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1
Laaksonen, Salla-Maaria, Alessio Falco, Mikko Salminen, Pekka Aula, and Niklas Ravaja. "Brand as a cognitive mediator: investigating the effect of media brands as a structural feature of textual news messages." Journal of Product & Brand Management 28, no. 1 (2019): 1–14. http://dx.doi.org/10.1108/jpbm-01-2017-1394.
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PurposeThis study investigates how media brand knowledge, defined as a structural feature of the message, influences emotional and attentional responses to, and memory of, news messages.Design/methodology/approachSelf-reports, facial electromyography (EMG) and electroencephalography were used as indices of emotional valence, arousal and attention in response to 42 news messages, which varied along the valence and involvement dimensions and were framed with different media brands varying along the familiarity and credibility dimensions.FindingsCompared to the no-brand condition, news framed with brands elicited more attention. The memory tests indicated that strong media brands override the effect of involvement in information encoding, whereas details of news presented with Facebook were not well encoded. However, the headlines of news framed with Facebook were well retrieved. In addition, negative and high-involvement news elicited higher arousal ratings and corrugator EMG activity. News framed with familiar and high-credibility brands elicited higher arousal ratings.Research limitations/implicationsRelevant for both brand managers and audiences, the findings show that building credibility and familiarity both work as brand attributes to differentiate media brands and influence information processing.Originality/valueThe results highlight the importance of media brands in news reading: as a structural feature, the brand is used as a proxy to process the message content. The study contributes by investigating how the type of source influences the reception and encoding of the mediated information; by investigating the emotional effects of brands; and by confirming previous findings in media psychology literature.
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Micu, Anca C., and Iryna Pentina. "Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads." Internet Research 25, no. 3 (2015): 378–98. http://dx.doi.org/10.1108/intr-11-2012-0242.
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Purpose – The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies. Design/methodology/approach – Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatment groups and product categories. Findings – Findings indicate that including news about the brand in the online brand communication mix – either before or after ads – generates higher brand attitude scores for experience products. For search products sequence matters and brand attitudes are more positive when consumers are exposed to news articles first followed by advertisements. Research limitations/implications – Findings limited to the four product categories and student participants. Practical implications – When promoting search goods online, brand managers should include publicity only before display advertising efforts. For experience goods, publicity generates higher brand attitude scores when included either before or while running display advertising. Originality/value – First study examining online publicity and advertising synergies from an economics of information theory perspective separating search from experience goods when promoting new/unknown brands online. In the online environment, the line between journalistic/news and promotional/advertising text-based content has become increasingly blurred. Compared to paid online advertising, using third-party attributed communications sources like publicity increases message credibility. Adding product-related news and blog articles to banner advertisements may benefit from synergistic effects and have consumers process the brand message more extensively. The order of exposure to the different brand messages matters when promoting search as opposed to experience products online.
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Li, You, and Ye Wang. "Brand disclosure and source partiality affect native advertising recognition and media credibility." Newspaper Research Journal 40, no. 3 (2019): 299–316. http://dx.doi.org/10.1177/0739532919849472.
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This study explores how textual characteristics of native advertising affected audiences’ advertising recognition and perceived message credibility and media channel credibility. Findings show that repeated mentioning of brand names increased audiences’ advertising recognition but did not affect perceived message credibility or media credibility. Using sponsor-affiliated sources increased audiences’ advertising recognition but decreased perceived message credibility and media credibility. The study recommends frequent and early sponsorship disclosure and cautions against using sponsor-affiliated sources in native advertising.
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Grewal, Dhruv, Sukumar Kavanoor, Edward F. Fern, Carolyn Costley, and James Barnes. "Comparative versus Noncomparative Advertising: A Meta-Analysis." Journal of Marketing 61, no. 4 (1997): 1–15. http://dx.doi.org/10.1177/002224299706100401.
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Previous research and reviews on comparative advertising report mixed results. The authors report the results from a meta-analysis that examines the efficacy of comparative advertising. The analysis shows that comparative ads are more effective than noncomparative ads in generating attention, message and brand awareness, levels of message processing, favorable sponsored brand attitudes, and increased purchase intentions and purchase behaviors. However, comparative ads evoke lower source believability and a less favorable attitude toward the ad. Additional analyses of moderator variables find that market position (sponsor, comparison, and relative), enhanced credibility, message content, and type of dependent measure (relative versus nonrelative) affect some of the relationships between advertising format and cognition, brand attitudes, and purchase intentions. New brands comparing themselves to established brands appear to benefit most from comparative advertising.
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Childs, Michelle, Hongjoo Woo, and Seeun Kim. "Sincerity or ploy? An investigation of corporate social responsibility campaigns." Journal of Product & Brand Management 28, no. 4 (2019): 489–501. http://dx.doi.org/10.1108/jpbm-07-2018-1953.
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Purpose Corporate social responsibility (CSR) campaigns have become increasingly popular among fashion apparel brands to reduce environmental impacts of their operations and position themselves as sustainable. In light of attribution theory, this paper aims to investigate how aspects of a CSR campaign affect consumers’ perceptions of brand authenticity, brand attitudes and CSR attitudes. Design/methodology/approach This research is based on a 2 (brand image: sustainable vs disposable brand) × 2 (message source: brand website vs news article) between-subjects experimental design with random assignment to conditions and manipulation checks. Findings When exposed to messages about CSR campaigns, consumers have more favorable perceptions of brand authenticity, brand attitudes and CSR attitudes for a sustainable brand than for a disposable brand, particularly when consumers view information about a CSR campaign on the brand’s website. However, this is not true for disposable brands when CSR campaigns are promoted through a news source. Practical implications Sustainable brands can derive benefits by strategically partnering with causes through CSR campaigns, particularly when their campaigns are promoted through their brand’s website (vs news source). However, brands that offer disposable products (e.g. fast fashion brands) should exercise caution when implementing these campaigns; CSR campaigns may confuse customers as they do not align with the everyday practices of disposable brands. Originality/value As the apparel industry faces increased scrutiny for negative impacts on the environment, this study helps to understand whether customers perceive CSR campaigns as trustworthy and authentic, or as ploys aimed at creating more positive brand images.
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Dahle, Dag Yngve, and Arild Wæraas. "Silence from the brands: message control, brand ambassadorship, and the public interest." International Journal of Organization Theory & Behavior 23, no. 3 (2020): 259–80. http://dx.doi.org/10.1108/ijotb-05-2019-0060.
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PurposeInternal aspects of public sector branding have received limited attention in existing research. The purpose is to examine, firstly, how public managers experience and handle the tension between empowering employees to be dedicated brand ambassadors while at the same time regulating their voice, and secondly, to outline some implications of aligning employee voice with the organization's brand, especially for the public interest.Design/methodology/approachThe study is based on two sources of data. The first includes official admission statistics for high schools in Oslo, Norway, for 2018/2019. Schools in Oslo, a city which has introduced a competitive secondary education market, fall into three admission levels based on points necessary for entry. The second source is semi-structured interviews with principals in 15 high schools on different admission levels.FindingsMost of the principals were concerned about how marketization of the high schools leads to a skewed distribution of students and an increasing divide between ‘good’ and ‘bad’ schools, but signalled market adaptation through their handling of employee voice. Due to reputation and branding concerns in the competition for students and funding, voice restrictions, not brand ambassadorship, was the preferred strategy to ensure brand alignment. The consequence of this strategy, the paper argues, is public silence at the expense of the public interest.Research limitations/implicationsNot interviewing teachers or middle managers may be seen as a limitation, but principals were chosen as they are the main decision makers and strategists in high schools. Using a qualitative research design may be a limitation, but this design was chosen as it seems appropriate in order to uncover the school executives' perceptions, experiences and thoughts.Practical implicationsSelling the brand to employees and enabling them to further sell it to external stakeholders is an enticing ideal but perhaps less possible to implement in reality for public sector organizations facing strong market mechanisms because the concern for the brand image takes precedence. Public sector managers should exercise care when managing employee voice so as to not negatively influence employees’ commitment to the brand. They should also be aware of the implications of voice restrictions for the public interest. Public silence may cause a less informed public with limited possibilities to make informed school choices and knowing how money is spent.Originality/valueThe present study is among the first to explore internal aspects of public sector branding. Researching the position of employee voice in brand alignment strategies is a novel contribution. The study is unique in its focus on the implications of branding for the public interest.
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Pand, Yuliana Riana, and Wiliany Gui. "Influence of Advertisement Message on Fitbar Billboard Towards Brand Awareness and Its Implication to Brand Image." Humaniora 7, no. 1 (2016): 63. http://dx.doi.org/10.21512/humaniora.v7i1.3489.
