Advertisers increasingly use personalized advertising that is tailored to consumers based on data concerning their preferences and behaviors, which is gained by collecting their personal information. ...The present study examines the role of consumer–brand relationships and social media platform contexts in effective personalized advertising. Consumers weigh the benefits of personalized brand information against forfeiting privacy by disclosing personal information. For the first time, a 2 (consumer–brand relationship: weaker/stronger) X 2 (data collection method: overt/covert) X 2 (platform: Facebook/Twitter) national online experiment was conducted to examine the personalization–privacy paradox in a social media context. The findings suggested that strong consumer–brand relationships affect the perceived value of information disclosure by bolstering the perceived benefits and mitigating perceived risks of disclosure whereas perceived risks dominated privacy calculus decisions when weak consumer–brand relationships were present. Theoretical and practical implications are discussed.
•The personalized advertising privacy calculus was examined in the social media context.•Brand relationships bolster perceived value of information disclosure.•The presence of strong brand relationships helps mitigate perceived risks disclosure generating greater perceived value of information disclosure.•Greater perceived value of information disclosure leads to more willingness to have personal information used, and, thus, more positive advertising outcomes.
Social media influencers rely on emotional connection to maintain and grow their followings and have value for brands. To date, however, no research has quantitatively examined the impact of emotion ...in the facial expressions and caption text that influencers use in their video posts on consumer engagement through likes, comments, and views of posts. Grounded in consumer brand engagement, psychological sense of community, and the behavior ecology view of facial displays, this study uses social media analytics, facial expression analysis, and computational linguistic analysis to assess the emotional substance of 402 video posts by prominent micro-, macro-, and mega-influencer mothers, known as InstaMoms, as exemplars of Instagram influencers. The study identifies that the amount of emotion used and specific discrete emotions have a meaningful influence on engagement, and both follower count and presence of branding saliently contribute to a more robust understanding of the relationship. Theoretical and practical implications are identified and discussed.
Global consumers are increasingly expecting brands to strive to positively impact the communities and societies in which they exist. Marketers are taking heed, looking to balance social good against ...commercial profits in their decision making. Historically the purview of management, business ethics, and public relations research, advertising research has, until lately, largely ignored CSR and the critical role advertising communication and practice play in it. With CSR advertising scholarship on the rise, this article seeks to provide focus to the area by placing extant and future research in the context of the advertising strategic planning process (SPP) in order to holistically understand CSR's impact and gaps in knowledge. This study represents a systematic review of advertising CSR research in Social Science Citation Index advertising journals within the Web of Science database. Forty-three relevant articles were reviewed to identify relevance and situatedness within the SPP. Based on these findings, a research agenda addressing gaps in each of the stages of the SPP is proposed.
Present research builds upon native advertising research by examining the roles of advertising message relevance, consumer-brand relationship strength, and authorship. Two national experiments were ...conducted among active Twitter users ages 18-34. In Study 1 (N = 147), a 2 (disclosure: tweet/promoted tweet) X 2 (high-/low-ad message relevance) experiment showed that while disclosure had no effect on advertising outcomes, strong message relevance effects were present. Study 2 (N = 363), a 2 (weaker/stronger brand relationship strength) X 2 (disclosure: tweet/promoted tweet) X 3 (authorship: brand/influencer/peer) design, found that consumer-brand relationship strength also directly and positively influences attitude towards the brand, purchase intention and sharing intention; while significantly enhancing the positive message relevance impact on sharing intention, relevance's impact on purchase intention was lessened. Greater consumer-brand relationship strength influence on attitude towards the brand and purchase intention was present when native ads were authored by peers rather than brands or influencers.
Over the past 40 years, we have witnessed seismic shifts in advertising planning and buying processes. Due in no small part to the emergence of digital media, consumer choices have mushroomed, while ...advertisers understand much more about target audiences. Advertising activities have been drastically transformed by the possibilities that technology creates for targeting and measurement, automation of activities via programmatic advertising, and an overall computational approach in which algorithmic, data-driven decisions dominate. In this era, what does it mean to "do media planning" and to do it well? The present article argues for planning decisions to move away from simply purchasing exposure to instead focusing on fostering engagement through meaningful and sustained interactions with consumers. It provides an overview of the digital ecosystem that makes computational advertising possible, updates the notion of consumer engagement for this context, and reviews how measurement becomes more central to media planning decisions. Ethical and normative considerations and computational advertising as an adaptive learning system are discussed as crosscutting issues, followed by a proposed research agenda.
