Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Abstract

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs.     

Merger Review by the Federal Communications Commission: Comcast–NBC Universal

The Communications Act of 1934 created a dual review process in which mergers in the communications industry are reviewed by the Federal Communications Commission (FCC) as well as the antitrust authorities. Commentators have criticized dual review not only as costly and redundant, but also as subject to substantive and procedural abuse. The process of clearing the 2011 Comcast–NBC Universal merger provides a useful case study to examine whether such concerns are justified. A review of the empirical context reveals that the FCC intervened even though the relevant markets were not structured in a way that would ordinarily raise anticompetitive concerns. In addition, the FCC was able to use differences between its review process and that used by the Justice Department to extract concessions from the merging parties that had nothing to do with the merger and which were more properly addressed through general rulemaking. Moreover, the use of voluntary commitments also allowed the FCC to avoid subjecting certain aspects of its decision to public comment and immunized it from having to offer a reasoned explanation or subjecting its decision to judicial review. The aftermath of the merger provides an opportunity to assess whether the FCC’s intervention yielded consumer benefits.     

The spatial and temporal variation in passenger service rate and its impact on train dwell time: A time-series clustering approach using dynamic time warping

This study aims to improve the understanding of the underlying mechanism of passenger boarding and alighting processes, as well as its potential influence on train dwell time and train operation. Empirical data collected from one of busiest metro stations in Seoul, Korea, demonstrates the spatial and temporal variation in the passenger service rate, as a result of interference between boarding, alighting, and standing passengers. This study postulates that the level of interference can be associated with the train car occupancy and the proximity of train door to entry points, as waiting passengers tend to cluster near the platform entries. A unique temporal service rate curve is derived from each door location. We introduce Dynamic Time Warping for similarity assessment and clustering. It revealed four groups of train doors showing distinct shapes of curve from each platform. The first cluster includes the train doors located closest to the platform entry points where the initial service rate is drastically impeded by severe inference among passengers. The level of interference gradually diminishes as the door is located farther away from the entry points, but the overall service rate decreases as well. A passenger service time model is derived to include the cluster variable. To test its significance, the prediction capability of the model is presented with and without the cluster variable. The results of this study may be used to guide waiting passengers along the platform to minimize interference and to avoid serious disruption during passenger service time.     

Perceived product creativity and mental contrasting: Desired future on consumers’ product replacement decisions

Consumers often imagine what it would be like to own a new product. Does engaging in such thoughts on desired future impact consumers’ purchase intentions, and if so, what is the underlying process? This study sets out to investigate the posed questions by assessing self‐regulatory strategies consumers employ upon pondering on a desired future. Based on Oettingen’s fantasy realization model, the authors take a comparative approach of two modes on desired future—mental contrasting and indulging—en route to purchase intentions. In mental contrasting, an individual juxtaposes a desired future with his/her present reality, whereas, indulging is simply envisioning a desired future. Contingent upon the perceived likelihood of fantasy realization, consumers in the mental‐contrasting condition adjust their level—that is, high (low) for high (low) feasibility case—in goal commitment as well as in energization to achieve the desired future. In contrast, consumers in the indulging condition engage in moderate level of goal commitment—irrespective of the likelihood of fantasy realization. In a series of experiments, this study scrutinizes the fantasy realization model in context of attribute alignability/nonalignability, uncertainty in attribute meaningfulness and novelty, technological and psychological obsolescence en route to affecting the consumers’ product purchase/upgrade intentions. Conceptually, this study is the first to adapt the fantasy realization model to the marketing context, and the authors provide managerial implications of their key findings.     

Foreign Ownership and Firm Innovation: Evidence from Korea

ABSTRACT

This study examines whether foreign equity investment promotes domestic firms’ innovation activities. Using panel data on the Korean firms during the 1999–2013 period, we find that foreign ownership has a positive effect on firms’ innovation activities. Furthermore, we also show that, as compared to non-chaebol firms, chaebol firms’ innovation activity becomes much greater with the increase of foreign ownership. Finally, we investigate industry-level spillover effects of innovation. Specifically, we find that foreign ownership promotes innovation activities via forward linkage, the effect of which is also more pronounced in chaebol firms.     

Demand for fair value accounting: The case of the asset revaluation boom in Korea during the global financial crisis

When the fair value accounting (FVA) option for property, plant, and equipment was introduced in the midst of the global financial crisis, a significant proportion of Korean firms elected FVA. We attribute this unusual boom in asset revaluations to the nation's culture of government intervention and civilian compliance, which was particularly espoused during this period of financial turmoil, and a foreseeable option to switch back to historical cost accounting. We find that among those firms whose debt‐to‐equity ratios are low, public firms opt for the FVA option more often than private firms, suggesting that the need to communicate fair value information with diversified equity holders is more important than the need to do so with creditors. In contrast, among those firms whose debt‐to‐equity ratios are high enough to warrant such unfavorable dispositions as new debt freezes and monitoring by regulators, we find no difference in the FVA choice between private and public firms. These findings imply that during the global financial crisis, private firms that rely heavily on debt financing have a strong incentive to utilize FVA to comply with government guidelines for the debt‐to‐equity ratio and to ease a potential hold‐up problem by influential creditors.     

Do analysts who understand accounting conservatism exhibit better forecasting performance?

This study investigates the performance of analysts when they match the asymmetric timeliness of their earnings forecast revisions (i.e., asymmetric forecast timeliness) with the asymmetric timeliness of firms’ reported earnings (i.e., asymmetric earnings timeliness). We find that better timeliness‐matching analysts produce more accurate earnings forecasts and elicit stronger market reactions to their forecast revisions. Further, better timeliness‐matching analysts issue less biased earnings forecasts, more profitable stock recommendations and have more favorable career outcomes. Overall, our results indicate that analysts’ ability to incorporate conditional conservatism into their earnings forecasts is an important reflection of analyst expertise and professional success.     

Adolescents' body‐tanning behaviours: influences of gender,body mass index,sociocultural attitudes towards appearance and body satisfaction

The goal of this study was to identify and examine the various factors affecting adolescents' body‐tanning behaviours. Gender, body mass index (BMI), sociocultural attitudes towards appearance (SATA) and body satisfaction were examined in order to determine how these variables influence both outdoor sun‐tanning and indoor tanning‐bed use. Self‐administered survey data were collected from 155 adolescent boys and 202 adolescent girls with an average age of 14.3. Multivariate analysis of variance and multiple regression methods were used to analyse the data. Adolescent girls tended to engage in both outdoor and indoor tanning. Overall, adolescents' SATA significantly affected their body‐tanning behaviours. However, BMI and body satisfaction revealed a significant effect only on indoor tanning behaviour. Implications for the design of interventions and overall health promotion towards adolescents are discussed with suggestions for future research.     

The role of interactivity in e-tailing: Creating value and increasing satisfaction

The purpose of this study is to examine the relationships between three dimensions of interactivity (controllability, synchronicity, and bi-directionality) and consumers’ perceived value composed of utilitarian and hedonic values on e-shopping, finally determining the level of overall satisfaction on using interactivity features in e-tailing service. A total of 451 respondents participated and the usable sample size was 427 after the screening process. The results indicate that bi-directionality is a key interactivity feature for consumers’ hedonic value creation in e-tailing service settings while synchronicity is a key for utilitarian value.