scholarly journals The effects of native advertising on consumer responses. Some experimental evidences on the interaction between content type and brand awareness

2019 ◽  
pp. 149-168
Author(s):  
Maria Antonietta Raimondo ◽  
Maria Vernuccio ◽  
Gaetano “Nino” Miceli
Keyword(s):  
Communication Strategies ◽  
Empirical Support ◽  
Online Marketing ◽  
Theory And Practice ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Content Type ◽  
Consumer Responses ◽  
Content Change ◽  
Product Service

Native advertising is rapidly establishing itself in the field of online marketing communication strategies. This paper aims at analyzing consumer responses to native ads varying upon the concreteness versus abstractness of content under specific brand awareness conditions. The conceptual model proposes that brand awareness moderates the relationships between the type of content (concrete vs. abstract) andconsumers evaluations of and dispositions toward native ad, product/service and brand. The results of an experimental study provide empirical support to the idea that consumer responses to concrete vs. abstract native content change for wellknown and less known brands and suggest implications for theory and practice.

Product advertising and viral stealth marketing in online videos

2016 ◽  
Vol 68 (3) ◽  
pp. 250-264 ◽  
Author(s):  
Lars Michael Wendt ◽  
Joachim Griesbaum ◽  
Ralph Kölle
Keyword(s):  
Research Design ◽  
Design Methodology ◽  
Online Communication ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Content Type ◽  
Online Videos ◽  
Brand Perception ◽  
Practical Implications

Purpose – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)). However, beyond this, the product or brand-related impact of such videos is not so clear. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. Design/methodology/approach – The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. Therefore, the content of 1,080 posts was analyzed to capture the topic, the attitude toward the video and the pragmatic intent of posts. Findings – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. The content of VSVs is clearly recognized as positive more often than the content of PAVs. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. Research limitations/implications – As a whole, the study is widely descriptive and of explorative value. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Practical implications – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. PAVs are perceived less positively but they are able to evoke brand awareness at least. Originality/value – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.

How do internet memes affect brand image?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hsuju Teng ◽  
Chi-Feng Lo ◽  
Hsin-Hui Lee
Keyword(s):  
Peer Review ◽  
Brand Image ◽  
Online Marketing ◽  
Marketing Communication ◽  
Communication Research ◽  
Transmission Characteristics ◽  
Content Type ◽  
Study Results ◽  
Symbolic Value ◽  
Current Paradigm

PurposeThis study aims to investigate how Internet memes affect brand image.Design/methodology/approachThe authors first used the Delphi method to refine Internet memes' constructs and dimensions and developed a scale for Internet memes. Second, the authors used a questionnaire to collect data from 348 valid Internet consumers.FindingsThe authors proposed four significant characteristics of Internet memes: humour, high positive emotional intensity, brand interactions and prestige, and high spreadability to prompt consumers to remake, share and spread memes. The study results indicate that Internet memes positively influence the brand image. However, not all meme characteristics were correlated with the brand image; only brand prestige, interaction and humour enhanced brand image.Originality/valueFor scholars in online marketing communication research, this study shifts the current paradigm of brand-generated and customer-passive to user-generated and customer-active. It also addresses the importance of pandemic effects of Internet memes on brand image. To be specific, this study presents the important symbolic values that Internet memes need to include to affect consumers' behaviour in response to perceived brand image by applying both mind infection and symbolic value perspectives. Finally, this study redefines the dimensions and measurements of Internet memes to address the lack of consensus and concrete scales regarding meme transmission characteristics and extending into online marketing communication strategies.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2019-0364

The joint impact of servant leadership and team-based HRM practices on team expediency: the mediating role of team reflexivity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shuang Ren ◽  
Zhining Wang ◽  
Ngan Thuy Collins
Keyword(s):  
Servant Leadership ◽  
Deviant Behavior ◽  
Empirical Support ◽  
Theory And Practice ◽  
Limited Attention ◽  
Content Type ◽  
Deviant Behaviors ◽  
Hrm Practices ◽  
Organizational Rules

PurposeThis study focuses on an emerging deviant behavior at the team level and investigates when and why the team level processes reduce team expedient behavior. Anchored on the input–process–outcome (I–P–O) theoretical framework for studying team effectiveness, it conceptualizes and tests a research model where servant leadership and team-based human resource management (HRM practices) serve as a team-level input that interacts to influence the process of team reflexivity and ultimately reduces team expedient behavior as the outcome.Design/methodology/approachData are from 109 teams involving a total of 584 employees and analyzed at the team level.FindingsThe findings provide empirical support that team-based HRM practices positively moderate the relationship between servant leadership and team reflexivity and that team reflexivity transforms the influence of servant leadership into reduced team expedient behavior. Implications for theory and practice are discussed.Research limitations/implicationsThe participants in this study were drawn from diverse backgrounds (n = 584), and they were nested within 109 teams. Therefore, the authors were cautious of making claims that the findings would apply to every team in the context of China. The authors acknowledge that the research design of this study is not the strongest to test for causal relationship.Practical implicationsThe findings show the synergistic role of servant leadership and team-based HRM practices and suggest organizations have both in place to mitigate deviant behaviors by teams. The study also suggests organizations develop and promote an environment where team members are motivated and encouraged to share their ideas, openly discuss experiences and set up forward plans.Social implicationsOrganizations should focus on training their leaders of the behaviors such as supporting followers, enhancing subordinates' commitment to the collective goal and emphasizing the equality between themselves and subordinates. Organizations need to increase their awareness that the teams are more likely to perform their tasks by the means prescribed by the organizational rules if they communicate, discuss and get modeling or feedback from other teams.Originality/valueThis study enriches research on team-based HRM practices, which so far have received limited attention, and deserves further investigation. It sharpens the underlying mechanism that translates team-level input of leadership and HRM to the desired outcomes of reduced expedient behavior by introducing the role of team reflexivity. The study adds to the growing research on workplace deviance by addressing team-level expedient behavior.

