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2017 | Book

Consumer Values as Mediators in Social Network Information Search Read chapter Read first chapter

Advances in Advertising Research (Vol. VII)

Bridging the Gap between Advertising Academia and Practice

Editors: George Christodoulides, Anastasia Stathopoulou, Martin Eisend

Publisher: Springer Fachmedien Wiesbaden

Book Series : European Advertising Academy

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

Table of Contents

Frontmatter

Online Advertising/Social Networks

Frontmatter
Consumer Values as Mediators in Social Network Information Search
Abstract
Social network sites (SNS) provide their users with new online information sources. The information is actively created and distributed by consumers for consumers, with the intention to inform, enrich and enlighten one another about products, brands, services and more (Liu et. al., 2013; Deighton and Kornfeld, 2009). This information has been perceived to be trustworthy (Foux, 2006), personal and with minimum cost, allowing the decision-making process to be more effective (Chai et al., 2010) and improve the consumers’ decision-making process (Wang et Al., 2012; Constantinides et al., 2013).
Shalom Levy, Ofrit Kol, Israel D. Nebenzahl
Integration of Consumers into New Product Development by Social Media-Based Crowdsourcing – Findings from the Consumer Goods Industry in Germany
Abstract
Successful new products are crucial for growth and the strengthening of a company’s competitiveness. However, not every new product launch succeeds on the market, i.e. the potential economic success is set against the risk of a new product failure. The flop rates are up to 90 percent depending on the industry (Gourville, 2006; Cooper, 2001; Crawford, 1987).
Fabian A. Geise
The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions
Abstract
Online social networking sites (SNS) such as Facebook or Twitter provide advertiser with new channels to contact and interact with potential target groups. Brand profiles enable companies to interact with consumers in a direct personalized way (Kelly et al., 2010; Rowley, 2009). The interactivity between consumers and the brand is based on playful experiences, entertainment, information and active participation.
Patrick Hartmann, Vanessa Apaolaza, Jiaxun He, Jose M. Barrutia, Carmen Echebarria
Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms
Abstract
Recently, many reports about the “Shareconomy” and collaborative consumption (CC) could be found in the media. The Time Magazine even denoted sharing as one of the “10 ideas that will change the world” and asserted that the ownership society of the 20th century is more and more replaced by a sharing society (Walsh, 2011). However, academic literature in this field is scarce and it seems that academics have just started to investigate this phenomenon more thoroughly.
Johanna Schwenk, Verena Hüttl-Maack
Communicating through Brand Websites to Create Unique Brands
Abstract
Differentiating own brands is the key strategy to establish a strong brand with unique associations (Keller, 1998). However, it is getting extremely difficult to do so because of the flood of new products launched every year. For example, Japanese market experiences an enormous number of new products introduced within one year; 213 canned coffee products, 765 snacks, and 1928 chocolate-related products all in the year of 2005 (Tanaka and Hosoda, 2006).
Mototaka Sakashita
Gaining Attention Online: Do the Levels of Product Involvement and Website Interactivity Matter? An Eye-Tracking Approach
Abstract
Differences between digital and traditional media may reflect differences in consumers’ attention (Liu and Shrum, 2009). Attention capture is the starting point of any further cognitive process according to hierarchy of effect advertising models (eg. AIDA proposed by Strong, 1925). The level of product involvement and the level of interactivity in a website are examined as two variables that may have an effect on individuals’ attention.
Polyxeni Jenny Palla, Yorgos Zotos
Is Targeting Online Information Diffusers Based on Their Personality Traits and Influencer Types Misleading?
Abstract
In 2014, 250 millions of dollars has been spent in US email advertising and according to eMarketer (2014), this amount will grow by approximately 7 % for the next few years. This amount can seem small, but email adverting is the cheap pest way to reach clients and is the digital advertising tool with the better return on investment (eMarketer, 2014).
Anik St-Onge, Sylvain Senecal, Marc Fredette, Jacques Nantel
The Effect of Online Customer Reviews’ Characteristics on Sales
Abstract
Online customer reviews help consumers make decisions, such as purchasing products, watching movies, or joining a sports club. Online reviews have become a major driving force in marketing (Cui et al., 2012) and are a common feature on many websites. Information from other consumers, such as online reviews, is thought to be more persuasive because it is allegedly written by other consumers rather than brands, and is therefore perceived as being more credible and trustworthy (Willemsen et al., 2012).
Ewa Maslowska, Edward C. Malthouse, Stefan F. Bernritter
The Influence of Personal Data Usage on Mobile Apps
Abstract
Smartphones and mobile devices have been used as powerful and popular marketing tools. In fact, the mobile advertising market has seen swift growth. Traditionally, the mobile advertising has been recognized as mobile website advertising.
Morikazu Hirose, Kei Mineo, Keiya Tabe