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The assumption that snacks could cause problem in diet and bodyweight, makes this study interesting. Because this product, Fitbar, appears on the market as a healthy snack that is contrary to this assumption. This product is about to prove that there is a healthy and tasty snack as snacks. Marketing communications through advertising billboards with the media aims to reach the target market. Fitbar billboard ads convey the message content in the form of information about the attributes and benefits of products such as nutritional content and product slogans. This study uses path analysis techniques to determine the effect of variable X (advertisement message) to variable Y (brand awareness) and its implications on the variable Z (brand image). The results showed that the content of the message components such as message structure, message display, message format, and the source of the message have contributed in the formation of brand awareness, which further on has implications on brand image. Influence on brand awareness message content is equal to 0.609. The effect of variable X (message) and Y (brand awareness) to variable Z (brand image) amounted to 0,365. Therefore, the use of billboards media in conveying the message to the target market of Fitbar products is to build brand awareness and the implications for brand image.
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Atika, Atika, Andriani Kusumawati, and Mohammad Iqbal. "THE EFFECT OF ELECTRONIC WORD OF MOUTH, MESSAGE SOURCE CREDIBILITY, INFORMATION QUALITY ON BRAND IMAGE AND PURCHASE INTENTION." EKUITAS (Jurnal Ekonomi dan Keuangan) 20, no. 1 (2018): 94–108. http://dx.doi.org/10.24034/j25485024.y2016.v20.i1.94.
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This study is aimed to investigate the extent to which electronic word of mouth (eWOM) affects brand image and purchase intention. Further, other variables employed in this study are message source credibility and information quality. These variables are employed to explore the influence of eWOM on brand image and purchase intention by simultaneously involving message source credibility and information quality as independent variables. Message source credibility and information quality become important, because they can affect persuasion of customers. The research type is explanatory research with quantitative approach. The sampling technique used in this study was purposive sampling. The model was tested empirically using sample of 138 members of MIUI Indonesia Fansite. Analysis data technique in this study uses Generalized Structured Component Analysis (GSCA) to examine the effect of electronic word of mouth, message source credibility, information quality on brand image and purchase intention. Results showed that electronic word of mouth, message source credibility, information quality have positive and significant effect on brand image and purchase intention. Key words: electronic word of mouth; message source credibility; information; brand image; purchase intention
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Pramulyasari, Nuraini Widya. "Brand Empathy." CoverAge: Journal of Strategic Communication 12, no. 1 (2021): 61–71. http://dx.doi.org/10.35814/coverage.v12i1.1918.
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In its current pandemic condition, many companies or certain brands are having deflation in product or services marketing. However, nowadays every company is no longer only sells their product or services but also makes a role of the company for their community related to existing issues. Therefore, Indosat Ooredo Ramai Bersama Version ad is made as a form of implemanting empathy brand strategy.
 In this study using reception analysis as a research method that sees how people accept and examine message in the ad of Indosat Ooredo Ramai Bersama Version. People in this study were divided into three, there are hegemony, negotiation and opposition.
 Results of this study are expected to be of two kinds of sources, there are hegemony and negotiation that got from the deep interview and also some observation to some other types of ad as a comparison.
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Phua, Joe, S. Venus Jin, and Jihoon (Jay) Kim. "Pro-veganism on Instagram." Online Information Review 44, no. 3 (2020): 685–704. http://dx.doi.org/10.1108/oir-06-2019-0213.
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PurposeThrough two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.Design/methodology/approachExperiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content.FindingsResults demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility toward the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude toward the organization, while attitude toward veganism had moderating effects on perceived information value. Results also indicated significant main effects of message valence on perceived information value of pro-veganism Instagram posts and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth (eWOM) about pro-veganism.Originality/valueImplications for use of Instagram-based health marketing communication about veganism were discussed. Specifically, organizations looking to use social media to influence attitudes and behavioral intentions toward health issues should seek to reach their target audiences through selecting endorsers and messages that will optimally present the health issue in a relatable and engaging way.
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Schartel Dunn, Stephanie, and Gwendelyn Nisbett. "If Childish Gambino Cares, I Care: Celebrity Endorsements and Psychological Reactance to Social Marketing Messages." Social Marketing Quarterly 26, no. 2 (2020): 80–92. http://dx.doi.org/10.1177/1524500420917180.
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Background: Increasingly, celebrities are used as spokespeople for nearly all types of marketing. Endorsements can build positive celebrity-brand associations, resulting in favorable brand, product, or issue knowledge. Focus of the Article: This project examines the impact of celebrity influence in social marketing campaigns. Source and receiver characteristics are used to explore how people react to such persuasive messages from celebrities and how those reactions influence behavior. Research Question: Do race (RQ1) and gender (RQ2) of celebrity influence perceptions of (a) credibility, (b) similarity, and (c) heuristic evaluation? How do these factors influence message evaluation (RQ3)? Perceptions of (a) source credibility and (b) similarity as well as (c) heuristic evaluations will increase positive message evaluations (H1). Such positive message evaluations will increase behavioral intentions (H4). Level of (a) perceived source credibility, (b) perceived similarity, and (c) heuristic evaluation of a message is negatively related to message reactance (H2). The level of psychological reactance to a message source is negatively related to behavioral intent related to the message topic (H3). Importance to the Social Marketing Field: The objective of this study is to better understand how characteristics of celebrities, perceptions of the celebrities, and psychological barriers impact intended behavior change attributed to a social marketing message. Because social marketing seeks behavior change as part of an exchange with the targeted audiences, this study contributes a basic understanding of how attributes of the speaker impact social marketing effectiveness. Methods: An experiment was conducted ( N = 798) comparing how persuasive messages from celebrities of different genders and races are perceived. Results: Results indicate that there are significant differences in how persuasive messages from female celebrities are received as compared to messages from male celebrities. Further, race was shown to play a role in feelings of psychological reactance in response to the persuasive messages. Recommendations for Research of Practice: Results suggests marketers should seek out celebrity spokespeople who have the ability to be well-liked by members of the targeted market. The desire to identify with the message source can be a significant enough benefit to inspire behavior change. Having a spokesperson the audience wants to align themselves with is positively correlated with behavioral intentions.
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Esmaeilpour, Majid, and Farshad Aram. "Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand." Management & Marketing 11, no. 2 (2016): 470–83. http://dx.doi.org/10.1515/mmcks-2016-0010.
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Abstract Due to the rapid growth of the Internet and use of e-commerce in the recent years, viral marketing has drawn the attention of manufacturing and service organizations. However, no research has been conducted to examine the impact of message appeal and message source credibility on consumers’ attitude with mediating role of intellectual involvement of consumers and their risk taking level. The aim of this study was to examine the impact of appeal and message source credibility on consumers’ attitude with mediating role of consumers’ intellectual involvement and their risk taking level. The population of this study includes consumers of mobile phones (Samsung, Sony, Nokia, LG and iPhone) in the Bushehr city (Iran). As the population of the study is unlimited, 430 questionnaires were distributed using available sampling method, and 391 questionnaires were collected and analyzed. Using structural equation modeling, we analysed the data through smart PLS software. The results show that the appeal and credibility of the message source impact the consumer attitudes toward the brand. We also found that the intellectual involvement of consumers plays the mediating role in the relationship between message appeal and consumer attitudes toward brands. In the relationship between message source credibility and customer attitude towards the brand, the level of risk taking of people has no mediating role.
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Tuten, Tracy, and Victor Perotti. "Lies, brands and social media." Qualitative Market Research: An International Journal 22, no. 1 (2019): 5–13. http://dx.doi.org/10.1108/qmr-02-2017-0063.
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Purpose The purpose of this study is to illustrate the influence of media coverage and sentiment about brands on user-generated content amplification and opinions expressed in social media. Design/methodology/approach This study used a mixed-method approach, using a brand situation as a case example, including sentiment analysis of social media conversations and sentiment analysis of media coverage. This study tracks the diffusion of a false claim about the brand via online media coverage, subsequent spreading of the false claim via social media and the resulting impact on sentiment toward the brand. Findings The findings illustrate the influence of digital mass communication sources on the subsequent spread of information about a brand via social media channels and the impact of the social spread of false claims on brand sentiment. This study illustrates the value of social media listening and sentiment analysis for brands as an ongoing business practice. Research limitations/implications While it has long been known that media coverage is in part subsequently diffused through individual sharing, this study reveals the potential for media sentiment to influence sentiment toward a brand. It also illustrates the potential harm brands face when false information is spread via media coverage and subsequently through social media posts and conversations. How brands can most effectively correct false brand beliefs and recover from negative sentiment related to false claims is an area for future research. Practical implications This study suggests that brands are wise to use sentiment analysis as part of their evaluation of earned media coverage from news organizations and to use social listening as an alert system and sentiment analysis to assess impact on attitudes toward the brand. These steps should become part of a brand’s social media management process. Social implications Media are presumed to be impartial reporters of news and information. However, this study illustrated that the sentiment expressed in media coverage about a brand can be measured and diffused beyond the publications’ initial reach via social media. Advertising positioned as news must be labeled as “advertorial” to ensure that those exposed to the message understand that the message is not impartial. News organizations may inadvertently publish false claims and relay information with sentiment that is then carried via social media along with the information itself. Negative information about a brand may be more sensational and, thus, prone to social sharing, no matter how well the findings are researched or sourced. Originality/value The value of the study is its illustration of how false information and media sentiment spread via social media can ultimately affect consumer sentiment and attitude toward the brand. This study also explains the research process for social scraping and sentiment analysis.
