Branding Co-Creation with Consumer-Generated Advertising: Effect on Creators and Observers

2021 ◽  
pp. 1-19
Author(s):  
Lenna V. Shulga ◽  
James A. Busser ◽  
Billy Bai ◽  
Hyelin (Lina) Kim
Keyword(s):  
Advertising Effect

Mobile Adverting: The New Promising Marketing Channel

2013 ◽  
Vol 774-776 ◽  
pp. 1987-1990 ◽  
Author(s):  
Yan Yan Xu ◽  
Yan Wu Zhao ◽  
Zheng Fang ◽  
Yan Dong Ren
Keyword(s):  
Mobile Phone ◽  
Marketing Channel ◽  
Mobile Internet ◽  
Sales Promotion ◽  
Mobile Advertising ◽  
Advertising Effect ◽  
Mobile Channel ◽  
Promotion Activity ◽  
Recent Advances ◽  
Important Challenge

As the repaid development mobile phone and mobile internet, the mobile phone is considered as the import interface between brands and consumers by managers. Mobile advertising, Mobile advertising, which is defined as any form of marketing, advertising or sales promotion activity aimed at consumers and conducted over a mobile channel, is becoming the new promising marketing channel. Mobile advertising is getting more and more sophisticated. Thus, how to apply mobile advertising to increase advertising effect is an important challenge for CMOs. To help the CMO to understand the mobile advertising, this paper reviewed recent advances in mobile advertising researches.

Influences of Framing Effect and Green Message on Advertising Effect

2013 ◽  
Vol 41 (7) ◽  
pp. 1083-1098 ◽  
Author(s):  
Jui-Che Tu ◽  
Tsai-Feng Kao ◽  
Yi-Chan Tu
Keyword(s):  
Empirical Research ◽  
Framing Effect ◽  
Green Product ◽  
Advertising Effect ◽  
Product Marketing ◽  
The Relationship

Designing green product marketing is a helpful solution for enhancing green awareness, and for promoting the protection of the environment. In this study we explored the framing effect in advertising design, and analyzed the relationship between framing effect (FE) and green message (GM), as well as their influences on advertising. We adopted a quasiexperimental method, and conducted empirical research according to 2 x 2 between-subject factors. The results showed that green messages influenced consumers' reaction toward positive and negative frames. Consumers who did not receive green messages preferred positively framed advertising. After receiving a green message, the consumers' attitudes regarding positively and negatively framed advertising were similar for both types.

scholarly journals AI-based targeted advertising system

2019 ◽  
Vol 13 (2) ◽  
pp. 787
Author(s):  
Tew Jia Yu ◽  
Chin Poo Lee ◽  
Kian Ming Lim ◽  
Siti Fatimah Abdul Razak
Keyword(s):  
Machine Learning ◽  
Recognition Accuracy ◽  
Facial Recognition ◽  
Machine Learning Algorithms ◽  
Learning Technology ◽  
Outdoor Advertising ◽  
Advertising Effect ◽  
Targeted Advertising ◽  
Vehicle Recognition ◽  
Gender And Age

<span>The most common technology used in targeted advertising is facial recognition and vehicle recognition. Even though there are existing systems serving for the targeting purposes, most propose limited functionalities and the system performance is normally unknown. This paper presents an intelligent targeted advertising system with multiple functionalities, namely facial recognition for gender and age, vehicle recognition, and multiple object detection. The main purpose is to improve the effectiveness of outdoor advertising through biometrics approaches and machine learning technology. Machine learning algorithms are implemented for higher recognition accuracy and hence achieved better targeted advertising effect.</span>

Understanding social media advertising effect on consumers’ responses

2018 ◽  
Vol 31 (3) ◽  
pp. 426-445 ◽  
Author(s):  
Manel Hamouda
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Communication Strategy ◽  
Equation Modeling ◽  
Moderator Effect ◽  
Content Type ◽  
Advertising Effect ◽  
Social Media Advertising ◽  
Use Of Social Media

Purpose This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook. Design/methodology/approach Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using exploratory factor analysis and structural equation modeling. Findings Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship. Practical implications Tourism marketers should focus not only on developing information-rich and entertaining social media advertisements but also a credible content of the ads. Furthermore, Facebook should be systematically integrated by tourism practitioners in their communication strategy as it affects the attitude and consequently the behavior of the consumers especially when the company using social media advertising has a good corporate reputation. Originality/value In the tourism context, the effectiveness of social media advertising remains little known to practitioners and scholars despite the frequent use of social media by tourism customers and companies in recent years. So, this research study contributes to a better understanding of the use of social media advertising on Facebook regarding tourism products and services.

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