scholarly journals The Discourse of Propaganda in Traveloka’s YouTube Advertising Videos

2020 ◽  
Vol 5 (1) ◽  
pp. 175
Author(s):  
Saiful Akmal ◽  
Jarjani Jarjani ◽  
Ita Farida
Keyword(s):  
Social Media ◽  
Advertising Strategy ◽  
Visual Symbol ◽  
Social Media Advertising

This present study was conducted to analyze the propaganda techniques used by Traveloka in their YouTube social media advertising strategy. The material of analysis were videos taken from 2015 to 2019. Anaylsis of propaganda techniques proposed by Filene in 1937 and followed by Abd. Kadir, Hasan & Sauffiyan, 2014 were used to identify how Traveloka persuade its customers.  Finding shows that Traveloka used six techniques of propaganda in its advertising videos to; glittering generality, plain folks, card staking, visual symbol of power, music of propaganda and arousal of emotion to promote its products. The use of propaganda technique is very likely becoming one of the main reasons behind their customers and target audiences use of their services.

scholarly journals Predicting Generation Y’s Purchase Intention towards Brands Advertised on Social Media: A PLS-SEM Analysis

2019 ◽  
Vol 6 (2) ◽  
pp. 98
Author(s):  
Uchechi Cynthia Ohajionu ◽  
Soney Mathews
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Influence ◽  
Sem Analysis ◽  
Privacy And Security ◽  
Gen Y ◽  
Advertising Strategy ◽  
Social Media Advertising ◽  
Security Concern

<p><em>Social media advertising has become an integral part of product promotion by many companies. This strategy has impacted the sales and revenue departments of many advertisers. Hence, a strategically targeted advertising is needed to maximise return on investment on advertising in the form of sales, revenue, and profit. Although most businesses recognise the value of social media advertising opportunities, not many have figured out how to execute this strategy accordingly. With many </em><em>w</em><em>estern corporations embracing social media advertising, it is high time for Malaysian businesses to delve into this advertising territory. In order to familiarise them to the attitude of customers’ towards social media advertising, this study is timely</em><em> to provide useful insights to guide Malaysian businesses.</em><em></em><em></em></p><p><em>Findings from this study will help advertising managers to ensure efficient utilisation of their budget and development of more effective advertising strategy, especially when formulating strategies to cater to Gen Y in Malaysia. Based on the data collected from 1,087 Gen Y consumers in Malaysia, the effect of belief factors (lifestyle, privacy and security concern, entertainment and credibility) on attitude towards social media advertising was examined. Partial Least Squares-Structural Equation Modelling (PLS-SEM) was employed to assess the hypothetical relationships between the belief factors and attitude towards social media advertising, purchase intention and actual purchase. The results revealed that the belief factors (lifestyle, privacy and security concern, entertainment and credibility) manifested a positive influence on attitude towards social media advertising.</em></p>

Fear of Missing Out as motivation to process information: How differences in Instagram use affect attitude formation online

2021 ◽  
pp. 146144482110118
Author(s):  
Dominik Neumann ◽  
Patricia T Huddleston ◽  
Bridget K Behe
Keyword(s):  
Social Media ◽  
Cognitive Processing ◽  
Online Survey ◽  
Regression Analyses ◽  
Fear Of Missing Out ◽  
Advertising Strategy ◽  
Social Media Platforms ◽  
Advertising Content ◽  
Practical Implications ◽  
Marketing Messages

Marketing on social media has become ubiquitous. Consequently, social media platforms are increasing the level of advertising content that users may later encounter when navigating online shopping websites. It is unclear how this amplification of exposure to marketing messages through social media affects consumers’ attitudes to products online. Furthermore, the roles of social media participation and proneness to experience Fear of Missing Out on product attitude remain largely unexplored. In this research ( N = 1002), we employed an online survey of US Instagram users. These data were submitted to three-way moderation regression analyses with attitude toward the product as the dependent variable. Consumers who are more active on social media and had high (vs low) Fear of Missing Out expressed more favorable attitudes toward online products after being exposed to Instagram content (vs not exposed). The theoretical and practical implications for cognitive processing research and advertising strategy and study limitations are discussed.

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunli Ji ◽  
Susana Mieiro ◽  
Guihai Huang
Keyword(s):  
Social Media ◽  
Behavioral Intention ◽  
Marketing Research ◽  
Research Field ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Interactive Marketing ◽  
Media Dependency ◽  
Content Type ◽  
Social Media Advertising

PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

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