scholarly journals Celebrity Endorsers and Adolescents: A Study of Gender Influences

2001 ◽  
Vol 26 (4) ◽  
pp. 59-66
Author(s):  
Prashant Mishra ◽  
Upinder Dhar ◽  
Saifuddin Raotiwala
Keyword(s):  
Three Dimensions ◽  
Product Evaluations ◽  
Male And Female ◽  
Movie Stars ◽  
The Media ◽  
The Impact ◽  
Gender Influences ◽  
Celebrity Endorsers

As proliferation of the media was taking Indian households in its stride, marketers were quick to grab the opportunities presented by this phenomenon. A significant transformation which became evident was the increased visibility of celebrities such as movie stars, sports persons, and others. In such a scenario, the impact of celebrity endorsers on consumers' attitudes to product evaluations and purchase is expected to change. This paper attempts to explore the influence of gender on consumers' perception about male and female celebrity endorsers' effectiveness on three dimensions, i.e., attractiveness, trustworthiness, and expertise. The findings, of the study are discussed to draw implications for berth practitioners as well as researchers.

Influence of media context on humorous advertising effectiveness

2017 ◽  
Vol 35 (2) ◽  
pp. 259-276 ◽  
Author(s):  
Kapil Khandeparkar ◽  
Abhishek
Keyword(s):  
Negative Impact ◽  
Negative Mood ◽  
Positive Mood ◽  
Three Dimensions ◽  
Content Type ◽  
Program Type ◽  
The Media ◽  
The Impact ◽  
Practical Implications ◽  
Smooth Breaks

Purpose The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal safety (AS). The study aims to demonstrate that different humor types are evaluated differently under similar media context elements and a particular humorous advertisement can be evaluated differently under different elements of media context. Design/methodology/approach The hypotheses were tested through two experiments which were planned and conducted as “between-subjects” design. The analysis of collected data were done through ANOVA using IBM SPSS 22. Findings The results indicated that the adverse impact of negative mood (vs positive mood) was greater on IR advertisements as compared to AS advertisements. Similarly, the negative impact of an abrupt break (vs smooth break) was greater on IR advertisements. However, both humor types were effective when placed in positive mood programs and smooth breaks. Practical implications The findings suggest that campaign and media planners need to consider the media context as well as humor types to get better return on their adspend. Results of this study can also be applicable for online medium. Originality/value This is the first study to test the impact of three dimensions of media context on two types of humorous advertisements.

Standards of Beauty: The Impact of Mannequins in the Retail Context

2017 ◽  
Vol 44 (5) ◽  
pp. 974-990 ◽  
Author(s):  
Jennifer J Argo ◽  
Darren W Dahl
Keyword(s):  
Mediation Analysis ◽  
Self Esteem ◽  
Future Research ◽  
Product Evaluations ◽  
Male And Female ◽  
Underlying Process ◽  
Female Consumers ◽  
Normative Standard ◽  
The Impact ◽  
Standards Of Beauty

Abstract Across six studies, a female mannequin is demonstrated to have negative implications for both male and female consumers low in appearance self-esteem. In particular, consumers who are lower in appearance self-esteem evaluate a product displayed by a mannequin more negatively as compared with consumers higher in appearance self-esteem. As mannequins signal the normative standard of beauty and consumers with low self-esteem in regard to their appearance believe they fail to meet this standard, these consumers become threatened by the beauty standard when exposed to a mannequin and in response denigrate the product the mannequin is displaying. We provide evidence for the underlying process in three ways: 1) through the finding that the effect for male and female consumers with low appearance self-esteem arises only when the mannequin is displaying an appearance-related product, 2) through mediation analysis demonstrating that the mannequin conveys society’s standard of beauty and that this negatively impacts product evaluations, and 3) through mitigation of the effect by removing the presence of threat via a self-affirmation task or decreasing the mannequin’s beauty (e.g., marking its face, removing its hair, or removing its head). Multiple avenues for future research are forwarded.

The More Control, the Better?

