Empirical Research on the Relationship between Consumer Attitudes and Values towards Advertisements by Mobile Operators

The purpose of this article is to present research on consumer attitudes to mobile operator advertising, as well as their relationship with components of the value of consumers of mobile products and services. The Petty and Cacioppo’s Elaboration Likelihood Model of Persuasion, which examines the variability of attitudes toward advertising, as well as the Schwartz method for changing values, are applied. The obtained results clearly show the presence of a relationship between the studied indicators, as well as behavioral changes in the individual target groups. The leading summary is that females aged 21 to 24 are more strongly influenced by advertising of mobile operators and the same target group shows higher values for establishing benevolence towards different family members and universalism as shows tolerance to the needs of representatives of individual social groups.

Is precise description in advertising always better than vague ones? – From an accessibility-diagnosability theoretical perspective

PurposeThere is always a matching effect in advertising persuasion – the information that matches product characteristics or target consumer characteristics is considered to be relatively more persuasive. Based on the accessibility-diagnosability theory, this paper discusses the influence of the matching degree between the information presentation (vague description and precise description) and product attribute (vertical attribute and horizontal attribute) on people's attitudes toward advertising.Design/methodology/approachStudy 1 aims to explore the impact of the matching effect of different information presentation methods (precise presentation vs vague presentation) and product attribute (horizontal attribute vs vertical attribute) on consumers' attitudes toward advertising; secondary data was used to support this research. Study 2 mainly used the situational simulated experiment to examine the results of study 1, and further explored the mediating mechanism of its matching effect.FindingsThe authors found that the matching degree between the information presentation method and product attribute will positively affect the fluency of advertising information processing, that is, the use of vague description of product vertical attribute can positively affect consumers' extraction fluency; while the use of precise description of product horizontal attribute can positively affect consumers' processing fluency, and both extraction fluency and processing fluency will positively affect consumers' attitude toward the advertisement.Originality/valueAn essential enlightenment of the research is that it sheds light on the interaction between product attribute (vertical attribute vs horizontal attribute) with the information presentation method (vague description vs precise description) from the perspective of accessibility-diagnosability theory, which explains consumers' information processing mechanisms in dealing with different advertising information.

The moderating role of consumers' ad perception in athlete endorsement effectiveness

PurposeThis paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising, attitudes toward the brand and social cause behavioral intentions. Additionally, by using the persuasion knowledge model (PKM) as the guiding framework, the moderating effects of ad perception on the proposed relationship were investigated.Design/methodology/approachBy using Amazon Mechanical Turk, a total of 291 usable surveys were retained for analysis. Following the participants' exposure to the Nike commercial, they completed a survey containing questions about advertising perception and their consequent responses to the advertisement. Structural equation modeling was used to test the conceptual model. Multigroup analysis was also performed to discover any moderating effects of consumers' advertising perception in endorsement effectiveness.FindingsThis study highlights the extensive impact of social cause involvement in the domain of celebrity endorsements, while attitudes toward the endorser are not a significant antecedent of celebrity endorsement effectiveness in the sport contexts. Additionally, this study demonstrates and confirms the presence of the moderating effects of advertisement perception on the proposed relationship. This supports the general premise of the PKM that consumers' attitudes and thoughts are influenced based on consumers' judgment of persuasion attempts.Originality/valueThe current study extends the line of research on the role of advertising perception in the domain of celebrity endorsement. In particular, this study found that the PKM is a theoretically sound model that can be used to predict sports fans' attitudinal and behavioral responses.

ATTITUDE OF CONSUMERS AND ISSUE OF CREDIBILITY IN FACEBOOK ADVERTISING OF COUNTERFEIT PRODUCTS

One of the reasons affecting the perception of consumers and their attitude towards buying the product is the credibility of Facebook Advertisement and the Counterfeit Product. In this modern age where consumers are well aware of the products. They research thoroughly about the product before proceeding towards the last stage of the buying cycle. Social Media Platforms have made our lives easier. Everything we want to know is at our fingertips. However, research studies on SNS's and how they are perceived by their users are relatively limited especially how online factors influence users' perceptions and attitudes towards advertising of Counterfeit products on SNS's. This paper aims to examine the online factors that influence consumers' perceptions and attitudes towards advertising counterfeit products on Facebook. A total of 30 respondents participated in our research paper. The results suggest that there are five online factors that significantly influence consumers’ attitudes toward advertising on Facebook. The factors are Credibility, Entertainment, Perceived Interactivity, Privacy and Ad Avoidance. The results of this study revealed that the independent variables have a significant effect and positive influence on the dependent variable. All hypotheses were accepted. The study helps in understanding the consumer attitude towards the Facebook advertisement of counterfeit products.

