Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yan Huang ◽  
Hye Jin Yoon
Keyword(s):  
Social Media ◽  
Public Service ◽  
Environmental Sustainability ◽  
Positive Influence ◽  
Content Type ◽  
Digital Space ◽  
Public Service Advertising ◽  
Social Media Platforms ◽  
Service Advertising ◽  
Positive Effect

Purpose Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native advertising on social media. Design/methodology/approach Two experiments were conducted on different social media platforms (i.e. Twitter and Instagram) with varied prosocial issues (i.e. healthy eating and environmental sustainability). Findings Experiment 1 indicated that the congruence between prosocial native ads and social media feeds elicited greater ad involvement and a more favorable ad attitude, regardless of ad position. Experiment 2 revealed that such an impact was contingent on whether the prosocial native ad was a public service ad or a CRB ad. The positive influence of ad-context congruence was pronounced among public service ads but was not observed among CRB ads. Perceived ad involvement mediated the interaction effects between ad-context congruence and ad type on ad attitude and behavioral intention. Originality/value The study extends ad-context congruence research to the context of prosocial native advertising on social media. Moreover, it identifies ad type as a boundary condition for the congruence effects and reveals that increased ad involvement is the mechanism underlying the positive effect of congruent PSA.

Information processing of audiences exposed to public service advertising messages for Special Olympics

2016 ◽  
Vol 17 (3) ◽  
pp. 277-298 ◽  
Author(s):  
Meungguk Park ◽  
Brian A. Turner ◽  
Donna L. Pastore ◽  
Morgan Chitiyo ◽  
Taeho Yoh
Keyword(s):  
Content Analysis ◽  
Public Service ◽  
Cognitive Responses ◽  
Special Olympics ◽  
Content Type ◽  
Positive Feeling ◽  
Content Analysis Method ◽  
Public Service Advertising ◽  
Service Advertising ◽  
Good Cause

Purpose – The purpose of this paper is to explore the cognitive processes that the study subjects experienced when exposed to different types of public service advertisements about Special Olympics. Design/methodology/approach – A total of 529 cognitive responses from 141 college students were analyzed using the content analysis method. Findings – The results of the frequency count of cognitive responses indicated that low-empathy (LE) subjects engaged in extensive cognitive efforts to process the information as much as high-empathy (HE) subjects. Additionally, the content analysis of the qualitative data showed that the two most frequently cited categories of positive thoughts for HE subjects were good cause/importance of Special Olympics and positive feeling related to volunteering for Special Olympics. For LE subjects, the most frequently identified category in positive thoughts was altruist/moral responsibility, followed by volunteer intention and positive feeling related to volunteering for Special Olympics. Originality/value – The paper provides valuable information on cognitive responses to public service advertising messages.

scholarly journals Pengaruh Media Sosial Terhadap Citra Merek Dan Niat Beli

2021 ◽  
Vol 4 (2) ◽  
pp. 712-730
Author(s):  
Natalia Suwarsih ◽  
Theresia Gunawan ◽  
Istiharini Istiharini
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Brand Image ◽  
Positive Influence ◽  
Social Media Marketing ◽  
Commercial Activity ◽  
Generation Z ◽  
Social Media Platforms ◽  
Positive Effect

Currently half of the world's population uses various social media platforms, so social media is a source of commercial activity. This study aims to determine the effect of social media marketing on brand image on purchase intention of generation Z at a university with brand image as a mediation variable. The method used in this research is to use descriptive quantitative analysis, descriptive that is to explain, analyze and find out the value of a variable against other variables. While the quantitative research method is to examine the population or sample where the sample is taken randomly to collect data with research instruments to test a hypothesis. The results of this study are that there is a positive effect of social media marketing on brand image, there is a positive effect of brand image on purchase intention of generation Z, there is a positive effect of social media marketing on purchase intention of Generation Z, and there is also a positive influence of social media on generation Z purchase intentions by mediating brand image Keywords: Social Media Marketing, Brand Image, Purchase Intention, Generation Z

Posting purchases on social media increases happiness: the mediating roles of purchases’ impact on self and interpersonal relationships