Advertisers worldwide are designing advertising with an eye toward viral activity particularly within social networking sites such as Facebook. Yet, little is known about the social processes at play ...when ads are shared. Taking a consumer-centric approach, this study investigates the social processes central to ads going viral within the Social Web. Conducting a national online experiment, the intertwining roles of brand relationships, interpersonal relationships, and sharing motivations in the social exchange of advertising are explored by testing two proposed referral decision-making processes: referral and referral acceptance. Results suggest that brand relationships and interpersonal relationships impact referral of ads within SNSs, and brand relationships interact with sharing motivations to impact decisions; specifically, brand relationships are conduits for ensuring reciprocal altruism in exchange, but their influence is tempered within stronger interpersonal relationships. Practical and theoretical implications are discussed.
•Viral advertising referral and referral acceptance models are proposed and tested•Brand relationships, interpersonal relationship, and sharing motivation intertwine to influence decisions•Brand relationships serve as conduits for ensuring reciprocal altruism in exchanges
This study provides a longitudinal content analysis of advertising research articles in 17 top-tier advertising, marketing, and communication journals published over the past 30 years (1980-2010, n = ...926). The study's purpose is to shed light on the direction and progression of advertising as an academic field by updating and extending Yale and Gilly's (1988) study of advertising research trends. Nine content characteristics of the journal articles were examined: (1) theory presence (theory driven versus not theory driven), (2) names, types (theory versus theoretical framework/model versus construct), and originating disciplines of theory, (3) topic areas, (4) media of interest, (5) research approaches (empirical versus nonempirical and quantitative versus qualitative versus mixed), (6) methods, (7) types of effects, (8) units of analysis, and (9) research implications. Changes in the content characteristics of journal articles were found across the 30 years analyzed in five-year intervals. Implications for the field, scholars, and advertising practitioners are discussed.
Practitioners and scholars increasingly employ social media listening platforms (SMLPs) driven by artificial intelligence (AI) to extract actionable insights from large amounts of social media data ...informing research questions and brand strategy. Due to their proprietary nature, AI tools within SMLPs are "black boxes" that force users to accept results on blind faith, a source of concern in industry and academia. This study seeks to provide greater understanding of the strengths and weaknesses of SMLPs by assessing the AI-based results of leading SMLP Crimson Hexagon (now Brandwatch Consumer Research) against those of a standard human content analysis and an analysis conducted using Linguistic Inquiry and Word Count (LIWC). Analyzing a random 10,000-post sample of the conversation around the Nike "Dream Crazy" ad featuring Colin Kaepernick, findings reveal Crimson Hexagon's AI tools to be woefully unreliable in terms of brand identification as well as detection of post and brand sentiment polarity, specific emotions, and brand outcomes, demonstrating the hazards of blindly relying upon conclusions drawn from black-box social media listening platforms. Findings highlight the need for researchers to examine algorithm documentation and training data sets, as well as assess AI-generated data prior to use in research models and decisions.
Communities of practice (COPs) have become increasingly important across a wide range of casual and business contexts, including innovative technical product development, refining skill sets for ...competitions, or establishing corporate strategies. Members of such communities forge interpersonal relationships and develop sophisticated practices around a shared domain, either interdependently contributing to a joint product or advancing as individuals. However, prior research has not examined attempts to sustain a COP whose domain has been terminated. Such cases have become increasingly common, especially as COPs emerge around ephemeral media products such as mobile games. A recent example, Tales of Link, based on the popular 'Tales of' Japanese role-playing game series, shut down on March 2018, but members of the subreddit devoted to it have attempted to keep the community active. As such, a computational text analysis of 33,476 comments and 1,000 posts on the r/talesoflink subreddit was conducted to assess how community members attempt to sustain COPs beyond the lifespan of their original domains. The findings offer insight into the discourse within COPs, the strategies and success rates of survival that may vary by such organisations, conversations surrounding the ever-changing gacha game model, and the potential changes in members' messages and behaviours.
Celotno besedilo
Dostopno za:
BFBNIB, DOBA, GIS, IJS, IZUM, KILJ, KISLJ, NUK, PILJ, PNG, SAZU, UILJ, UKNU, UL, UM, UPUK
Increasingly, consumers are simulcasting branded content across multiple, interconnected social media platforms creating a complex social media ecosystem. However, little is known about what ...motivates sharing in the ecosystem as opposed to specific media contexts. Present research explores multiplatform consumers’ general sharing motivations and examines how those motivations, in conjunction with social relationships, influence sharing behavior across social media platforms. First, four focus group interviews were conducted to identify general social media sharing motivations of multiplatform consumers. Employing an online survey (N = 249), four dimensions comprised of 31 sharing motivation items were identified: social presence, social conversation, easy connection, and self-management. Applying a theory of reasoned action and social exchange theory approach, we conducted a second online survey (N = 342) to elaborate on our findings in terms of multidimensionality and interdependency among the influencing factors on social sharing behavior. Social conversation exhibited the strongest relationship with attitude toward sharing, whereas self-management was negatively related to the social norm, which, in turn, was negatively associated with sharing intention. Findings and implications are discussed.
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