Search results for " Advertising"
showing 10 items of 101 documents
Hope You’re Not Totally Commercial! : Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness
2022
Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing context. The authors examined an Instagram post featuring the endorsement of a brand and created an experimental design with four conditions related to advertising recognition and the parasocial relationship. Findings from a partial least squares structural equation modeling procedure indicate that advertising recognition results in overall negative consumer responses to SMI brand endorsements. The results also indicate parallel mediating effects of source credibility and atti…
Customer recommendation based on profile matching and customized campaigns in on-line social networks
2019
We propose a general framework for the recommendation of possible customers (users) to advertisers (e.g., brands) based on the comparison between On-Line Social Network profiles. In particular, we associate suitable categories and subcategories to both user and brand profiles in the considered On-line Social Network. When categories involve posts and comments, the comparison is based on word embedding, and this allows to take into account the similarity between the topics of particular interest for a brand and the user preferences. Furthermore, user personal information, such as age, job or genre, are used for targeting specific advertising campaigns. Results on real Facebook dataset show t…
From the advertising campaign to the election campaign - online evolution
2019
Abstract The present study looks at how to structure an election or commercial advertising campaign in the online environment, the strategy it must follow in promoting it, without neglecting: the large or small frequency of interventions on social networks, the type of message, the target audience and the effects sought. All these stages are found in both business and online policy. In the election campaign, the most important goal is how we can turn into voices the likes received on the social network media. During the commercial advertising campaigns, the main goal is to achieve profit by strengthening the image of the brand. The success or failure of a campaign depends, to an overwhelmin…
International print advertising : Nokia 9000 Communicator
1998
Reklāmas ietekme uz jaunās paaudzes patērētāju uzvedību Uzbekistānā
2022
Pētījuma mērķis ir izpētīt patērētāju uztveri, attieksmi un atbildi uz tiešsaistes reklāmām Uzbekistānā. Lai sasniegtu pētījuma mērķi, tika izstrādāta strukturēta anketa un ar izlases palīdzību tika apkopotas 200 respondentu no Uzbekistānas atbildes. Tika konstatēts, ka tiešsaistes reklāma ir noderīga respondenta atbilstoša lēmuma par pirkumu pieņemšanai, kā arī tiešsaistes reklāma pozitīvi ietekmē patērētāja pirkšanas tendences. Tika noskaidrots, ka reakciju uz tiešsaistes reklāmu spēcīgāk prognozē patērētāja attieksme nekā patērētāju uztvere par reklāmu tiešsaistē. Rezultāti liecina par to, ka uzņēmumiem, kas veicina produktu pārdošanu ar tiešsaistes reklāmām, ir jācenšas sasniegt potenci…
Analysis of B-2-C Social Media Communication in Germany
2018
In this research paper, social media marketing activities of social media accounts from German business are analyzed for the social networks Facebook, Twitter, Instagram, Xing and LinkedIn. As research objects were the context of the interaction, the used and targeted social network functionalities and the behavior of the companies selected. The selection of social media accounts for the research included companies which are currently member from the stock market indices DAX and MDAX, additional online and offline retail business, successful German sports clubs, celebrities and others businesses. Also and to be sure to evaluate high-class social media marketing, the German social media awar…
Influence of Ad Congruence and Social Cues on the Probability of Choosing a Restaurant
2020
Abstract. Information processing of digital content includes conscious and un-conscious processes, memory, attitudes, and emotions and moods. Build up into the Heuristic‐Systematic Model, that states that persuasion can occur through a systematic or heuristic way, this research explores the effect of social media (SM) ratings and the ad content embedded in the SM website. Online ratings (part of the user-generated content (UGC) in SM platforms) are often heuristics cues. Subtle forms of congruence, such as the matching category between a restaurant advertiser and the third-party ad, as well as UGC, could have an impact on con-sumers’ attitudes towards the former. However, research on …
The Influence of Alcohol Advertising in Underage versus Overage Alcohol Consumption: Affective Responses and Advertising Effectiveness
2011
It is widely accepted that a framework is necessary to regulate advertising activities. Advertising has a responsibility within our economic system, to provide information on new and existing products and services. Economic health of both buyers and competitors is affected if the advertising system is injected with false or misleading claims. Thus, Government and self-regulation associations should create a set of rules which define and control the behaviour of the advertising companies. Taking into account the power attributed to advertising for influencing consumer behaviour, some of those mentioned rules are established to protect the audience.
Pantilliset on tour : Code-switching in Finnish magazine advertisements
2010
Mainonnan määrä lisääntyy eri medioissa ja sen myötä mainonta vaikuttaa käyttäytymiseemme yhä enemmän. Maailman globalisoituessa englannin kielen rooli muuttuu myös mainonnassa. Englanti on usein monikielisen mainonnan suosituin vieras kieli maailmanlaajuisesti ja sitä hyödynnetään suomalaisessa lehtimainonnassa yhä enenevässä määrin. Englannin kieltä sekä englannin ja suomen kielen välistä koodinvaihtoa suomalaisessa mainonnassa on tutkittu aiemminkin, mutta huomioimatta on jäänyt englannin kielen määrä suomen kieleen verrattuna. Tämän kandidaatintutkielman tarkoituksena oli selvittää missä suhteessa suomen kieli on korvattu englannin kielellä kahden suomalaisen yleisaikakauslehtien, Imag…
Ethical Challenges of Hybrid Editors
2016
In times of turbulence in the media industry, media organizations are looking for new business models. Digitalization has led traditional news media organizations to testing new forms of advertisement, such as sponsored content and native advertising, whereas others, such as lifestyle magazines, have a longer history in collaborating with brands. Editors are key players in these developments, since they are journalist–managers and decision makers within those daily practices that shape policies and influence new product innovation and development. In this study, we examine from the editors’ point of view, how they see the process of adopting novel forms of advertisement and what ethical cha…