Consumer Responses to Advertising

Frontmatter
The Effect of Eroticism in Couple Depictions in Advertisements on Brand Evaluations
Abstract
Reichert and Carpenter (2004, p. 828) analyzed the content of mainstream magazine ads in the U.S. and found for 1983 that 3.7% of all ads contained motifs of couples in intimate or very intimate contact. In 2003, this portion was 7.5% and thus has doubled over the course of two decades.
Heribert Gierl, Stefan Thomas
Model’s Age and Target’s Age: Effects on Emotions towards and Beliefs about an Ad
Abstract
Most ads use models, whether famous or unknown, who are an attractive feature playing the part of consumers or in some instances offering expert advice (Friedman and Friedman, 1979). While the message put across by an ad is important, features such as the physical characteristics of the models also have a non-negligible influence on the process of persuasion, and research in this area is expanding (Bisseil and Rask, 2010). Advertisers often choose young models, but there are examples to show that older models are preferable, even if the target audience is made up in part of young consumers.
Corinne Chevalier, Marie-Christine Lichtlé
Being Hooked by the Archetypal Characters in Drama TV Ads: A Structural Equation Modeling Approach
Abstract
In today’s advertising where the management of brand meaning becomes more and more vital, archetypes provide marketers the means to cut through the competition (Mark and Pearson, 2001; Batey, 2008; Hartwell and Chen, 2012). The concept of archetype has been originally defined by Jung (1968) as human figures that can be arranged around similar traits and typical mode of conducts. In their neo-archetypal theory, Faber and Mayer (2009) described archetypes as mental models of others represented through generic story characters that create emotion laden automatic response in the viewer.
Gül Şener, Hasan Kemal Suher, Ali Atif Bir
The Moderating Role of Congruence between Humor and Fun Climate of the Company on the Effects of Humor in Internet Job Ads
Abstract
Humor has been acknowledged as a common practice in advertising (Eisend, 2009; Weinberger and Gulas, 1992) and recognized as one of the most widely studied advertising appeals (Voss, 2009). Humor has become more relevant in the modern workplace, when new generations, who value fun at work (Romero and Pescosolido, 2008; Lamm and Meeks, 2009) have entered job markets. Thus, humor could be seen as congruent value promise of fun climate of the company to the job seekers and humor usage might be a prominent tool for recruiters, who are seeking job applicants who are emphasizing fun aspects at work.
Eeva-Liisa Oikarinen
Put It on the Right Side: The Effect of Print Advertisement Location on Product Evaluation
Abstract
Until now, there are some studies that examined whether ads located on the left versus the right side of a double page in magazines or newspapers are associated with higher attention of the recipients. It can be presumed that recipients automatically look at the right side of a double page when they flip through a magazine or newspaper which may result in higher attention values. However, empirical research on this issue found mixed results (Ferguson, 1935; Finn, 1988; Walker and Cardillo, 1998; Smit et al., 2013).
Heribert Gierl, Tanja Schneider
The Influence of Majority Agreements on Attitudes
Abstract
There are two types of consensus information which express the viewpoint of the majority (Mackie, 1987, p. 42; Freling and Dacin, 2010, p. 163): An individual can be informed that the majority of people are in favor of a product, support a topic, or are proponents of an idea. Alternatively, the individual can get the information that the majority of people dislike a product, reject a topic, or are opponents of an idea. The first case of consensus can be denoted as majority agreement and the latter case as majority disagreement.
Heribert Gierl, Franziska Oefele
The Effects of Message Framing and Reference Points of Public Service Announcements on Bystander Intervention in College Students’ Binge-Drinking
Abstract
Binge drinking, a serious social issue, refers to excessive drinking in a short period of time (i.e., five or more alcoholic beverages for men, and four or more for women, in about 2 hours) (Pilling and Brannon 2007, www.​cdc.​gov). A great deal of social harm and health problems are associated with binge drinking. Besides the diseases caused by excessive drinking (e.g., liver disease, neurological damage), it has been found that there is a high correlation between binge drinking and other risky acts such as drunk driving, unprotected or unplanned sexual activities, and marijuana use (Lee and Bichard 2006, Pilling and Brannon 2007).
Kang Li, Nora Rifon
How Customers Engage with Brands: A New Framework
Abstract
Marketers’ and advertisers’ thinking about processes is linear (Schultz, 2015). For a long time marketers have used the AIDA Model (attention, interest, desire and action) to explain how customers process advertising messages and make purchase decisions. In 2009, McKinsey introduced an alternative view, the Loyalty Loop, which acknowledges two-way character of brand-customer relationship, but still assumes that a customer follows some kind of pathway (i.e., “consumer decision journey”).
Ewa Maslowska, Edward C. Malthouse, Tom Collinger

