 2009; Retail Forward 2009).
Journal of Advertising
Creativity via Cartoon Spokespeople in Print Ads: Capitalizing on the Distinctiveness EffectJournal of Advertising
SPOKES-CHARACTERS : Creating Character Trust and Positive Brand Attitudes2004 •
Journal of Consumer Marketing
Virtual Social Identity and Consumer Behavior20101 Virtual Social Identity and Consumer Behavior . Armonk, NY: M.E. Sharpe 2009. 248 pp. $39.95 www.mesharpe.com2010 •
Journal of Research in …
Facebook versus television: advertising value perceptions among females2012 •
Purpose – This research was intended to analyze the effectiveness of advergames in comparison with banners. In addition, it seeks to analyze whether the type of user (someone who just casually browses the Internet vs. someone looking for product information on the Internet) will influence the effectiveness of both Internet advertising formats. Design/methodology/approach – An experiment with 152 participants controlling perceived entertainment. Findings – it has been observed that advergames are not superior to banners in improving the attitude towards brand and intention to purchase. These results are independent of the type of user (casual browsers vs. information seekers). Originality/value – While banners are traditional formats in Internet advertising, other formats have emerged as technology advances, such as advergames.
Online Journal of Communication and Media Technologies
Social media advertising/marketing and the attitude and responsiveness of Nigerian University Students2015 •
Journal of Interactive Advertising
Why Isn't Everyone Doing It? A Comparison of Antecedents to Following Brands on Twitter and Facebook2014 •
Journal of Promotion Management
Text Message Copy in Print Ads: A Shrewd Communicative Strategy?Proceedings of 2017 Global Conference of The American Academy of Advertising
The Effectiveness of Guilt and Shame Appeals on Health Communications: The Role of Coping Response, Self-Construal and Personal Cultural Orientation2017 •
Journal of Current Issues and Research in Advertising
Using a Model’s Apparent Ethnicity to Influence Viewer Responses to Print Ads: A Social Identity Theory PerspectiveThe New Knowledge Globalization Era: Future Trends …
Effectiveness of Athlete Endorsement Strategies and Generation Y: An Australian ExplorationThe New Knowledge Globalization Era: Future …
Shopping Centre Environmental Factors: Does Generation Y's Gender Influence Strategic Marketing Communication? An Australian ExplorationInternational Journal of Electronic Commerce
Consumer Responses to SMS Advertising: Antecedents and Consequences2013 •
Asia Pacific Journal of Marketing and Logistics
Advertising dislikeability in Asia: Is there a relationship with purchase intention and frequency?2013 •
2019 •
SSRN Electronic Journal
A Model for Predicting Consumer Responses to SMS Advertising2000 •
Journal of Interactive Advertising
Why Isn’t Everyone Doing It? A Comparison of Antecedents to the Intentions to Follow Brands on Twitter versus Facebook2014 •
Journal of Marketing …
Theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty2013 •
Journalism and Mass Communication
Effectiveness of subway advertising in Hong Kong2013 •
Journal of Advertising
Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game2006 •
INFLUENCE OF ADVERTISEMENT ON CUSTOMER BEHAVIOUR
INFLUENCE OF ADVERTISEMENT ON CUSTOMER BEHAVIOUR2017 •
Journal of Interactive Advertising 5 (1)
Advertainment or adcreep? Game players' attitudes toward advertising and product placements in computer games2004 •