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D. Raggio, Randle, Robert P. Leone, and William C. Black. "How consumers’ use of brand vs attribute information evolves over time." Journal of Consumer Marketing 31, no. 4 (2014): 290–300. http://dx.doi.org/10.1108/jcm-01-2014-0832.
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Purpose – Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. This paper investigates whether these effects are stable over time, or evolve in a consistent way. Design/methodology/approach – Consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard confirmatory factor analysis approach have been decomposed. Two unique datasets have been analyzed; the first contains cross-sectional data from Kodak across four different consumer goods categories, and the other is a longitudinal dataset from the USA and Canada in the surface-cleaning category, covering seven brands over five years (2007-2011). Findings – A systematic evolution in brand effects has been demonstrated: a general trend is that over time and with experience, consumers rely more heavily on overall brand information to develop their evaluations. However, early in a brand’s life, or later when circumstances compel consumers to actively consider the attributes, ingredients or features of a brand, consumers may rely more heavily on, detailed attribute-specific information to evaluate brand benefits. Research limitations/implications – The systematic evolution in consumers’ use of information from attribute to brand is hypothesized in this paper and is found to occur contrary to the speculation of Dillon et al. (2001) regarding the direction of such an evolution. Further, our results indicate the sensitivity of our approach to detect changes in consumers’ use of the two sources that should be expected, given the various exogenous factors. Practical implications – Brand managers can use the results from our procedure to alter their messages to more strongly emphasize either overall brand information or detailed attribute-specific information, depending on the consumer segment or key benefit in question. The research offers insights for the kind of information managers should communicate for brands trying to extend into new categories. The research also raises interesting questions regarding the extent to which brands can own a strong position on a particular benefit over time. Originality/value – No prior work has evaluated brand effects (i.e. the relative use of brand vs attribute sources) to evaluate brand benefits over time. Our results demonstrate the value of the decompositional procedure we recommend and the importance of knowing which source is relied upon more heavily as consumers evaluate brands.
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Kennedy, Eric. "I create, you create, we all create – for whom?" Journal of Product & Brand Management 26, no. 1 (2017): 68–79. http://dx.doi.org/10.1108/jpbm-01-2016-1078.
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Purpose This research aims to propose that prompted co-creation from a brand to a consumer will increase the value of the consumer to the brand through an increase in brand commitment and purchase intention. Additionally, the study compares the differences of a social media post made by a brand and a social media post made by a celebrity who is endorsing the brand. Design/methodology/approach Two studies were developed. First, a 2 × 2 between-subjects’ experimental design analyzes the effects of prompted and non-prompted co-creation posts by a fictitious brand and celebrity. Study 2 looks to confirm the results of Study 1 using a 2 × 2 between-subjects’ experimental design with a real brand and celebrity for the social media post. Co-creation, brand commitment and purchase intention are the dependent variables in both studies. Findings The studies reveal that a prompted co-creation post – which is a post explicitly asking for consumer feedback – from a brand can increase brand commitment and purchase intention from consumers. Also, the study reveals that, when compared to a celebrity-endorsed message, a branded message shows an increase in brand commitment and purchase intention. The results support the general notion of attribution theory. Research limitations/implications First, the study focused exclusively on millennial consumers. While this group has significant purchasing power, testing the effects of co-creation messages on a more generalizable sample is warranted. Next, the survey takes place in an online social media setting. With the power of social media and e-commerce, this channel is certainly important to study. Practical implications The results of this study bring the co-creation literature into a new area of research. Extending attachment theory and attribution theory into co-creation creates numerous opportunities to further grow the knowledge of the co-creation phenomena. The findings provide insight into the power that a prompted co-creation message can have on a consumer, either from a brand or celebrity endorser source. Practitioners can place a value on prompted and non-prompted co-creation messages originating with a brand. In addition, the research will give practitioners insight into how messages of co-creation are received by millennial consumers. Originality/value This research is the first of its kind for co-creation literature. No research to date examines the effect that a brand or celebrity-endorsed co-creation prompt has on the behavior of millennial consumers. Very little, if any, empirical research has been conducted on the co-creation of brand.
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Putrevu, Sanjay. "Differences in Readers' Response towards Advertising versus Publicity." Psychological Reports 96, no. 1 (2005): 207–12. http://dx.doi.org/10.2466/pr0.96.1.207-212.
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Publicity is assumed to have higher credibility than advertising prompting communication specialists to call for its use alongside traditional advertising to achieve overall communication goals. To test the differences in readers' response towards advertisements and publicity, a sample of students ( N = 104; 52 men and 52 women) were shown printed messages identified as advertising or publicity. The publicity format appeared to be associated with deeper processing because participants had higher recall, more message-relevant thoughts, and better discrimination for the publicity message. In addition, participants rated the publicity message higher on Source Credibility, Brand Attitude, and Purchase Intent than a comparable advertisement.
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Dong, Xuebing, Yaping Chang, Shichang Liang, and Xiaojun Fan. "How online media synergy influences consumers’ purchase intention." Internet Research 28, no. 4 (2018): 946–64. http://dx.doi.org/10.1108/intr-08-2017-0298.
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Purpose The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM). Design/methodology/approach The authors used an online experiment method to manipulate the online message stimuli level (online media synergy and online single media repetition). Findings The results revealed that participants exposed to message stimuli of online media synergy reported greater source credibility, cognitive responses (brand credibility and positive thoughts about the brand), attitude toward the brand and purchase intention. In online multimedia, source credibility influences attitude toward the brand through brand credibility and positive thoughts about the brand; in online single media repetition, source credibility influences attitude toward the brand through only brand credibility. Research limitations/implications In addition, the relationship between online media synergy and marketing outcomes might be moderated by consumers’ goals and thought patterns, and future research could further explore the moderating effects of these variables. Practical implications This study contributes to media synergy research, assists marketing planners in their understanding of the importance of online media synergy and serves as a reference for marketing planners considering an integrated online marketing plan. Originality/value The current study investigated how the synergy of OBM and OIM influences message persuasiveness for consumers (cognitive responses, attitude toward the brand and purchase intention).
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Munasinghe, A. A. S. N. "Brand Personification: A Study on Humanizing Personal Care Products in Sri Lanka." International Business Research 12, no. 2 (2019): 21. http://dx.doi.org/10.5539/ibr.v12n2p21.
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In the context of marketing communications where the concern is to create effective brand promotions, associating a brand with the personality of the consumers commonly known brand personification has become one of the most prominent aspects over recent years. In the process of designing the message, incorporating an appeal where the brand is associated to a human-like character is called the humanization of brands in advertising. There, the brand focuses on attracting the consumers with a reflection of the consumer’s personality in the brand being promoted. This strategy becomes thousand times more attractive to those products which are closely associated with the consumers. Thus, humanizing a brand alone isn’t sufficient, while humanizing them in the appropriate appealing manner is much more vital. Hence, this research will mainly be focusing on identifying the most suitable personality dimension to be associated for some of the top of mind personal care brands in Sri Lanka. The research approach, which takes the form of both quantitative and qualitative follows the use of multiple sources of data collection methods. The qualitative aspect clarifies the initial stage with the identification of the top of mind personal care brands and the personality dimensions which are closely associated with the targeted group. The quantitative aspect of the study is satisfied via the data gathered through a self-administered questionnaire developed by the researcher. The study then focuses upon an in-depth statistical analysis with the application of the Kruskal Wallis H Test followed by the Nemeyni Post Hoc test to identify the most suitable personality dimension to be associated with each brand in the humanizing them. The findings reveal some interesting facts over the consumer’s preferred dimensions to be reflected on those brands.
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Li, Chia-Ying. "Why do online consumers experience information overload? An extension of communication theory." Journal of Information Science 43, no. 6 (2016): 835–51. http://dx.doi.org/10.1177/0165551516670096.
