Search results for "Advertising"

‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing

2020

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing. peerReviewed

Notes on the use of rhetoric in t.v. advertising

1989

We intend to reflect on the use of Rhetoric in t.v. advertising starting from the survey of several spots given off by T.V.E. Therefore, we fix the structural organization of advertisements. Afterwards we study the rhetoric of spot in the sound and in the picture and, mainly, ¡n the conjunction of both bands; in this sense spots are normally based on a rhetorical figure that involves both bands. Our observations set up an essentially metaphoric basis to the construction of publicity message. We infer that advertising works with connotative signs, where the assembly of picture and sound tracks becomes the significant of metaphoric meaning that is insinuated.

From the Car Style Pregnancy towards the Brand Country Origin Recognition

2019

AbstractIn the modern automotive industry, a car's style clearly defines its brand. In the context of globalization, a question has recently emerged concerning the relationship between a country's culture and the car style of a particular brand. The style is one way to place car morphologies into a meaningful structure, called the “telling structure.” This research hypothesizes that a stylist tries to compress a car's form and make it a refined unicum that is streamlined with some inherent features, which express a brand's cultural aesthetics. Using the cognitive paradigm that an end user transforms explicit references into implic-it references and that the telling structure of a car's desi…

Spain: Putting the Pieces of the Sport System in Place — The Role of the Sport Federations

2017

This chapter examines the functions and characteristics of the Spanish sport federations, and the way in which their actions are driven by the principles of the National Sports Act. In order to do this, the chapter offers an overview of the Spanish sport system in terms of structure, steering, support and governance, as well as a reflection on how the traditional Spanish strong public culture is reflected in sport. Focusing on sport federations, the chapter explains the way in which they interact with the rest of the actors in the sport sector and it offers an analysis of their characteristics and functions. The chapter ends with a section that includes some strategies and perspectives stem…

Determinant Factors in Purchasing Korean Skin Care Products

2020

The demand and business opportunities in the skin and facial beauty sector have increased in the last 10 yr. The beauty and personal care industry in Indonesia grows on average of 12 %, with a market value of 33 × 109. This research emphasizes the presence of the influence of attitude, subjective norm, and perceived behavioral control on the purchase intention of skincare products that are moderated by the country of origin. The data collection is conducted by distributing questionnaires to a total of 130 respondents. Data obtained through a questionnaire are then processed with Smart Partial Least Square (PLS). The results in this study prove that the attitude and perceived behavioral cont…

Key drivers of consumer purchase of airline tickets: A cross-cultural analysis

2013

Abstract This paper considers drivers of online airline ticket purchasing behaviour, and analyses the influence of attitude, subjective norm and perceived behavioural control on such decisions in two cultures. A number of hypotheses are examined using a sample of online shoppers in Spain and The Netherlands. We find that perceived control, subjective norm and attitude positively influence airline tickets online purchase intention in Spain, but in the Netherlands attitude is the key driver.

Mobile Telephony in Emerging Markets: The Importance of Multi-Simming Customers

2015

Rapidly increasing sales of multi-SIM phones, mobile penetration rates above 100% and reported customer behavior all point to the fact that a signicant share of mobile customers in emerging markets tend to use more than one SIM card. A primary motive for this is to avoid making expensive o-net calls. We add a segment of exible prepaid customers, who choose to "multi-sim" in equilibrium, to the seminal model of competing telephone networks a la Laont,

Social Intervention in Traffic Safety

2001

Traffic accidents during the transport of merchandise or passengers on roads and highways have, from the beginning, taken by surprise those who have experienced them themselves or involving persons close to them, as well as those who have witnessed accidents or, in one way or another, helped to alleviate their effects. They say that Albert Einstein commented after the death of a friend: “The worst thing is not only the fact that traffic accidents occur, but also how little we know about why they happen and how little we do to prevent them...”

Media Effects: Levels of Analysis

2017

Credibility as a Key to Sustainable Advertising Success

2014

This paper addresses the operational part of sustainable marketing, especially advertising with sustainability. This form of advertising has to consider particularly the aspect of credibility since the social-ecological value of a product is often not evident for the consumer. Therefore, credibility represents an essential competitive advantage for companies who offer sustainable products. The purpose of this paper is to identify the determinants which are decisive for the credibility attribution of sustainable advertisement in order to achieve an improved comprehension of the latent construct and a more credible design of this type of advertisement. In addition, the actual influence of cre…