Culture and Advertising

Frontmatter
Hofstede Cultural Framework and Advertising Research: An Assessment of the Literature
Abstract
The Hofstede’s cultural framework has been frequently used to investigate the influences of culture on advertising (Chang et al., 2009). For instance, the model has been used to explain the cross-cultural differences of advertising appeals (Albers-Miller and Gelb 1996) and the portrayal of gender roles in advertising (Paek et al., 2011). Some scholars have reviewed Hofstede-inspired research in business, management and applied psychology disciplines in order to assess the relevance of Hofstede’s framework in a cross-cultural context (Kirkman et al., 2006; Taras et al., 2010).
Salman Saleem, Jorma Larimo
The Effects of Different Ad Appeals in Non-Prescription Drug Advertising: A Cross-Cultural Investigation
Abstract
Concerns regarding health dominate the 21st century (Krisberg, 2004). Recent years have been characterized by a “health communication renaissance” (Bernhardt, 2004: 2051). Health communication refers to “any type of communication whose content is concerned with health” (Rogers, 1996: 15), addressing individuals and organizations with the goal of preventing illness and fostering health (Thompson et al., 2011).
Isabell Koinig, Sandra Diehl, Barbara Mueller
Examining the Mediating Role of Integrated Marketing Communication on the Relationship between Adhocracy Culture and Brand Advantage
Abstract
Despite over twenty years of intense academic research on Integrated Marketing Communication (IMC), this concept “continues to stir debate, discussion and, in some cases, confusion” (Kliatchko and Schultz, 2014, p. 373). Several authors (Kliatchko, 2008; Porcu, Del Barrio-García and Kitchen, 2012) have highlighted the lack of consensus among academics over the definition of IMC. Since its very emergence, the IMC concept has expanded from a narrowly focused marketing communications approach to a more holistic ‘firm-wide’ organisational perspective (Duncan and Moriarty, 1998; Cook, 2004; Christensen, Firat and Torp, 2008; Muñoz-Leiva, Porcu and Del Barrio-García, 2015).
Lucia Porcu, Salvador del Barrio-García, Juan Miguel Alcántara-Pilar, Esmeralda Crespo-Almendros
Profiling Lead Researchers in Advertising Research
Abstract
Regardless of academic discipline, output productivity in top journal papers has gone beyond just assessing individual scholarship and career decisions, to also affecting how researchers’ home universities are ranked. The pressure to be prolific is salient at the university level, where competition for operating grants, donations, and research funds is escalating along with governance demands and scrutiny over fund usage and research outcomes (Geuna and Martin, 2003; Siemens, Burton, Jensen, and Mendoza, 2005). Every year, research productivity benchmarks are updated and publicized (e.g., QS World University Rankings and Financial Times).
Terri H. Chan, Caleb H. Tse
Metadata
Title
Advances in Advertising Research (Vol. VII)
Editors
George Christodoulides
Anastasia Stathopoulou
Martin Eisend
Copyright Year
2017
Electronic ISBN
978-3-658-15220-8
Print ISBN
978-3-658-15219-2
DOI
https://doi.org/10.1007/978-3-658-15220-8