The prevalence of online social networks has given rise to the emergence of social media influencers (SMIs), so-called "Internet celebrities". Celebrity endorsement, which can be an effective ...marketing strategy, is also popular in the tourism field. This study uses self-congruity theory, which originally refers to the congruence between consumers and brands or products, to the congruence between endorsers and potential tourists to evaluate endorsement effectiveness. Results indicate that SMI endorser-consumer congruence positively contributes to visit intentions toward the endorsed destinations as does endorser-destination congruence. Tourism marketers are advised to use SMIs when the destination images and target markets align.
A reputação da marca de produtos esportivos Adidas permitiu sua incorporação ao universo simbólico de diversas subculturas urbanas ao redor do mundo. A cultura hip-hop e seus adeptos, também, se ...inseriram nesse contexto e vincularam, de forma bastante peculiar, a Adidas ao seu repertório de símbolos identitários. Com isto, o principal objetivo deste artigo é analisar as performances do grupo de rap norte-americano Run DMC e da Adidas, bem como as suas estratégias comunicacionais na construção e apropriação de valores culturais através da interpretação simbólica das gestualidades e figurino dos artistas que utilizam a marca em seus videoclipes. Deste modo, pretende-se discutir as contribuições do grupo e de seus videoclipes na transformação da marca alemã em um dos símbolos de ostentação e consumo de uma cultura originária de comunidades negras americanas.
This research examines the effects of hyper-contextual targeting with physical crowdedness on consumer responses to mobile ads. It relies on rich field data from one of the world’s largest telecom ...providers who can gauge physical crowdedness in real-time in terms of the number of active mobile users in subway trains. The telecom provider randomly sent targeted mobile ads to individual users, measured purchase rates, and surveyed purchasers and nonpurchasers. Based on a sample of 14,972 mobile phone users, the results suggest that, counterintuitively, commuters in crowded subway trains are about twice as likely to respond to a mobile offer by making a purchase vis-à-vis those in noncrowded trains. On average, the purchase rates measured 2.1% with fewer than two people per square meter, and increased to 4.3% with five people per square meter, after controlling for peak and off-peak times, weekdays and weekends, mobile use behaviors, and randomly sending mobile ads to users. The effects are robust to exploiting sudden variations in crowdedness induced by unanticipated train delays underground and street closures aboveground. Follow-up surveys provide insights into the causal mechanism driving this result. A plausible explanation is mobile immersion: As increased crowding invades one’s physical space, people adaptively turn inwards and become more susceptible to mobile ads. Because crowding is often associated with negative emotions such as anxiety and risk-avoidance, the findings reveal an intriguing, positive aspect of crowding: Mobile ads can be a welcome relief in a crowded subway environment. The findings have economic significance because people living in cities commute 48 minutes each way on average, and global mobile ad spending is projected to exceed $100 billion. Marketers may consider the crowdedness of a consumer’s environment as a new way to boost the effectiveness of hyper-contextual mobile advertising.
Data, as supplemental material, are available at
http://dx.doi.org/10.1287/mksc.2015.0905
.
The Internet is dominated by free web services that depend on advertising revenues and powerful marketing tools to support their business models. Targeted online advertising enables websites to ...increase their advertising revenues by selectively displaying advertisements according to users' browsing behavior, sociodemographics, and interests. Yet targeting also creates negative consumer reactions, and websites confront increasing regulatory pressures to inform consumers about their practices. It is critical for such advertising-supported websites to address those challenges proactively. In one scenario experiment and two field studies, the authors show that a normative reciprocity argument is generally more effective than the current industry practice of using a utilitarian argument related to advertising relevance to increase acceptance of targeted online advertising. However, in some cases, this dominance switches depending on specific website characteristics such as website utility and level of user-generated content. Managers of free websites should remind their users of the free services they enjoy when asking permission to target them online or to use their personal information.
This article provides a comprehensive and systematic review of the product placement literature in order to map the thematic development of product placement research, help researchers understand the ...current research status, and suggest directions for future research. A pool of 874 publications related to product placement in mass media was retrieved from the Web of Science, Scopus, EBSCOhost, and Google Scholar databases. Bibliometric and network analyses were used to identify the leading journals, scholars, and publications to capture information about emerging issues and to map the development of product placement research. Three major clusters of product placement research were identified: (1) basic concepts, fundamental research frameworks, and empirical studies on product placement in movies and television programs; (2) empirical studies on product placement in games, especially focusing on children and food product placements; and (3) empirical studies on the effects and underlying mechanisms of product placement disclosures. This article concludes by suggesting a future research agenda for product placement research.
