Search results for " advertising"
showing 10 items of 101 documents
Motivations, engagement and adoption of e-WOM in restaurants.
2022
Resumen El objetivo del presente trabajo fue estudiar el efecto que tienen las motivaciones para consultar y escribir e-WOM sobre el compromiso con el e-WOM y la influencia de dicho compromiso en la adopción del e-WOM consultado. Para analizar estas relaciones, se realizó una investigación empírica aplicada en el contexto de los restaurantes. El ámbito geográfico fue Ecuador, con una muestra de 461 consumidores. Se utilizó un modelo de ecuaciones estructurales y se validó la cadena de relaciones. Los resultados confirmaron las relaciones entre estas variables; además, se presentaron implicaciones académicas interesantes para profundizar en el estudio sobre el compromiso con el e-WOM, así co…
Advertising in disguise? How disclosure and content features influence the effects of native advertising
2020
Abstract Native advertising has recently become a prominent buzzword for advertisers and publishers alike. It describes advertising formats which closely adapt their form and style to the editorial environment they appear in, intending to hide the commercial character of these ads. In two experimental studies, we test how advertising disclosures in native ads on news websites affect recipients’ attitudes towards a promoted brand in a short and long-term perspective. In addition, we explore persuasion through certain content features (i. e., message sidedness and use of exemplars) and how they affect disclosure effects. Results show that disclosures increase perceived persuasive intent but d…
The impact of pictorial health warnings on tobacco products in smokers behaviours and knowledge: The first quasi-experimental field trial after the i…
2019
Background. The aim of the study was to evaluate in the Italian smokers, the effects of implementation of the law about Pictorial Health Warnings (PHWs) on tobacco products.Methods. A quasi-experimental longitudinal design was conducted between 2016 and 2017. The data were collected before (pre-PHW/Wave 1) and after (post-PHW/Wave 2) the implementation of the law. The adopted questionnaire included impact of advertisement (Label Impact Index, LII), quitting behavior and knowledge of tobacco related diseases.Results. 455 respondents completed both the Waves. 7.7% of smokers declared to have stopped smoking in Wave 2 and 29% of these declared the PHWs as one of the reasons to quit. The knowle…
Reklāma kā tēma kulturoloģijā
2019
Diplomdarba tēma - Reklāma kā tēma kulturoloģijā. Pētījuma ievadā pamatota temata izvēle un aktualitāte, kas balstās uz jauniešu izglītošanu par reklāmas būtību un tās lomu sabiedrības vērtību sistēmas ietekmēšanā, uzskatu veidošanā. Darbā izpētīta teorētiskā informācijas bāze par reklāmu. Izpētītas un sistematizētas reklāmas definīcijas, mērķi, veidi un uzdevumi, aplūkota reklāmas vēsturiskā attīstība no pirmsākumiem līdz tās jaunajai realitātei digitālajā laikmetā, sniegts ieskats reklāmas ētikā, aplūkojot tās lomu mūsdienu patērējtājsabiedrībā, apskatīti svarīgākie reklāmas psiholoģijas aspekti un to ietekme uz sabiedrības un indivīda apziņu. Pētījumā apzināti reklāmas izpētes un veidoša…
The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising
2012
This chapter investigates the impact of gender and age on mobile marketing responsiveness among regular customers of Finnish night club chain. The study develops sixteen research propositions which are tested with a sample of 8578 members of the company’s permission- based, opt-in mobile advertising list . The results contribute to mobile marketing and technology acceptance literature in various ways. First, the authors find support for four out of eight gender related propositions. Second, five out of the eight age-related hypotheses are supported. The results further show that among opt-in customers, gender and age explain various antecedents of intention to engage in mobile marketing. Th…
Martyrdom in Contemporary Animalist Discourses
2019
Is it possible to use the notion of martyrdom in order to explain the communicative strategies and the semiotic mechanisms of the animalist movement? Is the animal a sort of contemporary martyr? This study aims to apply the notion of martyrdom outside the traditional boundaries of religion and politics, testing it in another relevant socio–cultural phenomenon: the contemporary animalist discourse. This paper analyses texts from animalist advertising, essays and novels promoting animal rights and vegetarianism. The main features of the traditional notion of martyrdom are compared to the semiotic structures of the animalist discourse. The questions of the efficacy of images and that of the ex…
Sponsored Content in Spanish Media: Strategies, Transparency, and Ethical Concerns
2021
Profound upheavals and the search for a viable business model have led the news industry to explore new sources of revenue. The mainstream Spanish media have set up special units to produce branded...
Which is the best communication strategy, based on anti-tobacco ads, to impress teenagers? A multicenter cross-sectional study
2020
Background. Well-planned mass-media campaigns can increase health literacy and raise awareness about the consequences of tobacco use. This study aims to evaluate the emotions and opinions of adolescents about several anti-tobacco spots delivered by the mass media over the world. Study design. Cross-sectional study. Methods. The study was conducted in Italy in 2016–2017 among students aged 13–17 years. Students expressed their emotions and opinions about seven anti-tobacco spots from all over the world on different topics and styles. Results. 499 students attended. The video “Sponge” was found to be the most impressive (30.2%) and what they would have chosen if they had been responsible for …
Contributions from Informal Geography to Close the Gap in Geographic Information Communication in a Digital World
2019
Contemporary challenges and problems of society demand decision support systems that use geographic information. Even though geography since its origins has been a science with a strong transversal character, society has now made it become the focus of its agenda. Novel and other already established actors are involved in this rediscovery and popularization of geography. Both groups are promoting known and unknown geographical tasks thanks to technology, which is revealing new landscapes of our old territories and showing us the agency capacity of Geography Science. In this chapter, the authors review the offers and demands of communication on geographic information from the informal geogra…
The review of internet marketing use in Latvia's companies
2017
Development of new technologies and increasing competition require new solutions in business applications in internet marketing and advertising. The paper deals with issues related to advertising activities in internet marketing. There were presented both theoretical findings and empirical analysis of the survey conducted among Latvia's companies. The survey was carried out with the assistance of telemarketing company (telephone interviews) among companies selected from Register of Enterprises LURSOFT. The analysis of survey results compared companies responses depending on the company size and turnover changes during the last three years. Various statistical indicators were used for this a…