2017 ◽  
Vol 34 (5) ◽  
pp. 404-413 ◽  
Author(s):  
Jingyi Duan ◽  
Ruby Roy Dholakia
Keyword(s):  
Social Media ◽  
Interpersonal Relationships ◽  
Conspicuous Consumption ◽  
Positive Influence ◽  
Content Type ◽  
Research Gap ◽  
Perceived Impact ◽  
Positive Effect ◽  
Practical Implications ◽  
Shed Light

Purpose The purpose of the present research is to investigate how consumers’ purchase posting behavior on social media influences their own happiness. Design/methodology/approach The paper presents three studies. Study 1 was an experiment that manipulated purchase and posting behavior. Studies 2 and 3 utilized surveys which asked participants to report their actual purchases and posting behaviors. Data were examined using regression and bootstrap mediation analysis. Findings Posting purchases on social media has a positive influence on consumers’ happiness through the mediating roles of perceived impact of purchases on self and interpersonal relationships. Research limitations/implications This paper contributes to the research on social media by demonstrating that because of its remarkable characteristics, posting purchases on social media significantly increases consumers’ happiness. It fills the research gap of how word-of-mouth and conspicuous consumption influences the storyteller’s happiness. It is also the first research which suggests that user-generated content of purchases actually can be a new carrier of conspicuous consumption. The findings shed light on the substantial influences of posting purchases on the use/consumption stage of consumer behavior. Practical implications Because posting purchases on social media increases consumers’ happiness, marketers can develop strategies to encourage consumers to post about their purchases more. Originality/value To the best of the authors’ knowledge, this research is the first to demonstrate the positive effect of social media purchase posting on consumers’ happiness and identify the mechanism under which this effect occurs.

Entity influence and interactive relationship: the use of social media by publishing-related entities

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yanni Yang ◽  
Yue Zhang ◽  
An-Ling Xiang
Keyword(s):  
Social Media ◽  
Theoretical Model ◽  
Public Service ◽  
Service Organizations ◽  
Content Type ◽  
Media Usage ◽  
Public Service Organizations ◽  
Interactive Relationship ◽  
Commercial Organizations ◽  
Positive Effect

Purpose The purpose of this paper is to explore factors influencing social media usage effectiveness of publishing-related entities and discuss the differences between publishing-related individuals and organizations in their usage of social media and the differences between commercial organizations and public service organizations (such as libraries). Design/methodology/approach This paper studied 546 publishing-related entities’ accounts on the leading Chinese social media and built a theoretical model for the usage of social media by publishing-related entities. Furthermore, it examined the influencing factors from two aspects: power of influence of an entity (entity influence) and the relational interaction of a publishing-related entity with its audience (interactive relationship). Findings The study found that for publishing-related individual users of social media, entity influence has a greater positive effect on the effectiveness of social media usage than on the effect of interactive relationship. For publishing-related commercial organizations, the entity influence and interactive relationship have equal impacts on the effectiveness of social media usage. It is also found that interactive relationship has a stronger positive effect on the usage effectiveness of social media, especially for publishing-related public service organizations. Originality/value This research fills the gap in the research of comparative analysis in the understanding of social media usage by individuals and organizations related to publishing activities. Moreover, it has tried to propose a theoretical model that can help promote the effectiveness of social media usages by various publishing-related entities and their business strategies.

Social media: a blessing or a curse? Voice of owners in the beauty and wellness industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kulvinder Kaur ◽  
Pawan Kumar
Keyword(s):  
Social Media ◽  
Low Cost ◽  
Growth Potential ◽  
Social Media Marketing ◽  
Small Scale ◽  
Content Type ◽  
Social Media Platforms ◽  
Pros And Cons ◽  
Marketing Tool ◽  
Use Of Internet