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People surfing the Internet are faced with an onslaught of messages from multiple sources, which can overwhelm receivers. In contrast to previous studies, which have used ‘choice overload’ to represent the amount of information provided to consumers, this study used ‘information overload’ theory to represent the abundance of information received by consumers in online shopping environments. Borrowing from the concepts of the communication model, this study investigated the antecedents of perceived information overload, including information characteristics (message), the information source, the system interface (channel) and recipients’ motivation (receiver). A total of 15 adults with more than 3 years of online shopping experience participated in a focus group discussion. By integrating focus group results and the results of previous studies into a theoretical framework, this study developed and empirically tested a structural equation model of online information overload among 456 PChome customers. The results indicated that the complexity and ambiguity of information characteristics, number of brand alternatives offered by the information source and system interface all positively affect consumers’ perceived information overload. Furthermore, information recipients’ motivation not only negatively affected consumers’ perceived information overload but also moderated the relationship between the number of brand alternatives and consumers’ perceived information overload.
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Kwon, Sungeun, Jonghyuk Kim, and Zoonky Lee. "Advances in Search Strategy Using the Set of Brand Considerations in the Web Ecosystem." Applied Sciences 11, no. 8 (2021): 3514. http://dx.doi.org/10.3390/app11083514.
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This study explores changes in a set of brand considerations as a result of web search strategies. Survey and personal computer log data of car buyers were used to identify online information search behavior for brands and products. Through this study, we found that higher frequencies of brand searching are associated with how much consumer-initiated sites and third-party-initiated sites are used, while lower frequencies of brand searching are only related to how much brand-initiated websites are used. We also concluded that ambivalent messages on consumer-initiated sites lead to the postponement of a decision and a continued search for another brand. In addition, third party-initiated information sources lower search costs, which lead to longer consumer journeys and expand the set of brands considered and searched. The results of this study can help marketers understand the importance of their own media and aid in the development of a digital media strategy.
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Frew, Paula M., Victoria A. Williams, Eve T. Shapiro, et al. "From (Un)Willingness to InvolveMENt: Development of a Successful Study Brand for Recruitment of Diverse MSM to a Longitudinal HIV Research." International Journal of Population Research 2013 (December 29, 2013): 1–9. http://dx.doi.org/10.1155/2013/624245.
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Background. HIV continues to be a major concern among MSM, yet Black MSM have not been enrolled in HIV research studies in proportionate numbers to White MSM. We developed an HIV prevention research brand strategy for MSM. Methods. Questionnaires and focus groups were conducted with 54 participants. Descriptive statistics and chi-square analyses were performed and qualitative data were transcribed and content analyzed to identify common themes. Results. Formative research results indicated that younger Black MSM (18–29 years) were less likely to think about joining prevention studies compared to older (≥30 years) Black MSM (x2=5.92, P=0.015). Qualitative and quantitative results indicate four prominent themes related to brand development: (1) communication sources (message deliverer), (2) message (impact of public health messaging on perceptions of HIV research), (3) intended audience (underlying issues that influence personal relevance of HIV research), and (4) communication channels (reaching intended audiences). Conclusion. The findings highlight the importance of behavioral communication translational research to effectively engage hard-to-reach populations. Despite reservations, MSM in our formative study expressed a need for active involvement and greater education to facilitate their engagement in HIV prevention research. Thus, the brand concept of “InvolveMENt” emerged.
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Wu, Paul C. S., and Yun‐Chen Wang. "The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude." Asia Pacific Journal of Marketing and Logistics 23, no. 4 (2011): 448–72. http://dx.doi.org/10.1108/13555851111165020.
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Hassan, Salah, Melika Husić-Mehmedović, and Philippe Duverger. "Retaining the allure of luxury brands during an economic downturn." Journal of Fashion Marketing and Management 19, no. 4 (2015): 416–29. http://dx.doi.org/10.1108/jfmm-03-2015-0030.
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Purpose – Despite the changing conditions worldwide, some global luxury brands have attained strong performance levels, and perhaps it is their globalness that keeps them resilient. Since the global luxury market is comprised of customer segments with relatively homogeneous needs, wants and motivations, achieving a global luxury brand positioning will help mitigate the negative consequences of economic crises, regardless of the market in which a luxury brand operates. The paper aims to discuss these issues. Design/methodology/approach – A survey instrument was administered to a sample of 200 professionals located in a European country where none of the global brands cited in the paper are originating. The country was also selected on the basis of its propensity to have local luxury brands in competition with the global brands in each of the categories tested. The survey was conducted during the peak of economic crisis in Europe. Findings – This study provides evidence that brand globalness may be a major value creating factor, and thus a source of competitive advantage for luxury brands competing in the global marketplace. Another question addressed by this study is should the luxury brand modulate the message projected in the media away from luxury and closer to quality or other stimuli less associated with luxury in order to avoid luxury shame. All these are questions addressed by this imperial study to investigate how the brand globalness influences consumer perceptions in global recessionary times. Originality/value – The proposed research formulates an empirical study of the underlining effects of what is referred to as “glocalization” in the literature on the luxury positioning. This study provides evidence that brand globalness may be a major value creating factor, and thus a source of competitive advantage for a luxury company competing in the global marketplace.
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Melvioni, Kezia Tansilia, and Setefanus Suprajitno. "INNISFREE’S BRAND IMAGE THROUGH JEJU ISLAND CAMPAIGNS." K@ta Kita 5, no. 1 (2017): 95–99. http://dx.doi.org/10.9744/katakita.5.1.95-99.
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This study aims at revealing the message conveyed by the verbal and non-verbal expressions in cosmetics advertisement videos, in this case, two advertisement videos by a cosmetic brand called, Innisfree. In examining the message, firstly, the writer identifies the verbal and non-verbal expressions used in the advertisements analyzed. Secondly, she discloses the denotative and connotative meanings of those expressions. In so doing, she uses two main theories, namely, the process of signification and Peirce’s triadic modes of sign. The findings reveal that the verbal expressions in the two advertisement videos show that Innisfree is a symbol of a natural beauty and an icon of cosmetic that use nature-based ingredients. Meanwhile, the non-verbal expressions in the two advertisements constantly highlighting on Jeju island’s natural beauty, as the main source of Innifree’s products that should be preserved. Thus, Innisfree encourages its customer to conserve natural environment. In conclusion, Innisfree is a company that produces an inner and outer-beauty.
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Kyung Min Kim and 劉平平. "The Moderate Effect of Message Framing on the Brand Attitude: Considering the Product Type and Multiple Sources." Journal of Consumption Culture 11, no. 2 (2008): 25–42. http://dx.doi.org/10.17053/jcc.2008.11.2.002.
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Purwaningwulan, Melly Maulin. "The Da’wah Messages as the Spiritual Marketing Approach of Islamic Fashion E-Commerce at HIJUP.COM." KOMUNIKA: Jurnal Dakwah dan Komunikasi 15, no. 1 (2021): 125–37. http://dx.doi.org/10.24090/komunika.v15i1.4696.
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Indonesian Muslim consumers are looking for functional and emotional benefits in products and seeking spiritual blessings. This trend is a challenge for Islamic fashion e-commerce in promoting its products. This study uses a qualitative approach with the type of single case study research methods. The subject of this research is Islamic fashion e-commerce HIJUP.com. Researchers selected informants in the study using purposive sampling and snowball sampling techniques. Researchers used two analysis methods in case of breakdowns: an analysis based on theoretical propositions and developing case descriptions. The study results show that in Islamic fashion e-commerce, HIJUP.com contains the contents of da’wah messages, precisely, Look Good, Feel Good, Do Good. The da’wah message includes a philosophy that leads to obedience to Allah SWT concept. The message structure uses conclusion drawing and order of presentation. The message display in HIJUP.com is high-tech but straightforward techniques. The message format is unique, with interests in story or narrative and visual elements. The source of the message uses brand ambassadors, influencer marketing, and also buzzers. The study concludes that the da’wah message conveyed by Islamic fashion e-commerce includes aqidah, sharia, and morals that focus on obedience to Allah SWT, not in the preaching style while inspiring to empower Muslim women.
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Bhaduri, Gargi, and Jung Ha-Brookshire. "The role of brand schemas, information transparency, and source of message on apparel brands' social responsibility communication." Journal of Marketing Communications 23, no. 3 (2015): 293–310. http://dx.doi.org/10.1080/13527266.2015.1040441.
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Nisa Amalia, Yoyoh Hereyah,. "CONTENT MANAGEMENT OF INSTAGRAM KEMENKO PMK IN FORMING BRAND AWARENESS (Case Study on Instagram @kemenko_pmk)." Psychology and Education Journal 58, no. 2 (2021): 4587–94. http://dx.doi.org/10.17762/pae.v58i2.2847.
