Analysis of Advertising Effectiveness Associated with Product Type of Sports Star Model Using QEEG

2013 ◽  
Vol 51 ◽  
pp. 101-109
Author(s):  
Myung Jun Son
Keyword(s):  
Product Type ◽  
Advertising Effectiveness ◽  
Star Model

How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Susanna S. Lee ◽  
Huan Chen ◽  
Yu-Hao Lee
Keyword(s):  
Source Credibility ◽  
Critical Factor ◽  
Total Sample ◽  
Product Type ◽  
Amazon Mechanical Turk ◽  
Advertising Effectiveness ◽  
Content Type ◽  
The Usa ◽  
Product Image ◽  
Advertising Skepticism

Purpose The purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram. Additionally, the study aims to understand how advertising skepticism and persuasion knowledge affect the effectiveness of native advertising featuring micro-celebrity. Design/methodology/approach This study was administered online using a 2 (product type: high self-expressive vs low self-expressive) × 2 (micro-celebrity and product congruity: congruent vs incongruent) between-subjects factorial design to test the hypotheses. A total of 186 participants, all Instagram users living in the USA, were recruited using an Amazon Mechanical Turk (MTurk). After screening out 14 respondents who were not Instagram users or did not fully answer the questions, a total sample of 172 valid and complete responses were included for hypotheses testing. Findings The results revealed that when native advertising featured highly self-expressive products and micro-celebrities with good product image fit, consumers had a more positive attitude toward the ad and the brand, higher source credibility and higher electronic word-of-mouth intention. In addition, advertising skepticism was found to moderate the effect of micro-celebrity-product fit on source credibility. Originality/value This study is the first to examine the effect of micro-celebrity and product congruence on native advertising effectiveness. Moreover, the study provides a better understanding of the advertising skepticism and its influence on source credibility. It discusses why a micro-celebrity’s image is a critical factor in shaping attitudes toward native advertising. This study contributes to both the native adverting and influencer marketing literature.

PENETAPAN KEBIJAKAN PERIKLANAN ATAS DASAR PERILAKU KONSUMEN (Studi Kasus : Produk Shampoo)

2018 ◽  
Vol 1 (01) ◽  
pp. 01
Author(s):  
Ismulyana Djan
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Advertising Effectiveness ◽  
Target Market

There are three things that should be into consideration in advertising certain product, ic,; the extent of similar products advertised at the same target market and media, cost of advertising, and difficulty in measuring advertising effectiveness. These three factors force management people to launch a market research concerning consumer behavior.Research carried out on 110 respondent asking them to mention: the brand of shampoo they used from ten different alternatives, seven usefulness of that product, and the kind of advertising media that is most often seen, heard, or read, shows that advertising shampoo product should pay attention to the: characteristic of the shampoo user, objective of advertising, target market to be achieved, advertising theme, press media used, and coordination with other marketing factors.That conclusion become the basic formulation on considering advertising policy of shampoo product that pay attention to consumer behavior.

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