PurposeThe rise in the use of Internet technologies and social media has shifted the marketing practices from offline to online. This study aims to determine the pros and cons of social media marketing in the beauty and wellness industry.Design/methodology/approachIn-depth interviews were conducted with the owners and marketing executives of beauty and wellness centers to understand the use of popular social media platforms in this industry and their pros and cons.FindingsThe researchers identified eight merits and seven demerits of social media in the beauty and wellness industry. Every respondent is happy and satisfied with social media use, particularly Instagram and Facebook. Irrespective of the demerits, they have shown the intention to increase its usage in the future. The merits override demerits; thus, social media is a blessing for this industry from the owners' perspective.Research limitations/implicationsThe research is exploratory and is confined to just one industry. Research implication is that the visual nature of social media makes it a powerful tool for the promotion of the beauty and wellness industry.Practical implicationsThe study's findings will be beneficial for small-scale businesses as it will push them to take advantage of this low-cost marketing tool.Social implicationsSocial media marketing is helpful for communication and marketing purposes for society.Originality/valueThe beauty and wellness industry remained unfocused by researchers because it is highly unorganized, fragmented and not regulated, yet has huge growth potential. This research will provide a closer look at this industry as well as social media marketing.

How to build employees' relationship capital through different enterprise social media platform use: the moderating role of innovation culture

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Liang Ma ◽  
Xin Zhang ◽  
Gaoshan Wang ◽  
Ge Zhang
Keyword(s):  
Social Media ◽  
Information Exchange ◽  
Content Type ◽  
Enterprise Social Media ◽  
Work Related ◽  
Innovation Culture ◽  
Social Media Platforms ◽  
Relationship Capital ◽  
Moderating Role

PurposeThe purpose of the present study is to build a research model to study how the use of different enterprise social media platforms affects employees' relationship capital, and the moderating role of innovation culture is also examined.Design/methodology/approachStructural equation modeling was performed to test the research model and hypotheses. Surveys were conducted in an electronic commerce company in China that uses different social media platforms, generating 301 valid responses for analysis.FindingsFirst, private social media used for work-related purposes can contribute to employees' relationship capital, and public social media QQ used for work-related purposes can contribute to employees' communication quality. WeChat used for social-related purposes has a positive effect on employees' information exchange. Second, innovation culture acts as a positive moderator between work-related media use and employees' information exchange, while innovation culture acts as a negative moderator between social-related WeChat use and employees' information exchange. Third, innovation culture acts as a positive moderator between work-related QQ use and employees' trust, while innovation culture acts as a negative moderator between social-related QQ use and employees' trust.Originality/valueFirst, this paper contributes to the information system (IS) social media literature by studying the effect of the use of different enterprise social media platforms used for different purposes on employees' relationship capital. Second, the authors contribute to relationship capital theory by clarifying that use of public and private social media platforms for social- and work-related purposes is an important driver of the formation of employees' relational capital. Third, the present study also contributes to enterprise social media literature by confirming that innovation culture acts as a different moderator between use of different enterprise social media platforms and employees' relationship capital.

The effects of social media usage on loneliness and well-being: analysing friendship connections of Facebook, Twitter and Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaoyu Ye ◽  
Kevin K.W. Ho ◽  
Andre Zerbe
Keyword(s):  
Social Media ◽  
University Students ◽  
Design Methodology ◽  
Well Being ◽  
Self Report ◽  
Access Time ◽  
Content Type ◽  
Media Usage ◽  
Usage Patterns ◽  
Social Media Platforms

Purpose This study aims to clarify the effects of different patterns of Facebook, Twitter and Instagram usage on user loneliness and well-being in Japan. Design/methodology/approach Based on responses to a self-report questionnaire in Japan, 155 university students were separated into 4 groups: users of Twitter only, users of Twitter and Facebook, users of Twitter and Instagram and users of all three social media. The effects of social media usage on loneliness and well-being for each group were analysed. Findings No social media usage effects on loneliness or well-being were detected for those who used only Twitter or both Twitter and Instagram. For those using both Twitter and Facebook, loneliness was reduced when users accessed Twitter and Facebook more frequently but was increased when they posted more tweets. Users of all three social media were lonelier and had lower levels of well-being when they accessed Facebook via PC longer; whereas their their access time of Facebook via smartphones helped them decrease loneliness and improve their levels of well-being. Originality/value The findings reported here provide possible explanations for the conflicting results reported in previous research by exploring why users choose different social media platforms to communicate with different groups of friends or acquaintances and different usage patterns that affect their loneliness and well-being.

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