Introduction We aimed to study the age-related changes of periodic leg movements during sleep (PLMS) using the newest international scoring rules, to expand past analyses, including patients in the ...pediatric age range, and also to analyze the changes of short-interval (SILMS) and isolated (ILMS) leg movements during sleep across the lifespan. Methods 165 patients (84 f) with restless legs syndrome (RLS) were recruited: 16 preschoolers (0-5 years old), 29 school age (6-12), 19 adolescents (13-17), 17 young adults (19-40), 47 adults (41-60) and 37 seniors (>60). Total leg movements during sleep (TLMS), PLMS, SILMS, ILMS, and Periodicity (PLMS/TLMS ratio) indexes were obtained by PSG. Results TLMS index showed (quartic polynomial interpolation) a peculiar age course with a clear decrease before 10 years of age, followed by a steady increase up to the age of 30 years, a relatively stable period until 60 years, and a final increase up to 80 years (preschool 24.5±10.13, school age 21.9±13.17, adolescents 22.2±12.24, young adults 45.9±23.64, adults 43.4±20.96, seniors 70.2±56.82). This course was almost entirely due to changes in PLMS (preschool 4.5±5.42, school age 4.0±3.56, adolescents 5.3±4.95, young adults 23.5±14.21, adults 28.1±18.75, seniors 47.2±42.9). ILMS did not change significantly and SILMS showed only an increase in seniors. Conclusion Our study indicates that, in RLS, TLMS index shows a peculiar and unique course across the lifespan, mainly due to PLMS. The age-related changes in TLMS/PLMS appear to mirror the changes in dendritic spine density in the cortical layer V of the human prefrontal cortex. This layer contains corticostriatal projection neurons and has the highest expression of all dopamine receptor subtypes in primates. It can thus be speculated that the degree of periodicity of leg movements during sleep in RLS might be correlated with the developmental changes in network complexity of these and other dopaminergic structures. These data further confirm the need to better assess the periodicity of leg movements in sleep during the human development period, in order to obtain clinically useful information. Support (If Any) None.
Pensary gobernar el Nuevo Mundo en el siglo XVII, (Prefacio de Thomas Calvo y Epílogo de Óscar Mazín), Madrid, Fondo de Cultura Económica-El Colegio de Michoacán, Madrid, 2017, 409 pp., ISBN: ...978-84-3750-790-3. Oficial mayor de la Secretaría de Nueva España del Consejo de Indias, el protagonista-excusa de este libro, Juan Díez de la Calle, publicó un Memorial Informatorio y otro Memorial y noticias Sacras y Profanas del Imperio de las Indias Occidentales. Informatorio y Noticias, que muestran bien cual debía ser el buen hacer de un administrador real.
Fear appeals are persuasive messages that scare consumers into compliance with the appeals' recommendation by highlighting a personally relevant threat. Several factors, including personality traits ...and message features, can influence the effectiveness of fear appeals. This article proposes an additional element that contributes to the persuasiveness of fear appeals: ethnic congruence between the fear appeal and the target audience. Specifically, this research examines the interplay of high fear arousal appeals and ad–target congruence on message persuasiveness. We operationalize congruence by ethnicity match (vs. mismatch). A series of three experiments and a follow‐up study reveal that while high fear arousal appeals are more persuasive than low‐arousal appeals in general, their effectiveness is accentuated when the target audience feels congruent with the elements of the appeal. We argue that when encountering fear appeals, consumers' perceived ethnic congruence with the elements of the advertisement (e.g., ad character–target ethnic similarity) affects whether they identify with the ad and thus influences their perceived vulnerability to the publicized threat. This, in turn, influences the level of the induced emotion (i.e., fear), which subsequently drives persuasiveness. We document this effect using both self‐reported and behavioral measures. We also rule out an alternative account based on appraisal‐tendency theory, which predicts that the uncertainty dimension characterizing the emotions—for example, fear (anger) is associated with high (low) uncertainty—explains the results. The findings highlight the importance of representing diverse characters in marketing and public policy campaigns relying on fear appeals.
PDF