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Instagram ussage is often used as a tool to deliver messages to public, such as to build brand awareness with eWOM (Electronic Word of Mouth), who created by user comments about products or services posted. Purpose of this study are to find out how social media team manage an information for create brand awareness and how public awareness about that content. Using message management theory and brand awareness, this study use a constructivist paradigm with a case study method. The researcher used in-depth interviews with 3 informants of Kemenko PMK instagram and 15 followers. Technical analysis with data reduction, data display, decision making and verification. Data validity checking techniques with triangulation source. The results showed that managing Instagram, Kemenko PMK team was not carry out their duties effectively so instagram is not interactive and not interesting, so public does not know the roles, functions and tasks of Kemenko PMK because the lack of information provided. The suggestion is to be able to set audience and content strategy, implement copy writing, reproduce interesting content and make Instagram as 2-way social media communication.
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Kapoor, Payal S., K. R. Jayasimha, Srinivas Gunta, and Ashish Sadh. "Facebook eWOM." International Journal of Online Marketing 9, no. 3 (2019): 23–48. http://dx.doi.org/10.4018/ijom.2019070102.
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The study examines how consumers, in a Facebook eWOM context, perceived source and message credibility by utilizing self-shared and system-generated cues. It investigates:(1) to what extent source and message credibility derived from these cues may lead to significant attitudinal responses and intentions to purchase; (2) and to what extent attitudinal responses are likely to vary with different levels and combinations of these credibility cues. Data was collected from 246 respondents who were exposed to Facebook eWOM scenarios. The structural model results confirm that the perceived source and message credibility derived from self-shared and system-generated cues are significant antecedents to purchase-related consideration for a brand. The results further confirm that these cues have an overall balancing effect: one compensates for the low level of the other leading to a significant persuasive response. The study evaluates traditional antecedents of WOM adoption, namely, perceived source and message credibility derived from unique interface-related features.
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Vasudevan, Smitha, and F. J. Peter Kumar. "Changing realty: altering paths of brand discovery for real estate websites in India." Property Management 37, no. 3 (2019): 346–66. http://dx.doi.org/10.1108/pm-03-2018-0020.
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Purpose Brand awareness is a key cognitive metric and a vital component of consumer-based brand equity. Generating and maintaining brand awareness has been an important metric for brands and a significant outcome of advertising and promotional activities. Brand awareness has been studied over the years in the context of market share and mind share and is considered to be the fundamental starting point of a brand relationship. Most branding variables are challenged in their linear definitions by the multi-dimensionality of the connected online world. Consumers may start their brand journey with brand awareness and then proceed to explore higher options in a non-linear fashion. This challenges traditional advertising and brand salience models. In the web context, brand awareness could even happen with little prior cognitive processing. The purpose of this paper is to explore the little researched area of brand awareness in the context of Indian websites. Design/methodology/approach The study leveraged technology to study the brand discovery behaviour of real estate website users in India. The authors looked at essentially modified processes such as the brand experience journey, specifically, the sources and antecedents of brand awareness for real estate websites. Considering the fact that direct and indirect traffic to a website is indicative of the brand awareness metrics, the authors analyse the metric as a basis of the comparison. Findings Brand awareness in the digital world can be attributed as firm generated, user generated and, as the authors also discover, experience initiated. The altered dimensions have a profound impact on the brand advertising spends of not just digital brands, but all marketers who will find digital technology increasingly central to their brand communication efforts. Research limitations/implications Burgeoning websites and media proliferation have increased the source set for website discovery. Customers do not rely solely on advertising or chance encounter to discover a new brand. Usage of search engines remains the key point of discovery for brand awareness. Some of the respondents recognised websites from prior advertising exposure and selected the brand from the consideration set offered in the search results for their keyword search. In other cases, brand awareness followed brand experience as the users did not process the brand information or, in most cases, were not aware of the brand name prior to website visit. The quality of brand experience created brand awareness and had further implications, including brand visit intent. Practical implications While mass media television advertising and ubiquitous online advertising can build brand awareness, the impact of search engine advertising and search engine optimisation is equally significant, if not more important. Brand managers can additionally focus on branding on the search channel in the light of increasing search intensity. Beyond traditional keyword planning, this can be an enhanced branding platform for reaching out to specific behavioural or character traits of the target audience. Brand experience can mature from task completion to brand awareness and higher level values if the website includes key brand messages and goals. Originality/value This paper offers insight into the little known field of online brand management. Information intermediary websites are unique in their value proposition, and brand building is challenging. Real estate websites have grown in popularity, but have not merited researcher attention. This paper offers a unique perspective on branding websites, specifically in the context of emerging markets like India.
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Ferreira, Caitlin Candice, Jeandri Robertson, and Marnell Kirsten. "The truth (as I see it): philosophical considerations influencing a typology of fake news." Journal of Product & Brand Management 29, no. 2 (2019): 150–58. http://dx.doi.org/10.1108/jpbm-12-2018-2149.
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Purpose The purpose of this paper is to provide an overview of the philosophical considerations of fake news and provide an alternative view to current conceptualizations of its binary nature. Through an evaluation of existing research, a typology of fake news is presented that considers the possibility that the propagation of fake news about a brand, may be stemming from the brand itself, a previously unexplored field in the literature. Design/methodology/approach This is a conceptual paper based on extensive literature review on the fields of fake news and knowledge creation, resulting in the creation of a synthesized typology. Findings The role of power structures greatly influences the ability for a brand to respond to fake news. Externally constructed disinformation is seemingly more difficult for a brand to address, as a result of having limited control over the message. Internally constructed information, while stemming from the brand itself provides the brand with more control, but a greater public distrust as the source of the fake news seems to confirm the disinformation. Practical implications This paper presents a typology that contrasts the source of the construction of disinformation and the extent to which the facts have been fabricated. Furthermore, this paper provides future researchers with an alternate understanding of the conceptualization of fake news. Originality/value This paper is the first of its kind to establish a typology of fake news on the basis of the source of construction of disinformation. The source plays an important role when assessing the associated brand risks and developing an approach to combat potential negative implications.
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Pérez, Andrea. "Building a theoretical framework of message authenticity in CSR communication." Corporate Communications: An International Journal 24, no. 2 (2019): 334–50. http://dx.doi.org/10.1108/ccij-04-2018-0051.
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Purpose The purpose of this paper is to provide an integrative theoretical framework that advances the underdeveloped stream of research that analyses how message authenticity influences the persuasiveness of corporate social responsibility (CSR) communication. Design/methodology/approach Theoretical and empirical literature on authenticity is reviewed to provide a comprehensive definition of message authenticity in CSR communication. An integrative theoretical framework is also developed to understand how message authenticity is enhanced through the design of informational content and it improves consumer responses to CSR communication. Findings The framework presented in the paper defends that message authenticity can be integrated in communication models based on three streams of research: identity-based brand management model, attribution theory and heuristic-systematic model. Consumer attributions of message authenticity can be notably improved with a message design based on CSR fit, social topic information and specificity. Authenticity improves message and source credibility by reducing consumer scepticism and enhancing their attributions of corporate expertise and trustworthiness. Indirect benefits of CSR message authenticity include increased consumer purchase, loyalty and advocacy behaviours. Originality/value The value of the paper resides in making the rather underdeveloped and inconclusive literature on authenticity accessible to CSR and communication researchers and practitioners. A theoretical framework is provided for further research that would contribute to improving the knowledge on the role that message authenticity plays in CSR communication.
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Turkeshi, Neritan. "THE ROLE AND SIGNIFICANCE OF THE BRAND FOR DEVELOPMENT AND PERSPECTIVE OF THE ENTERPRISES." Knowledge International Journal 26, no. 6 (2019): 1627–30. http://dx.doi.org/10.35120/kij26061627t.
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The brands are always recognized for the quality that is delivered to the consumers, the distinction that they offer to the markets while gaining additional benefits to the companies and organizations, and they can also be characterized through the products, services, corporations, personalities and location.The influence of the brands cannot be overestimated, particularly taking into account the requirements of the organizations and enterprises to satisfy the needs of their clients and consumers, as well as to exist and compete in the market.Brands are in need of a continuous development and care, in order to come up towards the requirements of the clients, who, whereas they remain satisfied from the product and the service, the market becomes more and more suitable for their promotion and the positioning of the brand becomes increasingly important, particularly in achieving and realization of the main goal which is to be different from the majority of the competitors in the market.Key to the brand creation is the sustainability of the presentation, regardless what in fact the organization desires to share with its consumers. All that the organization creates,before anything else it has to speak about its brand.The appearance of a sustainable image of the product often happens to surprise the consumer. Whatever element of communication is being used, including advertising and PR, or some other impact point, first and foremost, to the consumer has to be transferred an uniformed and unambiguous message.44From here, it can be verified with certainty that communication is one of the most important and key sources for creation of a quality brand.The formation of the brand is a long and complicated process, which requires a quality cooperation with the team, as well as certain investments in the implementation of the previously well-advised marketing strategies. However, the investments themselves in this process will always pay off if are well thought and they increase the market value of the product, as well as to the company itself as a whole.Every product can be a brand if the communicationwith the consumer is clear, systematic, sustainable and creative. In order to make this possible, the first step isa clearly defined creation of the brand strategy, which will be the ground for all future communication activities.The brand strategy, where professional teams within the specialized agencies for branding and advertising in its processingare usually engaged, happens based on the detailed analysis of the product, the market, the competition, the needs, the desires and the habits of the consumers. From this analysis emerges what is called the essence of a product, its point of distinction in relation to all other products that fall into its category.45The brand represents a strong source of competitive advantage, as a sort of constant quality assurance that is knowable by name.Primarily, through the formation of its brand is built the loyalty of the consumer toward the product or the service itself. The same are set in a particular brand and with it, it increases the direct profit of the company. This is of a significant importance because the expenses are four to six times higher when is invested in finding new consumers rather than maintaining the existing ones. Likewise, the consumer’s sensitivity in the existing prices is also reduced and is strived more to convince them for the priorities of the competing brand.Finally, the data from the abovementioned analysis and research shows that on the market the branded products are more purchased than nameless products and services. Accordingly, the brand keeps the value because it is accepted as a product with a higher quality, implying a higher value for the invested money by the users, respectively the consumers.