2014 ◽  
Vol 26 (2) ◽  
pp. 81-91 ◽  
Author(s):  
Jeeyun Oh ◽  
Mun-Young Chung ◽  
Sangyong Han
Keyword(s):  
Mixed Design ◽  
Negative Effects ◽  
Story Structure ◽  
Content Type ◽  
High User ◽  
User Control ◽  
Rigorous Research ◽  
Control Versus ◽  
The Media ◽  
The Impact

Despite of the popularity of interactive movie trailers, rigorous research on one of the most apparent features of these interfaces – the level of user control – has been scarce. This study explored the effects of user control on users’ immersion and enjoyment of the movie trailers, moderated by the content type. We conducted a 2 (high user control versus low user control) × 2 (drama film trailer versus documentary film trailer) mixed-design factorial experiment. The results showed that the level of user control over movie trailer interfaces decreased users’ immersion when the trailer had an element of traditional story structure, such as a drama film trailer. Participants in the high user control condition answered that they were less fascinated with, absorbed in, focused on, mentally involved with, and emotionally affected by the movie trailer than participants in the low user control condition only with the drama movie trailer. The negative effects of user control on the level of immersion for the drama trailer translated into users’ enjoyment. The impact of user control over interfaces on immersion and enjoyment varies depending on the nature of the media content, which suggests a possible trade-off between the level of user control and entertainment outcomes.

The impact of news coverage of Russia in the media on export—import activities

2019 ◽  
pp. 30-44
Author(s):  
Elena A. Fedorovau ◽  
Svetlana O. Musienko ◽  
Igor S. Demin ◽  
Fedor Yu. Fedorov ◽  
Dmitriy O. Afanasyev
Keyword(s):  
News Coverage ◽  
The Media ◽  
The Impact

МАРКЕТИНГОВІ АСПЕКТИ ФУНКЦІОНУВАННЯ ЛІТЕРАТУРНИХ КОНКУРСІВ ТА ПРЕМІЙ

2020 ◽  
pp. 90
Author(s):  
O. Bondar
Keyword(s):  
Publishing House ◽  
Target Audience ◽  
Point Of View ◽  
Information Support ◽  
Literary Field ◽  
Non Profit ◽  
Functional Aspects ◽  
The Media ◽  
Literary Prizes ◽  
The Impact

<p><em>In this study, I have collected and summarized the functional aspects of a literary prize, contest, and rating, which indicate their affiliation with the marketing complex of the publishing house for the first time. For this purpose, I have analyzed and summarized the common concepts of the functioning of literary prizes and contests as advertising tools for publishing activity. Because the previous studies are only focused on the fact of the impact of the prize on the promotion of editions but do not explain it, these aspects have been considered and introduced by me from the book production’s point of view. I investigated that the prizes and the contests in the literary field are effective marketing tools, which meet many publisher’s needs at the same time and can be considered a non-profit form of capital. I have reviewed the works of other authors, who accept that the economic success of the book is rising if the author is a winner of the literary prize or contest. I have found out that the book prize activates the demand for the book, and the literary contest is a tool to track the reader’s reaction to a future publication. In this way, literary prizes and contests can be considered as a way of conducting a marketing dialogue with the target audience. I have focused on the information support of literary national and international prizes and contests by the media, which attracts attention to the book and forms the reader’s interest. The literary prizes and contests are also considered as a way of exploring trends and their changes, familiarization the popular genres among the target audience and fixation the current choice of modern readers. Literary prizes and contests motivate the authors to improve their literary excellence, are the source of new authors and works, and assist in increasing sales of books. However, further research is recommended.</em></p><strong><em>Key words:</em></strong><em> book prize, book rating, literary contest, literary prize, functions of the literary prizes.</em>

The Process of Globalization and Its Impact on Media

2016 ◽  
Vol 1 (4) ◽  
pp. 150
Author(s):  
Veton Zejnullahi
Keyword(s):  
New Technology ◽  
World Order ◽  
Modern Society ◽  
Media Access ◽  
Four Corners ◽  
The World ◽  
The Media ◽  
The Republic ◽  
Human Eyes ◽  
The Impact

The process of globalization, which many times is considered as new world order is affecting all spheres of modern society but also the media. In this paper specifically we will see the impact of globalization because we see changing the media access to global problems in general being listed on these processes. We will see that the greatest difficulties will have small media as such because the process is moving in the direction of creating mega media which thanks to new technology are reaching to deliver news and information at the time of their occurrence through choked the small media. So it is fair to conclude that the rapid economic development and especially the technology have made the world seem "too small" to the human eyes, because for real-time we will communicate with the world with the only one Internet connection, and also all the information are take for the development of events in the four corners of the world and direct from the places when the events happen. Even Albanian space has not left out of this process because the media in the Republic of Albania and the Republic of Kosovo are adapted to the new conditions under the influence of the globalization process. This fact is proven powerful through creating new television packages, written the websites and newspapers in their possession.

