An Experimental Investigation of the Impact of Different Advertising Formats on Children’s Attitudes’ Towards Sports Brands

The study aims to investigate children’s attitude towards different advertising formats including TV ads, in-movie product placement and in-game advertisements, using a web-based between subjects’ experimental design among a sample of Egyptian children aged between 6 to 13 years. Children’s attitude development by advertising efforts is considered under investigated in literature particularly in Arab cultures and as they are considered as powerful influencers to parents’ purchase decisions, the study contributes to a better understanding of children’s attitudes that will guide mangers in making wiser advertising budget allocation. The results showed that there is a significant different impact of the investigated advertising formats on children’s attitude towards sports brands with higher cognitive, affective and behavioral responses resulted from the exposure to traditional video advertising compared to in- movie product placement and in-game advertisements.

O Marketing Digital na Conexão das Relações de Consumo

Este estudo tem como objetivo geral identificar as respostas do marketing digital no relacionamento com consumidores exigentes. Como método de abordagem, trata-se de um estudo de natureza qualitativa e quantitativa, com tipologia descritiva. Os dados foram coletados por meio de um roteiro de entrevista aplicada à gestora de uma loja de roupas femininas situada em Fortaleza, Ceará e um questionário dirigido a uma amostra de 182 clientes. Os resultados evidenciaram que a empresa se preocupa com as mudanças no modo de consumir da era digital e, enfrenta o momento de crise proporcionando melhores experiências, definindo melhor seu proposito e trabalhando a colaboração entre empresa e consumidor. Os resultados ressaltam a importância do marketing digital no objetivo da empresa de estreitar relacionamento com os clientes.

An Analysis of Tourist's Behavioural Intention in the Digital Era: Using a Modified Model of the Reasoned Action Theory

Destination management organisations currently operate in an environment where online media greatly influences travellers' decision-making. In this digital environment, electronic word of mouth (eWOM) is considered an important source of information affecting tourist's behaviour and destination image formation. Destination image is also recognised as major element influencing holiday destination choice, intention to revisit a destination and the willingness to recommend it to others. The Theory of Reasoned Action (TRA) in turn, offers a relevant conceptual framework to analyse tourists’ behaviour. This paper aims to (1) incorporate eWOM and destination image as exogenous variables into the TRA model, then evaluate the ability of this extension to predict tourists’ behavioural intention (2) examine both eWOM and destination image impact on intention to visit an emerging destination (3) inspect eWOM role in destination image formation (4) evaluate the ability of the TRA’s core constructs (i.e., attitude and subjective norms) to predict intention. A quantitative approach based on structural equation modelling conducted this study in order to test the extended model, by analysing data collected from 234 potential foreign tourists, selected using a convenience sampling method. Results revealed that the extended model had a good predictive ability for tourists’ intentions to visit an emerging destination. Besides, attitude, subjective norms and destination image were significant predictors of visit intention, and eWOM significantly influenced the image. The study outcomes may help to develop a more efficient and successful tourism marketing strategy.

Advertising Review: The Portrayal of Muslim Women Athletes in YouTube Ads

Promoting wearing of the hijab by active young consumers is one method of showing respect for the human rights of Muslim women. Some international sportswear corporations such as Nike, Adidas, Under Armour UA, and Haute Hijab HH have been targeting modest athletic wear as new clothing lines to empower veiled athletes and increase their consumer base. This study analyzed four international sports brands’ advertisements on their official YouTube channels aimed at promoting modest sportswear for veiled women. The study investigated the discourse and semiotics used in the advertisements to persuade customers to make a purchase. Methodologically, the study conducted qualitative content analysis to review the ads and explore the extent of viewers’ interactions. The findings determined that the Nike and HH ads were most reached ads, followed by the UA ad, while the Adidas ad was the least reached. Two strategies played a significant role in the success of hijab sportswear ads: cultural identification and transformational appeal. These factors were found to attract the target audience and result in their engagement more than a company’s history and reputation.

Digital, Marketing and Online Vídeo Ads: Brand Studies.

Digital marketing and online advertiding are researched domains that result in a variety of articles with increasingly relevant results for science and organizations. In this second regular issue of 2021 of the International Journal of Marketing, Communication and New Media (IJMCNM), in three of the four articles, problems of digital marketing, online advertsising and video ads are analyzed. Digital marketing is one of the most sought-after trends by modern companies, currently allowing innovation and new types of integration between channels (Cabrero, 2016, p.13). Investing in online advertising in social networks has several advantages (Miranda, 2018, p. 130): brand awareness; knowledge of the consumer profile; high segmentation; generation of leads, traffic, conversions, and remarketing. Miranda (2018) also mentions that in online advertising, namely on YouTube, one should look at the creativity that accompanies the video as well as the segmentation. However, as Martínez-Costa; Serrano-Puche; Portillla and Sánchez-Blanco (2019) state, online advertising should adapt its languages and formats for mobile because mobile devices are more used by young adults who are the generation of the future, and also because the use of ad blockers is more frequent on computers than on mobile devices. Feijoo-Fernández; Sádaba-Chalezquer and Bugueño-Ipinza (2020) even highlight that "The new audiences, compared to previous generations, do not reject advertising or brands, but choose the advertising content in which they are genuinely interested" (p.3). Having given this brief introduction, I invite the reader to read all the articles in this issue to learn more about the results achieved in studies developed by researchers from universities and research centres in Brazil, Algeria, Egypt and Saudi Arabia.