Vodafone marketing communications

2012 ◽  
Vol 2 (8) ◽  
pp. 1-8
Author(s):  
Namita N. Kumar
Keyword(s):  
Brand Management ◽  
Emerging Market ◽  
Communication Strategies ◽  
Subject Area ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Marketing Department ◽  
Content Type ◽  
Customer Base

Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.

Effects of transparent brand communication on perceived brand authenticity and consumer responses

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jing Yang ◽  
Ava Francesca Battocchio
Keyword(s):  
Behavioral Intention ◽  
Marketing Communication ◽  
Content Type ◽  
Consumer Responses ◽  
Cost Transparency ◽  
Brand Authenticity ◽  
Positive Effects ◽  
Underlying Mechanisms ◽  
Practical Implications ◽  
Design Experiments

Purpose This study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s perceived transparency and authenticity, as well as how such perceptions impact consumers’ attitude, trust and behavioral intentions. Design/methodology/approach Two between-participants factorial design experiments (n = 176 for Study 1 and n = 169 for Study 2) were conducted to examine consumers’ responses to a brand’s cost transparency and production transparency. Findings The results revealed that transparency in the focal brand’s communication of production and cost would increase consumers’ perceptions of the brand’s transparency and authenticity because of its perceived information sensitivity. Such positive effects were found to similarly impact consumers’ attitude, trust and behavioral intention toward the brand. Practical implications The results point to the importance of brand transparency in marketing communication, specifically as it pertains to the influence that the inclusion of transparent cost and production information can have on consumers’ perceptions of authenticity, trust and attitude, as well as how these perceptions translate into behavioral intention. Originality/value To the best of the authors’ knowledge, this study is among the first to explore the differences between production transparency and cost transparency in influencing consumer responses and the underlying mechanisms. The findings also expand to the literature on brand transparency and brand authenticity.

scholarly journals Corporate reputation through strategic communication of corporate social responsibility

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Oyindamola Abiola Ajayi ◽  
Tsietsi Mmutle
Keyword(s):  
South Africa ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Corporate Reputation ◽  
Qualitative Content Analysis ◽  
Communication Strategies ◽  
Theory And Practice ◽  
Content Type ◽  
Csr Communication ◽  
Corporate Social

PurposeThe purpose of this paper is to explore how the communication of corporate social responsibility (CSR) contributes towards a favourable corporate reputation. It explores the communication strategies and channels organisations deemed reputable by stakeholders use to achieve an effective CSR communication.Design/methodology/approachTo achieve this, a qualitative content analysis using the directed approach was conducted on the textual CSR communication materials of ten reputable organisations in South Africa based on the 2018 South Africa Reptrak survey.FindingsResult showed that seven out of ten organisations use both self-serving and society-serving motive in their CSR communication, while the other 3 use only the society serving motive. The informing strategy was also more evident in the CSR communication materials than the interactive strategy. In terms of the communication channels, the study found that organisations mainly utilise controlled channels for CSR communication.Originality/valueThe literature reviewed and the findings of this study reveal a gap between the theory and practice of CSR communication. This drives the need for organisations to research and tailor CSR communication based on stakeholders' unique characteristics and preferences. The paper also contributes to improving the knowledge on the role different CSR communication strategies and channels play in CSR communication.

Case linkage in Australian serial stranger rape

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Serena Davidson ◽  
Wayne Petherick
Keyword(s):  
Roc Analysis ◽  
Area Under The Curve ◽  
Empirical Support ◽  
Theory And Practice ◽  
Operating Characteristics ◽  
Content Type ◽  
Sexual Crimes ◽  
Behavioural Consistency ◽  
Sexual Assault Case ◽  
Serial Rape