The Health of Refugees

2019 ◽  
Keyword(s):  
Age Groups ◽  
Refugee Health ◽  
Mass Movements ◽  
Ethical Challenges ◽  
Displaced Populations ◽  
Political Landscape ◽  
The Media ◽  
Multidisciplinary Perspective ◽  
The Impact

There have been significant changes in the numbers, patterns, and circumstances of refugees and in the political landscape to support humanitarianism since the publication of the first edition of this collection. Like the first edition, this volume provides a multidisciplinary perspective on refugee health, tracing the health repercussions on individuals and populations from the drivers of forced mass movements of populations from situations of conflict and other disasters through to the process of resettlement in countries other than their countries of origin. Drawing on the expertise of academics, practitioners, and UN frontline experts, the collection covers three main aspects of refugee health: the concepts, definitions, and context from a human rights, humanitarianism, and social determinants of health perspective; the intersection of vulnerabilities across age groups and settings; and the ethical challenges for practitioners and researchers working with forcibly displaced populations seeking to resettle. The collection concludes with an analysis of the role of the media in shaping our perceptions of refugees and the impact on policy and access to care.

An empirical examination of firm financial performance along dimensions of supply chain resilience

2017 ◽  
Vol 40 (3) ◽  
pp. 254-269 ◽  
Author(s):  
Xun Li ◽  
Qun Wu ◽  
Clyde W. Holsapple ◽  
Thomas Goldsby
Keyword(s):  
Supply Chain ◽  
Financial Performance ◽  
Three Dimensions ◽  
Empirical Examination ◽  
Content Type ◽  
Supply Chain Resilience ◽  
Critical Dimensions ◽  
Firm Financial Performance ◽  
Supply Chain Agility ◽  
The Impact

Purpose This paper aims to investigate the impact of three critical dimensions of supply chain resilience, supply chain preparedness, supply chain alertness and supply chain agility, all aimed at increasing a firm’s financial outcomes. In a turbulent environment, firms require resilience in their supply chains to prepare for potential changes, detect changes and respond to actual changes, thus providing superior value. Design/methodology/approach Using survey data from 77 firms, this study develops scales for preparedness, alertness and agility. It then tests their hypothesized relationships with a firm’s financial performance. Findings The results reveal that the three dimensions of supply chain resilience (i.e. preparedness, alertness and agility) significantly impact a firm’s financial performance. It is also found that supply chain preparedness, as a proactive resilience capability, has a greater influence on a firm’s financial performance than the reactive capabilities including alertness and agility, suggesting that firms should pay more attention to proactive approaches for building supply chain resilience. Originality/value First, this study develops a comparatively comprehensive definition for supply chain resilience and explores its dimensionality. Second, this study provides empirically validated instruments for the dimensions of supply chain resilience. Third, this study is one of the first to provide empirical evidence for direct impact of supply chain resilience dimensions on a firm’s financial performance.

Using the Health Belief Model to Explore the Impact of Environmental Empathy on Behavioral Intentions to Protect Ocean Health

2020 ◽  
pp. 001391652093263
Author(s):  
Sojung Claire Kim ◽  
Sandra L. Cooke
Keyword(s):  
Health Belief Model ◽  
Behavioral Intentions ◽  
Health Belief ◽  
Positive Behaviors ◽  
Mediating Mechanisms ◽  
Emotional Aspects ◽  
The Media ◽  
Belief Model ◽  
The Impact ◽  
The Health Belief Model

We examine psychological mediating mechanisms to promote ocean health among the U.S. public. Ocean acidification (OA) was chosen as the focus, as experts consider it as important as climate change with the same cause of humanity’s excessive carbon dioxide (CO2) emissions, but it is lesser known. Empathy is a multi-dimensional concept that includes cognitive and emotional aspects. Previous literature argues that environmental empathy can facilitate positive behaviors. We tested the hypothesis that empathy affects beliefs and behavioral intentions regarding ocean health using the Health Belief Model. We found that higher empathy toward ocean health led to higher perceived susceptibility and severity from OA, greater perceived benefits of CO2 emissions reduction, greater perceived barriers, and keener attention to the media. Beliefs and media attention positively influenced behavioral intentions (e.g., willingness to buy a fuel efficient car). Theoretical and practical implications regarding audience targeting and intervention design are discussed.

Sign in / Sign up

Export Citation Format

Share Document