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Pinazo-Calatayud, Daniel, Eloisa Nos-Aldas, and Sonia Agut-Nieto. "Positive or negative communication in social activism." Comunicar 28, no. 62 (2020): 69–78. http://dx.doi.org/10.3916/c62-2020-06.
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This study analyses the role of communication in social activism from models that surpass the mere emotional reaction, prior belief reinforcement or brand identification. This paper tests the hypothesis that a message focused on the cause (and its results) will motivate a previously sensitized audience depending on their interactions with source favorability. The methodology is based on the design of a bifactor experimental action result study 2 (failure versus success) x 2 valences (favorable versus unfavorable source) with the participation of 297 people who are pro-avoidance of evictions. The results allow us to infer that the messages from sources hostile to the cause that report negative results have the potential to emotionally and behaviorally motivate activists to a greater extent than messages with more positive results from favorable sources. The conclusions point to the dialogue between social injustice frames and pro-cause action emotions as a way to increase social mobilization. The theoretical and empirical implications of these findings are discussed in the present-day context of social media prevalence. Esta investigación analiza el papel de la comunicación en el activismo social desde modelos que superen la mera reacción emocional, el refuerzo de creencias previas o la identificación con la marca. Este estudio pone a prueba la hipótesis de que un mensaje que centre la atención en la causa (en sus resultados) motivará a una audiencia previamente sensibilizada en favor de dicha causa cuando interactúe con la favorabilidad de la fuente. Se ha diseñado un estudio experimental bifactorial 2 resultado de la acción (fracaso versus éxito) x 2 valencia (fuente favorable versus fuente desfavorable) con la participación de 297 personas pro-evitación de desahucios. Los resultados permiten deducir que los mensajes emitidos por fuentes hostiles para la causa que informen de resultados negativos tienen el potencial de motivar afectiva y conductualmente a los activistas en mayor medida que mensajes con resultados más positivos en fuentes favorables. Las conclusiones finales señalan al diálogo entre marcos discursivos de injusticia social y emociones de acción pro-causa como vía para incrementar la movilización social. Se discuten las implicaciones teórico-prácticas de estos resultados en el contexto actual de predominio de redes sociales.
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Rice, Dan Hamilton, Katie Kelting, and Richard J. Lutz. "Multiple endorsers and multiple endorsements: The influence of message repetition, source congruence and involvement on brand attitudes." Journal of Consumer Psychology 22, no. 2 (2012): 249–59. http://dx.doi.org/10.1016/j.jcps.2011.06.002.
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Pires, Helena. "The urban landscape and fashion advertising: the case of the DKNY brand." Comunicação e Sociedade 26 (December 28, 2014): 291–305. http://dx.doi.org/10.17231/comsoc.26(2014).2040.
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Investment in strategic communication, and especially in advertising, in the fash- ion design industry remains a prerequisite for promoting the brand value. The effectiveness of brand visibility and awareness depends mostly on advertising, both in the context of fash- ion magazines and the new media, and in the context of the outdoors medium, which is si- multaneously one of the most traditional and modern means of mass communication. This paper aims to analyse and discuss both dimensions. Firstly, it aims to provide an un- derstanding of how the urban landscape is built into fashion advertising, and especially to investigate the extent to which the collective imagination contributes to that process. This research therefore seeks to identify the main landscape referents represented and search for the respective association with various cultural and artistic universes, such as literature, pho- tography or cinema. Underlying this critical reflection is an understanding that landscape is not just a simple decor, but conversely an extremely important visual and discursive re- source for the advertising message. Secondly, this paper attempts to challenge the implica- tions of fashion brands outdoor advertising specifically in relation to the urban landscape and to the everyday life experience. Therefore, it is also an important aim of this article to dis- cuss outdoor advertising within the scope of the more recent cultural and aesthetic trends. In order to achieve the stated objectives and engage in a scientific discussion of the topic, the case of the fashion brand Donna Karan New York – DKNY was selected, as it is considered to be paradigmatic of the main operational principles and hypotheses researched.
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Stubb, Carolina, Anna-Greta Nyström, and Jonas Colliander. "Influencer marketing." Journal of Communication Management 23, no. 2 (2019): 109–22. http://dx.doi.org/10.1108/jcom-11-2018-0119.
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PurposeThe purpose of this paper is to investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure. A sponsorship compensation justification disclosure explains why influencers and brands engage in sponsorship collaborations by providing a normative reason that justifies the existence and dissemination of sponsored content.Design/methodology/approachAn experimental design was used to compare the effects of a sponsorship compensation justification disclosure made by either an influencer or the sponsoring brand, to a simple sponsorship disclosure and a no disclosure control post, on consumers’ responses to a product-review video by a YouTube influencer.FindingsThe paper offers empirical evidence that sponsorship compensation justification generates more positive consumer attitudes toward influencers receiving sponsorship compensation, and increases source and message credibility, compared to a simple sponsorship disclosure.Research limitations/implicationsThe hypotheses were tested on one YouTube video, comprising of a single product category, one SMI and one social media platform. Further studies might replicate the experiment on different product categories and on different social media platforms.Practical implicationsThis empirical study can offer brand communication managers and influencers important information on how to communicate and design sponsorship disclosures to reach-desired responses from consumers.Originality/valueThe study is the first study to empirically demonstrate the effects of this particular type of sponsorship disclosure.
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Kilgour, Mark, Sheila L. Sasser, and Roy Larke. "The social media transformation process: curating content into strategy." Corporate Communications: An International Journal 20, no. 3 (2015): 326–43. http://dx.doi.org/10.1108/ccij-07-2014-0046.
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Purpose – Social media is an engaging area of research that is rapidly evolving. The purpose of this paper is to focus on how corporations should effectively utilize this new media as a marketing channel. The key to any successful communication strategy is matching the message to the target audience and achieving customer engagement. Two important target audience variables were identified as crucial when determining an organization’s social media communications strategy: the level of brand relationship, and the level of category involvement. Design/methodology/approach – Depth interviews were initially employed, followed by questionnaires, and then computer assisted content analysis was performed on 723 online media articles relating to social media marketing to identify semantic and conceptual relationships. Findings – Research from both a customer and corporate perspective led to insights into how organizations can develop their social media strategies in order to transform their brand message from being perceived as a commercial source of information to a social source – the social media transformation process. Research limitations/implications – This research suggests a finer level of segmentation of social media users that will lead to content strategies adapted to fit the current levels of brand and category involvement. This could be used by organization to develop a model of best practice to achieve their social media objectives. Practical implications – It is crucial for organizations to understand how different groups of users influence, receive, curate, and interact via social media. The greater the depth of this knowledge, the greater the effectiveness of content marketing strategies developed by the corporation. Organizations that utilize social media marketing must carefully analyse the large amount of consumer information available to them, listen to consumer conversations, and determine the needs and segments that will be most receptive to different approaches. They must also accept that in a social media environment user generated content and interactive communication processes should be at the heart of successful strategy. Originality/value – To date, there has been limited analysis of how relationship and involvement factors drive social media content (Cho et al., 2014; Malthouse et al., 2013). More research is needed to understand how key user characteristics lead to content that fully utilizes the social interaction and message diffusion potential of this media. This paper introduces a hierarchy of content marketing based upon the type of relationship between the user and the organization, as well as their level of product category involvement.
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Atika, Atika, Andriani Kusumawati, and Mohammad Iqbal. "THE EFFECT OF ELECTRONIC WORD OF MOUTH, MESSAGE SOURCE CREDIBILITY, INFORMATION QUALITY ON BRAND IMAGE AND PURCHASE INTENTION." EKUITAS (Jurnal Ekonomi dan Keuangan) 20, no. 1 (2017): 94. http://dx.doi.org/10.24034/j25485024.y2016.v20.i1.1780.