Purpose Case linkage theory and practice have received growing empirical support; however, they have yet to be examined fully within Australia. For sexual assault case linkage to be successful, it is assumed that a serial rapist will behave relatively consistently across offences yet distinctively compared to other offenders. The purpose of this paper is to test the underlying principles of case linkage, behavioural consistency and distinctiveness, as well as distinguishing accuracy. Design/methodology/approach In total, 250 solved stranger rapes by 171 offenders (46 serial rapists, 125 one-off rapists) were taken from Queensland Police Service (QPS) crime records. All possible crime pairings were created and cross-crime similarity was assessed using Jaccard’s coefficient. Receiver operating characteristics (ROC) analysis was used to examine the ability to distinguish between linked and unlinked offence pairs. Findings Serial linked pairs had the highest Jaccard’s coefficient (0.456), followed by non-serial unlinked (0.253) and finally, serial unlinked pairs (0.247). Within the ROC analysis, an area under the curve value was found of 0.913, indicating excellent distinguishing accuracy. Both the underlying principles of behavioural consistency and distinctiveness were supported through theoretical and practical methods. This paper provides the first analysis of serial rape case linkage in Australia, adding validity to this practice. Research limitations/implications The authors wish to acknowledge the support and assistance from the QPS in undertaking this research. The views expressed in this publication are not necessarily those of the QPS and any errors of omission or commission are the responsibility of the authors. Practical implications This paper provides validity to the practice of case linkage using a database within Australia. The results of this paper can be used to inform investigators of serial offender behaviours. The theories of offender consistency and distinctiveness are supported, highlighting the importance of behavioural evidence for practitioners. This paper provided a practical increase of the quantity and quality of offences uploaded on the Australian violent and sexual crimes database, which will assist further linkage efforts. Originality/value This paper is the first in Australia to examine consistency, distinctiveness and case linkage of serial stranger rape. Thus is contributes significantly not only to an increased understanding of serial rape and case linkage in Australia but also brings Australia closer to modern research practices in this field.

From thinking green to buying green: consumer motivation makes the difference

2016 ◽  
Vol 37 (3) ◽  
pp. 37-43 ◽  
Author(s):  
Marla B. Royne ◽  
Jeff Thieme ◽  
Marian Levy ◽  
Jared Oakley ◽  
Laura Alderson
Keyword(s):  
Environmental Concern ◽  
Communication Strategies ◽  
Demographic Variables ◽  
Marketing Communication ◽  
Content Type ◽  
Consumer Motivation ◽  
Multiple Dimensions ◽  
The Difference ◽  
Targeted Marketing ◽  
The Impact

Purpose The purpose of this paper is to discuss the need for appropriate green marketing communication strategies to close the gap between consumers’ strong environmental concerns and weak engagement in sustainable behaviors. In doing so, our overarching goal is to provide new direction for creating targeted marketing communication strategies that will more effectively motivate consumer purchasing of green products and services. Design/methodology/approach The authors use a survey approach to collect data and regression analysis to test our hypotheses. Findings The findings suggest that demographic variables (gender, ethnicity and age) as well as concern for waste, concern for health and concern for environmental technology influence five different categories of sustainable behaviors. Research limitations/implications The results suggest that future studies should consider multiple dimensions of environmental concern because each dimension has a different impact on sustainable behaviors. Practical implications The findings contribute to the continued development of a green consumer profile and highlight the need for marketers to carefully select appropriate dimensions of environmental concern to emphasize in their communication strategies. Results also reinforce the need to consider demographics in targeted communications. Originality/value This study considers the impact of different dimensions of environmental concern and demographic variables on different types of sustainable behaviors.

The perceived effectiveness of overt versus covert promotions

2019 ◽  
Vol 29 (3) ◽  
pp. 321-334
Author(s):  
Fanny Fong Yee Chan
Keyword(s):  
Conceptual Model ◽  
Product Placement ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Content Type ◽  
Brand Evaluations ◽  
Mediating Role ◽  
Long Run ◽  
Promotional Materials ◽  
Advertising Skepticism

Purpose The purpose of this study contributes to literature on marketing communications by empirically contrasting the effectiveness of a new form of covert promotions (product placement in recipes) and an overt promotion (traditional advertisement). The mediating role of perceived believability of promotional materials and the moderating roles of advertising skepticism and brand awareness were examined based on a conceptual model. Design/methodology/approach A Web-based experiment with 2 (form of promotion: overt versus covert) × 2 (brand awareness: low versus high) between-subjects full factorial design was used. A public sample of 537 participants had participated in the study. The conceptual model was further tested on 106 participants using stimuli of a fictitious brand. Findings A two-stage moderated mediation analysis shows that the perceived believability of promotional materials was a significant mediator of the form of promotion and brand evaluations. Consumers showed a higher level of believability toward covert promotion, which, in turn, led to more positive evaluations of the promoted brand. Advertising skepticism and brand awareness were found to significantly moderate the relationship between form of promotion and attitudes toward the promoted brands. A similar pattern of results was obtained when stimuli of a fictitious brand were used. Originality/value This research addresses an important issue in marketing communication and extends the understanding of the perception of overt and covert promotions by examining the underlying mediating and moderating variables, which have rarely been explored before. The results guide marketers in developing effective marketing communication strategies for well-known, less well-known and even new brands. It also directs policymakers to consider whether integrated branded content in recipes should be disclosed to protect consumers from surreptitious promotions, which may help to lower consumers’ skepticism toward advertising in the long run.

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