Search results for "advertising"
showing 10 items of 680 documents
The influence of university brand image, satisfaction, and university identification on alumni WOM intentions
2021
This study investigates the influence of university brand image, satisfaction, and alumni’s university identification on positive word-of-mouth (WOM) intentions. The model is tested using data coll...
Identifying the Ideal Types of Online Shoppers : A Qualitative Analysis of Online Shopping
2020
The tremendous increase in online shopping has created a growing demand to understand online shopping behavior. This study contributes to this understanding by identifying ideal types among online shoppers. An ideal type is an analytical construct used to ascertain similarities and deviations to concrete cases in an individual phenomenon. Theoretically, the study draws from different perspectives to create a multifaceted view of online shoppers. The purpose is not to categorize online shoppers under a specific category but rather to help understand different typically occurring online shopping behaviors. Through thematic analysis of the data from 31 participants, this study presents five id…
Biometric Measures for Interactive Advertising Research
2011
ABSTRACTModern marketers seek new research paradigms to explore preconscious, nonverbal stages of consumer behavior, often turning to brain science because some mental processes, particularly those underlying conscious awareness, may be better understood by analyzing neurophysiological reactions. A new discipline, consumer neuroscience, thus examines the brain and its functioning in a marketing context. This article demonstrates how consumer neuroscience can contribute to existing marketing knowledge, with a focus on two methods: electroencephalography (EEG) and eye-tracking. In interactive environments, it is ideal to administer brain wave analyses in parallel with observations of eye move…
Targeting Young Voters in a Political Campaign: Empirical Insights into an Interactive Digital Marketing Campaign in the 2007 Finnish General Election
2010
At general elections across Europe, turnout among young people tends to be significantly lower than among older voters. Therefore, this paper examines a digital marketing campaign that was targeted at young voters in the 2007 Finnish general election. More specifically, this paper aims to provide insights into the creative development process of a political marketing campaign and the nature of the client-agency relationship in political campaigns. The methodology adopted in this paper consisted of in-depth interviews with key informants involved in the campaign planning and implementation. The results provide new empirical insights into the challenges that political campaigner may face when…
The quality of websites and their impact on economic performance: The case of nurseries and gardening companies in the Italian 'Mezzogiorno' regions
2014
The aim of this paper is to examine the quality of websites and the entrepreneurial perception of the importance of the website to improve the business performance in nurseries and gardening companies adopting web-marketing strategies. On this purpose, the paper firstly analyses which structural features enable a potential website to be labelled as 'good'; the awareness of these aspects is pivotal to define effective web-marketing solutions. Secondly, it examines whether the plant nursery entrepreneurs perceive the company website as a tool of additional sales able to increase the firm turnover. The results show that the websites are well framed and with a well-groomed design, but lacking i…
The Diffusion of Price-Related Word-of-Mouth: A Study Exploring the Role of Market Mavens and Social Ties
2020
This study sheds light on the process of price-related word-of-mouth by exploring the dissemination of positively and negatively valanced price information as well as the role of social ties and ma...
Factors contributing brand attitude in advergames: Entertainment and irritation
2012
The main contribution of this article is to offer new insights into the antecedents of brand attitude in an advergaming context, focusing on entertainment and irritation as its main drivers. Also, the indirect effect of intrusiveness and congruence on brand attitude is analyzed. A structured questionnaire was completed by a sample of 100 undergraduate and postgraduate students after playing to a real casual advergame. The results show that entertainment is the main driver of brand attitude although irritation also exerts a significant effect on brand attitude due to perceived intrusiveness that, in turn, is determined by incongruence. The study provides useful managerial implications for co…
The Antecedents of Consumers’ Negative Attitudes Toward SMS Advertising: A Theoretical Framework and Empirical Study
2013
Short message service (SMS) advertising refers to the transmission of advertising via mobile phones in the form of text-based messages (Haghirian, Madlberger, and Tanuskova 2005). Recent marketing research indicates that investigations on consumers’ attitudes toward SMS advertising are limited, and empirical examination of antecedents that negatively influence attitudes toward SMS advertising is even scarcer. As a consequence of this lack of knowledge, current practices of mobile advertising might be ineffective. This research examines irritation, privacy concerns, and intrusiveness perception as main factors that provoke a negative attitude toward SMS advertising. Using structural equation…
The effect of an advertisement’s colour on emotions evoked by attitude towards the ad
2007
Despite its importance surprisingly little is known about the influence of colour in advertising. This paper studies the effects of the three components of an ad’s colour (hue, saturation and lightness) on the emotions it evokes and on attitudes towards it. It is assumed that the influence of colour varies with the individual, whose optimal stimulation level (OSL) is considered a moderator variable. Analyses of covariance were conducted. The results show that OSL is a moderator variable accounting for the relations between hue and the pleasure evoked by the ad, and hue and the attitude towards the ad. Moreover, OSL proves to be a moderator for the relation between saturation and the same de…
How does brand-related user-generated content differ across social media? Evidence reloaded
2019
Abstract In light of the relevant changes in the social media environment in recent years, this paper extends the theoretical framework of user-generated content (UGC) dimensions and updates evidence on how brand-related UGC characteristics vary across social media. Using content analysis and statistical analysis of frequencies, we compare how different social media (Facebook, Twitter, and YouTube) shape twelve important UGC dimensions. Our findings suggest that, by flattening the differences on visual and richer content, the recent trends have made Facebook and Twitter more similar to YouTube on certain brand-related UGC dimensions (e.g., self-presentation, brand centrality, brand recommen…