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Yu, Eun-ah, and Hyeon-Cheol Kim. "The Communication Effects of Information Source and Message Type in Facebook : Focused on Self-Brand Congruity and Peer Influence." Korean Journal of Advertising 25, no. 8 (2014): 425–55. http://dx.doi.org/10.14377/kja.2014.11.30.425.
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Shin, Byong Jae, and Kak Yoon. "The Era of SNS, What Makes the Brand Evangelist? : The Effect of Authenticity Types and Message Sources on the Level of Participation in the SIPS Model." Korean Journal of Advertising 28, no. 1 (2017): 73–92. http://dx.doi.org/10.14377/kja.2017.1.15.4.
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Riswanto, Florenzia Shafira Esmeralda, Anindita Alifiani Prianto, and Alexander Mamby Aruan. "THE USE OF COMPETITION AS A COMMUNICATION STRATEGY (To Increase Engagement as a Form of Brand Awareness about Local Skateboarding Shoes in Jabodetabek Area)." Profetik: Jurnal Komunikasi 13, no. 1 (2020): 25. http://dx.doi.org/10.14421/pjk.v13i1.1759.
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Abstract. The rapid development of skateboarding in Indonesia serves as a business opportunity for local entrepreneurs. Although the skateboard market in Indonesia is classified as a segmented market, but it is still a promising business. Local skateboarding shoes brand developed quite rapidly along with the development of skateboarding sports in Indonesia, this is portrayed by the high level of enthusiasm by the society who starting to play skateboard, the high amount of local skateboarding communities appears in Jabodetabek area and plentiful skateboarding events and competitions. The result of this research shows that there has been a lot of skateboarding competition in Indonesia which has been used as a communication strategy. Competitions are considered good and effective for local skateboarding shoes brand to increase engagement as a form of brand awareness, because they can take part either as the supporting element or as the skateboarding competition organizer. Besides, it also can bring a positive impression to the brands itself. In addition, the competitions held offline needs to be supported by online activities and the source includes education elements. Berlo’s Communication Model (SMCR) explains that when using a competition, it needs to be based on the communication skills, the understanding of social and cultural systems of the source and the receiver to the message that can be felt by the human five senses which will increase the success of delivering messages from the source to the receiver. The methodology of this research is qualitative and the instrument used to collect data involves interviews.Abstrak. Pesatnya perkembangan skateboard di Indonesia menjadi peluang bisnis bagi para pengusaha lokal. Meskipun pasar skateboard di Indonesia tergolong sebagai pasar yang tersegmentasi, namun bisnis pada industri ini tetap menjanjikan. Merek sepatu skateboard lokal berkembang cukup pesat seiring dengan perkembangan olahraga skateboard di Indonesia, hal ini dapat dilihat dari tingginya antusiasme masyarakat yang mulai bermain skateboard, jumlah komunitas skateboard lokal yang bermunculan di daerah Jabodetabek, hingga banyaknya acara dan kompetisi bertajuk skateboard. Hasil penelitian ini menunjukkan bahwa terdapat banyak kompetisi skateboard di Indonesia yang telah digunakan sebagai strategi komunikasi. Kompetisi dianggap baik dan efektif bagi para merek sepatu skateboard lokal untuk meningkatkan keterlibatan masyarakat sebagai bentuk kesadaran merek, karena mereka dapat berperan sebagai elemen pendukung atau penyelenggara kompetisi skateboard. Kompetisi juga dapat memberikan kesan positif bagi merek itu sendiri. Selain itu, kompetisi yang diadakan secara offline perlu didukung oleh aktivitas online dan mencakup unsur edukasi. Model Komunikasi Berlo (SMCR) menjelaskan bahwa ketika menggunakan sebuah kompetisi, perlu didasarkan pada keterampilan komunikasi, pemahaman csistem sosial dan budaya dari sumber dan penerima pesan yang kemudian dapat dirasakan oleh panca indera manusia untuk meningkatkan keberhasilan penyampaian pesan dari sumber ke penerima. Metode penelitian ini adalah kualitatif dan instrumen yang digunakan untuk mengumpulkan data adalah wawancara.
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Yeboah-Banin, Abena Animwaa, and Kwaku Krobea Asante. "Cross-channel message consistency in herbal medicine advertising." International Journal of Pharmaceutical and Healthcare Marketing 14, no. 1 (2020): 113–36. http://dx.doi.org/10.1108/ijphm-02-2019-0004.
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Purpose For many developing country citizens, traditional herbal medicines offer affordable alternatives to expensive orthodox options. Consumers learn about them from different sources including the packaging, which by regulatory demands must provide certain information. In countries such as Ghana, many herbal medicine brands combine packaging information with radio presenter mentions (PMs) as the primary modes of advertising. The purpose of this study is to compare radio PMs of herbal medicines to their packaging information to see how consistent they are in providing credible information to consumers. Design/methodology/approach The study uses comparative qualitative content analysis to compare information about disease indications, directions for use and warnings/cautions as provided on the packaging and in PMs to gauge the extent of their congruence. Findings Findings show that there are substantial cross-channel message differences. These differences range from under-representation to sometimes, blatant misinformation, suggesting the possibility that audiences will have difficulty relying on them for decisions. Research limitations/implications This study only addressed issues with the manifest content of herbal drugs’ packaging and PMs. It does not include any interviews with consumers to gauge the extent of their consciousness of the lapses identified, and how they are affected by such. In addition, the study sample is context-specific. Ghana presents an interesting setting for the study but it is none-the-less only one country, denying us the power to generalize the findings. Practical implications The study points to a need to pay closer attention to message salience and consistency where multiple channels are used in promoting herbal medicinal products. Due to their historically traditional context of consumption in many developing countries, regulatory frameworks on herbal medicine markets are often lax. This study calls attention to a need for better policing on how herbal medicinal products promote themselves, particularly where they use multiple media channels that introduce variations into their messages. Originality/value The study calls attention to the credibility of cross-channel messages in supporting consumers of medicinal products. Secondly, because of the predominance of the normative view in medical advertising, channels such as PMs that accommodate message variation and improvisation have eluded critical analysis. By its focus on the presenter mention advertising format, the study also draws attention of health communication scholars to begin to include emerging modes of medical advertising in their analysis.
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Mazinter, Luisa, Michael M. Goldman, and Jennifer Lindsey-Renton. "Cricket South Africa’s Protea Fire brand." Emerald Emerging Markets Case Studies 7, no. 1 (2017): 1–20. http://dx.doi.org/10.1108/eemcs-05-2016-0081.
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Subject area Marketing, Sports marketing and Social media marketing. Study level/applicability Graduate level. Case overview This case, based on field research and multiple secondary sources, documents the 12-month period since early 2014 during which Cricket South Africa (CSA) developed the Protea Fire brand for their national men’s cricket team, known as the Proteas. In mid-2014, Marc Jury, the Commercial and Marketing manager of CSA set up a project team to take the previously in-house Protea Fire brand public. With the 2015 Cricket World Cup in Australia and New Zealand less than a year away, Jury worked with a diverse project team of Proteas players, cricket brand managers and external consultants to build a public brand identity for the national team, to nurture greater fan affinity and to mobilize South Africans behind their team for the World Cup. The project team developed a range of Protea Fire multimedia content as the core of the campaign. These included video diaries, scripts which were written by the Proteas players themselves, player profile videos, motivational team-talk videos and good luck video messages featuring ordinary and famous South Africans. Having invested in creating this content, the project team faced the difficult task of allocating a limited media budget to broadcast and amplify the content. Another significant challenge was to ensure that the Proteas team values were authentically communicated across all content, including via the social media strategy using Twitter, Instagram and YouTube. As the World Cup tournament kicked off on February 14th 2015, South Africa was well placed to overcome their previous inability to reach a final, although Jury wondered whether another exit in the knockout round would weaken the strong and positive emotions the Protea Fire campaign had ignited. With the last two balls remaining in South Africa’s semi-final game against New Zealand on March 24th 2015, and the home team requiring just five runs to win, Jury joined 60 million South Africans hoping that Protea Fire was strong enough. The case concludes with South Africa losing the semi-final game and Jury turning his attention to how the #ProteaFire campaign should respond. Expected learning outcomes This study aimed to analyse the development of a sport team brand and a megaevent campaign; to assess the efficiency and effectiveness of a marketing campaign; and to consider appropriate brand responses to the team’s failure to deliver on expectations. Subject code CSS 8: Marketing.