Reactance and turbulence: examining the cognitive and affective antecedents of ad blocking

Purpose One of the most effective tools used by interactive marketers is personalized advertising, which allows consumers to directly respond to customized offers to purchase a brand’s products and services. Yet, recent studies show many consumers are installing ad blockers to avoid personalized ads. This study aims to examine how ad skepticism, ad relevance and ad irritation predict ad avoidance directly, as well as indirectly through consumers’ attitudes toward personalized advertising. Also, considered were how these antecedents’ study in tandem to trigger consumers’ desire to avoid ads by installing ad-blocking software. Design/methodology/approach An online survey was administered to a pool of 1,313 paid panelists who were familiar with ad blocking and reported that they either currently used an ad blocker, previously used an ad blocker, were considering using an ad blocker or did neither use nor were they considering using an ad blocker. All hypotheses were addressed via path modeling using PROC CALIS in SAS 9.4. Findings Results indicate that attitudes toward personalized advertising are more complex than attitudes toward advertising in general and mediate the effect of ad relevance on ad avoidance. Likewise, trust in interactive marketers moderates attitude toward personalized advertising and the negative outcomes of ad avoidance and ad blocker usage among skeptical consumers. Also, the reported differences in ad avoidance based on participants’ current vs previous ad blocker usage suggest that former users are using a more sophisticated evaluation of the costs and benefits of using ad blockers. Practical implications Consumers’ trust in an interactive marketer to properly collect and use their information plays an important role in moderating negative outcomes associated with personalized advertising. Also, the key is the use of high-quality data (best obtained through a permission-based relationship with the consumer) to deliver relevant ads without stimulating reactance or (privacy-related) boundary turbulence. Findings suggest that bolstering trust by engaging in a transparent, permission-based relationship with consumers may mitigate the tendency to adopt ad blockers and enhance the effectiveness of interactive marketing efforts. Originality/value Ad blocking presents a significant threat to the effectiveness of interactive marketing efforts like personalized advertising. Previous research on the antecedents of ad blocking is limited, considers a broad range of factors and offers mixed findings. The present study examines an informed set of cognitive and affective factors suggested by previous ad blocking studies to predict consumers’ desire to avoid personalized ads by installing ad-blocking software. Given the continued threat to the interactive marketing industry posed by ad blocking, a greater understanding of consumers’ motivations to adopt and use ad blockers is critical.

THE INFLUENCE OF ADVERTISING VALUE ON ATTITUDE TOWARD POLITICAL ADVERTISING IN SOCIAL MEDIA AMONG UNIVERSITY STUDENTS

Over the past few years, many studies have conducted to examine the effect of advertising value on attitude toward advertising. Advertising value has proven that it has a strong relationship with attitude toward advertising. With the expansion of the media, advertising has been using as part of the political tools. Hence, this research paper will discuss how advertising values influence attitudes toward advertising from a political advertising perspective. Therefore, the purpose of this study is to analyses the influence of advertising value on attitude toward political advertising among Universiti Utara Malaysia (UUM) and Universiti Sains Malaysia (USM) students and their perceptions toward the value of advertising. This study used a quantitative method. An online survey was used in this study and distributed through Google Form among UUM and USM students. Statistical Package for Social Sciences (SPSS) version 25 was used to analyses the collected data. The results found that advertising value variables significantly influence the attitude toward political advertising. Therefore, this study hopes to help future researchers to understand how advertising value in political advertising can give an impact on attitude toward political advertising. Thus, this study can help other researchers as a guideline in exploring other variables for advertising value in political advertising perspective.

Effects of parasocial interaction, brand credibility and product involvement on celebrity endorsement on microblog

PurposeThis study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically.Design/methodology/approachThis study employs a 2 (high/low product involvement) by 2 (high/low brand credibility) between-subjects factorial design experiment to test the hypotheses.FindingsBrand credibility has a positive effect on followers' attitudes toward advertising and products, and product involvement influences its moderation. PSI has salient positive effects on followers' attitudes and behavioral intention, regardless of high/low product involvement. Brand credibility mediates PSI's influence on celebrity endorsement.Research limitations/implicationsThe results reinforce the significant effect of PSI on endorsement effectiveness and brand credibility, show the influence of brand credibility and product involvement and show how their influence conditionally interacts with others.Practical implicationsThe corporate advertiser should prefer a high PSI celebrity as their endorser. The advertising message design on the microblog also deserves the attention of advertisers.Originality/valueThis study is the primary attempt to construct an integral model to demonstrate the synthetic effect and interaction process of consumers' perception of the endorser, brand and product category factors on celebrity endorsement within the social media context.

Consumer location and ad type preferences as predictors of attitude toward femvertising

Purpose This purpose of this study was to investigate how consumers’ degree of rurality and preference for specific ad types are associated with their attitude toward femvertising (pro-female advertising). Design/methodology/approach An online survey of US-based respondents over 18 years of age was administered by Qualtrics Panels from February 7 to February 15, 2018. The final sample included 418 respondents. Findings The more urban the respondents’ location was, the more educated they were, leading to more support for gender equality but not a more positive attitude to femvertising. Liking of ads described as “funny,” “with a message” and “emotional” was associated with a more positive attitude toward femvertising. Research limitations/implications The findings were limited by the use of a convenience sample and the limited variance in participants’ rurality owing to the prevalence of respondents based in or near metropolitan areas. Future research should seek to understand how, if at all, femvertising has affected rather than only reflected social change across a variety of cultural settings. Practical implications Marketers can expect femvertising appeals to be relatively effective across the rural–urban divide. Femvertising campaigns should consider using or continue to use humor, inspiration/moral reasoning, and emotion in their messages. Social implications The relative lack of controversy surrounding femvertising indicates gender equality may be embraced across social divides, possibly because in the current economic environment, women’s empowerment is linked to monetary gains for both companies and households. Originality/value As the demand for companies to take a stance regarding socially charged issues increases, there is a critical need to understand the factors that impact consumer demand in the context of pro-female messaging. This study expands the literature on the effects of two such factors – rurality and ad type preferences – on attitudes toward advertising promoting egalitarian values. No previous research has investigated the role of these variables in cause-related marketing.