E-viri
Recenzirano
-
Hayes, Jameson L.; Golan, Guy; Britt, Brian; Applequist, Janelle
International journal of advertising, 01/2020, Letnik: 39, Številka: 1Journal Article
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.
![loading ... loading ...](themes/default/img/ajax-loading.gif)
Vnos na polico
Trajna povezava
- URL:
Faktor vpliva
Dostop do baze podatkov JCR je dovoljen samo uporabnikom iz Slovenije. Vaš trenutni IP-naslov ni na seznamu dovoljenih za dostop, zato je potrebna avtentikacija z ustreznim računom AAI.
Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
---|---|---|---|---|---|---|---|---|
JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Baze podatkov, v katerih je revija indeksirana
Ime baze podatkov | Področje | Leto |
---|
Povezave do osebnih bibliografij avtorjev | Povezave do podatkov o raziskovalcih v sistemu SICRIS |
---|
Vir: Osebne bibliografije
in: SICRIS
To gradivo vam je dostopno v celotnem besedilu. Če kljub temu želite naročiti gradivo, kliknite gumb Nadaljuj.