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Gujral, Meenakshi, Monwabisi Rauzela, and Tinashe Chuchu. "An Application of the Marketing Mix and Online Marketing as a Business Strategy for SMME Cafes in South Africa." Journal of Economics and Behavioral Studies 8, no. 3(J) (2016): 14–25. http://dx.doi.org/10.22610/jebs.v8i3(j).1285.
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The objective of the study was to examine the impact of marketing mix and online marketing on SMME cafes in South Africa as a marketing strategy. The study was an exploratory research design which sought to get new insights into the activities of how marketing strategies could be adopted into the SMME's in South Africa. Convenience sampling technique was used in selecting 5 small to medium cafes from Braamfontein, located in the Centre of Johannesburg, South Africa. Data was collected from both primary and secondary sources. Primary data was in form of focused group discussions and interviews to elicit information for the study, while the secondary data was culled from other related works, libraries as well as information from the internet. Qualitative research approach was adopted in analysis of the data. The study has proven that cafe owners or brand strategists do implement an integrated marketing strategy embracing both marketing mix and online marketing. The study also revealed that, online marketing was an effective platform to help communicate a desired message to the target audience. The study recommended for marketers to recognize the importance of embracing and employing an integrated marketing strategy. There is also the need for cafe owners to be effective in using integrated marketing strategy.
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Harwida, Gita Arasy, Mohamad Djasuli, and Sujatmiko Wibowo. "Menyingkap Lakon Auditor Internal Pemerintah dalam Melakukan Deteksi dan Pencegahan Fraud di Perguruan Tinggi." Journal of Applied Accounting and Taxation 3, no. 2 (2018): 187–202. http://dx.doi.org/10.30871/jaat.v3i2.894.
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Internal control has an important role in accordance with the achievment of good governance, and last but not least for the higher education which internal control is conducted by Inspectorate General (Itjen) and internal audit unit (SPI) in each state own university and polytechnique all around Indonesia. This research uses descrptive qualitative approach with explanatory model in order to deliver the message and analys data from various sources. Since the higher education moved to a new Ministry, the Inspector General put a new paradigm and a brand new internal control mechanism wich involve the internal audit unit in each state own university and polytechnique all around Indonesia as the armth lenghth of their internal control policy, thus, the integrated internal control will be achieved. Role conflict may occur both for Itjen and SPI evnthough in the different context and level. The lack of enacted law regarding the SPI and their rule in detecting and preventing Fraud are triggering the role conflict for them. However, role conflict will not make itjen and SPI give up to their assignment. The model of sinergy is advised in this article and hopefully will give a good contribution for the future integrity working model of Itjen and SPI in the future.
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Vafeiadis, Michail, Denise S. Bortree, Christen Buckley, Pratiti Diddi, and Anli Xiao. "Refuting fake news on social media: nonprofits, crisis response strategies and issue involvement." Journal of Product & Brand Management 29, no. 2 (2019): 209–22. http://dx.doi.org/10.1108/jpbm-12-2018-2146.
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Purpose The dissemination of fake news has accelerated with social media and this has important implications for both organizations and their stakeholders alike. Hence, the purpose of this study is to shed light on the effectiveness of the crisis response strategies of denial and attack in addressing rumors about consumer privacy when non-profit organizations are targeted on social media. Design/methodology/approach To test the hypotheses, a 2 (response type: denial vs attack) × 2 (privacy concerns: low vs high), between-group online experiment was conducted via Qualtrics. Findings The results indicated that one’s involvement level in the issue determines the effectiveness of the crisis response strategy. Data showed that attacking the source of fake news (as a crisis response) reduces the message’s credibility more than denying fake news. Furthermore, highly involved individuals are more likely to centrally process information and develop positive supportive intentions toward the affected non-profit brand. High issue involvement also predicted organizational and response credibility. Conversely, an attack rebuttal message increased the credibility of the circulated malicious rumors for low involved individuals. Research limitations/implications The findings suggest that issue involvement plays a key role in message perceptions of false information regarding consumer privacy in social media. Practical implications Practically, this study offers insights for organizations that are developing response strategies in the current environment of fake news. Findings from this study suggest that organizations need to consider the degree to which audiences are currently involved in an issue before deciding how aggressively to respond to perpetrators of fake news. Originality/value The present study examines the intersection of fake news and crisis management in the non-profit sector, with an emphasis on various response strategies and issue involvement. This is one of the first attempts to experimentally investigate how social media strategies can defend and protect non-profit reputation in the fake news era.
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Wardhana, Daniel Yudistya. "PENGARUH KREDIBILITAS ENDORSER PADA NIAT BELI KONSUMEN DAN TINGKAT KEPERCAYAAN PADA IKLAN." KINERJA 20, no. 1 (2016): 13. http://dx.doi.org/10.24002/kinerja.v20i1.694.
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AbstractThe use of celebrity endorser as a marketing communication strategy provides a higher degree of appeal and attention compare to non-celebrity endorser. Corporates invest high budget to promote their brand image through celebrity endorsement in order to transfer the celebrity attributes such as attractiveness, expertise and trustworthiness to their brand. Generally the result of this study are showing different influence from source of message that have high credibility and trusted. In the case of Sim Card Provider, the credibility of celebrity has attracted the consumer to buy the product but it is not the case with the Instant Coffee product, consumers tends to believe to non-celebrity.Keywords: Credibility; Celebrity and Non-Celebrity; Purchase Intention; Advertising BelievabilityAbstrakPenggunaan endorser selebriti dalam strategi komunikasi pemasaran menghasilkan tingkat ketertarikan dan perhatian yang tinggi dibandingkan endorser non-selebriti. Perusahaan menginvestasikan dana yang besar untuk menaikkan citra mereknya melalui endorser selebriti dengan tujuan agar tiga kriteria menarik, keahlian dan dapat dipercaya dapat disalurkan ke merek yang didukung. Secara umum hasil dari studi ini menunjukkan perbedaan pengaruh dari sumber pesan dengan kredibilitas yang tinggi dan dapat dipercaya. Dalam produk Sim Card, kredibilitas model selebriti dianggap menarik konsumen untuk membeli produk namun tidak dengan produk Kopi Instan, konsumen cenderung mempercayai model non-selebriti.Kata Kunci: Kredibilitas; Selebriti dan Non-Selebriti; Niat Beli; Tingkat Kepercayaan Pada Iklan
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Jeganathan, Kishokanth, and Andrzej Szymkowiak. "Social Media Content Headlinesand Their Impact on Attracting Attention." Journal of Marketing and Consumer Behaviour in Emerging Markets 1/2020, no. 10 (2020): 49–59. http://dx.doi.org/10.7172/2449-6634.jmcbem.2020.1.3.
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Social media is an important source of product information for many users. Marketing in social media is based not only on building a community around the brand, but social media is used as a way to reach a defi ned group of users with a marketing message. These users are shown content, including promoted posts, which is to draw their attention, interest and get them to action, i.e. click on the link and read the article promoting an event or product. In this article, we investigated how the diff erent headline wordings (question, traditional, forward referring) aff ect the desire to read the article. An experiment was conducted on 75 participants, which confi rmed that the header has a large eff ect size. The ANOVA analysis was carried out in two stages, additionally taking into account the importance and general interest in the subject of the article by users. Finally, the possible business implications, limitations, and directions for future research were identifi ed.
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Coker, Kesha K., and Suzanne A. Altobello. "The role of disclosure of social shopping rewards in social buzz." Journal of Research in Interactive Marketing 10, no. 4 (2016): 321–37. http://dx.doi.org/10.1108/jrim-06-2016-0058.
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Purpose Social shopping relies on word-of-mouth, with marketers turning to social shopping rewards (SSRs) to generate social buzz. According to US regulatory bodies, these types of rewards, if considered endorsements, must be disclosed. Yet, little is known about the impact of disclosure of SSRs. To address this gap, this study aims to examine the impact of disclosure of SSRs on consumer responses. Design/methodology/approach Respondents were randomly assigned to three experimental conditions via an online survey. The “no disclosure” condition featured a hypothetical friend’s tweet of a product (n = 91). The “disclosure” conditions featured the same tweet, either with the words “Sponsored Tweet” in a boxed tweet (n = 50) or with a hashtag “#Sponsored” (n = 48). All respondents completed a questionnaire designed to address the hypotheses. Findings No differences between the disclosure conditions were found, thus they were combined and compared to the non-disclosure condition. Of the 13 hypotheses, 9 were sustained by significant correlations. Disclosure to consumers that a product review was sponsored by a marketer strengthens the relationships between certain model constructs, i.e. between dual source credibility and attitude toward the message and between attitude toward the message and attitude toward the brand. Originality/value This study is the first to empirically test the impact of disclosure of SSRs on consumer responses in a social shopping context. Findings provide marketers and practitioners with a solution to complying with regulatory requirements in ways that do not hurt consumer responses to social buzz.